Customer Perspectives on the Salesforce Ecosystem

As part of the Capture Share process – see – capioIT conducted extensive qualitative interviews with Salesforce clients to understand their experience with both the Salesforce platform and the integration provider. here is some of the feedback 

Salesforce has had a rapidly increasing strategic and operational impact on clients. Not surprisingly this has accelerated as the scope and breadth of the platform has expanded organically and through acquisitions.

As part of the Capture Share validation process, we interviewed over 30 clients of Salesforce. These clients were global in geography, crossed a range of industries and ranged from leading auto manufacturers and financial institutions to regional government agencies and retailers. Due to time and geographical constraints, interviews were conducted over the phone by this report’s author.

Naturally, there were variances across each of the respondents in their usage, satisfaction and outcomes from Salesforce. Note, the primary objective of the interviews was to understand the usage of third-party solution providers, but naturally, the overall impact of Salesforce was a key underlying theme about which, customers were more than willing to talk.

From a Salesforce perspective, there were several critical outcomes from the standpoint of the customer. Overall, satisfaction is high. There is a reason why Salesforce is the largest CRM provider, has a real position of strength in crucial customer-focused cloud platforms and is regularly ranked as one of, if not the most innovative firm globally.

Where Salesforce has succeeded with customers

  • Constant and long-term Innovation in product and execution
  • Customers have noted improvement in the integration of the product family, with Marketing Cloud an exception to this. More integration is needed structurally and from a product roadmap
  • Momentum and growth in the market generated by Salesforce is a definite benefit. The energy enables clients to sell Salesforce, and often CRM investments in their leadership and C-Suite.
  • Ease of use of the product. Training for most users is minimal at the entry level, early speed to business value does occur.
  • Investing in local data centres, most notably from the interviews capioIT undertook. Canada and Australia. Migration to these centres had been slightly slower than anticipated, but acceleration was noted.
  • Investing in, and managing the ICV ecosystem, creating a genuine differentiation across the ecosystem and encouraging large cross-investment, e.g. Solution providers investing in ISV’s alongside Salesforce Ventures.
  • Training and skill development. Trailhead is a crucial tool for training platforms, both from a content and experience perspective and is clearly the benchmark across the technology and business services sector.


Where Salesforce needs further investment  

  • Dev Ops and Automation – The failings of this was a very consistent pain point for clients. Progress is too slow, and it is not considered a priority for Salesforce, or for the solution providers. There is too much “buck passing” between Salesforce, the SI and the customer.
  • Industry Solutions have been too slow to develop, and the integration of the solutions is either problematic or does not provide the business outcomes required.
  • Lightning is typically too hard and expensive to integrate. Further refinement is required for Salesforce to optimise this.
  • Data privacy and overall importance and awareness lacks particularly in light of the strength of issues around this in 2018
  • Analytics across integrated platforms requires a platform perspective and investment. It is considered the lost child by some customers.
  • Business customers need more support for the integration of Salesforce into the IT department. There cannot be a barrier between the two groups, and Salesforce needs to be actively looking to overcome this.

Capture Point

Satisfaction with both Salesforce and the broader ecosystem is high. Clients are not naive, they know what works and what doesn’t from the Salesforce ecosystem perspective. Radical change is not required, but an incremental and systemic improvement.

About capioIT - Phil Hassey

If you require further information, please contact Phil Hassey, CEO of capioIT. capioIT is an advisory firm focused on helping organisations to understand emerging technology as the world becomes Digital. Phil may be contacted easily in the digital and real world. +61422231793
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