| Abstract: | In today’s digital business environment, customer and user expectations for various products and services are becoming increasingly complex, while competition is growing more intense. As a result, CRM solutions with advanced capabilities are becoming key factors in gaining a competitive edge for companies of all sizes and industries. These solutions enable the systematic collection, management, and analysis of customer data, improving customer relationships and customer experience, optimizing business processes, and significantly boosting the productivity and efficiency of employees who use CRM solutions.
Among the leading CRM solutions on the market, this master’s thesis focuses on comparing the user experience of Salesforce CRM, a pioneer in the CRM field with a wide range of advanced features tailored to businesses of various sizes and industries, and HubSpot CRM, a leader in inbound marketing. HubSpot is especially popular among small and medium-sized businesses due to its offering of free tools and a user-friendly interface. Despite many similarities between the two solutions, such as cloud services, AI tools, flexibility, and a wide price range, there are numerous key differences that influence their selection and user experience. In this regard, the user experience of CRM solutions is becoming a critical factor in their success.
Therefore, this master’s thesis focuses on the question: which of the mentioned CRM solutions offers a better overall user experience, for which users, and why? We analyze the opinions and reviews of actual users of Salesforce and HubSpot CRM solutions from various online sources and include our own observations (using the free trial versions and educational platforms such as Salesforce Trailhead and HubSpot Academy) regarding key aspects of CRM solutions, such as pricing, functionality, user interface, customization options, and more. To better understand the subject matter, we first explain in detail what CRM solutions are, their features, user experience, and how it is connected with the user interface, artificial intelligence, and CRM. We also introduce the companies Salesforce and HubSpot, as well as their services, customer support, and educational opportunities.
Through the analysis of the user experience of Salesforce and HubSpot CRM solutions, we aim to contribute to a better understanding of the strengths and weaknesses of both CRM solutions, providing valuable insights from a user experience perspective to help companies make informed decisions regarding the selection and use of a CRM system. |
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