Customer Relationship Management: Available Systems

Company #1

Name of CRM Provider Salesforce
Company Website www.salesforce.com
CRM Category Operational CRM Software. It deals with marketing, sales, and service.
Brief Company Overview It was founded in 1999 by Parker Harris, Marc Bernioff, Frank Dominguez, and Dave Moellenhoff. It went public in June 2204 and it has its headquarters in San Francisco, California.

Company’s Customers

Salesforce is a type of cloud-based CRM software that enables firms to connect with and acquire more data regarding their clients. It has achieved this by exploiting the importance of data storage and free accessibility to attract a customer base. Overall, Salesforce has been capable of leveraging cloud technology and building a range of applications for enterprises to connect to their customers better and enable them to gain critical insights into their services via the use of analytics and applications. The company has several cloud platforms, including a marketing cloud, a service cloud, health cloud, community cloud, app cloud, Chatter cloud, analytics cloud, IoT cloud, Heroku engagement cloud, and commerce cloud, among others (Salesforce, 2020). Therefore, it targets companies embracing the use of these clouds.

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While the applications are vast, the three main business functions that utilize this software are customer service, sales, and marketing; regardless, when customized, its capabilities can extend beyond these functions. The CRM component mainly focuses on assisting businesses with seeking out, acquiring, and retaining customers, and much more. On the other hand, in the sales component, Salesforce is utilized by organizations to assist with tracking sales and spending. Furthermore, in marketing, it is essential in helping firms track customer journeys while at the same time providing multichannel marketing campaigns.

Salesforce Products

Name of Product Key Features/Functionality Business Problem/Benefits
Sales cloud
  • Contact management
  • Sales forecasting
  • Lead management
Enables businesses to connect with customers and offer premium customer service.
Marketing cloud
  • Drag-and-drop segmentation
  • Comprehensive, real-time tracking and reporting
  • 1:1 content personalization
Tracks customer journeys whilst at the same time providing multichannel marketing campaigns.
Community cloud
  • Business integration
  • Customization and branding
  • Personalization
Allows businesses to directly communicate with their customers and enable interaction between customers.

Specific Customers

Name of Customer & Industry Name of Products/Services Used Business Problems Experienced Benefits Gained
Adidas
  • Marketing cloud
  • Commerce cloud
  • Service cloud
  • AppExchange
Lack of sufficient speed and agility in retail Availability of premium, connected, and personalized experiences have enabled the company to capture more online customers
KONE
  • Sales cloud
  • Service cloud
  • Customer 360 platform
Basic CRM experience Streamlining workflow for KONE’s equipment service technicians.
Amazon Web Service (AWS)
  • Sales cloud
  • Community cloud
  • Salesforce mobile app
The need for CRM software that measures up to the company’s speed of business. Flexibility and agility necessary to sustain rapid customer growth

Pricing

Name of Product Cost (Per Employee/Month)
Sales Cloud $1.75
Service Cloud
Marketing Cloud $37.50
Analytics $1.25
Customization $40.00

Total Annual Cost = (1.75 + 37.50 + 1.25 + 40.00) * 12 = $966.00 per employee/month

Company #2

Name of CRM Provider Oracle
Company Website Web
CRM Category Collaborative. Allow sharing of information with outside businesses.
Brief Company Overview Oracle is a public multinational tech company. It was founded in 1977 by Bob Miner, Ed Oates, and Larry Ellison under the name Software Development Laboratories. It has its headquarters in Redwood Shores, California.

Oracle’s Customers

Oracle specializes primarily in developing and marketing cloud-engineered systems, database software and technology, and enterprise software products (Oracle, 2020). The company also develops customer relationships and supply chain management software. The target market suits its large and diverse product portfolio, and it can be categorized in several dimensions. These are in terms of the industry, customer need, and size, geography, and budget. For instance, when it comes to the industry, most of Oracle’s products have broad applicability for businesses across the spectrum, and these include healthcare, IT, and commerce, among others. The second is a customer need, in which it provides solutions across software platform need (data analysis, web computing, mobile integration, and database, among others), computing infrastructure needs (computing and storage services), and business technology needs (customer service, e-commerce, sales, marketing, and supply chain, among others).

Third, when it comes to customer size, Oracle offers products capable of serving the demands of small, medium, and large-scale companies. This often integrates the element of the customer budget in which they provide a variety of product subscriptions with features that suit the different-sized companies (Oracle, 2020). Lastly, in terms of geography, the company targets clients from both local and global markets. Moreover, these products have been customized to comprise country-specific features and local language capabilities.

Products

Name of Product Key Features/Functionality Business Problem/Benefits
Sales Planning and Performance Management
  • Quota planning and management
  • Territory planning and management
  • Incentive compensation and modeling
  • Performance analytics
Easily manage quotas, territories, and incentive compensation
Sale Automation
  • Complete 360-degree customer view
  • Task-based homepage
  • Workspace with adaptive search
  • AI-driven guided selling
Reduced time required to make CRM updates and search for information.
Customer Data Management
  • Customer Data Hub
  • Data quality
  • Account and contact enrichment
  • Data cleansing
  • Deduplication
Enrich and improve customer data

Specific Customers

Name of Customer & Industry Name of Products/Services Used Business Problems Experienced Benefits Gained
Tarte Oracle CrowdTwist Differentiation from the competition in the competitive beauty industry.
  • Increase in customer loyalty
  • Improved data-driven decision-making
Altair Engineering Oracle Cloud Infrastructure The need for a cloud partner expert in handling its apps. Reduced time for performing complex simulations
Majesty Golf Oracle ERP Cloud Challenges in tracking and reconciling financial data, and analyzing it. Efficient data analysis that has facilitated improved performance

Pricing

Name of Product Cost (Per Employee/Month)
Sales Planning & Performance Management Not on the website
Sale Automation $0.65
Customer Data Management Not on the website

Total Annual Cost = N/A

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Company #3

Name of CRM Provider Tableau Software
Company Website Web
CRM Category Analytical. Allows for the analysis of customer data.
Brief Company Overview It is a data visualization software company that has Salesforce as the Parent company. It was founded in 2003 by Chris Stolte, Christian Chabot, and Pat Hanrahan. It has its headquarters in Seattle, Washington. It is a public company.

