EasyPark ANZ’s mission is to make cities more livable by making it easier for people to find and pay for parking. The company works with local governments and property owners to enable digital payments for parking through its world-renowned app, which is used by more than five million people across Australia. EasyPark ANZ also has a growing number of business customers who use its app to streamline the parking process, improve finance administration, and enhance staff mobility.
Connect data silos to accelerate growth and deliver a more seamless, digital customer experience.
EasyPark previously lacked a CRM and managed its data and sales processes across numerous spreadsheets. Data silos limited visibility of the information needed to accelerate sales and efficiently support a growing volume of customers.
The fast-growing company sought a solution to unify and activate data to automate previously manual processes such as lead qualification. It also wanted a more seamless and digital customer experience, allowing customers to get their questions answered and sign up around the clock.
Salesforce plays a key role in helping us enhance the customer experience, so we can continue our mission of making cities more livable.
Jason MarksGeneral Manager, B2B, EasyPark ANZ
Sales Cloud and AI agents enable efficient growth.
Signing up to EasyPark has always been easy for consumers; they simply download the app, register their details, and start parking. With Salesforce, the company is creating an experience for business customers that’s just as convenient and will enable faster, more efficient sales.
Sales Cloud has streamlined EasyPark’s sales processes and provided the sales team with near real-time visibility of incoming leads. So, potential customers can submit an inquiry via the app or website and the team will reach out to them right away. This has increased the speed of contact response time by more than 50%, with customers receiving calls sometimes within minutes of making a request.
“Timing can be so crucial when it comes to parking your car, so for us to improve our contact capabilities has been incredible. We are able to troubleshoot questions and get businesses moving faster than ever before,” said Jason Marks, General Manager, B2B, EasyPark ANZ
A new Sales Development Rep (SDR) agent will soon work alongside the sales team to qualify and nurture incoming leads 24/7. Powered by Agentforce and aptly named ‘Parker’, the SDR agent will assess each lead’s needs and either direct them to a digital flow where they can sign up instantly or arrange for a sales rep to get in touch.
Parker will also work autonomously to re-engage previous leads and identify new ones. Tapping into data such as app usage, cases, and Knowledge articles to be centralised in Data Cloud, the AI agent will identify EasyPark consumers who may benefit from a business account and add them to the lead nurturing flow.
Once live, the agent is anticipated to reduce outbound calls by the sales team by up to 25%. More importantly, it will enable customers to get their questions answered and sign up on the spot.
“We want to take away as much of the administration and stress related to parking as we can. Agentforce is an extension of that as it will enable us to be there for customers when it suits them and quickly respond to their questions,” said Marks.
Service Cloud helps EasyPark deliver the wow factor.
Delivering exceptional service is a key priority for EasyPark, a commitment it measures with an internal metric called the "wow factor". This metric is a percentage that aggregates the timeliness and quality of customer responses and with Service Cloud, EasyPark consistently achieves around 98%. The company also estimates a 25% improvement in the timeliness of responses since implementation.
These results have been enabled by centralising the tools and data needed to manage cases from end to end. There’s also much more visibility of cases, which allows the customer care team to better track and prioritise responses. The team can additionally collaborate with sales and account teams via Slack to ensure a positive outcome.
“When customers phone up, our teams have all the information they need in front of them to answer questions rather than needing to skip between different systems. It allows for a much deeper understanding of the issue at hand, which improves the timeliness and quality of our responses,” said Marks.
EasyPark’s digital transformation was a phased approach, starting with a focus on core sales and service needs. It began by implementing Sales Cloud and Service Cloud to replace manual spreadsheets and siloed data. This initial phase established a single source of truth for customer information and streamlined sales and service operations.
EasyPark is now partnering with Skie Solutions on the deployment of Data Cloud and its SDR agent, Parker. “Skie Solutions have been exceptional in guiding us on our use case for Agentforce and how it can deliver our desired outcome,” said Marks.
Salesforce provides a deeply integrated platform that connects EasyPark’s sales and service teams and provides greater visibility of customers and operations. The company uses Sales Cloud to capture and manage leads, moving sales processes out of spreadsheets and laying the foundation for more automated and AI-driven sales. Service Cloud accelerates case management, providing everything the customer care team needs to provide timely, quality service to a growing number of customers.
Since the deployment, EasyPark has grown 40% year-on-year and is now focused on unlocking digital capabilities to scale further.
Data Cloud will unify and harmonise data from across the enterprise, including user insights from EasyPark’s app. The company will be able to activate data to make decisions and automate workflows. For example, with predictive models in Data Cloud, EasyPark will be able to identify potential customers and trigger its AI agent to reach out.
Powered by Agentforce, the agent will also autonomously nurture inbound leads and answer product questions with accurate responses grounded in EasyPark’s data.
