{"id":489,"date":"2018-09-14T16:29:42","date_gmt":"2018-09-14T15:29:42","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=489"},"modified":"2022-08-12T12:24:50","modified_gmt":"2022-08-12T11:24:50","slug":"comparacao-programas-crm","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/comparacao-programas-crm\/","title":{"rendered":"CRM: Pontos fortes e fracos das principais marcas"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Estamos num momento crucial na vida das empresas. \u00c9 urgente a adapta\u00e7\u00e3o \u00e0 transforma\u00e7\u00e3o digital e adotar novas tecnologias que sejam parte integrante da estrat\u00e9gia da empresa.&nbsp;Todos os dias surgem novas ferramentas que ajudam os gestores a obter controlo dos dados em tempo real, otimizar tarefas e simplificar o seu dia-a-dia. Uma das tecnologias que \u00e9 hoje imprescind\u00edvel em qualquer empresa, independentemente da dimens\u00e3o ou \u00e1rea de atividade, s\u00e3o os programas de&nbsp;<a href=\"https:\/\/liminal.pt\/produtos\/crm.html\" target=\"_blank\" rel=\"noopener noreferrer\">CRM \u2013 Customer Relationship Management<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os CRM permitem armazenar, num \u00fanico local, todos os dados relacionados com os clientes, desde a data da \u00faltima compra, ao hist\u00f3rico de intera\u00e7\u00f5es e contactos dentro de cada empresa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Todos os anos, a Gartner elabora o relat\u00f3rio Quadrante M\u00e1gico, no qual analisa os pontos fortes e fracos dos principais players do mercado em determinadas tecnologias.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De entre todos os fornecedores de programas de CRM avaliados neste Quadrante M\u00e1gico, vamos dar destaque \u00e0 avalia\u00e7\u00e3o da Gartner em rela\u00e7\u00e3o a apenas quatro \u2013 <strong>Microsoft, Salesforce, SugarCRM e Zendesk<\/strong>.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/d26a57ydsghvgx.cloudfront.net\/content\/Blog%20ads%20\/2018%20Magic%20Quadrant.png?w=840&#038;ssl=1\" alt=\"Resultado de imagem para gartner magic quadrant crm 2018\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Programas CRM: Pontos fortes e fracos dos principais players<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Microsoft Dynamics CRM<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A Microsoft esteve este ano perante mudan\u00e7as na sua gest\u00e3o. O sistema avaliado no Quadrante M\u00e1gico \u00e9 o <strong>CRM Dynamics 365 for Customer Service (v.8.2)<\/strong>, lan\u00e7ado em 2017, e cuja prote\u00e7\u00e3o de dados \u00e9 feita em conformidade com o RGPD.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>Pontos Fortes<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\"><li>\u00c9 composto por uma interface intuitiva e ferramentas de personaliza\u00e7\u00e3o muito f\u00e1ceis de utilizar, que favorecem o mapeamento de processos de servi\u00e7o ao cliente;<\/li><li>O Dynamics 365 \u00e9 um sistema que permite obter uma vis\u00e3o completa da empresa, atrav\u00e9s da integra\u00e7\u00e3o dos dados com outras apps da Microsoft, como Power BI e o PowerApps;<\/li><li>Disponibiliza tanto um licenciamento on-premise como cloud, com funcionalidades muito semelhantes, que suportam v\u00e1rios idiomas;<\/li><li>Atrav\u00e9s de um Unified Service Desk, permite \u00e0s empresas usufruir de integra\u00e7\u00e3o e automa\u00e7\u00e3o, tanto para dados pr\u00f3prios como de terceiros.<\/li><\/ul>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>Pontos Fracos<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\"><li>O total cost of ownership (TCO) deixou de ser uma vantagem para quem usufrui apenas do m\u00f3dulo de servi\u00e7o ao cliente, uma vez que foram adicionadas outras funcionalidades que encareceram o software;<\/li><li>Existe alguma escassez de pessoal na gest\u00e3o, servi\u00e7o pr\u00e9 vendas e vendas diretas da Microsoft, que conduz a que algumas mensagens e demonstra\u00e7\u00f5es de produtos fiquem aqu\u00e9m do desej\u00e1vel;<\/li><li>A migra\u00e7\u00e3o de dados \u00e9 considerada dif\u00edcil pelos clientes. Contudo, a Microsoft reconhece isso e fornece ferramentas de migra\u00e7\u00e3o adicionais, atrav\u00e9s do Microsoft FastTrack.