Company’s Customers

Tableau Software specializes in providing analytics software, which enables its customers to analyze, visualize, and share information. It has achieved this by creating nine product lines, and they include desktop, prep, server, online, data management, server management, mobile, embedded analytics, and developer tools (Tableau, 2020). Due to the availability of a broad range of products, Tableau Software has been able to target customers ranging from sole proprietors to large corporations, in which most fall within the medium-sized bracket. This mirrors its positioning statement, “analytics for anyone,” which affirms it as the accessible and intuitive business analytics choice (Tableau, 2020). Overall, the Tableau software focuses on simple and easy access to self-service analytics for non-technical business users. Furthermore, it constitutes attractive visualizations, including an intuitive user interface that positions the company well with executive decision-makers who seek to have information presented clearly and in different accessible formats.

Looking at its largest customers by industry, the company targets computer software, information technology and services, and the healthcare industry. This further substantiates that the company develops software that suits the specific needs of businesses falling within the before-mentioned niches. Moreover, upon considering geographic location, Tableau Software targets businesses established in both local and international markets. However, most of its customers reside in the United States, France, United Kingdom, and Canada.

Products

Name of Product Key Features/Functionality Business Problem/Benefits
Tableau desktop
  • Get actionable insights fast
  • Connect to more data
  • Answer deeper questions
  • Put your data on the map
Answer deep questions at a fast speed.
Tableau online
  • Share and collaborate in the cloud
  • Skip the setup time and hardware cost
  • AI-driven explanations for your data
  • Access anywhere, embed everywhere
Providing self-service analytics
Tableau prep Tableau prep builder:
  • A complete picture of your data
  • Immediate results
  • Connect to more data

Tableau prep conductor:

  • Share and run flows on your server
  • Schedule your flows
  • Monitor flows across your server
Offering a direct and visual way of combining, shaping, and cleaning; thus, making it easier for business users and analysts to perform their analyses faster.

Specific Customers

Name of Customer & Industry Name of Products/Services Used Business Problems Experienced Benefits Gained
Red Hat, Inc. Tableau Online
Tableau Blueprint
Lack of a coordinated approach to the company’s enterprise analytics. Increased insight to quick and confident decisions that drive performance
Nissan Tableau Blueprint Overwhelming data from a “sea of spreadsheets”. Enhanced visualization of global data
Whole Foods Market Tableau data management The need for a single source of truth for their operations and financial data Easy track of operation processes and financial data.

Pricing

Name of Product Cost (Per Employee/Month)
Tableau Creator (Online Deployment) $0.70
Tableau prep
Tableau desktop $0.70

Total Annual Cost = (0.70 + 0.70) * 12 = $16.8 per employee/month

Salesforce CRM Implementation

Description of Challenge Recommended Approaches
The problem of data migration. It can be a challenge to map data from one system to another, especially with the addition of custom fields to manage access control and the unique ID mapping to duplicate data (Khandewal, 2018). Create a team and allocate the data migration tasks.
Integrating Salesforce with other existing systems. Salesforce CRM cannot exist independently as its benefits are best leveraged when it is integrated with other business applications (Khandewal, 2018). Utilize comprehensive planning and strategy to integrate Salesforce with other applications.
Overcomplicating the implementation. Salesforce CRM is among the many services designed to improve business processes (Khandewal, 2018). Therefore, when incorporating it into the business, it is easy to end up with complex implementations built over previous customizations. It is essential to realize that the availability of a feature does not justify its incorporation into business processes.

Lessons Learned

Artificial intelligence, machine learning, and predictive analytics have enabled organizations to understand their customers better. Customer Relationship Management (CRM) has been the center of the commerce industry. Although the conventional techniques can occasionally boost high-performance values, the overall results have not always been up to the mark. The primary principle behind CRM is to develop a closer relationship with customers and tailor product and service offerings to align with consumer tastes closely (Kulpa, 2020). As in the analysis of the three companies above, I have learned that although CRM tools are derived from one central principle, it is essential for a business to choose an appropriate CRM solution. This is because there are three different types of CRM; operational, collaborative, and analytical, that have different features.

Therefore, although Salesforce is one of the top CRM software in the marketplace, subscription to the option with full features does not apply to every business environment. A business must have an accurate understanding of the capability of the CRM platform being selected. Complete evaluation of its specific features, and what will be required to integrate it with the existing systems. This goes far beyond reading the marketing material from the vendors. No single product will probably perform everything that the business requires “out of the box”; thus, it is essential to explore which third-party tools should be integrated into the CRM ecosystem. Furthermore, this builds onto the second lesson that I have learned, which is that integration with existing systems is one of the foremost factors to consider when purchasing CRM software. This grounds other CRM-related implementation challenges that revolve around data migration and overcomplicating the implementation. When purchased CRM software seamlessly integrates with the existing system, it becomes easy to transfer data from one software to another, and overall simplifying the implementation process.

References

Khandewal, A. (2018). Key challenges organizations face when implementing Salesforce CRM.

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Kulpa, J. (2020). Why is customer relationship management so important?

Oracle. (2020). Oracle.

Salesforce. (2020). Salesforce.

Tableau. (2020). Tableau.

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