To succeed, RAM Tracking needs to excel. And that means every one of its 50 employees needs to excel too. “Our people are fundamental to our success,” comments Chris McClellan, CEO at RAM Tracking. “We need them to be motivated to always deliver their best.”
With Salesforce, RAM Tracking has been able to establish a gamification model across its sales and customer service operations based on apps from the Salesforce AppExchange. “Gamification enables us to tap into the competitive nature of our team, which means we can deliver better outcomes for both the business and its customers,” comments McClellan.
Founded in 2004, RAM Tracking provides advanced vehicle tracking systems to 3,000 corporate customers in the UK and Canada. Salesforce has played a key role in the company’s growth since it was implemented in 2012.
“We were hit heavily by the economic climate, and when opportunities for growth improved, we found ourselves held back by our own infrastructure,” admits McClellan.
RAM Tracking now has 50 members of staff in the UK and Canada – and is still expanding. The company is gearing up for 30 percent year-on-year growth over the next five years. “The benefits we’ve achieved with Salesforce have far exceeded our original expectations, but we’ve only scratched the surface,” adds McClellan.
So far, RAM Tracking has focused its Salesforce implementation in four key areas: sales, service delivery, administration and accounts. Sales Cloud is used by 18 telemarketing and sales agents to log and track prospective customers.
“Thanks to the Salesforce1 Mobile App, our field sales team can make real-time updates from their smartphones and tablets while out at meetings.” comments McClellan.
This improved visibility coupled with RAM Tracking’s gamification model helped push up sales significantly during 2013.
Customer satisfaction levels have also increased thanks to service improvements. “The metrics and automated workflows provided by Service Cloud enable us to respond to customer requests and problems faster,” confirms McClellan. These efficiency gains have resulted in a 14 percent reduction in customer service delivery costs
Salesforce has injected similar velocity into the company’s accounts operation, with streamlined purchase order processes and faster supplier payments, as well as a 21 percent decrease in order fulfillment-to-payment time.
By unifying its front and back office processes on Salesforce, RAM Tracking has access to the metrics it needs to drive future growth. As McClellan reveals: “With accurate figures relating to the sales pipeline and service costs, we can forecast, plan and budget with confidence, in a way that we never could before.”
The company can collaborate in an entirely new way too, thanks to Salesforce Chatter. The enterprise social networking tool encourages collaboration across departments and geographies, and has become a key tool for sharing new sales resources, such as customer references and media coverage.
“Salesforce has impacted every department and every employee,” says McClellan. “Through greater transparency, it has broken down the walls that previously existed between our teams, enabling a more open management style and empowering everybody to work more effectively together.”