Today, World Surfaris has two offices in Queensland, Australia, and a presence in Bali, South Africa, the US and Europe. Customers can now organise trips through any of these agents worldwide, and experience the same great service. However, this was not always the case as agents overseas previously lacked access to the business’ pricing and inventory management tool and so had to work with agents in Australia to finalise pricing and bookings. This process could take one week or more and, with the time difference between Australia and the US and Europe, there were many delays in communication and lost opportunities as a result.
As World Surfaris was getting ready to replace its CRM, it identified an opportunity to finally address this problem and bring everyone onto the same platform. We had an old CRM that worked well for capturing data, but there were a lot of limitations when it came to accessing data and pulling any insights out about our customers. We couldn’t even see who our VIP customers were or do any tailored marketing,” said Adam. “Our goal was to replace that system and use our data to improve the customer experience, and as we began talking to Salesforce, we realised we could go further than that and use the platform to centralise and run our global operations.”
World Surfaris implemented Sales Cloud first, giving it a single view of customers which — unlike before — it can access from any device and browser in real-time. This allows agents to see all of customers’ interactions with World Surfaris at a glance and provide a more personalised service. The use of Sales Cloud has also helped reduce the time it takes to create a customer booking by 40% by streamlining activities like updating inventory control and creating trip files.
Automation of other processes like processing payments and tracking balances has delivered an additional 30% savings in the time allocated to ongoing booking management. These efficiencies have led to an exponential increase in consultant’s capacity to manage new leads and follow up existing opportunities.
“Now that we have a better understanding of our customers and more time to follow up with them, we’re less reliant on new leads entering the sales funnel and can therefore reduce our advertising spend over time,” said Josh Allen, Marketing & Partnerships Manager.
With a new Partner Community, overseas agents can now leverage some of the same capabilities to manage the end-to-end booking process themselves. This has eliminated double handling and made the sales process much more scalable to support World Surfaris’ global expansion.
Allen said that the potential time savings were significant with Salesforce also making it much easier to onboard new agents. “In the past, we would have to allocate resources to train new agents for two weeks, but by using Salesforce and the easy to use process we’ve created, new agents can now work and figure things out independently. The two employees we’ve hired since using Salesforce have each learnt the basic fundamentals within 48 hours.”