QUALITATIVE INVESTIGATION OF TAM
10
In the mid-1990s, the internet emerged and changed the CRM market, giving rise to a
new form of electronic CRM (eCRM). In 1999, SAP, among many other companies, launched
web-based CRM solutions, making CRM more interactive between an organization and the
customer (Xu et al., 2002). By the early 2000s, CRM technologies began to integrate cloud-
based solutions, and by the late 2000s, the rise of social media networks led to the infusion of
social media sites into existing CRM systems, also known as social CRM, which allowed
companies to interact with customers through social media sites (Baran & Galka, 2016). Through
the 2010s, many new CRM technologies have reached the market, and the biggest changes
occurred with the various integrations that CRM systems could have with other business
software tools. In recent years, the rise of artificial intelligence has had an impact on CRM
technology. Examples of common CRM technologies today include Salesforce, Hubspot, Zoho,
and many more. According to Matosas-López (2024), there are various vendors that share the
CRM market, offering a range of features and solutions. Salesforce holds approximately 19.50%
of the worldwide market, followed by SAP (8.30%), Oracle (5.50%), Adobe (5.20%), Microsoft
(2.70%), and other vendors (58.80%) (Figure 1). Matosas-López (2024) notes that other vendors
largely consist of very small vendors offering simple and cost-effective solutions and include
software such as Zoho, Sugar CRM, Vtiger, and Pipedrive.
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