Lockton is the world’s largest private insurance broker. Their goal is to achieve 95% client retention. The company, which operates in 60 countries, successfully adopted Salesforce to empower 4,450 associates to continually improve cross-sell and up-sell to existing clients.
To succeed, the director of operations at Lockton knew that the associates need to know who their customers and prospects are and which products and services they already have. When he investigated, he found several customer information gaps in Salesforce.
Below are five customer information gaps in Salesforce CRM that can impact sales:
Mind the Gap: How Sales Operations Can Overcome 5 Customer Information Gaps in Salesforcecompanies.
Gap #1: Which customer record can I trust?
Before reaching out to a customer (let’s use fictitious client Mark Niles), the sales rep needs to access Mark’s contact information in Salesforce. Chances are Mark Niles’ customer information is spread across multiple duplicate lead, account and opportunity records with inaccuracies, inconsistencies and incomplete information. For example, potentially four records exist in Salesforce for one customer 1) Mark Niles 2) Marc Niles 3) M. Niles 4) Mark. The customer information gap becomes worse when a company has multiple Salesforce orgs. Sales dilemma: Which Salesforce customer record can I trust and update?
Gap#2: Which products and services does my customer already have?
Before a sales rep can identify which product or service to offer Mark Niles, she needs to know which ones Mark already has and if he has any outstanding issues. Chances are Mark Niles’ product information is stored in enterprise systems such as SAP, Oracle or JD Edwards ERP, customer support systems and maybe cloud applications such as NetSuite and Eloqua that are not integrated with Salesforce. Sales dilemma: Why can’t I access all relevant customer information from my Salesforce customer record?
Gap #3: What is impacting my customer right now?
Sales reps want to be up-to-date before reaching out to customers. They may need to go outside of Salesforce to get information such as credit scores and news announcements that may impact the timing of customer contact and the conversation. Sales dilemma: Why can’t relevant third-party data be included in my Salesforce customer record?
Gap #4: Who are the influencers in the buying process?
If they are selling to business contacts, sales reps want access to account hierarchies and organizational charts to understand professional connections. If they are selling to consumers, they want to see the members of a customer’s household to understand family relationships. Sales dilemma: Why can’t I see my customer’s account hierarchy, organizational chart or the members of my customer’s household from my Salesforce customer record?
Gap #5: What’s the customer’s current perception of our company?
Sales reps want to stay current on their customer’s actions, sentiments and influential connections so they can better prepare before reaching out. Sales dilemma: Why can’t I see my customer’s relevant social media activity and influence network from my Salesforce customer record?
Solution: Informatica Cloud MDM built on Force.com
Lockton’s director of operations recognized that giving associates trusted, accurate and complete client information in Salesforce is central to their ability to improve cross-sell and up-sell. Informatica Cloud MDM, built on Force.com, is making Lockton’s Salesforce better.
Results: Up-sell and Cross-Sell More Effectively without Leaving Salesforce
Lockton’s 4450 associates rely on Salesforce, powered by Informatica Cloud MDM, built on Force.com, to cross-sell and up-sell more effectively without having to leave their favorite application. With a single trusted client view, they can better address clients’ concerns and identify new selling opportunities.
Are you minding your customer information gaps in Salesforce CRM? Informatica Cloud MDM, built on Force.com, can help you overcome your customer information gaps and make Salesforce better by:
- Delivering a single trusted customer view that everyone can rely on
- Automatically preventing duplicate customer information from being entered
- Consolidating customer information across orgs on an ongoing basis rather than a one-time project
- Enhancing customer profiles by integrating data from enterprise systems, cloud applications and third-party providers
- Better managing customer account hierarchies and enriching B2B customer profiles with organizational charts to reveal professional connections
- Better managing customer contacts and enriching B2C customer profiles with members of a customer’s household to reveal family relationships
- Enriching customer information with relevant social media data to stay current on customers’ actions, sentiment and influential connections
Here are some additional Informatica Cloud Integration and Cloud MDM resources:
- Going to Dreamforce?
- Meet our Informatica Cloud MDM experts and see a live demo at Informatica Booth #1313 @ Dreamforce.
- On Thursday at 12 pm PT join the Breakout Session: Power the Social Enterprise with MDM and Cloud Integration in Room 2018 in Moscone Center West. Hear from three customers including Oppenheimer and Interstate Batteries and a personal computer accessories manufacturer.
- Arriving on Monday before Dreamforce? RSVP to Informatica Cloud Connect Conference and talk to our Cloud MDM experts.
- Enjoy this video Power the Social Enterprise with a Complete Customer View
- Watch this YouTube video Lockton Case Study: How One of the World’s Largest Insurance Broker Uses Informatica Cloud MDM to Improve Customer Information in Salesforce
- Read this blog Finally, Will salesforce.com be the Catalyst to Propel MDM into the Cloud?
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