ORIX Australia

Salesforce is at the heart of our digitisation journey and is helping us to reduce the number of inbound calls, retire shared inboxes, and work much more efficiently.””

Richard Hilliard | General Manager, Technology & Innovation at ORIX Australia


reduction in paperwork and handovers for tasks like managing off-lease car damage


ORIX reimagines the future of fleet with new apps and digital efficiencies

ORIX Australia and ORIX New Zealand are leaders in corporate fleet, novated leasing, and rental vehicles, specialising in the acquisition, financing, and management of passenger and commercial vehicles. The company has been in operation for almost 35 years, during which time the industry has largely operated the same, according to Richard Hilliard, General Manager of Technology and Innovation at ORIX Australia.

“Like industries like finance and retail, we are beginning to see real disruption in fleet management. Many fleet management organisations  have operated very traditionally with a high reliance on phone and face-to-face meetings, but we know that’s not really sustainable for us and things are set to change,” said Hilliard.

ORIX has big plans to scale and is reimagining its future. It wants to expand beyond traditional fleet management and provide customers with new ways to move people and products from point A to point B. The use of Salesforce and a new approach to building apps is helping ORIX deliver on its ambitions and respond to increased competition.

Technology and leadership enable effective response to COVID-19

ORIX’s focus on digitisation and preparing for the future has helped put the business in a strong position as it navigates the more immediate challenges related to COVID-19. The shift towards remote working has been relatively smooth, with some employees having never worked a day from home in their careers. So, in addition to getting laptops out to those who don’t typically work from home and enabling agents to handle remote calls, ORIX has been focused on providing employees with training and other support so they can continue to deliver during this time.

“Our use of technologies like Salesforce helped make the transition easier from a technical perspective and once everyone was set up with the right equipment we looked at other aspects of the employee experience,” said Hilliard. “One of the key things we did was identify change champions who could help us with training and adoption of video conferencing and working from home. They’ve really helped to support the change and establish new norms for working from home.”

Now that employees have been working remotely for nearly two months, ORIX is focused on maintaining engagement and making sure it can sustain this way of working. This includes refining its processes and supporting employees to handle new challenges, like conducting performance reviews remotely.

“We’re focused on how we can make things better and more sustainable, and by doing this we can potentially benefit from some teams continuing this way of working in the future,” said Hilliard.

New pathways for growth and engagement

Leading up to its transformation with Salesforce, ORIX outperformed many of its competitors in terms of growth. However, reliance on manual processes and traditional communication channels put a high price tag on that growth. The company was also starting to feel the pressure with new entrants from other industries beginning to offer competing services. This forced ORIX to change the way it was operating and use technology to support scale, rather than continuing to add headcount.

“We wanted to become more agile in delivering new products and services, and provide customers with the quality digital experiences they were used to in other areas of their lives,” said Hilliard. “One of the challenges we faced was that our development could be slow and very code intensive.”

When Hilliard joined ORIX, the sales teams were already using Sales Cloud for lead and opportunity management. So when it came to finding a solution to reduce the time and cost of development, he seized on the opportunity to use Salesforce and address multiple challenges with one platform.

Building a digital and connected customer experience

ORIX is now using Salesforce to transform how it manages processes like novated, rental, and commercial fleet leasing from end-to-end. Sales Cloud helps sales teams in Australia and New Zealand to manage leads and opportunities more efficiently. It also provides a starting point for a more connected experience where customers interact seamlessly with ORIX via apps.

The company introduced its first app for novated lease customers a few years ago, but the app was only released on iOS. Wanting to provide users with more features and engage the other half of its customer base, ORIX decided to create a new app using Mobile Publisher for Community Cloud.

“What we liked about Mobile Publisher is that it allowed us to take a Lightning Community and embed that into an app which we could then publish to both the App Store and Google Play. It eliminated the need for custom code and allowed us to take advantage of features that were native to iOS and Android phones—like taking pictures and uploading them to the app," said Hilliard.

The app, ORIX Novated Companion app, makes it easy for customers to manage their lease from the palm of their hand. The app provides complete transparency with access to insurance or recent transactions. Customers can receive notifications for when the vehicle is due for service and book an appointment with a local technician.  They can also take photos of fuel receipts and submit them via the app for reimbursement. The receipts flow through to a queue in Service Cloud where they can be processed much more quickly than before.

ORIX launched the app in December and piloted another app three months later to address the needs of its fleet business. It is now using Mobile Publisher and Community Cloud to build out new use cases, including a streamlined process for assessing off-lease damage. The process will include just six steps as opposed to the current 17 and will enable ORIX to quickly and easily share reports and photos to customers online and secure sign-off on repair costs.

“We are taking things which have always been done via email and fax and digitising them in a way that’s reusable. So if we create a process for signing documents online we can replicate that across different use cases,” said Hilliard. “Salesforce is at the heart of our digitisation journey and is helping us to reduce the number of inbound calls, retire shared inboxes, and work much more efficiently. Also, between Salesforce and Microsoft and the integration we have between the two, it’s unlikely we will need to go-to-market for many other solutions.”

Increasing efficiency and innovation

In addition to innovating with apps, ORIX is leveraging Salesforce to automate more of its processes to grow more efficiently. In support of its recent collaboration with a leading rideshare company, ORIX used Pardot and Sales Cloud to develop a web-to-lead form which drivers can use to reserve hire cars. Using this service, drivers can begin working with the rideshare company almost right away without the need to purchase or use their own vehicle.

Newer projects in the works include using Service Cloud to streamline the servicing of customers’ fleets in line with the manufacturer’s schedule. It is currently a manual process to extract servicing information from back-end systems and push out reminders, but ORIX plans to automate the entire process in Salesforce.

“We are just starting to measure changes in the quality of service, but simply reducing handovers and eliminating all of the paperwork and post it notes left on desks is a real plus for us,” said Hilliard.


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