salesforce essentials 2015 - presentation by 4c consulting and partena

Brussels, June 18, 2015

Pascale Hertogen Pascal BorremansBusiness Transformation Director Partner 4C Consulting

Agenda

› About Partena Professional

› Drivers for this project

› Project approach

› Project results

› Looking back

Paradigm Change

Klant 

Partena 

Administratie 

The Changes in our Market

Creating a Positive Customer Experience

Sales Service

Entreprendre avec les EntrepeneurOndernemen met Ondernemers

13

Entre-preneur

Consider to start

Starter

Growing your business

Hiring employeesOptimizing

your businessManaging employees

360° View

Products & Services

Support (enabler) all Customer supporting Professionals at Partena moving from Internal Administrative task focus towards Customer

Relationship & Request driven focus, resulting in:

√ higher customer satisfaction, √ leading into higher sales and

√ increased retention.

Increase customer acquisition through effective and coordinated marketing and sales initiatives Enhance customer experience when doing business with Partena BtB Increase the efficiency/ productivity of the organisation

by improved closed loop customer request process by improved efficiency at individual employee level

Provide the organisation with customer related information to support decisions and future development of individual clients

Providing the organization crucial management information to support strategic direction & decisions taking

Project Objectives

Party Context

Data Quality

EXPERT

Service

Sales

Marketing

CustomerData

VENTOURIS GPA OPASYSTECC

ADMINPBS KID IDSources

CampaignManagement

EventMgt

Insight(x-sell)

Lead MgtSus & Pros

Account Mgti-Offer Mgt

19/1

11/3

Smartp@ss

Service Req & Complaint

Compass

Lead & Fidelisation

ServicePay’n People

26/10 15/12 2016

Customer Experience

KPI’s

& R

epor

ting

Maison Cobra

GRAYDON

A phased approach :

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How to define a right phasing ?

› User-centric : Department after department ?

› Customer-centric : Segment after Segment ?

› Process-centric : End-to-end ?

› IT-centric : Replace tool after tool ?

› Data-centric : source after source ?

› Highest impact on performance KPI’s ?

› Quickest success ? Easiest change ?

Project Approach

› Iterative, scrum-like approach

› Kickoff

› Salesforce ‘bath’

› Iterative Workshops―Workshop (information gathering) w/ Stakeholders

―Prototype & discuss the solution + next items

―Leads to high involvement, knowledge & “see what you expressed/wanted”

› Acceptance with training

› Train-the-trainer approach

› Hypercare after go-live

2 to 3

wks

Co-design with Power Users

Power users/ departmentRole:

› Active in project phase, as well as operationel phase (after go life)

› Provide End User Training› On site Support during ‘Go life’› Support in Communication/

Ambassadors › Co- owner process design› User Acceptance Testing, Support

during data migrations› Follow Up of the user

requirements, future releases

Operation Support:

19

Collaboration via Chatter & Ideas

Sales Dashboard : Actuals vs Target

Visit Management

21

Account : 360° view

22

Digital Marketing

23

SalesforceCampaign

Target GroupSelection

EmailPardot

corporate website

scoring

clickthrough

Digital Marketing

24

Target GroupSelection

SalesforceCampaign

EmailPardot

clickthrough

corporate website

scoring

visit

18/12

visit

16/12

visit

20/01 09/03

clickunknown visitor (cookie) identified prospect

Digital Marketing

25

Target GroupSelection

SalesforceCampaign

EmailPardot

clickthrough

corporate website

scoring

enriched Contact profilein Salesforce.com

Data Quality remains a challenge

Data Integrity & Privacy, introduces extra complexity

Pardot’s permission based marketing policy (<> buying lists)

Implementation at high speed, but transforming the

organisation takes time

In-depth analysis AS IS vs iterative approach to ensure

business side to take ownership on further improvements

After the first success, we need to temper too high

expectations of other departments/businesses

Partena & 4C acted as one team ! Significant knowledge

transfer

Implementation within time & budget

Lessons Learned

26

ANY QUESTION ?

27