Centralized third-party services to improve customer relationship management
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.22/16918 |
Resumo: | Customer communication has a crucial role in assuring a trustful and reliable relationship with a brand. In many cases, customer communication is held by many different service providers in order to use different expertise. Such services channel communication, segment targets, improve recommendations, among others. However, having different services on separate platforms may lead to some issues: - the campaign creation and management must be done on different platforms; - the learning curve will be different for each service; - the more services we have, the more resources we need to manage and use them; All the mentions points create different limitations for large companies. CRM software providers are reluctant to offer third party services integrations to their clients, considering that they would rather sell the full feature package. To address this issue in the industry, we propose working to find a way to integrate third-party services on one leading service. |
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Centralized third-party services to improve customer relationship managementCRMIntegrationAPISalesforce Marketing CloudMiddlewareIntegraçõesCustomer communication has a crucial role in assuring a trustful and reliable relationship with a brand. In many cases, customer communication is held by many different service providers in order to use different expertise. Such services channel communication, segment targets, improve recommendations, among others. However, having different services on separate platforms may lead to some issues: - the campaign creation and management must be done on different platforms; - the learning curve will be different for each service; - the more services we have, the more resources we need to manage and use them; All the mentions points create different limitations for large companies. CRM software providers are reluctant to offer third party services integrations to their clients, considering that they would rather sell the full feature package. To address this issue in the industry, we propose working to find a way to integrate third-party services on one leading service.A comunicação com os clientes desempenha um papel crucial na criação de uma relação de confiança com uma marca. Em muitos casos, a comunicação com os clientes é assegurada por diferentes serviços, por forma a tirar partido da especificidade de cada um. Esses serviços podem ser usados para diversificar os canais de comunicação, segmentar clientes, recomendar produtos ou serviços personalizados, entre outros. No entanto, quando em comunicações de grande escala, o uso de diferentes serviços pode trazer alguns desafios, nomeadamente: - a criação de campanhas tem de ser reproduzida em várias plataformas; - a curva de aprendizagem será diferente para cada serviço; - a quantidade de recursos alocados para gestão de uma campanha será maior quanto maior for o numero de serviços utilizados; Os motivos referidos acima comportam limitações para empresas que precisam de comunicar em grande escala. Ao mesmo tempo, as empresas que comercializam serviços de comunicação com o cliente e de CRM hesitam em disponibilizar integrações entre os vários serviços externos, promovendo assim a contratação de um pacote mais completo dos seus serviços. Na perspectiva de resolver o problema descrito, propomos uma solução que visa permitir a integração de serviços externos, a partir de uma aplicação principal.Ferreira, Luís Miguel Moreira LinoRepositório Científico do Instituto Politécnico do PortoSantos, José Luís de Castro Marques dos2023-11-13T01:31:44Z20202020-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.22/16918TID:202550389enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-15T01:47:12Zoai:recipp.ipp.pt:10400.22/16918Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:36:34.032813Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Centralized third-party services to improve customer relationship management |
title |
Centralized third-party services to improve customer relationship management |
spellingShingle |
Centralized third-party services to improve customer relationship management Santos, José Luís de Castro Marques dos CRM Integration API Salesforce Marketing Cloud Middleware Integrações |
title_short |
Centralized third-party services to improve customer relationship management |
title_full |
Centralized third-party services to improve customer relationship management |
title_fullStr |
Centralized third-party services to improve customer relationship management |
title_full_unstemmed |
Centralized third-party services to improve customer relationship management |
title_sort |
Centralized third-party services to improve customer relationship management |
author |
Santos, José Luís de Castro Marques dos |
author_facet |
Santos, José Luís de Castro Marques dos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Ferreira, Luís Miguel Moreira Lino Repositório Científico do Instituto Politécnico do Porto |
dc.contributor.author.fl_str_mv |
Santos, José Luís de Castro Marques dos |
dc.subject.por.fl_str_mv |
CRM Integration API Salesforce Marketing Cloud Middleware Integrações |
topic |
CRM Integration API Salesforce Marketing Cloud Middleware Integrações |
description |
Customer communication has a crucial role in assuring a trustful and reliable relationship with a brand. In many cases, customer communication is held by many different service providers in order to use different expertise. Such services channel communication, segment targets, improve recommendations, among others. However, having different services on separate platforms may lead to some issues: - the campaign creation and management must be done on different platforms; - the learning curve will be different for each service; - the more services we have, the more resources we need to manage and use them; All the mentions points create different limitations for large companies. CRM software providers are reluctant to offer third party services integrations to their clients, considering that they would rather sell the full feature package. To address this issue in the industry, we propose working to find a way to integrate third-party services on one leading service. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020 2020-01-01T00:00:00Z 2023-11-13T01:31:44Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.22/16918 TID:202550389 |
url |
http://hdl.handle.net/10400.22/16918 |
identifier_str_mv |
TID:202550389 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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