Service Cloud is also helping Roojai.com to put their customers’ needs at heart of the operation. Faquet and his team now has a full 360-degree view of their customers, enabling them to deliver more customised solutions and a higher level of customer service.
“Now that everything is integrated, we have a single view of the customer, and everything is one place,” he says. “From when the customer goes through the quote process to when the customer buys a policy and then makes a claim -- we have a full view of all interactions. We have all the call logs attached to the customer record, and we've also integrated Facebook messenger with Salesforce, so all the customer’s Facebook messages are in the same record.”
Roojai.com’s investment in technology has paid dividends as they scooped numerous prizes at the Thailand Contact Centre Trade Association Awards 2018 – The Best Contact Centre of the Year, The Best Effective Software Contact Centre, The Best Professional Management Contact Centre and The Best Contact Centre Agent among other awards.
Faquet says that while Salesforce has certainly contributed Roojai.com’s more than 250 per cent year-on-year growth, that’s not the end of the story. He believes that integrating Google Analytics with Salesforce is also returning impressive dividends, and has helped optimise their Google Ads strategy, improve their keyword strategy and budget allocation.
“Everybody is talking about big data, and Salesforce gives us the capability to apply different strategies depending on which channel the customer is coming from,” he says. “We are able to get so granular into the data set and can use it to optimise our marketing spend, and focus on the customer journey from origin to conclusion. It's the first time in my more than 20 years in the insurance industry that I can say we have a full customer centric vision of the customer. The value of that compared to our previous environment is incommensurable.”
This has led to a 25 per cent reduction in cost per conversion, while increasing the number of conversions by 16 per cent.
“We are now able to attribute more than 80 per cent of sales to an online channel,” says Le Roux. “This represents an efficiency improvement on marketing of more than 10M THB per year.”