Swiss Sense well-equipped for valuable customer relationships
The family behind Swiss Sense has been active in the sleeping comfort industry for 100 years, the last 10 of which they’ve operated under the name Swiss Sense. Ten years is also how long the average bed lasts. After a decade of building the customer journey, it’s a challenge to remain visible when it really matters: between delivery and the next purchase. Additionally, the bed company is growing faster than they can hire employees. All of this is happening at a time when new communication channels are constantly arising and customer satisfaction is more important than ever. So how do you determine where you can best spend your valuable time and budget?
Three years ago, Swiss Sense started a process to review their entire strategy. Important pillars in this drive for innovation were digitisation and placing the customer first. To move in this direction, the need for an effective CRM system became clear.
Swiss Sense aims to become the sleep specialist with maximum customer focus. That is the ultimate goal. Growing with the customer, getting to know them better, and thus increasing the Customer Lifetime Value in a relevant way. To achieve this, they first had to work towards a single customer view. The challenge started by asking the following questions: What do we really want to achieve? How do we navigate through the complex CRM system landscape? Where do we start?
Preparation for package selection
Implementation partner Nextview started this process completely independent of technology. They kicked off by mapping out the requirements that a CRM platform had to meet. For this purpose, workshops, inspiration sessions, and on-the-job observations were used to get a clear image of the requirements of the entire organisation: from customer service employee to delivery service, and from in-store salespeople to the CEO. Together with Swiss Sense, Nextview determined where the organisation needed to grow to be truly customer-centric. They looked at the skills needed to define what the IT landscape had to look like in order to achieve this goal. The question was also asked the other way around: which tech requirement is needed for a desired skill? Nextview provided a service innovation roadmap with points that the future platform had to meet, including a product vision and a plan of approach.
After the preparation, Swiss Sense selected a number of platforms from the market and finally chose Salesforce. The starting point of the implementation was the customer service team, the most useful department for getting to know your customers better. At the time Nextview came into the picture, customer service employees were working in more applications than could fit on their screens. Sometimes, the customer even had more information available than the employee. Over the course of a 9-month process, Salesforce Service Cloud was implemented in 3 sub-departments in 2 countries. Through Nextview’s design thinking mindset, the system was built entirely around the users. Service Cloud takes employees through a simple, step-by-step service process to the final solution of the case. The system also brings about a change in mindsets. Whereas customer service employees used to ask directly for the order number and each phone call was a separate contact, they now have all the crucial information about the customer they’re speaking to at that moment. There has been a shift from order-oriented to customer-oriented working and thinking. This enables a customer service employee to take full ownership in order to offer a good solution to the customer’s question.
To achieve the objective, steps had to be taken in the IT landscape. With Salesforce Connect, Nextview built a solution that connects the existing system SAP via MuleSoft to Service Cloud to get one unique customer view. Aside from that, Tableau was set up so that the data from Service Cloud could be analysed by the department’s data analyst. The full breadth of what Service Cloud has to offer was explored in this project.
The Lightning Service Console functionality is a productive user interface for working side-by-side in different workspaces, like tabs in a web browser. This allows service staff to quickly switch between different customers and their cases – whether the customer contact is via email, Facebook, or chat. The Entitlement Management functionality makes it possible to monitor milestones. It provides a clear image of whether certain promises or service level agreements are being met, such as responding to a message within a certain period of time. This creates urgency on the work floor. Another measure taken was integrating all knowledge from the former standalone knowledge base and optimising it in Salesforce Knowledge. The content will now be matched with the case. For example, is the incoming question about a mattress? The system will automatically look for the right knowledge-base articles. And, by using the omni-channel functionality, the incoming messages from different channels are flawlessly distributed among the customer service employees based on their existing workload and availability.
The Salesforce implementation brings several results, including:
- A huge leap in efficiency. From complex systems to a single intuitive platform, resulting in faster agent onboarding and more efficient work through fewer user interfaces and data synchronisation and integration.
- Improved collaboration inside and outside departments. Instead of unclear communication or Post-Its on the desk, colleagues within a team or between different departments can tag each other in cases from their own workplace.
- Shorter onboarding time. Salesforce’s user-friendliness means new customer service employees are ready to start working independently much faster.
- A significant improvement in data quality through reducing duplicate customer information.
- A higher level of employee satisfaction. Complicated processes are now taken on by the system. In addition, choices that are not possible are excluded, so that employees make fewer mistakes.
- More ownership in the workplace. Whereas the focus used to be on handling contact moments, employees are now responsible for a complete customer case.
All the efficiency that has been achieved can be utilised in other parts of the company to further increase customer satisfaction. Implementations in additional departments are built one by one or in parallel in Salesforce. Nextview is now working with the marketing department at Swiss Sense to set up the right triggers – omni-channel and on the e-commerce platform, with marketing campaigns, SEA and Google Analytics – in the decade-long customer journey. In addition, the Salesforce partner is constantly looking for innovation in new channels such as video calls and talking on WhatsApp with a service engineer, and connection to other apps and applications in the IT landscape. Another project is connecting the stores. With the insights provided by working in a customer-focused way, sales reps can better experience the effect of what they are selling. This is how ‘customer lifetime value’, which includes giving the customer the best possible advice, becomes the most important goal rather than the highest possible order value. In addition, keeping a detailed record of questions and complaints that come in provides valuable input for the product development and product quality departments. By analysing data, the quality of the product portfolio continuously improves. In this way, the bed you buy today fits your personal wishes even better than the bed you bought 10 years ago.
Curious to find out what we can do for your business? Don’t hesitate to get in touch with us.