Silver Chef initially used Salesforce to track sales activity. However, as it sought to personalise the customer experience, the data captured was no longer sufficient. “Our sales team previously gathered customer information by talking to service reps or pulling information from contracts,” said Damien Guivarra, CEO of Silver Chef. “We integrated Salesforce with our finance and contract management systems to create a single-view of customers that everyone could use to better support them.”
This was in 2016 and sales still benefit from more information about dealers, customers, contracts, and also the assets being financed. They can engage more personally with customers and dealers, and present them with the right opportunities at the right time.
The more recent use of Pardot has helped Silver Chef to automate and personalise customer touchpoints, including emails and website experiences. Customer journeys and tailored offers are triggered and sent based on customer data and behaviour. For example, if a customer takes up only part of their finance offer, they are sent a reminder in 12 months that more is available. Those interested can click on the offer, automatically notifying a sales rep to get in touch.
These types of nurture campaigns have increased conversion rates by 34% and resulted in $5 million worth of repeat business in under two years. Silver Chef has additionally increased its prospect-to-customer conversion rate from 8% to 42%.
“We’ve done a lot of work to make sure we send out offers appropriate to customers’ credit and repayment history. It is safe exposure for us, and is the right thing to do for our customers,” said Guivarra.