Breast Cancer Network Australia (BCNA) – a not-for-profit supporting the thousands of Australians affected by breast cancer – set about transforming its member services.
Adopting Salesforce Sales Cloud, known internally as Pinkforce, to backstop a new website and member communications, the organisation has streamlined service delivery to 100,000 members and 300 member groups.
More than simply consolidating information, BCNA had an eye to automated communication and member self-service. Discussing BCNA’s vision, BCNA technology manager Janine Harrison said: “The more we can automate, the more time and money we can save. Delivering automated processes that improve productivity is our priority. We’ve got to make every dollar work to support our members, and Salesforce is a big part of that.”
More recently, BCNA launched new website bcna.org.au – the cornerstone of its emerging self-service model. The website includes over 13 Visualforce forms that support a range of functions, including online donations, events registration, and a ‘one-stop-shop’ where health professionals – breast care nurses and GPs – order information kits and resources. Salesforce checks transaction histories and blocks duplicate orders, effectively managing valuable inventory.
Since its formation in 1998, BCNA has distributed 100,000 resource kits (around 50 a day, currently) to members, reaching approximately 84% of Australians diagnosed with breast cancer. Harrison expects website order forms and the wider introduction of email communication will encourage 10% of BCNA members to choose the digital version.
Improved data quality has captured immediate savings. On this front, BCNA uses validation tool Sensis Totalcheck to check information captured on Visualforce forms. More than simply validating individual addresses, the tool allocates a DPID (Destination Point Identification) code required by Australia Post.The initiative has allowed BCNA to access reduced postage costs of up to 10 cents per package and eliminates the hour of time it once took staff to check and amend delivery addresses.
Each year BCNA manages or in some way supports over 1,000 events. That’s a lot of work, and it is here that BCNA’s self-service model does its most valuable work. BCNA event organisers register new events in Salesforce (as a Campaign/Event). Once approved, they’re automatically published to the BCNA website, where people learn more and register. Registrations are automatically recorded, numbers are tracked, and when the event has been filled the registration form disappears from the website. Organisers know exactly who’s registered, and instant confirmation and event details put attendees at ease. There’s no confusion, and each BCNA event takes two-to-three fewer hours to organise – saving potentially thousands of hours over a year.
BCNA created a single source of truth, developing web service APIs to transport profile data of 13,500 online network members stored in a content management database to Salesforce.
Now equipped with an accurate view of member details and activity, BCNA expects to ramp up marketing communications, paying special attention to email and opportunities for lower cost digital distribution of support material. Early stage work with Salesforce Marketing Cloud shows promise, with 30% of BCNA’s 100,000-plus members opting in to email updates, e-bulletins and ad-hoc alerts.
“We are so much about community and network,” said Harrison. “The more we automate, the more time and money we save. With Salesforce we’re able to look for new ways to improve our efficiency and direct funds to where they’re needed most. Internally we’re able to meet various needs across the organisation. Different groups are able to tap into members’ data and deliver programmes and services efficiently. We’ve customised Salesforce so it works for everyone.”