Our client in the Retail and Consumer Goods Industry faced several challenges with managing customer data and communications. As a home goods and renovation company with 30 years in the franchising industry, our client was in need of a CRM with enough flexibility and integration options to effectively communicate with their customers. Due to the complexity of our client’s business and communication needs, a one-size-fits-all solution would not have been the best approach in terms of adopting a CRM. With Salesforce, we can provide our client with a holistic view of their customers that allows them to better manage customer data as well as provide personalized messaging.
Our client was previously using Constant Contact as their email marketing platform, but did not have a reliable CRM in place. Because our client deals with a large amount of customer data and contacts, Constant Contact wasn't able to meet their needs as a standalone email marketing platform. Our client wanted a CRM with better functionality and integration options for the many franchises that fall beneath their primary company. To solve some of these challenges, we implemented Sales Cloud as well as Marketing Cloud. Sales Cloud allows our client to build deeper relationships with their customers, while Marketing Cloud gives our client more options in terms of segmentation, email automation, and customer journeys.
"Sales Cloud allows our client to build deeper relationships with their customers, while Marketing Cloud gives our client more options in terms of segmentation, email automation, and customer journeys."
In addition to these implementation solutions, we also developed and connected six business units in Salesforce for six of our client’s major brands. This helps employees who work for a particular franchise work more efficiently and create effective messaging in Marketing Cloud. To further improve the customer experience, we set up Marketing Cloud on the business unit level. This process included further segmenting contacts and subscribers into individual business units to improve security. Now an internal team for a franchise only has access to the records that they should have access to instead of being able to access all company records. These changes in Marketing Cloud have helped our client improve the customer experience by ensuring that emails go to the correct subscribers.
Our client did not have the bandwidth to implement both Sales Cloud and Marketing Cloud, so our team provided guidance and support during the implementation process, including IP warming. After setting up several business units in Salesforce for our client’s franchises, we were able to give internal users easy access to contacts and customer data. This allows our client’s internal users to provide better customer support and ensure that emails reach the correct subscribers and not those who haven’t opted into a particular brand’s newsletter. After implementing both Sales Cloud and Marketing Cloud, our client can now provide customers with a seamless experience by connecting their sales efforts with their marketing initiatives.
At Kelley Austin we're proud to provide tailored Salesforce solutions across a variety of industries. Our expert knowledge and many years of experience in all aspects of the Salesforce ecosystem have earned us high levels of satisfaction from our clients.
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