Making Salesforce Smart – Research on the development of CRM application in a manufacturing company on sales point of view
Malinen, Toni (2023)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023051510711
https://urn.fi/URN:NBN:fi:amk-2023051510711
Tiivistelmä
This research concerns manufacturing company’s current use of Customer Relationship Management (CRM) application and the process of identifying the biggest areas of improvements in there.
The company uses Salesforce’s Sales Cloud and Service Cloud as their CRM application. The primary objective of this research was to collect feedback from the sales users about the current challenges with the use of Salesforce CRM. This feedback was used to identify the biggest issues and to plan concrete action points for fixing those. Research questions were “What improvements should be done in Salesforce?,” “What decisions could be better supported by Salesforce?” and “How to get sales more engaged with the use of Salesforce?”.
We applied participatory design methods to collect feedback from the end users. The aim was that the results of the research could be used to build the near future roadmap for the CRM development. Some of the collected findings in this research can also be used as a base for building the vision and strategy around the company’s CRM.
The company uses Salesforce’s Sales Cloud and Service Cloud as their CRM application. The primary objective of this research was to collect feedback from the sales users about the current challenges with the use of Salesforce CRM. This feedback was used to identify the biggest issues and to plan concrete action points for fixing those. Research questions were “What improvements should be done in Salesforce?,” “What decisions could be better supported by Salesforce?” and “How to get sales more engaged with the use of Salesforce?”.
We applied participatory design methods to collect feedback from the end users. The aim was that the results of the research could be used to build the near future roadmap for the CRM development. Some of the collected findings in this research can also be used as a base for building the vision and strategy around the company’s CRM.