One of Reece’s primary values is to Create Customers for Life. The relationship that Reece has with its customers is core to their unique business offering, and this relationship is owned and nurtured by their branches. Reece wanted to start capturing their knowledge of the customer and make life easier for the branches, by surfacing insights to guide their activities and customer conversations.
“Our focus at Reece is on digitising the customer experience, so we can offer the same world-class experience no matter when, where, or how our customers want to do business with us,” said Currin. “The people working in our branches know our customers and their businesses so well already. They know their families, their favourite footy teams, and even the names of their dogs. What we’ve been able to do with Salesforce is centralise key information, so whether a customer visits a branch in Geelong or Footscray, managers and consultants have information at their fingertips to provide a personalised experience.”
Kirsty Van Leuverden, Marketing Automation and CRM Specialist at Reece, added that Sales Cloud also helped to alleviate some of the pressures on branch staff. “Branch staff are very time poor and have a lot to do in a short amount of time. Salesforce helps them focus on what’s most important with things like recommendations through Next Best Action,” said Van Leuverden.
Reece has developed new products and services to support customers, giving them more time on the tools and helping them run their businesses successfully. Using Salesforce, branch staff can now easily identify which customers may benefit from using some of reecetech’s products and services, such as the maX digital business management app. Developed in-house by reecetech, maX allows customers to access price lists, place orders and integrate with accounting software, enabling customers to fully digitise their businesses.
Earlier this year, Reece launched a new customer onboarding journey, that replaced a single welcome email with a series of communications educating customers about the products and services they can access within their local branch and online using the maX app. Utilising both Marketing Cloud journeys and customer development conversations in Salesforce, Reece staff are able to monitor the customer journey, from initial sign-up, to first use, right through to helping them set up integrations with accounting software, contributing to a 53% increase in online sales and 11% growth in new accounts.
“Salesforce really helps us to align our approach and focuses us on how we can help customers succeed. It’s also increased transparency throughout the business, which is the foundation to creating customers for life,'' said Van Leuverden.