MODERN CRM SYSTEMS: THE SALESFORCE PLATFORM IN ENHANCING BUSINESS PROCESSES
DOI:
https://doi.org/10.24867/33BE25JankovicKeywords:
Salesforce AI, Salesforce Einstein, Agentforce, CRM Systems, Salesforce Platform, Artificial Intelligence IntegrationAbstract
The paper explores the significance and role of CRM systems in the modern business environment, providing a comprehensive overview of the Salesforce platform’s functionalities, with a focus on digital transformation, customization, integration capabilities and the use of artificial intelligence to enhance business processes.
References
[1] F. Buttle i S. Maklan, "Customer Relationship Management: Concepts and Technologies", ResearchGate, 2015, researchgate.net/publication/290447911_Customer_Relationship_Management_Concepts_and_Technologies, pristupano: decembar 2024.
[2] A. Chromčáková i H. Starzyczná, “Customer Relationship Management in Small and Medium-Sized Enterprises of the Moravian-Silesian Region: Qualitative Research”, 2019, aak.slu.cz/pdfs/aak/2019/02/04.pdf, pristupano: decembar 2024.
[3] I. Chen i K. Popovich, “Understanding Customer Relationship Management (CRM): People, Process and Technology”, Emerald Insight, 2003, emerald.com/insight/content/doi/10.1108/14637150310496758, pristupano: decembar 2024.
[4] H. Gil-Gomez, V. Guerola-Navarro, R. Oltra-Badenes i J. A. Lozano-Quilis, “Customer Relationship Management: Digital Transformation and Sustainable Business Model Innovation”, Tandfonline, 2020, tandfonline.com/doi/full/10.1080/1331677X.2019.1676283, pristupano: decembar 2024.
[5] Salesforce, “CRM: What Is CRM (Customer Relationship Management)?”, salesforce.com/eu/crm/what-is-crm, pristupano: septembar 2024.
[6] P. Pathak, “Research Paper on Salesforce Technology”, 2024, ijarsct.co.in/Paper15215.pdf, pristupano: decembar 2024.
[7] Salesforce Developers, “Developers: Apex Developer Guide”, developer.salesforce.com/docs/atlas.en-us.apexcode.meta/apexcode, pristupano: oktobar 2024.
[8] Salesforce Developers, “Developers: Get Started with Lightning Web Components”, developer.salesforce.com/docs/platform/lwc/guide, pristupano: oktobar 2024.
[9] Integrate.io, “The Salesforce Database Explained”, 2023, integrate.io/blog/the-salesforce-database-explained, pristupano: oktobar 2024.
[10] Salesforce, “All Salesforce products. One integrated platform.”, salesforce.com/products, pristupano: oktobar 2024.
[11] Synebo, “How to Choose the Right Salesforce Cloud?”, synebo.io/blog/15-types-of-salesforce-clouds, pristupano: oktobar 2024.
[12] Salesforce, “Salesforce Platform: Explore the Salesforce Platform”, salesforce.com/platform, pristupano: septembar 2024.
[13] Salesforce, “Industries”, salesforce.com/industries, pristupano: septembar 2024.
[14] Salesforce, “Arificial Intelligence: Salesforce Artificial Intelligence”, salesforce.com/eu/artificial-intelligence, pristupano: oktobar 2024.
[15] N. Saini i H. Sharma, “Salesforce Einstein: Artificial Intelligence for Customer Success Platform”, 2020, ijsret.com/wp-content/uploads/2020/06/IJSRET_V6_issue3_402.pdf, pristupano: januar 2025.
[16] Salesforce, “Artificial Intelligence: Salesforce Artificial Intelligence”, salesforce.com/artificial-intelligence, pristupano: oktobar 2024.
[17] Atrium, “What is Salesforce Einstein? Your 2024 Guide to Einstein AI Products and Capabilities”, atrium.ai/resources/what-is-salesforce-einstein-your-2024-guide-to-einstein-ai-products-and-capabilities, pristupano: oktobar 2024.
[18] Salesforce, “Artificial Intelligence: Copilot is now Agentforce”, salesforce.com/artificial-intelligence/einstein-ai-assistant, pristupano: oktobar 2024.
[19] Salesforce, “Agentforce: What Are AI Agents? Benefits, Examples, Types”, salesforce.com/agentforce/what-are-ai-agents, pristupano: oktobar 2024.
[20] Salesforce. “Frequently asked questions”, salesforce.com/products, pristupano: oktobar 2024.
[21] Salesforce, “News & Insights: Salesforce Unveils Agentforce - What AI Was Meant to Be”, salesforce.com/news/press-releases/2024/09/12/agentforce-announcement, pristupano: oktobar 2024.
[22] Salesforce, “Agentforce”, salesforce.com/agentforce, pristupano: oktobar 2024.
[23] Salesforce, “Turtle Bay Resort elevates hospitality with AI-driven personalization”, salesforce.com/customer-stories/turtle-bay-delivers-better-experiences-AI, pristupano: avgust 2025.
[24] Salesforce, “Agentforce will help Formula 1 speed up service response by 80%”, salesforce.com/customer-stories/formula-one, pristupano: avgust 2025.
