To be the best, we need the best tools and what Salesforce is able to provide is unmatched.”

Tobi Skovron | CEO


Reduction in time to onboard agents


CreativeCubes.Co creates a sense of community at scale with Salesforce

CreativeCubes.Co is a collaborative coworking community inspired by CoFounder and CEO Tobi Skovron’s experience as an entrepreneur. While making a go of his startup, Skovron felt supported by friends and family, yet at the same time, he lacked a sense of community among peers. 

“For many years, I felt isolated in my work and didn’t have anyone around me who could relate to the challenges that I was going through as an entrepreneur,” said Skovron. “It was when I moved into my first coworking space in Santa Monica and was surrounded by like minded people, I really came alive. I loved going to work and felt encouraged to elevate myself.” 

Returning to Australia several years later, Skovron wanted to bring a piece of that culture back and give others what had not been given to him in his career. So he started CreativeCubes.Co at his kitchen table, working alongside Shardae Mazzeo, Head of People & Culture, to create a warm, collaborative and supportive environment. 

CreativeCubes.Co now supports several hundred businesses across four locations, including South Melbourne, Carlton, Hawthorn, and Richmond with Collingwood, East Melbourne and Armadale all under construction. Using Salesforce, the coworking community is also excelling in its goal to create an environment where members are wrapped in happiness and supported to stay focused on what they’re most passionate about while CreativeCubes.Co takes care of everything else. In this way, CreativeCubes.Co acts as an extension of its members’ businesses, supporting them through culture, events, and service. 

“Our approach is all about supporting members’ journey and giving them everything they need to run smoothly, including space for work and events, programs for wellness and fuel from our cafes,” said Mazzeo. “Salesforce helps our member focused Happiness team wear multiple hats so we can deliver on all of that and make the member experience seamless.”

Data drives more meaningful connections

Understanding members at every possible touch point is key to personalising their experience and also creating a sense of family within CreativeCubes.Co’s coworking communities. It was for this reason that the business partnered with Salesforce to establish a 360 degree of members and provide a connected experience across its four pillars of Office Space, Events, Wellness and Fuel. 

“We are hyper focused on being the best and it isn’t enough just to provide beautiful spaces. We need to be intimately connected to our members and stay in front of what it is they really need,” said Skovron. “We also know that in order to be the best, we need the best tools and what Salesforce is able to provide is unmatched.”

CreativeCubes.Co is now using Salesforce to better connect with members from the moment they visit its website and sign up to request a tour. The booking process for these tours has been automated in Salesforce and includes a series of nurturing emails sent from Pardot. 

These emails help CreativeCubes.Co keep in touch with potential members before and after their tour and progressively grow their understanding of who those people are. What’s more, the business is consistently converting 70% of prospects that visit its new sites within two months. Of the remaining, 48% are converted within 12 months.      

Behind the scenes, CreativeCubes.Co uses Slack to celebrate these wins. The business has used the collaboration hub since its inception for all internal communications and now has 30 active channels and a number of integrations that help make work simpler and faster for its 25 employees.

For example, as soon as a new member signs their contract, Slack enables an automatic message to be sent to the Customer Happiness team so that they can begin the member onboarding process through Salesforce. The onboarding process is also 3x faster with each milestone broadcast in Slack and the next action kicked off immediately.  

Slack integrations with other applications like Tripleseat for events and Stripe for payments help teams to collaborate from a single workspace, thereby reducing unnecessary email traffic, providing transparency of workflow, and increasing the speed of activities like invoicing for event orders. 

“We’ve set the business up as a team of entrepreneurs, leading entrepreneurs and everyone has incredible autonomy to go out and execute. At the same time, Slack gives the leadership team tremendous visibility of what’s happening and if we think the wheels are about to come off we can step in,” said Skovron. “Another thing is I get to inbox zero every single night and that’s because all of the one or two line emails that would ordinarily clog up my inbox are in Slack.”

