With the help of Marketing Cloud, True Alliance has moved to more automated and personalised customer engagement. For example, it has set up welcome and reactivation journeys to nurture customer loyalty and uses data flowing from Salesforce to trigger more intelligent journeys and tailored offers. In the future, True Alliance plans to personalise communication at an individual level, something which could be supported by Interaction Studio.
The reporting provided by Salesforce has helped the business to further optimise its digital channels and capture every opportunity. For example, during the pandemic, True Alliance leveraged insights from Salesforce and Google to stay on top of changing spending habits and product preferences. The business was then able to adjust its ads and offers to provide customers what they wanted most.
These activities and an increase in targeted digital ad spend helped True Alliance drive high volumes of new traffic to its sites during the early part of the pandemic, contributing to an overall increase in online sales of over 200% on the prior year. For one brand, online sales increased by 600%.
To support this growth True Alliance has had to increase its customer support capabilities. This has involved hiring more staff and equipping them with Service Cloud to provide efficient and personalised support.
True Alliance got up and running quickly by partnering with Aware Services on the implementation of Service Cloud and by focusing on a minimum viable product, including Live Chat and Einstein Bots. More than 70% of customer inquiries are handled through these channels during peak periods, including requests for shipping updates. Customer service agents are therefore freed up for more meaningful interactions. They also have information at their fingertips to resolve cases faster, helping to reduce case handling times by 22%.
“Our customer service agents are able to have more value-added conversations and answer customers’ questions about different products. They are acting more as sales agents and we see that reflected in conversion rates,” said Perlov.
True Alliance’s ability to scale and enhance its digital capabilities at a fast, but controlled pace is possible thanks to the broad skillset and commitment of internal team members and the support they’ve had from Salesforce and their system integration partners. The business is constantly seeking new and better ways of working as well. For example, it has used Quip to overhaul internal processes like campaign sign-offs and improve the efficiency and speed with which it launches new campaigns.
Several departments are also now using Slack, alongside other collaboration tools such as Quip and Jira. The secure, channel-based messaging platform is used most heavily by the Digital, Creative, and Development teams to collaborate on projects and exchange ideas and information in a quick, free-flowing way.
“One of the things that’s unique about working with Salesforce is how the culture of Salesforce has permeated through our teams and helped to keep the team inspired and motivated. Salesforce has created a wonderful community where people can learn and share new ideas and that’s resonated with our team and supported our rapid innovation,” said Perlov.
