In fact, BePark is also using Knowledge Base to enable its customers to self-serve for Frequently Asked Questions, and as a centralised source of information which BePark’s people can refer to when dealing with customer inquiries.The members of JET BI team have offered their lots and are engaged in spirited bidding to secure them. “We know what we’ve spoken to them about before – whether they’ve made any complaints previously, for example, or if there are open subjects to address.” “Having this information to hand means we understand more about what a customer needs even before we’ve spoken to them,” says Dorian. They also are likely to have conversations with more people from within the business. This approach means that BePark’s customers are now more likely to have lengthy relationships with the company. “But once we moved into B2B sales, we had to take a much more client-orientated approach – and this applies even more now we’re moving into SaaS.” “When we were selling parking spaces, we took a very transactional approach,” explains Dorian. The information logged in Salesforce has helped BePark to deliver a better quality of service to an ever-growing customer base. “We can get as much information as possible into the CRM without getting in anybody’s way.” This way, BePark’s salespeople don’t have to consciously input any information into Salesforce – but the information is there in Salesforce when they (or anybody else) needs it. “So, it can be challenging to get them to use it.”īePark has been able to address this challenge by integrating the tools the salespeople do use (such as the company’s call centre) into Salesforce, which automatically logs their activities. “Ultimately, salespeople would rather be having meetings and closing deals than filing in a CRM,” says Dorian. Processes can also be automated with Salesforce, a capability that Dorian credits with smoothing the path to internal adoption of the platform. “Salesforce enables us to keep track of that sort of process as it travels around the company.” That’s what growth looks like,” says Dorian. “Nowadays, a lead process which used to involve one salesperson goes through five different people. Salesforce has brought both structure and visibility to BePark’s processes, which has enabled the company to remain internally well-organised even as its operations have grown in scale and complexity. ![]() ![]() Their knowledge of Salesforce and experience of implementing it was invaluable.” “Unless you know your way around it, Salesforce is a massive piece of software to implement. “We couldn’t have done it without them,” says Dorian. Knowing that Sales Cloud and Service Cloud would enable all of the tracking and sharing of information it needed to do, BePark engaged Salesforce partner Cloud Rebels to handle the implementation. “It looks unprofessional if you call a customer twice and you didn’t need to.” “Not having that information to hand made it trickier to deliver a really professional service,” says Dorian. Until then it had been difficult for anyone to determine which customers someone had spoken to, when they’d spoken to them, and what they’d spoken about. ![]() Dorian knew he needed to be able to track his people’s activities so he could assess pipeline, opportunities and KPIs more effectively.īut he also knew BePark needed to centralise customer information. To cope with the complexity of the two different models, BePark has had to organise itself in new ways internally.
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