TELUS improves close rates and reduces cost per lead with Salesforce

Challenge

• TELUS, a leading national telecommunications company in Canada, needed a new CRM system for its business-to-business sales, marketing, and support
• Needed to support business sales and support teams spread across regional offices while providing common customer and pipeline views
• Wanted to replace existing systems that focused on opportunity management but provided little ability to manage or share information on accounts, contacts, and activities
• With more than 90% of leads un-actioned and no ability to articulate campaign performance or ROI, wanted a consistent way to manage and measure leads

Solution

• Chose Salesforce over on-premises solutions for its ability to be rolled out across multiple geographies with minimal support costs
• Deployed Enterprise Edition to 1,800 users; salesforce.com training & certification programs helped drive high adoption rates
• Mobile access lets users view and update records from virtually anywhere

Sales Cloud

• The Sales Cloud helps the company manage sales data and processes and enables accurate, integrated forecasting
• Real-time information on rep performance lets managers reward excellence or address problems quickly
• Integration with Eloqua, a marketing automation platform provides end-to-end lead visibility
• A content library helps reps find the most up-to-date, relevant documents and ensures consistency across the company

Service Cloud

• TELUS has deployed Service Cloud to a group of 200 call center employees who use it for case management
• Improved customer experience dramatically through improved ‘issue closure’; clients supported by this team had a 20 basis point improvement in client satisfaction over the baseline

Chatter

• Chatter improves collaboration among sales teams; the ability to “follow” accounts and opportunities is beginning to transform sales processes

Results

• Complete customer views help the company’s reps more accurately track customers, provide better service, and improve close rates
• Centralized information improves forecasting companywide and drives better business planning and decision making
• With marketing automation, close rates from marketing campaigns are 8 times better and cost per lead was reduced 30%
• Integrated marketing management and ROI information by campaign ensures marketing dollars are spent more effectively
• Support resources are more accurately managed to support order fulfillment, and increased productivity saves headcount
• Use of standardized metrics and performance management helps managers onboard reps more quickly and more effectively evaluate performance, resulting in reduced employee turnover
• The experience with the call center pilot group is supporting the case to expand significantly the use of Service Cloud across multiple touch points