Identifying the top customer relationship management (CRM) software products according to a unified set of metrics is a daunting task.
CRM systems are highly diverse, with a huge difference in functionality between those used in sales and customer service contexts. Today, hundreds of systems in dozens of subcategories are available.
This market diversity can create severe headaches for software buyers who don’t know where the research process should begin. So we’ve ranked CRM software products according to overall popularity, allowing buyers to see which are the most popular CRM software solutions across a range of business models and sizes:
To arrive at the rankings above, we analyzed vendors according to the following metrics:
Adoption rate: This factor reflects the number of people using the product on at least a weekly basis. We conducted an original survey of software users to gather this data. We weighted user adoption level the most in calculating overall scores for products.
Online searches for brand: This factor reflects the number of times the product name and related phrases are searched in Google per month. We weighted this factor more than social followers, but less than user adoption.
Social followers: This factor reflects the number of people who’ve “liked” or “followed” the accounts of the vendor on Twitter, LinkedIn and Facebook. We weighted this factor significantly less than the other two factors.
Since popularity is a rather vague term, we’ve defined a rigorous methodology for assessing it. The most important factors in our popularity score are number of users, followed by search traffic and social followers. We’ll explain how we calculated each of these factors in turn. Here’s the breakdown of how much weight we assigned to these factors in our overall popularity score:
Weighting of Factors in Popularity Score
Number of Users
To arrive at this information, we surveyed software users to find out which systems they’re using, and screened our sample to ensure it only includes actual users of CRM software. The following chart shows the top 10 most widely used CRM systems among our sample:
Based on Number of Users: Top 10 CRM Products
Search traffic is an important measure of popularity as many online searches related to the product’s name are performed by current users of the software or potential buyers. The following chart displays the top 10 vendors by search traffic:
Based on Monthly Search Volume: Top 10 CRM Products
This chart displays the volume of monthly searches for a given product (e.g., Salesforce) as a percentage of the total volume of monthly searches for all of the CRM products we ranked.
Social Media Followers
In addition to search traffic, we examined another important measure of online popularity: followers on social media. The number of followers vendors have on sites such as Twitter, Facebook and LinkedIn helps to indicate how loyal their customers are to the brand.
The following table represents the total number of followers of vendors’ profiles (we only looked at profiles for specific products in cases where there was no profile for the vendor itself):
The Top 10 CRM Products by Number of Social Followers
|Microsoft Dynamics CRM||15,440,676|
If you have comments or would like to obtain access to any of the charts above, please contact firstname.lastname@example.org.
The detailed methodology for this report can be found here.