A majority of organizations find CRM implementation from the cloud easier than traditional solutions. In addition, they give the cloud alternative for cost reasons the preference. As a point of criticism, companies state that they do not know where the data is stored in the cloud.
The acceptance of companies for a CRM system from the cloud has increased noticeably according to a comparative study by Ec4u Expert Consulting . Compared to 2013, the assessment of possible benefits has increased, while the assessment of critical aspects has declined despite the current security discussion. The main reasons for the companies are the easier implementation and the investment savings. More than 200 sales and customer management executives participated in the study.
Almost half of the respondents (47 percent) believe that in the next five years, primarily a CRM solution from the cloud will be used. In the previous year only 39 percent of them went out. At the same time, the approval of in-house solutions dropped by 5 points to 38 percent. One in six could not give an assessment.
The study also includes a decision-making profile of CRM users. Respondents were able to evaluate the potential advantages and disadvantages of Cloud CRM on a scale of zero to ten. In terms of benefits, the faster implementation ranks first in terms of in-house applications, with a score of 8.1. A year earlier, it reached 7.7 points. Just behind the investment savings are 7.8. The chance to streamline IT was rated 4.9 by study participants. Compared to the previous year, this is an increase of 1.6 points. Overall, the advantage index increased from 5.6 to a value of 6.1.
As the biggest downside, businesses feel they do not know where their data is stored in the cloud. They rated the topic with 6.4 (plus 0.4 points). On the other hand, the data protection problem registered a marginal loss of 0.1 points to 6.3. The disadvantage of a necessary encryption rated the respondents only 3.6. In 2013, the value was still at 4.6. The disadvantage index fell from 4.4 to 4.2 compared to the 2013 assessment.
Although the NSA affair sparked a debate over the general security of data in the cloud, it has little impact on the CRM space. Sabine Kirchem, Senior Manager Market Research at Ec4u, is not surprised. “It seems that those responsible have a pragmatic attitude that, similar to other IT issues, adequate solutions are found for the security issues, so they do not generally speak out against the cloud alternative,” she says.