magistrsko delo
Anže Lenovšek (Author), Simona Sternad (Mentor)

Abstract

CRM rešitve oz. rešitve za upravljanje odnosov s strankami predstavljajo pomemben delež trga poslovnih programskih rešitev, njihov pomen in dostopnost pa se hitro povečuje. Prav tako na pomenu pridobiva analitika, ki temelji na zbiranju relevantnih podatkov in preučevanju oz. obdelavi le-teh za namene izboljševanja poslovnega odločanja. Tako so se razvile analitične CRM rešitve, ki ponujajo funkcionalnosti, kot so nadzorne plošče, poročila, upravljanje podatkov, integracije med različno programsko opremo, poslovno analitiko, uporabo umetne inteligence in strojnega učenja itd. V samem magistrskem delu smo poskušali preučiti razvoj in potrebe po takšnih rešitvah ter njihove funkcionalnosti. V ta namen smo izvedli tudi primerjalno analizo dveh ponudnikov. Salesforce je vodilni ponudnik CRM rešitev na trgu in eden izmed pionirjev oblačnih programskih rešitev (imenovanih tudi SaaS). Primerjali smo ga z CRM rešitvijo ponudnika HubSpot, ki sodi med novejše, a hitro rastoče ponudnike ter je poznan po svoji edinstveni filozofiji pristopa k trženju. Analizo smo izvedli na podlagi uporabe obeh rešitev (prek brezplačnega preizkusa), uporabe obeh učnih okolij, ki ju ponujata (Salesforce Trailhead in HubSpot Academy) ter preučevanja spletnih mest obeh ponudnikov in drugih spletnih virov, kjer lahko najdemo izkušnje z obema rešitvama. Primerjalna analiza je bila izvedena po šestnajstih kriterijih (devet splošnih ter sedem kriterijev, vezanih na analitične zmogljivosti rešitev). Čeprav obe rešitvi ponudita visoko stopnjo prilagodljivosti in širok razpon cen in sta na ta način primerni za večino organizacij, ki potrebujejo tovrstne rešitve, smo vseeno zaznali precej razlik. Ugotovimo lahko, da je Salesforce na področju analitike vodilna CRM rešitev na trgu saj ponudi izreden nabor funkcionalnosti na svoji analitični platformi. To predstavlja tudi njihovo pomembno konkurenčno prednost napram ostalim rešitvam. HubSpot v tem smislu nima tako izpostavljene platforme za analitiko, je pa ta precej bolj cenovno dostopna. V splošnem smo tako ugotovili, da je Salesforce primeren za večje organizacije, organizacije z nišnimi dejavnostmi, ki zahtevajo visoko prilagodljivost, hitro rastoče organizacije ter organizacije, ki imajo potrebo po napredni analitiki. HubSpot je (tudi zaradi svoje brezplačne različice) izredno primeren za manjša in zagonska podjetja ter tudi za večje organizacije, katerih fokus je predvsem na trženju ali prodaji.

Keywords

poslovna informatika;informacijske rešitve;CRM;upravljanje odnosov s strankami;primerjalna analiza;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: A. Lenovšek
UDC: 004.77
COBISS: 112911107 Link will open in a new window
Views: 119
Downloads: 9
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Other data

Secondary language: English
Secondary title: Comparative analysis of functionalities of analytical CRM solutions Salesforce and HubSpot
Secondary abstract: CRM solutions or solutions for customer relationship management represents an important market share of business software solutions. Their importance and availability continue to rapidly rise. The importance of analytics based on collecting relevant data and exploring and processing that data for purposes of improving business decisions has also risen. That paved a way for the development of so-called analytical CRM solutions, which offer functionalities, such as dashboards, reporting, data management, software integration, business analytics, use of artificial intelligence and machine learning, etc. In the following master's thesis, we tried to examine the development and needs for those kinds of solutions and their functionalities. For this purpose, we carried out a comparative analysis of two vendors. Salesforce is the leading provider of CRM solutions on the market and one of the pioneers of cloud-based software solutions (also called SaaS). We compared it to the HubSpot CRM solution. HubSpot is one of the newer but also fast-growing providers and is known for its unique philosophy of approach to marketing. The analysis was based on the testing of both solutions (via a free trial), the use of both learning environments (Salesforce Trailhead and HubSpot Academy), and the examination of websites from both providers and other online resources, where we can find reviews of both solutions. Both solutions were compared according to sixteen criteria (nine were general and seven were related to analytical capabilities of the solutions). Although both solutions offer a high degree of flexibility and a wide price range and are in this way suitable for most organizations in need of CRM solution, we have nevertheless found many differences. Salesforce is the leading CRM solution in the market in the field of analytics by offering an extraordinary set of analytical functionalities on their platform. This also represents an important competitive advantage compared to other vendors. HubSpot lags in providing such a comprehensive analytical platform but has much more affordable analytical functionalities. In general, we can conclude that Salesforce is mostly suitable for larger organizations, organizations with niche activities that require a high level of customizability, fast-growing organizations, and organizations that require advanced analytics. HubSpot is (also because of its free version) most appropriate for smaller organizations and start-ups, as well as for larger organizations whose focus is primarily on marketing or sales.
Secondary keywords: CRM;analytics;data;Salesforce;HubSpot;
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: IV, 66 str.
ID: 15112519