How Salesforce CRM works. And who should use it?
Salesforce is a top-notch CRM application built on the Force.com platform. It can manage all the customer interactions of an organization through different media, like phone calls, site email enquiries, communities, as well as social media. Salesforce handles all the customer relationships, by focusing on the sales, marketing and support processes. This is done by working with the standard objects (Shown below), and facilitating the relationships between them.
Force.com is a platform for creating applications in the cloud with absolutely no software or hardware investment required. The apps thus created are data-centric and collaborative. In fact, the data is never lost here, because there are auto back-ups.
The Standard Objects in Salesforce
|1||Account||These could be partners or customers (Be it companies or
individuals) who are involved in the organization’s business interactions
|2||Contact||Individuals that come within any account|
|3||Product||Items that the organization sells to the customer|
|4||Lead||Those interested in the product, be it individuals or
|5||Opportunity||Any event or activity with potential for revenue
|6||Case||A description of any issue that a customer has reported|
|7||Solution||The resolution of a customer problem. Salesforce’s
solution knowledge base is the collection of all such solutions
|8||Forecast||Estimation of the organization’s quarterly revenue|
|9||Report||Analysis of the standard or custom objects’ data|
|10||Dashboard||Representation of reports as a set of graphical data or
|12||Activity||All the organization’s tasks as well as calendar events
within the Activity object.
|13||Campaign||All marketing projects, for example – mass emailing|
What makes Salesforce CRM tick?
Salesforce works by managing the standard objects, and maintaining the relationships between them, and the standard in-built functionalities. It is built on the following different types of cloud:
Sales Cloud mainly works based on Lead, Account, Contact & Opportunity objects. Leads can be further converted into account, contact and opportunity objects -an important built-in functionality of the Sales Cloud. What’s more, if any custom fields are added to the lead object, it is also possible to set the mapping for them.
Opportunities are well managed by giving them different stages and probabilities.
In Service Cloud, the base objects are cases and solutions. A Service Executive can create a case on a customer enquiry or a complaint, and the corresponding solution can be stored in a solution object. There is some standard functionality, like email to case, which will automatically create a new case in the CRM on every customer email.
Marketing Cloud is an application for marketing purposes. It helps in the creation and execution of marketing campaigns, email promotions, and more.
Custom fields can be added to the standard objects, and custom workflows can also be created. For custom views as well as business logic, Visualforce pages and associated apex classes can be used. All of these customization facilities make it possible to fulfill just about any need a CRM user may have.
Every CRM application must be able to present reports with the data stored in it. In Salesforce, the ‘Reports and Dashboards’ feature enables effective analytics.
There are a number of standard reports associated with the standard objects. Each report can be used to create dashboard components like graphs. Standard Reports are placed in the folders available in Salesforce, so finding the reports are easy.
Salesforce automation features include tracking leads, managing emails, assigning tasks, notifications, approvals etc. This CRM will handle all the automation required for the sales, marketing and service processes.
Who should use the Salesforce CRM?
The answer is simple – ‘Everyone’.
Salesforce has editions for all variety of users. It offers different editions like Group, Professional, Enterprise and Performance (For Sales Cloud). An organization can select the edition they, according their aims, and the features they require. Do note, the editions have price variations too.
Salesforce covers all the areas of customer relationships, ranging from marketing to service. Any organization that wants to manage their customer relationships holistically can come in and use Salesforce without losing time, and wasting money for software development or hardware infrastructure.