Sales Cloud solves problems for sales teams, and this is how we conduct our business too. We solve problems for our customers.”

Shaun Kwan | Co-Founder & COO


Improved customer engagement


better rep productivity


Tech startup Trakomatic takes on Southeast Asia expansion with Salesforce

Innovative tech startup Trakomatic is pioneering human traffic analytics with sophisticated new facial recognition and sensor technology. Now the company is finding better ways to serve its customers with Salesforce.

Singapore-based tech startup Trakomatic is driving a new era in smart offline retailing. The company connects bricks-and-mortar retailers with sophisticated data analytics that were previously the exclusive domain of their e-commerce competitors.

“In e-commerce, there are a lot of tracking devices and web crawlers used to record customer data, but bricks-and-mortar stores capture practically no customer data,” says Shaun Kwan, Co-Founder and COO of Trakomatic. “This is a huge problem. Offline retailers are not able to leverage data to help them make better decisions. Our vision is to help them solve this problem.”

Offline retailers can use Trakomatic’s sensor and facial recognition technology to track how their customers behave in their physical store. Along with customers’ age, gender and ethnicity, Trakomatic can also distinguish customer movements inside a store, how long they spend looking at particular products, and whether the customer is a repeat visitor.

This data is translated into a range of measurable insights that are delivered to retailers via a real-time dashboard – complete with instant notifications for things like VIP revisits and footfall impact from weather forecasts.

But retail is only the beginning for Trakomatic. The company also serves a wide range of industries – from airports and entertainment venues, to universities and government institutions. Imagine a university that maximises library space through an app advising students of available seating in real-time. That’s the reality of Trakomatic.

“Our technology has application for any business with an interest in human traffic,” says Shaun. “We can help any business that wants to understand how their customers or patrons interact in a physical space.”


Decoding the customer

Founded in 2013, Trakomatic has achieved swift success. Revenue grew an impressive 170 per cent in 2017, and the company currently operates in more than 11 countries worldwide.

Shaun credits this success to his company’s commitment to customer centricity: “We dive into our customers’ situation and look at their pain points. Then we customise our application so it’s in the customer’s language and solving their particular problems – whether that’s in the form of a shopper engagement model for a retailer, or an attendance taking model for a university.”

To achieve that level of customisation, Trakomatic must first get to know its customers and their pain points very well. But, in its early days, the company lacked a CRM system that was up to the job.

Sales management was via Excel spreadsheets with no real-time collaboration and frequent duplication and replication errors.

“When we were trying to understand a particular deal or had an issue, we had to decode all the past email threads and dig through many folders and files just to find out what the project was about,” explains Andre Chew, Head of Sales at Trakomatic. “It was very time consuming for the sales team, and took their focus away from higher value tasks.”

“To me, that was shocking,” explains Shaun. “We needed a system that was much more functional. We needed to be able track the progression of client accounts and collaborate appropriately in order to deliver customised solutions.”

The answer, says Shaun, was Sales Cloud. “It allows us to link data together and create real-world sales processes. I feel that Salesforce understands the sales management perspective better than any of the other CRM vendors.

“Sales Cloud solves problems for sales teams, and this is how we conduct our business too. We solve problems for our customers. Therefore there is a strong alignment between how Salesforce and Trakomatic think.”

Providing data for all

This has all added up to at least a 30 per cent productivity improvement for Trakomatic’s sales team.

“Our productivity improvement since adopting Sales Cloud has been tremendous,” says Andre. “We are able to log emails into Sales Cloud, track all our account activities and assign tasks. Everything is in one place. We no longer have to dig through old files. It is now very efficient.” 

Andre says Sales Cloud also makes getting new sales reps up to speed much easier and ensures no data is lost when people leave the organisation.

“All the data is right there in front of us, so new reps have access to everything they need. We don’t have to worry about old emails or other data being lost when a salesperson leaves or is transferred to another department. 

“And when a sales rep needs to get an understanding of a project or account, they don’t need to wait for someone to be free to explain it, they can just log into Sales Cloud and it’s all there in front of them. Everything is available in one dashboard, with no need to go through multiple Excel spreadsheets.”

Andre says that customer engagement has also improved by at least 50 per cent since the Sales Cloud adoption. 

“Sales Cloud gives us clearer visibility of next steps and timeline so we can see which stage of the sales process each customer is in,” he explains. “This means our sales reps know how to engage with each customer, and what needs to happen at each stage. The result is much better engagement levels.”

Next step: Number-one in SEA

While Andre says it’s important to give the sales team time to master the basic functions of Sales Cloud before adding more to the system, the company has plans to investigate a possible Salesforce Marketing Cloud deployment in the near future.

They will also look into using the Salesforce AppExchange and will potentially integrate marketing and finance apps into Sales Cloud. This will serve the company well as it shifts from startup phase to regional expansion. 

“We have set up a strong base in Singapore, Malaysia and Thailand and have deployed the most cameras in the region for human traffic analytics,” concludes Andre. “Over the next three to five years we want to add more countries to our network and become the leading analytics provider in Southeast Asia.”


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