Market Research Report: IBM CRM and ERP Software Customer Satisfaction

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Quantitative Analysis for Marketing
Managers
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Memorandum:
To: Zonal marketing Head
From – Research and analysis division
Cc: CFO, Sales head and CMO
Date – 11.03.2019
Subject – Investigation of customer satisfaction level for IBM products
Introduction:
As new technologies updates are coming continuously and competitive forces are becoming
stronger, modern and quality strategies are required to be implemented by the IBM Company to
assure the sustainability of business and attain a place of market leader. The growth of modern
businesses is dependent on the efficient utilization of information technology which provides
benefits in the form of maximum customer satisfaction and enhanced profitability. Recently,
IBM launched two information technology-based software systems (ERP & CRM) which are
highly useful for business organisations inefficient management of business activities. Now,
IBM is interested to check the market acceptability of offered software so that suitable changes
can be made as per customer response. With this object, IBM decided to conduct a market
research survey to check the consumer’s satisfaction level so that more effective strategies can be
planned and the target of maximum market coverage can be accomplished. Through this survey,
relevant data has been gathered by the company which can be utilised to evaluate the
acceptability of offered software systems among customers.
CRM and ERP software systems are highly popular among medium and large organisations
because it comes with many unique features. For example, a CRM system is highly supportive in
the appropriate handling of customer issues which is necessary to gain customer trust and
improve retention of customers. Similarly, the ERP system is supportive in planning events and
works for the overall betterment of organisational procedures. During this study, responses
provided by the customers has been analysed which is concluding that Overall performance of
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CRM and ERP software gets affected by many factors. For instance, the quality of offered CRM
software and post-sale services are two different factors which make a significant impact on the
overall consumer satisfaction level. Here, a correlation of 0.763 has been identified in two
different variables which are stating that improvements are required in offered software systems
to assure the accomplishment of the target of maximum consumer satisfaction. Usage of IBM
software is influenced by numerous types of factors and, cost of the product, nature of related
organisation’s business etc. are some examples of such factors.
IBM is facing strong competition from Microsoft and focused to be a market leader in the
coming years. Currently, IBM is interested to check the customer reviews about offered ERP and
CRM software so that the frequency of customer repeating can be measured correctly. To check
the gathered data, ANOVA Table Test model has been applied which is concluding that
difference independent and independent data is 0.00. On the basis of this result, it is claimable
that there is no difference among considered independent and dependent variables.
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B. Data binding and results
For the purpose of understanding the market situation of the company in United Kingdom
Sample size is taken for the market survey is 1000 in which overall population is covered
total market population ion which they identified various users of IBM software which can
be IT expert, IT staff and another employee of the various organisation. In that case, the
questionnaire gets filled by a various individual in the population. Various graphs are a
portrait to represent the market area of working for the company and detail analysis of the
market position of the company (Figure 1.1). Graph reflect information related to the users
of IBM Software in a company as they are the person which actually understand the quality
and requirement of software in their process activities (Figure 1.1). CRM and ERP are a
requirement to every business for their activities or business operations as companies size is
not mattered for the software as data interpreted that most of the vendor who used the data
had employee strength of0-50 and also above 10,000. It defines the market area in which a
company can explore its software and services (Figure 1.2). The market survey identified
the various vendor and analysis that who are the most connected vendor who uses IBM
software and their employee strength which defines the usage of the service of IBM
software by the company and businesses (Figure 1.2).
A marketing survey is conducted by management to identify the satisfaction level of
customer and how much they are ready to pu8rchase that software in the next year. This
objective can be identified as the primary objective of the survey and it also a dependent
variable for the research as its satisfaction level is dependent on the various independent
variable for the company. For the purpose of identification of relationship among two
independent variables, the cross-table analysis is conducted in which a total of 891 Samples
answered the questions (Table 1.1). As this study and test identified chi-square value which
is 1121.1879 and also finds the various level of minimum satisfaction of software so
software performance is influenced by the level of satisfaction of customer in the market
(Table 1.1).
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In the Next table management also check the relation of two variables which also influenced
the decision of purchase of customer for the company (Table 1.2). In this table, purchasing
behaviour is checked on the overall quality of the product which guides to understand the
relation between the variable (Table 1.2).
Continue the purchase of software in the near future is influenced by a various factor so
Independent T-Test is checked the relation of a variable with the population in which market
survey is conducted (Table 1.3). T value finding from T-Test is 11.223 and 8.153 which is
tested the half part of the population and identified the relation significant for the dependent
variable (Table 1.3). Independent T-Test also evaluates the performance of the company in
which total 891 samples are collected and they provide the finding of T value which is
(t- .447 and .553, mean difference 7.012 and Sig. (Two-tailed) 0.655 and 0.619) (Table 1.4).
This result defined relations between the populations and samples for the variable decision
by the management of the company (Table 1.4).
To identify the area of study and their limitation survey also implemented a descriptive test
to understanding the mean and central tendency of the population (Table 1.5). In the
descriptive analysis mean and Standard deviation is also calculated for the purpose of
identifying the central objective of the population toward purchasing of software in the near
future (Table 1.5). The decision of continuous purchase in the near future is dependent on
many of the constraints available in the environment to understand the influence level of
that factor one way Annova is evaluated dependent variable of study. One way ANOVA test
provide F factor which is 9.499 and 30.763 which guide management toward the variance
between the mean of two variables or constraints. Further various graphs and test is
implemented on the result of a survey which identified and judge dependent variable which
provides information for the market scenario and purchasing behaviour of customer toward
the company (Figure 2.1, 2.2 and 2.3). In the end, management evaluates the strength of the
relation between dependent and independent variable for IBM software in the market by
regression test which identified a strong relationship between the variable of the
survey(Table 2.1 and 2.2).
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Appendix
Figure 1.1
Figure 1.2
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Table 1.1
Table 1.2
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Table 1.4
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1.5
Table 1.6
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Table 1.7
1.8
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1.9
Figure 2.1
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