Unifying Marketing & Service Post-Merger
Background
This client of ours is a Fortune 500 company that specializes in the distribution and value-added services related to electronic components and computer products.
In an expansion move, they acquired another leading global component distributor and provider of engineered solutions catering to the radio frequency (“RF”) and wireless communications market.
In light of the merger, they recognized the need to integrate the marketing channel and streamline the case management process. Following a thorough evaluation, they selected INSPIROWORKS as its partner of choice to implement the Salesforce Platform as an integral part of the merger program.
Areas Of Challenges
Cross-System Misalignment & MQL Nurturing Gap
Separate systems caused lead tracking issues, and MQLs lacked a structured process for nurturing regional lead coordinators.
Data Cleaning & Standardization
Removing duplicate leads, contacts, and accounts while standardizing data values was crucial for ensuring data accuracy and reliability.
Inefficient Case Routing & 24/7 Chatbot Support
Legacy case routing needed better handling, and a chatbot was required to manage inquiries, reducing case volume effectively.
Optimized Case Routing & Service Team Efficiency
Cases from the legacy system’s website needed proper routing to improve service team efficiency and response times.
Our Solutions
- Eloqua-Salesforce Integration: Seamless integration for Marketing Qualified Leads (MQLs) into Salesforce.
- Automated Lead & Case Routing: Implemented two distinct processes for handling Sales Opportunities and Service Opportunity requests, ensuring automatic association of records with the appropriate Sales Representative or regional lead coordinator.
- Einstein Chatbot Implementation: Deployed Einstein BOT on the legacy RFPD website with an advanced algorithm for efficient case routing and customer query resolution.
- Data Cleansing & Standardization: Conducted thorough data analysis, removing duplicates and standardizing data for better accuracy and integrity.
- Automation of Business Processes: Streamlined operations, enhancing customer service efficiency.
Key Benefits
Sales and non-sales requests were efficiently routed from the marketing system to Salesforce, improving response times.
A fully automated “Contact Us” process was introduced, deflecting cases and enhancing customer service accessibility.
Smooth migration of customer service operations minimized disruptions and ensured continuity after the business acquisition.
Eliminating duplicate records improved data accuracy, ensuring high-quality information for better decision-making and operations.
Course insights and heatmap analysis refined marketing strategies, leading to improved efficiency and potential profitability.
Automation of service processes reduced manual workload, enabling faster response times and enhancing customer satisfaction.
Customer Testimonials
