An increasing number of Australian business are investing in CRM (customer relationship management) at a level that is higher than ever before, according to Microsoft Australia Dynamics group lead, Thomas Gudman.
Gudman characterises this level of investment in CRM as being a "very exciting" time for business.
"We see it every day and we continue to consistently outpace the market growth."
To support his claim, Gudman refers to an IDC prediction that expects the CRM software market in Australia to grow by approximately 4.2 per cent in 2013.
"The CRM sector is an active, growing market across businesses of all sizes," he said.
This growth is not limited to a single type of organisation but across all sizes.
When speaking to customers and business partners about business trends and the rapid changes in the industry, such as Cloud, BYOD and big data, Gudman said it is evident that the CRM space is constantly evolving with them.
"The world of business, and society at large, is being transformed by dominant and disruptive trends that are deeply influencing our lives, both at work and at home," he said.
For that reason, businesses are turning to software that enables business intelligence to be gathered and used to identify opportunity and risk within changing market conditions.
With the growth of the CRM market, Gudman said that Microsoft has seen a growing demand in its Dynamics platform.
"Customers are increasingly seeking to leverage the innovative technologies transform their business," he said.
Gudman adds that Dynamic's market share is growing due to the vendor's focus on the concept of business transformation.
"We want to help our customers to use the modern technologies to connect people, reach new markets, and increase their productivity," he said.
Microsoft Dynamics recently announced that three new customers, Servcorp, Colliers International, and Metricon Homes, have deployed Dynamics CRM 2011.
Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.