Small touches make a big difference

Now from day one of members joining, the Customer Happiness team uses Salesforce to understand and cater to their needs in a way that’s more personal and adds value to their overall experience. This might mean leaving a note and a chocolate to wish them luck with a meeting or organising a fun office activity at the end of a big week. 

“We’re consistently listening to our members and setting reminders in Salesforce, so even though we’re moving quickly and each day is so different, we’re able to stay on top of things and offer personal service,” said Mazzeo.

Managing support tickets through Service Cloud helps by allowing CreativeCubes.Co to mirror the productivity of a much larger team. It also allows the business to analyse support trends and use the data to provide members with more of what they want. 

CreativeCubes.Co has also set up a Slack workspace for members which makes communication seamless. For instance, the business can send instant alerts to let members know they have a visitor or notify everyone of events or promotions. 

More importantly, members can engage with one another which helps strengthen the sense of community at CreativeCubes.Co and has led to the exchange of ideas, feedback, and services amongst members. 

Skovron highlighted how one member had built up their business by engaging with the community in-person and via Slack. 

“I can’t begin to tell you how many people put the call out for support, whether it’s for HR, PR, or building an app,” said Skovron. “I’ve had one member tell me that he’s found all of his customers and all of the support services he needs without ever leaving the building.” 

This active engagement with and between members is another example of how CreativeCubes.Co is focused on providing members with the best possible experience. It's also one of the many touch points that contribute to the business’ Net Promoter Score of 96. While this is already impressively high, CreativeCubes.Co is hyperfocused on closing the 4% gap and reaching 100.

All of the effort and commitment which has gone into creating an amazing member experience has enabled CreativeCubes.Co to retain 97% of members, even as they navigate the implications of COVID-19. 

“We have built a loyal community and our focus now is on preserving that and keeping people engaged and excited about coming into the office,” said Skovron. 

To this end, CreativeCubes.Co has retained its entire team and re-directed some of their focus towards supporting members online. For example, leveraging Pardot and Slack, the team keeps in frequent contact with members and is sending out communication to help them make sense of all the information and resources available to business owners in real-time. 

CreativeCubes.Co has also set up an automated journey on Pardot to invite members to share their story on the business’ social media channels. The creation of this journey has reduced the administrative effort involved in gathering social content, while also leading more members to take up the offer and have their businesses promoted to CreativeCubes.Co’s followers. 

Consistent with its culture of creating happiness, CreativeCubes.Co is also sharing tips and recipes to support members’ health and wellbeing. The company’s yoga studio, RebelMonk, is even offering guided meditations online. 

“Whether they’re online or in the office, we want to maximise the health and wellbeing of members and we’re relentless in our pursuit to deliver happiness,” said Skovron. “Having Salesforce and that shared knowledge about our members—right at our fingertips—makes that easier to do.” 

In addition to supporting members, CreativeCubes.Co has spent part of this last year getting ready for the launch of its new workspace in Carlton. Slack was instrumental in helping the team to collaborate remotely and in real-time on all of the details that help differentiate CreativeCubes.Co’s workspaces and fuel its success. In addition, the team was able to respond quickly to communications room issues as alerts and warnings were broadcast to Slack as urgent.

“Whether we’re working on something like a new building or a way to improve the member experience, everyone is on the same page. That’s invaluable to us as a business and keeps things moving quickly,” said George Garth, Co-Founder and Head Of Operations at CreativeCubes.Co. 

As for what comes next, CreativeCubes.Co has spent part of the pandemic nurturing relationships with its partners, including real estate companies, brokers, and tenant representatives. They are starting to have important discussions with landlords about the future of commercial property and how to fill some of the vacancies resulting from COVID-19. Skovron sees companies wanting to move away from traditional lease arrangements and choosing more flexible solutions for office space. 

“What’s happening is actually speeding up the move towards co-working as there are companies out there wanting to reduce the size of their headquarters and have more of their employees working from home or satellite locations,” said Skovron. “We see an opportunity to partner with landlords and work with them on this transition while ultimately increasing the number of locations available to our members.”


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