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Posizionamento tool CRM on-the-cloud

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Confronto tra i maggiori tool di CRM on-the-cloud: Salesforce.com, Microsoft Dynamics CRM e Sugar.

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Posizionamento tool CRM on-the-cloud

  1. 1. Posizionamento prodotti CRM on-the-cloud Andrea Di Pinto 04/10/2014 Versione 1.0
  2. 2. Autore: Andrea Di Pinto Versione: 1.0 Premessa Il presente documento prende in considerazione i seguenti prodotti di CRM: • Salesforce.com • SugarCRM On Demand • Microsoft Dynamics CRM Online Posizionamento prodotti CRM on-the-cloud 2Data: 04/10/2014 Ambito del documento L’obiettivo del documento e’ posizionare i prodotti confrontandoli in maniera diretta. Scopo • I vari prodotti sono soggetti ad upgrade piu’ volte nel corso di ogni anno quindi e’ importante controllare la data del presente documento e comunque verificare la presenza di funzionalita’ specifiche. • Lo studio di Gartner a cui ci si riferisce nel documento e’ datato 15 luglio 2014. Punti di attenzione • Salesforce • Sito Salesforce, http://www.salesforce.com/ • Winter ‘15 Guide, https://na1.salesforce.com/help/doc/en/sf.pdf. • Success CommunityHelp, https://help.salesforce.com/apex/HTViewHelpDoc?id=basics_welcome_salesforce_users.htm&language=en_US • MS Dynamics CRM Online • Sito MS Dynamics CRM, http://www.microsoft.com/it-it/dynamics/crm.aspx • MS Dynamics CRM 2015 User Guide, http://go.microsoft.com/fwlink/p/?LinkID=517351 • MS TechNet Library, http://technet.microsoft.com/en-us/library/dn798679(v=crm.10).aspx • SugarCRM • Sito SugarCRM, http://www.sugarcrm.com/ • Administrator e User Guides, http://support.sugarcrm.com/02_Documentation/01_Sugar_Editions/02_Sugar_Enterprise/ Altre fonti sono citate nel corso della presentazione. Fonti principali
  3. 3. Autore: Andrea Di Pinto Versione: 1.0 Gartner Magic Quadrant per il CRM Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 3 Secondo Gartner tutti i prodotti considerati sono dei leader di mercato
  4. 4. Autore: Andrea Di Pinto Versione: 1.0 Gartner – Pro’s & Con’s Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 4 Pro’s Con’s • Proven Quality and Reliability • Broad Ecosystem Through AppExchange • Salesforce1 Platform • High Subscription Price • Mobile • European Data Center Coverage* • Price Value • Microsoft Centricity • Usability • Partner Networks • New Mobile Product • Building Relationship With Sales Organizations • Reporting and Analytics • Open-Source Technology Base • Price Value • Customer Responsiveness • Lack of Global External Service Provider (ESP) Partnerships • More Large Enterprise Wins • Limited Professional Services E’ raccomandabile verificare le valutazioni di Gartner tra una release e l’altra delle applicazioni. * Salesforce.com ha aperto in UK il primo data center europeo a ottobre 2014.
  5. 5. Autore: Andrea Di Pinto Versione: 1.0 Gartner – Pro’s & Con’s Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 5 Vanno sempre verificati puntualmente i requisiti di business per assicurarsi che il sistema scelto supporti le funzionalita’ richieste dal cliente, il piu’ possibile in maniera nativa. Le quotazioni di listino possono essere soggette a sconti in fase di trattativa. Completezza delle funzionalita’ Pricing Specialmente in combinazione con altri prodotti MS, offre elevata completezza e pricing contenuto. E’ la soluzione piu’ completa. Le quotazioni di listino di Salesforce.com possono essere soggette a sconti in fase di trattativa. Offre tutte le funzionalita’ di base ad un prezzo contenuto.
  6. 6. Autore: Andrea Di Pinto Versione: 1.0 Licenze e prezzi Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 6 Le Edizioni sono bundle di licenze: l’Edizione Salesforce piu’ venduta e’ l’Enterprise. Le versioni corrispondenti a Salesforce Enterprise sono Dynamics CRM Professional e SugarCRM Enterprise. SALESFORCE - Prezzi per utente al mese per funzionalita’ Core CLOUD Sales Cloud Service Cloud EDIZIONI Performance € 315 € 315 Unlimited € 270 € 285 Enterprise € 135 € 145 Professional € 70 € 70 Group € 27 Include Lead Management, Sales Management, Campaign Management, Case Management, Reports & Dashboards, Workflow & Approval Processes, Access Management, Profile Management, Customizations. MS Dynamics CRM Online (Professional) SugarCRM (Enterprise) € 50 $ 60 All’interno della stessa organizzazione possono coesistere utenti appartenenti a diversi Cloud, purche’ i Cloud appartengano a loro volta alla stessa Edizione.
