September 11, 2012, 12:11 PM — FinancialForce.com has broadened its integration with Salesforce.com, now tying into its Service Cloud customer-service software, the company announced Tuesday.
Salesforce.com and Unit 4 Agresso formed FinancialForce.com in 2009 as a joint venture. FinancialForce.com's applications for accounting and professional services organizations are built on top of Salesforce.com's Force.com development platform, and had previously been tied into its core CRM (customer relationship management) application.
It made sense to connect FinancialForce.com's accounting software to the Service Cloud, said Tom Brennan, vice president of marketing, in an interview.
For one, Salesforce.com has said the Service Cloud is now a US$500 million business, which shows clear demand from customers, Brennan said.
In addition, "There's a lot a lot of financial activity coming from call centers and service desks," he said. "Companies are moving a lot of billable work to their call centers. There's chargeable activity coming off call centers. Companies are trying to make call centers more profitable." He cited the example of a tech company up-selling premium services to users that call into customer-support lines for help with a problem.
"The integration between FinancialForce.com accounting and the Service cloud does away with the need to create special invoices and the manual sharing of documents between call center workers and finance," Brennan said. "Now when you're in the Service Cloud, you can create an invoice from a case, push it into the Force.com workflow, and then into accounts receivable.'"
In another scenario, the service representative could automatically create a credit memo in order to resolve a customer complaint, according to FinancialForce.com.
FinancialForce.com's target audience for its accounting software are smaller and midsized companies which have outgrown QuickBooks, Brennan said.
But the professional services automation application can scale up to enterprise levels "very easily," he added. "Lots of product companies have added services arms. They've got 1,000 consultants and they're still using spreadsheets."
FinancialForce.com competes on the PSA front with the likes of NetSuite's OpenAir. The various benefits of running on the Force.com platform, such as the ability to exploit its dashboarding, reporting and Chatter collaboration software, give FinancialForce.com the edge, Brennan said. "It comes down to, which cloud do you want to be on?"
An update to the PSA application was also announced Tuesday, with improvements including tools that help companies analyze their utilization rates, or the percentage of time employees are spending on billable tasks.