Croatia Follows Global Trends and Records Double-Digit Growth in the CRM Market

Microsoft Croatia held a CRM Customer Engagement Roadshow on Thursday in front of more than 100 representatives of Croatian companies, an event taking place in several Central European cities, focused on presenting ways to achieve better business results through digital transformation as well as innovative models in Dynamics CRM, a solution for customer relationship management.

During the presentations by Microsoft CRM experts from abroad, it was emphasized that the demands and expectations of customers towards customer service have never been higher. According to research by the analytical firm Forrester Research, today even one-third of customers prefer to resolve issues with products and services through direct communication. The consequence is that the service itself becomes significantly more complex, and it is essential for sales personnel to be equipped with the best technological tools to respond to customer demands in a short time. Given this, it is not surprising that the CRM market is rapidly growing and that, according to estimates from independent analytical firms, it will be worth as much as 37 billion euros in 2020.

Croatia follows global trends and records double-digit growth in this market over the past few years. It was also emphasized that Microsoft Dynamics CRM, according to evaluations from all independent analytical firms, positions itself as a leader in terms of the size of the existing customer base, product functionality, and vision strength, providing real-time information and top-notch collaboration that elevates the level of engagement with the user/customer to a high level. The importance of customer relationship management is also highlighted by data from the recent Customer 2020 report, which states that customer experience will be a more important factor than price and product features when choosing a particular brand by 2020.

– Dynamics CRM represents a development platform on which partners can develop specific solutions for any industry sector according to customer requirements. Given that CRM as a technology and business philosophy is becoming an indispensable part of business investments in companies planning sustainable growth and development in the times to come, our suggestion and recommendation to owners and managers of companies is to start thinking, conducting internal education, and evaluating what specific benefits and advantages companies gain by implementing this solution as soon as possible, said Zoran Šegić, CRM&ERP Lead for Croatia, Serbia, and Montenegro.

Particular attention was drawn to a presentation by Rolls Royce on the model of increasing customer loyalty through providing more efficient service. Technological solutions based on Microsoft Dynamics CRM have led to significant savings in the aviation industry by helping them gain immediate insights into potential failures, thus optimizing flights and achieving savings on maintenance and fuel consumption. Rolls Royce’s Senior Vice President Nick Farrant emphasized that the solution from Microsoft supported their innovative business model and enabled insights into meaningful information and valuable conclusions from the vast amounts of data they collected, ultimately ensuring a better experience for passengers. In addition to Rolls Royce, the Agrokor Group presented the benefits of implementing the Dynamics CRM solution in its companies.

With the latest release of Microsoft Dynamics CRM 2016, Microsoft focused on reducing the time and effort required to find solutions in customer relationships. New capabilities and innovations are ensured through three areas – a new and advanced Customer Engagement Experience Center, insights and information for smarter decisions, and new ways of engaging with customers.