SafetyCulture offers iAuditor under three different models: free, premium and enterprise. This model makes the app accessible to frontline employees and has helped to produce years of organic growth. While positive for the company, the growth made it complex to manage customer relationships within large customer organisations.
“Years ago we already had tens of thousands of people downloading and using the app for free and we could no longer keep track of them using spreadsheets. We turned to Salesforce because we wanted to better understand our customers and help them on their journey,” said Venn.
The business is now using Sales Cloud which integrates with ZoomInfo to provide a more complete picture of those using or trialling iAuditor. Overlaid with lead scoring from MadKudu, this information helps the sales team decide when and how they should engage with new users. For example, if a senior decision maker at a known company downloads the app, a sales rep will reach out right away. If SafetyCulture does not know much about the new customer, then the sales team will give them the space and time to explore the product before they reach out.
When it comes to engaging with existing customers, SafetyCulture uses both Sales Cloud and Service Cloud to provide a more unified approach to coordinate strategies for expansion. “It’s not uncommon for someone to start using our app in one of their warehouses, and then go on to add more users and more warehouses over time. Salesforce helps us approach these opportunities in a more coordinated way,” said Venn.
Service Cloud allows Customer Success teams located in four offices around the world to coordinate and manage calls, chats, and email enquiries from 26,000 organisations in 82 countries. The ability to have all of the data in a central platform enables teams to provide customers with a 96% CSAT experience.
SafetyCulture is continuing to mature its sales processes with the launch of CPQ. This will streamline quoting and also reduce the risk of variances resulting from the use of different tools as SafetyCulture rapidly expands its product portfolio. SafetyCulture also plans to leverage Salesforce Knowledge and Inbox for efficiencies in sales and service.