VietNamNet
Bridge – Vietnamese Customer
Relationship Management (CRM) software providers have been meeting big
difficulties when developing the domestic market.
The
Vietnamese market remains small, but it has attracted a lot of big service
providers, from foreign experienced ones such as: SugarCRM, ZohoCRM, Microsoft
Dynamics CRM, Saleforce, SAP CRM, Oracle; to domestic big guys such as: Vtiger,
Hitek, Biaki, Vpar, PerfectCRM, 1VS, MisaCRM, NEO CRM. The small market and the
presence of numerous service providers both explain why the competition in the
market is so stiff.
The
biggest obstacle for CRM software suppliers is the lack of attention of
Vietnamese businesses to the products. It is estimated that only 10 percent of
Vietnamese businesses have used CRM, while the figure is much higher in other
countries. It is estimated that the world would spend about 13 billion dollars
in 2012 on the works relating to CRM.
Therefore,
it’s always very difficult to offer CRM products to Vietnamese enterprises.
Vietnamese still do not think that they need to have a tool for customer
relation management when they want to develop and expand their business scale.
A lot of them, when meeting CRM suppliers, raise a question like “What does CRM
software mean? Why do I have to have a CRM product?”
As the
market share is too small for all CRM suppliers, a lot of them have to offer
cheap products to scramble for customers. The suppliers try to minimize their
production costs by using foreign open source codes.
Analysts
say that the open source codes would help IT firms cut down expenses when
developing a system or a fundamental for analyzing and developing products for
a specific market like Vietnam. However, later, during the process of
developing products, they would meet some serious errors.
After a
period of development, the software products would not be able to satisfy the
requirements set up by the users. This would not only make the solution
providers lose their customers, but also make other companies fall into
disrepute.
Mai Duy
Quang, director of Biaki, one of the leading CRM suppliers in Vietnam, has also
admitted that the challenges remain too big for CRM firms. While tens of
billions of dollars are being spent in the world on the products and services
relating to CRM, Vietnamese IT firms still have to meet customers to explain to
them the necessity of CRM.
How is the future for Vietnamese CRM market?
However,
Quang still believes that CRM suppliers would have a bright future.
“If you
understand the inspirations of customers and can provide good products, the
indifference of the market and the lack of knowledge about CRM products would
not be a big challenge any more,” he said.
Quang
believes that it would be better for Vietnamese businesses to develop
technology foundation of their own instead of using foreign open source code.
He said Biaki, for example, had to spend 12 years on developing products in the
European market. However, it still faced big challenges in Vietnam in order to
create the products fitting the specific features of the market, like BiakiCRM.
BiakiCRM
has been recognized as having a flexible mechanism and high openness which can
satisfy the current demand and the demand in the future of some businesses.
BiakiCRM would attend Echelon 2012 Startup Marketplace, a well-known event for
Asian technology community, to be held in Singapore.
However,
BiakiCRM is just one of the very few success stories in Vietnam. IT firms would
still have to follow a thorny path to reach their successes. However, experts
say, the rewards for them would be not small: it is expected that the
percentage of Vietnamese businesses using CRM products would rise to 30-35
percent in one or two years.
Source:
TBVTSG
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