Every prospect’s needs are different, and that means every prospect’s buying journey is different. Virgin Media wants to be there whenever — and however — a prospect wants to interact with the company.
“We want to deliver a brilliant customer experience, but we want that brilliance to extend to our prospect experience, too — to the people who are considering using Virgin Media services,” explained Chris Coleman, Head of Sales Capability & Enablement at Virgin Media.
To do this, Virgin Media came up with an omni-channel approach to managing leads and prospects, one that uses Salesforce to help create a data-rich, highly personalized experience.
Virgin Media was the first provider of all four phone services — broadband, TV, mobile, and home phone — in the U.K. The company currently has 4.8 million cable customers, making it the U.K’s largest provider of on-demand content. Although originally founded in 1999 as Virgin Mobile by Richard Branson’s Virgin Group, the company is now owned by Liberty Global, the largest broadband internet service provider outside the U.S.
Every year Virgin Media sees millions of sales interactions, but they don’t all result in a prospect signing on the dotted line. The challenge has been how to provide salespeople with greater visibility of a prospect’s previous interactions, thus creating a more tailored and personalized experience. With Salesforce, the company can ensure that any follow-up communications are focused on the services and products that the prospect viewed or priced online.
“With Salesforce, we can empower our talented salespeople to have even better customer conversations and greater sales interactions,” said Coleman.