  7. 7. Autore: Andrea Di Pinto Versione: 1.0 Architettura funzionale high level Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 7 Ciascun elemento dell’architettura ha un pricing associato. Applicazioni disponibili su App Exchange Funzionalita’ aggiuntive Core Sales Cloud Service Cloud Community Cloud Analytics Cloud Marketing Cloud Data.com Pardot Enterprise Edition
  8. 8. Autore: Andrea Di Pinto Versione: 1.0 Architettura funzionale high level Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 8 Ciascun elemento dell’architettura ha un pricing associato. Professional Applicazioni disponibili su MS Pinpoint Prodotti collegati Core Sales Service MarketingPilot Social Listenin g SharePoint Office 365 Power BI
  9. 9. Autore: Andrea Di Pinto Versione: 1.0 Architettura funzionale high level Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 9 Ciascun elemento dell’architettura ha un pricing associato. Enterprise Applicazioni disponibili su SugarExchange Prodotti dei partner Core DocuSign HootSuite … Marketo Zendesk Sales Service
  10. 10. Autore: Andrea Di Pinto Versione: 1.0 Differenze tra i prodotti 10Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud
  11. 11. Autore: Andrea Di Pinto Versione: 1.0 Premessa A seconda dei casi e per ciascun prodotto, le feature non disponibili out-of-the-box possono essere ottenute ad un costo aggiuntivo in uno o piu’ dei seguenti modi: • Acquistando apposite licenze aggiuntive • Facendo un upgrade sulle licenze acquistate • Acquistando applicazioni sviluppate da terze parti o dallo stesso provider del prodotto • Effettuando sviluppi ad hoc • Individuando workaround sulle configurazioni, includendo se necessario procedure manuali ad hoc Spesso, inoltre, la disponibilita’ di una feature e’ solo una questione di tempo perche’ la feature e’ gia’ nella road map di sviluppo del provider. Posizionamento prodotti CRM on-the-cloud 11Data: 04/10/2014 Feature non out-of-the-box La scelta tra avere una feature out-of-the-box e ottenerla per via alternativa implica la valutazione di trade off che riguardano costi, tempi di disponibilita’, scalabilita’, affidabilita’. Punto di attenzione
  12. 12. Autore: Andrea Di Pinto Versione: 1.0 Security Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 12 In Salesforce.com, profilo per profilo, e’ possibile indicare da quali indirizzi IP e all’interno di quali fasce orarie gli utenti sono abilitati ad accedere alla piattaforma. A seconda del profilo, e’ possibile vincolare gli utenti ad accedere da un certo range di IP e all’interno di determinate fasce orarie.
  13. 13. Autore: Andrea Di Pinto Versione: 1.0 Knowledge management Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 13 Il knowledge management e’ incluso in SugarCRM mentre e’ disponibile ad una fee aggiuntiva in Salesforce ed e’ incluso nella versione Enteprise di MS Dynamics CRM (153,30€/utente/mese). Le soluzioni ai ticket risolti possono essere descritte in Articles e messe a disposizione di tutti, anche utenti.
  14. 14. Autore: Andrea Di Pinto Versione: 1.0 Company chat Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 14 Salesforce.com e Dynamics CRM Online mettono a disposizione strumenti per la chat aziendale, integrati con le rispettive piattaforme. Chatter consente di condividere report e dashboard, fare tracking di record e utenti, ricevere notifiche in real time e molto altro in maniera integrata con il resto della piattaforma. Yammer e Lync sono’prodotti standalone, successivamente integrati con Dynamics CRM. Il livello d’integrazione e’ in costante aumento.
  15. 15. Autore: Andrea Di Pinto Versione: 1.0 Questions & Answers Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 15 Salesforce.com Answers abilita la gestione delle domande dei clienti in un contesto di community, consentendo ai clienti stessi di accedere alla knowledge base o aprire un Case partendo da una domanda. Answers e’ una funzionalita’ di Community di Salesforce.com che consente di postare domande, rispondere a domande, votare la migliore risposta, trasformare le domande in Cases e accedere alla knowledge base dell’organizzazione.
