Customer Case
HORNBACH: the ideal customer journey
Challenge
Facilitating the customer and the employee
HORNBACH, a DIY-store chain that has been active in the Netherlands since 1997, came to us with a dilemma. HORNBACH always puts personal service first. The company wanted to grow significantly in the business segment. The growth that the company had in mind should not be at the expense of personal attention for the business customer and at the same time should not create an extra workload for the back office either. In other words, a complex task.
HORNBACH set up the loyalty programme Profiservice for its business customers, such as freelancers or construction companies. The concrete challenge was to considerably shorten the registration process for Profiservice. After all, business customers prefer to spend as little time as possible in HORNBACH shops. Because for them too, time is money. And when they actually are in the shop, they want to be taken care of as much as possible. Some customers even stopped registering for Profiservice because it took too long. And the many manual tasks in the back office resulted in quite some errors. HORNBACH therefore wanted to see how they could better adapt their existing services to both the customers and the employees who process the customer data.
"We create a 360 degree customer view. That requires quite a few clever tricks from the Salesforce platform. We have brought all that together in a user-friendly overview. So that both the customer and the back office can very easily call up all the relevant information and thus have everything they need." - Rogier Maaten, Salesforce architect at Nextview
Solution
Real-time data
The registration process required a lot of data processing. Nextview has automated much of the data entry by means of Salesforce couplings. Now there is a link to the database of the Chamber of Commerce. That saves a lot of time for the customer. At the same time, the data is always up-to-date. This means that employees no longer need to check the data or correct incorrect data.
In addition, Nextview has made the process of payments more customer-friendly. There is now a HORNBACH Profi portal where business customers can see what purchases have been made in the past and what purchases are still outstanding. In addition, the in-store PIN terminal communicates in real-time with the Salesforce platform. Who is the customer? What is the payment limit? Is the Profiservice card still active? Thanks to the integration with Salesforce, payment is always fast and reliable.
With the implementation of Salesforce, HORNBACH has made its Profiservice service scalable. They have been able to absorb a strong growth in customers without this being at the expense of the customer experience or causing more work pressure in the back office.
Results
Smooth and fast
- Fast onboarding of new business customers
- Less manual work for back office staff
- Constant insight into payment data
- Decisions are taken based on a 360° customer view