The keys to successfully integrating Salesforce into your company

Imagine a technology partner capable of revolutionising the way you manage customer relationships and delivering solutions tailored to your needs. Salesforce, like other customer relationship management (CRM) tools, promises that its solutions will help businesses improve customer loyalty and team productivity while protecting company data. But what exactly does a solution like this do for your business? To answer these questions, we’ve looked at examples of successful projects in international companies. Let’s explore what these companies have done to get the most out of this tool.

Salesforce, or how to simplify your sales and marketing processes

Consolidating customer data and personalising services

As a company with offices all over the world, unifying and sharing the activities of each of our customers not only simplifies our operations, but also allows us to improve the services we provide to meet their specific needs. ENGIE has achieved this by integrating with Salesforce. The company has significantly improved customer data management by consolidating information from the four operating divisions of Engie, which is present in 70 countries. This overview has enabled Engie to improve team productivity and strengthen customer relations, while personalising services to meet the specific needs of each customer.

Redesigned, customer-focused sales processes

By adopting an agile CRM, Engie has been able to rethink its sales process, reduce human error and speed up its sales operations. The move to a digital approach has enabled the company to implement a more collaborative approach across teams, standardise customer account management and improve sales opportunities, even during difficult economic times such as COVID-19. At the same time, by integrating the Salesforce Field Service module, Engie has been able to streamline the management of its field engineering team.

This module facilitates the prioritisation of critical interventions, the automatic allocation of missions and gives technicians the tools they need to carry out repairs more quickly and efficiently.

Another success story is the implementation of Salesforce at AXA Prévoyance, which launched the project in the midst of a pandemic. Despite the challenges posed by containment restrictions, AXA Prévoyance & Patrimoine successfully implemented Salesforce in just six months. This success was made possible by close collaboration between the operational, technology and internal consulting teams. The teams worked together to maintain the pace of deployment despite health restrictions and intense network activity.

“98% of Salesforce customers meet or exceed their ROI targets with Customer 360″* – Salesforce 2023 figures

The project team drew on previous experience with Salesforce while adapting its approach to meet the specific needs of the AXA Prévoyance & Patrimoine network.

Tips for a smooth integration

  • Preliminary needs analysis: Before starting the integration process, carry out an in-depth analysis of your company’s specific needs. Identify the key objectives, the processes to be improved and the essential functionalities to ensure optimum customisation of Salesforce.
  • Meticulous planning: Draw up a detailed plan that includes the deployment stages, the responsibilities of each team, and a realistic timetable. Careful planning allows you to anticipate potential challenges.
  • Appropriate staff training: Invest in training your staff to ensure they are fully conversant with Salesforce. Organise training sessions tailored to different skill levels, to ensure optimum use of the platform.
  • Transparent communication: Provide clear and transparent information to all staff about the upcoming changes. Proactive communication helps to minimise resistance to change and encourages faster adoption of the new solution.
  • Pilot testing: Before a large-scale roll-out, carry out pilot tests with a small group of users. Identify any problems and adjust the Salesforce configuration accordingly to ensure optimum performance.

By following these practical tips, companies can maximise the benefits of Salesforce integration while minimising disruption to their business.

By unifying customer data, personalising services and increasing customer focus, Salesforce is positioning itself as an essential partner in the digital transformation of businesses. These successes demonstrate the importance of considering Salesforce as a strategic ally to significantly improve customer relationship management and optimise business processes.

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