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Salesforce Service Cloud<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A principal raz\u00e3o de escolha do <strong>Salesforce Service Cloud<\/strong> \u00e9 a mensagem estrat\u00e9gica corporativa e a vis\u00e3o em torno da transforma\u00e7\u00e3o dos neg\u00f3cios, sendo o fornecedor l\u00edder em termos de volume de vendas.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>Pontos Fortes<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\"><li>A disponibilidade de software complementar da Salesforce, em conjunto com centenas de fornecedores complementares e mais de 5000 apps da Salesforce AppExchange, s\u00e3o motivo de atra\u00e7\u00e3o de clientes;<\/li><li>Para opera\u00e7\u00f5es de servi\u00e7o ao cliente B2B, o Service Cloud \u00e9 um produto frequentemente selecionado. Atrav\u00e9s de novas parcerias, a Salesforce come\u00e7a tamb\u00e9m a marcar presen\u00e7a no setor p\u00fablico, na comunica\u00e7\u00e3o e setor de seguros;<\/li><li>Os novos clientes, tanto neg\u00f3cios B2C como B2B, demonstraram confian\u00e7a na oferta de solu\u00e7\u00e3o CRM, abandonando sistemas concorrentes e fazendo investimentos avultados na Salesforce;<\/li><li>Programas como o Ignite e o Trailhead reduzem as barreiras \u00e0 entrada e simultaneamente ajudam a Salesforce na diferencia\u00e7\u00e3o do seu produto.<\/li><\/ul>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>Pontos Fracos<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\"><li>Os clientes referem que o software n\u00e3o \u00e9 suficientemente forte no Business Process Management (BPM), onde v\u00e1rias partes do processo s\u00e3o exteriores \u00e0 Salesforce;<\/li><li>A integra\u00e7\u00e3o de alguns m\u00f3dulos da Salesforce ao Service Cloud, incluindo dados que os clientes j\u00e1 possuem, exige algum trabalho e tempo;<\/li><li>Para algumas ind\u00fastrias, que necessitem de permanente sincroniza\u00e7\u00e3o e monitoriza\u00e7\u00e3o de processos, \u00e9 aconselh\u00e1vel procurar refer\u00eancias de procesos de implementa\u00e7\u00e3o de CRM em neg\u00f3cios de complexidade e tamanho semelhantes. Isto justifica-se porque a Salesforce ainda apresenta uma oferta limitada de suporte;<\/li><li>H\u00e1 muitas future-facing features, por exemplo mobile chat, assist\u00eancia virtual a clientes, mobile messaging, script de telefonemas e email response management, para as quais ainda n\u00e3o h\u00e1 grandes pontos de refer\u00eancia;<\/li><li>Os clientes mostram preocupa\u00e7\u00e3o em rela\u00e7\u00e3o ao pre\u00e7o elevado e \u00e0 depend\u00eancia do fornecedor ap\u00f3s a integra\u00e7\u00e3o de v\u00e1rias componentes da Salesforce ou de terceiros para especificidades do setor, IVR (Interactive Voice Response) e CTI (Computer Telephony Integration). O custo-benef\u00edcio do software apresenta fraca classifica\u00e7\u00e3o.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">SugarCRM<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A Gartner avalia o <strong>Sugar Enterprise v.7.6 a 7.9<\/strong>, principalmente implementado em PME, e considera que:<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>Pontos Fortes<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\"><li>A tecnologia \u00e9 s\u00f3lida e escal\u00e1vel, e est\u00e1 dispon\u00edvel com licenciamento on-premise e cloud;<\/li><li>Ap\u00f3s a implementa\u00e7\u00e3o, \u00e9 simples fazer a manuten\u00e7\u00e3o, configura\u00e7\u00e3o e personaliza\u00e7\u00e3o do sistema, e possui bons workflows de trabalho e navega\u00e7\u00e3o;<\/li><li>As PME, nomeadamente neg\u00f3cios B2B, que j\u00e1 utilizam ou planeiam introduzir fluxos de automa\u00e7\u00e3o de vendas, devem considerar a lista de produtos do SugarCRM;<\/li><li>A avalia\u00e7\u00e3o da proposta de valor da SugarCRM por parte dos clientes est\u00e1 entre as duas principais de qualquer fornecedor de software neste Quadrante M\u00e1gico, e o custo do software fica abaixo da m\u00e9dia dos cinco principais fornecedores de CRM.