Extra Space Storage Moves to the Cloud with Salesforce CRM and Force.com

Challenge

• Extra Space Storage, the second largest operator of self storage locations in the U.S., needed a new CRM system that would bring together its sales and call center functions.
• The company, which operates 680 properties spread across 35 states, used spreadsheets and homegrown solutions to manage customer information.
• Company managers prefer to utilize cloud-based technologies whenever possible, and wanted a cost-effective solution they could easily integrate and customize.
• Support for business processes beyond sales and support was also important.

Solution

• Salesforce CRM Enterprise Edition was chosen over Oracle On Demand and Microsoft CRM for its cloud-computing delivery model, rapid time to deployment, and ability to be easily integrated with legacy systems. Managers also appreciated that the solution could be expanded with the Force.com platform and AppExchange to be a complete enterprise business solution.
• The solution was deployed to 50 sales and support employees in just 8 weeks, and was in production before the completion of the company’s new call center facility.
• Extra Space Storage migrated data on 6 million existing contacts and customers from its legacy point-of-sales system; Salesforce CRM will house the master for all corporate and customer records.
• The solution was integrated with the company’s InContact call center system. All calls are recorded and automatically tied to contacts and activities.
• Salesforce CRM was also integrated with Extra Space Storage’s point of sale system and corporate Web site; reps can access up to date information on unit availability, facility characteristics, promotions, discounts, and more.
• Migration of a competitor database containing location, demographic, pricing, and quality information from SQL to Salesforce CRM supports strategic and tactical planning.
• In-house developers participated in Salesforce.com Training and Certification programs and are building new applications using Force.com; one developer created a new project tracking app in just 2 days.
• The company plans to implement Google AdWords and ExactTarget in the future. It is also evaluating HR applications available on AppExchange.

Results

• Managers now have unified customer and business views, and easy access to real time performance metrics, for improved planning and decision making.
• Centralized business system increases efficiencies; Salesforce CRM’s delivery model decreases IT and system costs.
• Extra Space Storage now has quantitative and qualitative data on customer interactions; service can be improved and problems can be addressed quickly.