A study: Salesforce CRM in a Cloud Environment
Keywords:Cloud Environment, CRM, force.com platform, OnDemand Computing, PaaS, Salesforce.com, SaaS
Customer Relationship Management (CRM) has shifted in emphasis
during last few years with tech related aspects of CRM applications
especially in cloud based solution. Today it is widely acknowledged that
how we understand and treat the customers. CRM have been in air
ever since people starting exchanging things and then CRM came into
existence in mid 1990s and companies are making bigger and bigger
investment just to understand the customers so they can create a loyalty
among them and also can treat them well. And even the companies
are already pouring many into CRM solutions and services designed
to help business more effectively to manage customer relationship
through direct and indirect channel and this is the reason why CRM
In short CRM is total process of getting customers, keeping customers,
maximizing customers profitability, behavior and satisfaction.
Malthouse EC, Haenlein M, Skiera B et al. Managing
Customer Relationships in the Social Media Era:
Introducing the Social CRM House. ELSEVIER, Journal
of Interactive Marketing 2013; 27: 270-280.
Pullarao K, Thirupathirao K. A new way of developing
applications in cloud environment using force.com
(salesforce.com). International Journal of Computer
Application 2013; 3(1).
Ryals L. Professor Simon Knox “cross-functional issues in
the implementation of relationship marketing through
customer relationship management (crm). European
Management Journal 2001; 19 (5): 534-42.
Reinartz W, Krafft M, Hoyer WD. The CRM Process: Its
Measurement and Impact on Performance. Journal of
Marketing Research, Researchgate2016.
Choudhury MM, Harrigan P. CRM to social CRM:
the integration of new technologies into customer
relationship management. Journal of Strategic
Marketing 2014; 22(2): 149-176,http://dx.doi.org/1
Parvatiyar A, Sheth JN. Customer Relationship
Management: Emerging Practice, Process, and
Discipline. Journal of Economic and Social Research
; 3(2) : 1-34.
Ryals L, Payne A. Customer relationship management
in Financial services: towards information enabled
relationship marketing. Journal of strategic marketing
A White paper on “On-Premise CRM to Salesforce
Migration -Benefits, Challenges and Best Practices”
Peter C. Verhoef “Understanding the Effect of Customer
Relationship Management Efforts on Customer
Retention and Customer Share Development. Journal
of Marketing 2003; 67: 30-45.
Payne A, Frow P. A Strategic Framework for Customer
Relationship Management. Journal of Marketing 2005;
Rezaei-Malek M, Rezaei-Malek N, Tavakkoli-Moghaddam
R. Improving Performance of Customer Relationship
Management by Knowledge Management – A Case
Study” 978-1-4673-6490- 4/13/$31.00 ©2013IEEE
Moertini VS, Ibrahim N, Verliyantina. e-CRM
Development Method for e-Commerce System Owned
by Small Medium Enterprises. 978-1-4799-4805-