<\/li><\/ul>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>Pontos Fracos<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\"><li>Os clientes classificaram o produto da SugarCRM como abaixo da m\u00e9dia neste Quadrante M\u00e1gico em termos de suporte de mobile messaging, mobile chat, CTI (Computer Telephony Integration) e script de chamadas;<\/li><li>A implementa\u00e7\u00e3o dos sistemas fora dos EUA apresenta algumas limita\u00e7\u00f5es, como as fracas skills de project management, as dificuldades na comunica\u00e7\u00e3o relativa \u00e0s fases de projeto e implementa\u00e7\u00e3o e as atualiza\u00e7\u00f5es complexas;<\/li><li>A Sugar Enterprise raramente \u00e9 mencionada pelos clientes da Gartner como uma escolha independente para suporte ao cliente.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Zendesk CRM<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O produto de servi\u00e7o ao cliente da Zendesk \u00e9 de licenciamento SaaS (Software as a Service), e est\u00e1 dirigido nomeadamente a PME. Tem uma das bases de clientes de crescimento mais r\u00e1pido no mercado dos fornecedores de CRM.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>Pontos Fortes<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\"><li>Os clientes consideram que a Zendesk tem uma boa vis\u00e3o de engagement e que caminha na dire\u00e7\u00e3o certa para o fornecimento das ferramentas que necessitam;<\/li><li>A avalia\u00e7\u00e3o pelos clientes da proposta de valor, facilidade de ado\u00e7\u00e3o, configura\u00e7\u00e3o e uso e integra\u00e7\u00e3o de API tem um dos principais resultados no Quadrante M\u00e1gico;<\/li><li>A Zendesk tem uma boa vis\u00e3o de oferta de suporte \u00e0 customer experience ao longo de todos os canais de intera\u00e7\u00e3o;<\/li><li>Recebeu boas classifica\u00e7\u00f5es relativamente ao uso de parceiros de software e \u00e0 compet\u00eancia e capacidade de resposta da equipa de suporte t\u00e9cnico.<\/li><li>O licenciamento SaaS permite que o produto seja implementado na maioria das empresas no mercado.<\/li><\/ul>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>Pontos Fracos<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\"><li>Embora o Zendesk esteja presente em muitos setores diferentes (como software, servi\u00e7os de TI, retalho, comunica\u00e7\u00e3o, transporte, gaming e mobile apps), n\u00e3o fornece vers\u00f5es espec\u00edficas do produto para cada setor. N\u00e3o \u00e9 testado para o servi\u00e7o ao cliente em ind\u00fastrias com cen\u00e1rios mais complexos, como \u00e9 o caso dos servi\u00e7os banc\u00e1rios, telecomunica\u00e7\u00f5es e setor da sa\u00fade;<\/li><li>Foi mal classificado pelos clientes nos par\u00e2metros de social media engagement, content management, advanced knowledge management e gest\u00e3o de workflows de emails complexos;<\/li><li>Configurar processos, tarefas e equipas de suporte complexos s\u00e3o atividades dif\u00edceis com este produto;<\/li><li>A Zendesk foca-se em ambientes de implementa\u00e7\u00e3o simples, deixando a tarefa de integra\u00e7\u00f5es mais complexas para os parceiros.<\/li><\/ul>\n\n\n\n<form id=\"form\" style=\"text-align: center;\" accept-charset=\"UTF-8\" action=\"https:\/\/forms.zohopublic.eu\/liminal\/form\/QuadranteMgicoGartner\/formperma\/qk9cwncC5MrLQdh34ayWWxLXsdsZ5gGuSm_Uju5gM7g\/htmlRecords\/submit\" enctype=\"multipart\/form-data\" method=\"POST\" name=\"form\"><input name=\"zc_gad\" type=\"hidden\" value=\"\"><p><\/p>\n<h3>Download do Quadrante M\u00e1gico da Gartner<\/h3>\n<p><input style=\"margin-bottom: 10px; width: 70%;\" maxlength=\"255\" name=\"Name_First\" type=\"text\" placeholder=\"Primeiro Nome\"><br>\n<input style=\"margin-bottom: 10px; width: 70%;\" maxlength=\"255\" name=\"Name_Last\" type=\"text\" placeholder=\"\u00daltimo Nome\"><br>\n<input style=\"margin-bottom: 10px; width: 70%;\" maxlength=\"255\" name=\"Email\" type=\"text\" value=\"\" placeholder=\"Email\"><br>\n<button style=\"background-color: #0991c7;\" type=\"submit\">Consultar Relat\u00f3rio<\/button><\/p>\n<\/form>\n\n\n\n<h2 class=\"wp-block-heading\">Que CRM escolher para o meu neg\u00f3cio?