Direct Energy Finds Salesforce Simplicity and Flexibility Key to Success in a Variable Industry

“Salesforce easily accommodated our dreams of what a CRM solution could do for us—so much so that we found we could change certain processes when parts of those dreams needed to become bigger dreams. The flexibility inherent in Salesforce is the key to our success.”


Challenge
  • Direct Energy—one of North America’s leading integrated energy companies—wanted a cost-effective CRM system to manage contracts and tie together business groups for a cohesive customer picture
  • The company also required a PRM solution to automate a manual process that had third-party brokers mailing spreadsheets to attain pricing for their customers
  • Because the energy industry operates through a complex network of relationships, the company needed a solution that was as specific to its market as possible

Solution
  • After considering Siebel On Demand, Direct Energy found Salesforce had the flexibility to accommodate the shifting environment of its business and industry
  • With help from Armeta Solutions, the company deployed Salesforce Enterprise Edition to 310 users across sales, support, and marketing with Microsoft Outlook integration; Apprivo helped with the subsequent Salesforce Partners deployment
  • The Salesforce Partners portal drives pricing requests from third-party brokers; pricing requests are passed through TIBCO to a credit management system and then passed to a pricing system
  • Salesforce Marketing provides Web-to-lead functionality and allows the company to execute targeted marketing campaigns; campaigns can then be tracked and measured for effectiveness
  • Integration with an in-house contracts database streamlines all contract information in one location
  • Salesforce Mobile equips users with wireless access to the solution from anywhere at any time
  • In Canada, the Salesforce admin uses case functionality as an internal help desk
  • Lead management functionality helps identify the most profitable customers and tracks the sales cycle for different processes in the app
  • Using Force.com Builder, the company develops custom-built apps like its AppExchange PluraPage solution that enables reps to personally manage their marketing collateral
  • In the AppExchange, Direct Energy finds a wealth of applications—such as Access Hoover’s, Broker Portal, MapQuest, and OrgView—to meet various business needs

Results
  • Partner programs are now more efficient; the system will not let partners submit incomplete data
  • Automating previously manual PRM processes boosts channel rep productivity
  • Salesforce enables speed-to-market, allowing the company to quickly adjust to shifting market conditions
  • Consolidated, easy-to-access prospect information accelerates deal closings
  • Automated, streamlined processes significantly reduce human effort and error
  • The company achieves a full picture of the customer to better assess who each customer is and better serve their needs
  • Simple, friendly system promotes high user adoption, which drives success
 
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