Bord Gáis Captures 20% of the Electricity Market in First Year with Salesforce CRM
DUBLIN; 28 April, 2010: Salesforce.com, the enterprise cloud computing company, today announced that Bord Gáis Energy is using the Sales Cloud to manage its successful sales and marketing campaign ‘The Big Switch’, which has captured almost 20% of the Irish residential electricity market in 12 months.
Bord Gáis Energy, which was targeting 60,000 new residential electricity customers in year one, achieved that target in 60 days and has now reached over 300,000 in 12 months. The campaign follows deregulation of the Irish electricity market as a result of an EU Directive. Bord Gáis offers consumers a minimum of 10% and up to 14% savings on their electricity bills.
The sales challenge for Bord Gáis was enormous and involved integrating and managing a national database with a target audience of 1.8 million households. “A priority from the beginning was to have a central integrated marketing and sales Customer Relationship Management (CRM) application,” said Tracey Kennedy, Bord Gáis. “We selected the Sales Cloud from salesforce.com because of its ease of use, customisation, scalability, budget and time to market. As the world’s number one sales application it has a proven track record.”
Dr Steve Garnett, chairman, EMEA, salesforce.com, added, “The ‘Big Switch’ is one the most successful national marketing and sales campaigns of its kind anywhere in the world. It demonstrates the customisation, scalability and flexibility of the Sales Cloud.”
Bord Gáis Energy worked with outsourcing telesales and field sales partners Conduit and CPM Ireland. As Bord Gáis was using in-house staff as well as outsourcing partners, the Sales Cloud was invaluable. “In one repository, we could see and manage the sales process across our in-house and outsourcing partners,” commented Tracy Kennedy of Bord Gáis. “The Sales Cloud allowed us to instantly collaborate in real time, share sales information and follow joint processes and manage leads.”
She added, “Because of the success of the campaign we had to scale up very rapidly. This is one of the key benefits of cloud computing. We didn’t have to worry about adding hardware or software or maintaining the application ourselves, salesforce.com supplied that literally on demand.”
“It was a huge team effort with all our partners,” said Tracy Kennedy. “Certainly we couldn’t have achieved it without Salesforce CRM.”
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About Bord Gáis
Bord Gáis Éireann (Bord Gáis) was established in 1976 and is a commercial State body operating in the energy industry. With over 630,000 gas and electricity customers and a turnover in 2008 of €1,379 million, Bord Gáis employs approximately 900 staff and is headquartered in Cork, Ireland.
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