Delta Dental Unifies Customer Information on Salesforce; Drives Success with Full Insight into Business

"We were drawn to Salesforce for its integration capabilities, but we were sold on the application’s phenomenal ability to be customized, which allows Salesforce to evolve on pace with our growth. As our central repository of information, Salesforce enables our internal departments to collaborate with each other, making for a more intelligent, customer service-oriented company."


Challenge
  • Delta Dental of Michigan, Ohio, and Indiana—the largest dental benefits carrier in the Midwest—required a CRM system to manage its pre- and post-sales efforts targeted at employer groups
  • Previously Reps used individual Microsoft Excel and Access documents to manage $1.2 billion in sales, making the creation of a verified view a manual process
  • Delta Dental had allocated IT resources to another large-scale project and could not spare them for a lengthy, complex CRM implementation
  • The company wanted an easy-to-use, customizable system that would accommodate integration and unify disparate business groups for universal information access

Solution
  • After selecting Salesforce over SalesLogix, NetSuite, Siebel On Demand, and other CRM contenders, Delta Dental deployed Salesforce Enterprise Edition to 80 people in 13 weeks
  • Successforce Consulting brought forth CRM expertise to the implementation process 
  • Dashboards give managers visibility into sales activities, win/loss ratios, new products, and top performers
  • Based on information in Salesforce, semi-monthly reports provide an overview of the entire business
  • Custom fields and custom-built apps such as Quotes/RFPs and Zip Codes add tailored functionality to Salesforce
  • To drive user adoption, the company requires that sales reps input all information into Salesforce to receive a quote
  • From the AppExchange, Delta Dental installed dashboards to track sales activities

Results
  • Comprehensive reports encompass all sales activities and histories for more accurate forecasting
  • Quicker access to data with streamlined processes drive consistency companywide, accelerating the sales cycle
  • Salesforce's on-demand model eliminated the need to shift IT resources away from a large-scale project
  • With information unified in one system, executives gain greater insight into business activities and performance for more effective, decision-making
  • Simple customizability allows the company to seamlessly adjust to business growth
  • Integration capabilities will accommodate the future assimilation of a claims processing system and a ratings application system for underwriters
 
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