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Inside Dreamforce ’13: Why sales may be building 360-degree customer views outside Salesforce

I had a disturbing conversation at Dreamforce. Long story short, thousands of highly skilled and highly paid financial advisors (read sales reps) at a large financial services company are spending most of their day pulling together information about their clients in a spreadsheet, leaving only a few hours to engage with clients and generate revenue.

Not all valuable customer information is in Salesforce

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Are you in sales? Your time is too valuable to squander on jobs technology can do. Stop building 360-degree customer views in spreadsheets. Get it delivered in Salesforce.

Why? They don’t have a 360-degree customer view within Salesforce.

Why not? Not all client information that’s valuable to the financial advisors is in Salesforce.  Important client information is in other applications too, such as:

  • Marketing automation application
  • Customer support application
  • Account management applications
  • Finance applications
  • Business intelligence applications

Are you in sales? Do you work for a company that has multiple products or lines of business? Then you can probably relate. In my 15 years of experience working with sales, I’ve found this to be a harsh reality. You have to manually pull together customer information, which is a time-consuming process that doesn’t boost job satisfaction.

Stop building 360-degree customer views in spreadsheets 

So what can you do about it? Stop building 360-degree customer views in spreadsheets. There is a better way and your sales operations leader can help.

One of my favorite customer success stories is about one of the world’s leading wealth management companies, with 16,000 financial advisors globally.  Like most companies, their goal is to increase revenue by understanding their customers’ needs and making relevant cross-sell and up-sell offers.

But, the financial advisors needed an up-to-date view of the “total customer relationship” with the bank before they talked to their high net-worth clients. They wanted to appear knowledgeable and offer a product the client might actually want.

Can you guess what was holding them back? The bank operated in an account-centric world. Each line of business had its own account management application. To get a 360-degree customer view, the financial advisors spent 70% of their time pulling important client information from different applications into spreadsheets. Sound familiar?

Once the head of sales realized this, he decided to invest in information management technology that provides clean, consistent and connected customer information and delivers a 360-degree customer view within Salesforce.

The result? They’ve had a $50 million dollar impact annually and a 30% increase in productivity. In fact, word spread to other banks and the 360-degree customer view in Salesforce became an incentive to attract top talent in the industry.

Ask sales operations to give you 360-degree customer views within Salesforce

I urge you to take action. In particular, talk to your sales operations leader if he or she is at all interested in improving performance and productivity, acquiring and retaining top sales talent, and cutting costs.

Want to see how you can get 360-degree customer views in Salesforce? Check out this demo: Enrich Customer Data in Your CRM Application with MDM. Then schedule a meeting with your sales operations leader.

Have a similar experience to share? Please share it in the comments below.

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This entry was posted in Customer Acquisition & Retention, Customers, Data Integration, Data Quality, Financial Services, Master Data Management, Operational Efficiency, Uncategorized and tagged , , , , . Bookmark the permalink.

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