  16. 16. Autore: Andrea Di Pinto Versione: 1.0 Processi di approvazione Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 16 I processi di approvazione sono funzionalita’ dedicate alla gestione dell’approvazione di documenti disponibili nativamente in Salesforce.com e MS Dynamics CRM. Ok Ok Ok Approvato! Le richieste di approvazione possono essere associate ad alert per email o su Chatter (Salesforce.com). L’approvazione puo’ avvenire rispondendo all’email di alert o intervenendo sul documento da approvare. Il processo di approvazione puo’ essere configurato su piu’ livelli e prevedendo approvazioni congiunte e deleghe di approvazione.
  17. 17. Autore: Andrea Di Pinto Versione: 1.0 Territory management Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 17 I forecast sono organizzati per territori, seguendo la gerarchia territoriale nei vari livelli di roll up. Il territory managmenet di SugarCRM e’ un progetto attualmente in beta (http://www.sugarforge.org/projects/territory). Cliente Sede RM Sede MI Esempio di gerarchia territoriale Italia Area X Regione Y Provincia Z Il territory management consente a clienti e utenti di «appartenere» a piu’ territori e, di conseguenza, avere accesso a dati relativi a territori distinti. Inoltre, i criteri di definizione dei territori possono essere scelti a piacere facendo leva anche su campi custom.
  18. 18. Autore: Andrea Di Pinto Versione: 1.0 Tassi di cambio storicizzati Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 18 SugarCRM e Dynamics CRM consentono di definire tassi di cambio per ciascuna moneta , applicando il tasso di cambio inserito a tutti i valori economici delle opportunita’ a sistema senza storicizzazione. Cambio con Gen 2014 Feb 2014 … … … … … I valori economici delle opportunita’ chiuse rimangono legati al valore del tasso di cambio in vigore quando l’opportunita’ e’ stata effettivamente chiusa.
  19. 19. Autore: Andrea Di Pinto Versione: 1.0 Social listening Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 19 MS Dynamics CRM propone una soluzione di social listening inclusa nella licenza base. Nel 2011 Salesforce ha acquisito Radian6, il tool di social media monitoring utilizzato da piu’ della meta’ delle aziende F’ortune 100: Radian6 e’ disponibile ad un costo aggiuntivo. Le soluzioni Dynanmics CRM e Salesforce (disponibile ad un costo aggiuntivo) consentono di condurre analisi di sentiment, share of voice e implementare attivita’ di social marketing e reputation management.
  20. 20. Autore: Andrea Di Pinto Versione: 1.0 Sales/service console Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 20 Le console sono lo strumento principale per ottimizzare il lavoro di sales e service reps. Consentono una visione compatta e ottimizzata delle informazioni relative ad un account, case oppure opportunita’. Le console sono viste customizzabili concepite per ottimizzare il lavoro di sales e service reps. Consentono di avere nella stessa pagina tutte le info relative ad un account, ai case in gestione o gestiti, i contatti, le opportunita’ di vendita, eccetera. Unified Service Desktop e’ un framework pensato per sviluppare applicazioni dedicati ai call center per ottimizzare la gestione di case.
  21. 21. Autore: Andrea Di Pinto Versione: 1.0 Computer Telephony Integration Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 21 La soluzione Open CTI di Salesforce prevede un connettore completamente e flessibilmente configurabile on the cloud. La soluzione Microsofy Dynamics CRM, basata su Unified Service Desk, prevede la creazione di adapter ad hoc da installare sui client.
  22. 22. Autore: Andrea Di Pinto Versione: 1.0 Strumenti di sviluppo e integrazione Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 22 Oltre alla disponibilita’ di API che consentono l’accesso dall’esterno, Microsoft e Salesforce prevedono piattaforme di sviluppo e integrazione. La piattaforma Salesforce, in linea con la sttrategia aziendale, consente di sviluppare senza scrivere codice, ossia in modalita’ point & click. SugarCRM e’ un progetto Open Source.
