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Independent NetSuite Product Review

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Marketing Automation
Marketing is too often the weakest of modules with cloud CRM solutions, and NetSuite is no exception. NetSuite Marketing is largely a tracking function that provides little in the way of automation. It supports the setup of traditional campaigns, attributes leads by source, distributes leads based on rules, tracks status and resolution of marketing derived leads, and delivers basic campaign reporting.

Three marketing functions that are worth mention are NetSuite's ability to base campaigns on customer purchase history for up-selling and cross-selling, its ability to leverage expense data and revenues to calculate ROI for campaigns, and its keyword/PPC (pay per click) tracking. For this last item, NetSuite campaigns can be integrated with Google adwords to track paid search campaigns at the keyword level in order to measure leads, conversion rates, conversion costs, customers, revenue and payback by keyword and search engine.

Marketers seeking more automation, such as accumulating anonymous website visitor tracking, lead scoring, progressive profiling, automated nurture campaigns and rich marketing analytics would need to acquire a separate third party product such as Aprimo, Eloqua, Marketo or Pardot. Only Pardot offers packaged integration to NetSuite.

Customer Service
The customer service module delivers the customary case management functionality of incident creation, assignment, escalation and closure. Continuing NetSuite's core strength of back office integration, customer service representatives (CSRs) can investigate order fulfillment issues, escalate customer cases to non-customer facing staff such as warehouse or accounting personnel and use the customers purchase history to improve up-sell and cross-sell opportunities.

Service escalation rules can be configured to make sure that most valued customers receive prioritized support. Service also tracks time so managers can understand how CSRs are apportioning their time.

CSRs have access to a basic knowledgebase and customers can access a self service portal which permits case creation, existing case status and visibility to customer transactions such as sales order status, shipment tracking or returns processing.

For simple call centers or help desks, service includes basic routing and computer telephony integration (CTI) with inbound screen pops. More sophisticated contact centers requiring multiple channel support and advanced contact center functionality such as unified communications, hosted automated call distribution (ACD), interactive voice response (IVR), call routing based on workflow rules, call recording and interaction tracking and various other tools essential for contact center operations will likely not find this service suite adequate.

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Marketing is too often the weakest of modules with cloud CRM solutions, and NetSuite is no exception. NetSuite Marketing is largely a tracking function that provides little in the way of automation.

 

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