Setting up an effective sales process, customer portal and integrated system for a conglomerate

Situation

A large business conglomerate that deals across sectors, including steel, energy, minerals, port and infrastructure, and cement, desired to have a future-ready CRM system to empower their sales users to have better customer engagement and to improve overall sales and monitoring.

The client wanted to upgrade its sales systems (key account managers [KAM]) as it had a number of drawbacks, including a manual method for signing MoUs and the lack of digital approvals. They have heavily relied on manual inspections for processing documents and also struggled with the lack of real-time tracking of consignments.

The organisation did not have a 360-degree customer view to draw insights from and plan accordingly. KAM did not allow for updation or access to real-time customer information on the field. Therefore, it needed a human-led and tech-powered approach.

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The Solution

PwC’s community of solvers implemented Sales, Service and Community Cloud with the Salesforce 1 mobile app having CRM functions for lead management, automated assignment of leads, account and contact management, MoU Management, customer complaint processing, visit planning and reporting etc. This paved the way towards establishing sustained business outcomes for the client.

Results

Increase in revenue:

Better management of leads

Better management of leads (MSME/retail/B2B/B2C)       

 

Effective and automated process to capture enquiries from various product websites

Effective and automated process to capture enquiries from various product websites
 

Leads converted through Salesforce

Leads converted through Salesforce – contribution in overall sales volume increased from 0.03–3.07%
 

Improved productivity:

Customer account creation time came down from two days to less than a minute

Customer account creation time came down from two days to less than a minute. On-ground sales teams are saving 20–30 mins of time per day in servicing administrative requests from customers.

On ground sales teams are saving 20–30 mins of time per day

The customers can now self-service the information from the JSW Sambandh Portal (Salesforce Community) – a self-service digital window for our key customers

Increased productivity

Increased productivity and significantly reduced time for application engineering and plant quality teams in performing technical assessment of customer complaints
 

Improved customer experience

46% increased onboarding of customers on the JSW Sambandh Portal (Salesforce community) – a self-service digital window for our key customers

46% increased onboarding of customers on the JSW Sambandh Portal (Salesforce community) – a self-service digital window for our key customers

71% increase in engagement tracked with customers (YoY)

71% increase in engagement tracked with customers (YoY)

78% increase in the number of contact creations (YoY)

78% increase in the number of contact creations (YoY)

67% improvement in customer data quality scores (YoY)

67% improvement in customer data quality scores (YoY)

Business process transformation by virtue of digitalisation on the Salesforce platform

Simplification of the MoU creation process empowered with digital signature, leading to reduction in required time and effort

Simplification of the MoU creation process empowered with digital signature, leading to reduction in required time and effort

End-to-end digitisation of the channel partner selection and onboarding process across various departments, customers

End-to-end digitisation of the channel partner selection and onboarding process across various departments, customers

The client didn’t want to just gain new insights and improve performance for themselves, they also wanted to unlock these benefits for their customers.


Jayaram Nair
Managing Director, PwC

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