  23. 23. Autore: Andrea Di Pinto Versione: 1.0 Livelli di servizio Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 23 Salesforce.com garantisce SLA solo su base trattativa e, pubblica la disponibilita’ per singola istanza (http://trust.salesforce.com/trust/status/) che storicamente e’ risultata superiore al 99,9%. Microsoft pubblica I dettagli del suo SLA e SugarCRM cita I parametri fondamentali, lasciando i dettagli alla singola trattativa commerciale. Uptime mensile Service credit < 99,9% 25% < 99% 50% < 95% 100% 𝑈𝑝𝑡𝑖𝑚𝑒 = 𝑀𝑖𝑛. 𝑖𝑛 𝑢𝑛 𝑚𝑒𝑠𝑒 − 𝑚𝑖𝑛. 𝑑𝑖 𝑑𝑜𝑤𝑛𝑡𝑖𝑚𝑒 𝑖𝑛 𝑢𝑛 𝑚𝑒𝑠𝑒 𝑀𝑖𝑛𝑢𝑡𝑖 𝑖𝑛 𝑢𝑛 𝑚𝑒𝑠𝑒 SugarCRM garantisce il 99,5% di uptime, misurato su base mensile. Non sono disponibili info su service credit e vincoli sul sito ufficiale. Maggiori informazioni su https://port.crm.dynamics.com/portal/static/1033/sla.htm
  24. 24. Autore: Andrea Di Pinto Versione: 1.0 Ecosistema applicazioni di terze parti Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 24 Il marketplace piu’ sviluppato e’ quello di Salesforce, che conta circa il doppio delle app rispetto a Pinpoint (Microsoft). AppExchange (https://appexchange.salesforce.com/) conta 2.660 applicazioni e circa 2,8mln di installazioni. Pinpoint (https://pinpoint.microsoft.com/) conta circa 1.200 applicazioni per Dynamics riguardanti il CRM. SugarExchange (http://www.sugarexchange.com/) conta circa 120 applicazioni per la versione Enterprise.
  25. 25. Autore: Andrea Di Pinto Versione: 1.0 Livelli di assistenza post-vendita 25Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud
  26. 26. Autore: Andrea Di Pinto Versione: 1.0 Salesforce.com Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 26 Standard Success Plan Premier Success Plan Premier+ Success Plan Customer Success • Self-service resources including Help site, knowledge base, and community • Best practices to drive user adoption & productivity • Release readiness programs • Assigned success resource* • Best practices to drive user adoption & productivity • Release readiness programs • Assigned success resource* Support • Online case submission • 2-business day response • 24x7 toll-free phone and online • 1-hour initial response for critical issues • Premier developer support • 24x7 toll-free phone and online • 1-hour initial response for critical issues • Premier developer support Training • “Getting Started” online catalog • Unlimited access to online Premier training catalog • Role-based learning paths • Customizable training templates • Unlimited access to online Premier training catalog • Role-based learning paths • Customizable training templates Administration • Access a certified team to maintain your Salesforce solution Pricing • Included • 15% of list price • 25% of list price *Assignment of a Premier success resource will be made with Unlimited Edition or Performance Edition user subscription with an annual value of at least $1M or a total Premier annual fee of $100,000.
  27. 27. Autore: Andrea Di Pinto Versione: 1.0 Microsoft Dynamics CRM Online Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 27 Tutte le opzioni offrono Community Forums, Service Dashboard, self-help portals CustomerSource & Customer Center, Web Incident Submission, Unlimited Break/Fix Incidents, Unlimited Callback Phone Support. Subscription Enhanced Professional direct Premiere Support Local business hours Local business hours 24x7 for Severity A cases 24x7 for Severity A cases Fastest Response Time Next business day <2 hours <1 hour; priority routing to Tier 2 escalation engineers <1 hour; priority routing to Tier 3 escalation engineers Training Getting Started catalog and access to Self-Help Materials Full access to E-Learning and training manuals Full access to E-Learning and training manuals Full access to E-Learning and training manuals Technical Account Manager Pooled Assigned Remote Diagnostics & Enhanced Reporting X Escalation Help Desk X X Advisory Support Limited Full Onsite Services X Monthly Reviews X X Mentoring X Proactive Services X Pricing Included $5/seat/month $9/user; minimum purchase 100 seats Varies
  28. 28. Autore: Andrea Di Pinto Versione: 1.0 SugarCRM Data: 04/10/2014 Posizionamento prodotti CRM on-the-cloud 28 Professional Enterprise Ultimate Support Hours • 8x5 (by region) • 12x5 (optional) • 12x5 (by region) • 24x7(for P1 only) • 12 x 5 (for P2 & P3) Number of Contacts • 2 • 4 • 5 Number of Cases • Unlimited • Unlimited • Unlimited P1 Response Time • 4 business hours 2 business hours • 1 hour P2 Response Time • 1 business day • 4 business hours • 2 business hours P3 Response Time • 2 business days • 1 business day • 4 business hours Phone Support • No (optional) X X Pricing • Included • Included • Included

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