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O caminho para o sucesso come\u00e7a antes do momento da escolha do software, com o levantamento de requisitos, processos e necessidades a que a tecnologia dever\u00e1 dar resposta. Para facilitar esta tarefa, prepar\u00e1mos um <a href=\"https:\/\/liminal.pt\/template-requisitos-crm\/\" target=\"_blank\" rel=\"noopener noreferrer\">template de requisitos<\/a> que deve ter em conta quando escolhe um CRM.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Um bom trabalho nesta fase ir\u00e1 garantir que o CRM da sua empresa seja uma pe\u00e7a fundamental para apoiar e amplificar a estrat\u00e9gia, miss\u00e3o, vis\u00e3o e objetivos definidos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No eBook \u201c<a href=\"https:\/\/liminal.pt\/ebook-como-escolher-crm\/\" target=\"_blank\" rel=\"noopener noreferrer\">Como Escolher um CRM<\/a>\u201d ajudamos a perceber qual a op\u00e7\u00e3o ideal para a sua empresa, explicando de que modo deve listar as suas necessidades e preparar a sua estrat\u00e9gia para integrar um CRM; como avaliar o que existe no mercado; a import\u00e2ncia de envolver os seus colaboradores desde o princ\u00edpio e quais os cuidados a ter na implementa\u00e7\u00e3o da ferramenta.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/liminal.pt\/ebook-como-escolher-crm\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"646\" height=\"226\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/10\/como-escolher-crm.png?resize=646%2C226&#038;ssl=1\" alt=\"Como escolher um CRM, Customer Relationship Management, Como escolher CRM, alinhar marketing e vendas, software crm\" class=\"wp-image-796\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/10\/como-escolher-crm.png?w=646&amp;ssl=1 646w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/10\/como-escolher-crm.png?resize=300%2C105&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/10\/como-escolher-crm.png?resize=600%2C210&amp;ssl=1 600w\" sizes=\"auto, (max-width: 646px) 100vw, 646px\" \/><\/a><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">\n<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><script type=\"text\/javascript\">var isSalesIQIntegrationEnabled = true;<br \/>\nfunction zf_validateandsubmitdata(){<br \/>\nif(isSalesIQIntegrationEnabled){<br \/>\nvar visitorinfo = {};<br \/>\nvar elements = document.getElementById(\"form\").elements;<br \/>\nfor (var idx = 0; idx<elements.length;idx++) {\nvar inpElem = elements[idx];\nvar name = inpElem.getAttribute(\"name\");\nvar fieldType = inpElem.getAttribute(\"fieldType\");\nif(fieldType===\"1\" || fieldType===\"7\" || fieldType===\"9\" || fieldType===\"11\"){\nvar invlovedinsalesiq = inpElem.getAttribute(\"invlovedinsalesiq\");\nif(fieldType===\"1\"){\nvar nameFieldInvolved = inpElem.getAttribute(\"nameFieldInvolved\");\nvar phoneFieldInvolved = 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data-rating=\"4\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div><\/div><span class=\"rtng-text rtng-total\">5 de 5 estrelas. 2 votos.<\/span><\/div><form action=\"\" method=\"post\" class=\"rtng-form\" data-id=\"489\"><input type=\"hidden\" name=\"rtng_show_title\" value=\"1\"><span class=\"rtng-text rtng-vote-title\">O meu feedback:<\/span><div class=\"rtng-star-rating rtng-no-js rtng-active\" data-rating=\"\"><label class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"1\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"2\" \/>\n\t\t\t\t\t<span class=\"dashicons 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