To be a successful global brand in the 21st century you need to be agile and locally relevant. For 120+ years, Philips’s innovative lighting, healthcare, and consumer lifestyle solutions have improved the lives of people all over the world. With Salesforce, the company gets a deeper level of understanding of its customers in individual markets so it can provide products that meet their needs more closely than ever before.
“We are creating local solutions, while leveraging global scale,” said Wim Van Gils, Vice President of Global Commercial Excellence. “Salesforce is helping us develop tools, processes, and new ways of working so we can cater to the needs of customers and consumers in specific markets. It’s a collaborative tool that connects the dots.”
Sales Cloud gives sales and operations employees working everywhere from Africa to Brazil to the Netherlands real-time customer insights, so every interaction is meaningful. It brings together information from all over the world so data isn’t siloed in different departments or markets, but provides true 360-degree views.
“We want to connect sales, service, marketing, and anyone that’s customer-facing with Salesforce so we can share best practices and pockets of excellence,” said Van Gils. “We also want to give our R&D, supply chain, and product groups insight into evolving customer needs and opportunities.”
The giant electronics company uses Service Cloud to give 7,000+ call center and field service engineers in its global healthcare division the complete customer views they need to provide real-time service. And, with Chatter, it’s easy for everyone to share information and collaborate across time zones and geographical borders. Philips also started to use Marketing Cloud to get to know customers even better and engage with them on social channels.
“To be a customer-centric company, you need to listen to your customers every day, and — since listening alone isn’t enough — you need to have a dialogue with them,” said Van Gils.