Companies that want to remain competitive in the long term should invest in software as soon as possible. Software usage in Germany is increasing. Competitors who support their work processes with software will gain an advantage that is difficult to catch up with. In addition to process optimization and automation, software also reduces errors. Furthermore, future processes can be improved through reports and data analysis.
In the CRM area, software is even more important. Customer orientation is a key factor in the success of every company. Processing inquiries, complaints, claims, etc. as quickly (and as well) as possible is becoming unavoidable as competition increases. As digitalization progresses, customers and the channels through which they can be reached are also changing.
Exactly one year ago, we conducted a study on the use of CRM software in German SMEs. We wanted to know how fast progress is in Germany and what has happened in the CRM software world in one year. In the CRM User Report 2019, we doubled the number of participants and surveyed 499 small and medium-sized companies to identify the top CRM software trends among CRM buyers for 2019.
CRM Software Trends 2019 in German SMEs
Highlights of the study
Compared to last year, software usage has increased by 27%. However, the majority of companies still use manual methods such as pen & paper, Excel and email programs to manage customers.
The importance of mobile access in CRM software increased significantly in 2019, rising by 200%.
30% of SMEs would only use free CRM software. This is 15% more than the previous year.
CRM software usage increased by 27%
We wanted to know how German SMEs manage their contacts and customers. The majority of Germans (66.4%) use manual methods such as pen and paper, Excel and email programs to manage customers. 32.4% of SMEs use software (CRM software or the company's own software) to support them.
CRM Software Trends 2019 in German SMEs
Compared to the previous year, software usage has increased by 27%. Software is most commonly used in the auditing, banking and financial services, and internet and IT sectors.
We asked expert Prof. Dr. Nils Hafner, keynote speaker and author, how he can explain this small proportion of software users despite the significant advantages of CRM software . Nils Hafner explains that it is difficult for SMEs to calculate a business case for CRM software: "This is mainly because the activities in marketing and sales are often not accurately recorded and top management does not even know what, for example, sales staff actually do during the day and, above all, what they could do if they talked more with their customers. This is difficult to quantify. If I do not know exactly how long it takes to prepare for a meeting, for example, if the salesperson has to piece together everything from the email system, various Excel sheets and handwritten notes, it is also difficult to calculate efficiency gains that result from reduced preparation time and more time talking to customers. If I don't measure how satisfied my customers are today, I can't quantify how satisfied my customers could be if their questions were answered faster and offers were made faster and better tailored to their needs."
"The CRM system is a fundamental infrastructure if marketing, sales and customer service are to be professionalized. If a company can do without it, it is an indication that the company is still doing so well financially that it can probably do without israel telegram data efficiency gains and additional effectiveness through customer knowledge." - Prof. Dr. Nils Hafner
24% of companies see outdated and incorrect contact information as the biggest challenge. Almost one in four companies have difficulty tracking leads. Others cited include the high time spent sending marketing materials (17%) and difficulties in tracking interactions with customers (17%) and payment flows (12%).
CRM Software Trends 2019 in German SMEs
Given the still low level of software usage in companies, we can assume this year that the widespread manual customer management methods are also one of the causes of the difficulties mentioned and that the challenges mentioned could be solved with CRM software.
The importance of mobile access increased by 200% in 2019
The most commonly used features in CRM software are contact management, appointment scheduling, customer service, central database, email marketing, interaction tracking and reporting.
CRM Software Trends 2019 in German SMEs
The most frequently used functions have not changed compared to the previous year. However, the importance of mobile access increased significantly in 2019, rising by a full 200%.