“Who has the data has the power” Tim O'Reilly
There is no debate about the importance of customer data. Each data point about them brings in an added layer of insight that can help businesses understand their customers better and build long-term relationships. A CRM tool such as Salesforce helps you capture precisely that. However, merely narrowing it down to Salesforce doesn’t do the trick.
To actually drive growth and save costs, your implementation should be fine-tuned to meet the end-user needs: your sales team. However, it is easier said than done. Poor salesforce implementation can hinder a company’s growth due to limited or incorrect data mapping, data validation, and decision-making. All this ultimately leads to a severe drop in the adoption rates as the sales teams end up considering Salesforce just another tool.
Salesforce is certainly a powerful tool that empowers your teams to unlock extraordinary results. But, its failed implementation is as good as its absence in your processes. Therefore, it is prudent to work with a Salesforce implementation partner. While a partner does the heavy lifting your team can then use their time to drive operational excellence. As your team spends time resolving issues that pull them in a million directions, your implementation partner takes care of the technical and administrative needs of a Salesforce implementation and can help you kickstart operations as fast as 2 weeks.
A Salesforce implementation process typically entails the following:
With these items in the pipeline, your Salesforce partner sets you up for success. From a mere management tool, it evolves into your teams’ go-to dashboard + repository for information-driven action.
Siloed data is bad for business. Especially, if the business is a leading leisure, travel, and tourism company. TUI India had been using Salesforce to manage its customer interactions. They had a static online presence but did not have an online portal for interacting with customers and selling holiday packages on the internet.
While their website was hosted on Drupal, a lack of Drupal-Salesforce integration did not allow for capturing customer interactions. At the same time, they had a separate team that handled Salesforce. The different packages provided by them were handled by different call centers. Any inquiry or potential sale of a package was therefore routed to the respective call center. As a result, there was no mechanism to track online inquiries and feedback and online business became difficult. They also had different marketing campaigns running across different platforms: a Facebook campaign, an email campaign, and a Google campaign. The results of these campaigns were also not captured and integrated with Salesforce. Thus it was impossible to measure the success of these campaigns.
When they approached Srijan, we began by streamlining the processes step-by-step. We enabled their teams to track customer queries and searches on their Drupal website by integrating Salesforce with Drupal.
With this, we also streamlined customer experience by enabling them to choose the package they liked and then routed to the appropriate call center. All this, while recording such transactions in Salesforce.
We also integrated campaign management and monitoring with Salesforce. This gave their teams access to a pool of information, empowering them to make better business decisions. Their analytics data improved due to this 360-degree tracking. The company could now track hits, inquiries, and actual sales, and analyze different parameters, such as the number of hits, packages in demand, etc., to find out how their business was performing. They recorded a 1.8x increase in user session duration on the website and a 100% increase in organic traffic on account of improved tracking and user engagement.
All of this was possible as we partnered with them throughout the journey to understand their needs. More than just execution, we also focus on creating value above and beyond. To explore how we can customize Salesforce for your business, talk to us.