Increasing and improving the use of the Salesforce Platform effectively Case Company: ABB FI – SRU Motors and Generators
Batista dos Santos, Fernando (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023110628647
https://urn.fi/URN:NBN:fi:amk-2023110628647
Tiivistelmä
This bachelor's thesis examines strategies for enhancing the utilization of the Salesforce Plat-form within the MOSE division of ABB Oy, a multinational Swedish-Swiss company specializing in industrial and home automation technologies. In 2018, ABB Oy implemented Salesforce as their Customer Relationship Management (CRM) tool, introducing new processes and tools to employees' daily operations. However, adopting the platform could be more consistent, prompting the need for a comprehensive study to identify actions to optimize its use within the department.
The research methodology for this thesis consisted of desktop research, surveys, and qualitative interviews, supplemented by a literature review focused on two primary theoretical areas: Change Management and CRM Implementation. These areas were chosen to elucidate co-mon implementation challenges when transitioning to a new system. By synthesizing insights from the literature review, survey responses, and interview data, the author identified issues regarding effective Salesforce adoption at ABB Oy and explored potential improvement opportunities through internal benchmarking.
Based on the gathered evidence, the author formulated a series of recommendations tailored to individual departments and the company, charting a path toward more efficient and effective use of the Salesforce platform and its features. These recommendations offer actionable insights for ABB Oy to fully harness the capabilities of Salesforce, enhance user adoption, and ultimately achieve more streamlined and productive business operations.
In conclusion, this thesis provides a roadmap for ABB Oy to maximize the benefits of Salesforce within its MOSE division by addressing the challenges identified through extensive research and analysis. The proposed recommendations, if implemented, hold the potential to drive successful platform adoption, ultimately leading to improved operational efficiency and enhanced customer relationship management.
The research methodology for this thesis consisted of desktop research, surveys, and qualitative interviews, supplemented by a literature review focused on two primary theoretical areas: Change Management and CRM Implementation. These areas were chosen to elucidate co-mon implementation challenges when transitioning to a new system. By synthesizing insights from the literature review, survey responses, and interview data, the author identified issues regarding effective Salesforce adoption at ABB Oy and explored potential improvement opportunities through internal benchmarking.
Based on the gathered evidence, the author formulated a series of recommendations tailored to individual departments and the company, charting a path toward more efficient and effective use of the Salesforce platform and its features. These recommendations offer actionable insights for ABB Oy to fully harness the capabilities of Salesforce, enhance user adoption, and ultimately achieve more streamlined and productive business operations.
In conclusion, this thesis provides a roadmap for ABB Oy to maximize the benefits of Salesforce within its MOSE division by addressing the challenges identified through extensive research and analysis. The proposed recommendations, if implemented, hold the potential to drive successful platform adoption, ultimately leading to improved operational efficiency and enhanced customer relationship management.