ITSMA’s Customer Relationship Management Services: Brand Awareness and Market Positioning Study, 2001 provides market- and firm-level data and analysis on brand awareness and positioning for leading CRM services providers.

The multiclient study was designed to help firms meet the following objectives:

• Establish a baseline of brand awareness and positioning for leading CRM services providers.
• Learn how decisions makers view the major CRM solutions firms.
• Determine which firm attributes are most important to the decision makers and influencers of CRM services purchases.
• Establish which sources of information decision makers and influencers of CRM services purchases use.
• Track the effectiveness of CRM services firms’ advertising.

Armed with this data, companies will be better able to plan marketing initiatives, shape market perceptions, and track the effectiveness of marketing programs on an ongoing basis.

Study Methodology
During the late summer and early fall of 2001, ITSMA interviewed 400 decision makers primarily from Fortune 1000 companies and government entities. The study respondents, both IT and business executives, represent seven major industries: financial services; government and public sector; industrial manufacturing; consumer products manufacturing; telecommunications; retail/wholesale; and other services (including utilities, health care, professional services, hospitality, transportation and entertainment/sports/ media).

Companies Covered
Companies covered in the study include Accenture, BroadVision, Cap Gemini Ernst & Young, Computer Sciences Corporation, Convergys, E.phipany, EDS, Harte Hanks, IBM Global Services, KPMG Consulting, Microsoft, NCR, Nortel e-Business Solutions, Onyx, Oracle, PeopleSoft, Peregrine, PricewaterhouseCoopers, Remedy, SalesLogic, SAP, Siebel Systems, and Vantive.