Jackson and his 80-strong team recognize that to deliver outstanding service, you need outstanding customer knowledge. But disparate spreadsheets and a homegrown customer relationship management (CRM) system had led to some knowledge gaps. “We need a 360-degree view of our customers,” said Tarek Alexander, Head of CRM at Victor. “With Salesforce, we don’t just get that view, we also get a wealth of insightful reports, real-time analytics, and personalized dashboards.”
Victor’s Salesforce journey started with Service Cloud in 2015. “It was an easy decision: no developers, no servers, no maintenance, and a host of free apps,” said Alexander. “As an enterprise-strength system, it also sends a clear message to our investors.”
Service Cloud is primarily used by Victor’s product and commercial teams to track interactions not only with customers but also new customer prospects. “When someone registers on our website or app, Salesforce automatically assigns them a rating based on the keywords used,” said Toby Edwards, Victor’s Sales Director.
This rating, combined with a unique algorithm powered by Service Cloud, ensures that Edwards’ team knows who needs the most immediate support, and therefore whom to call next. Prior to deploying Salesforce, this process would have involved multiple spreadsheets and multiple phone calls. “With Salesforce, we can make better use of our resources and respond highly effectively, at the right moments, to charter enquiries,” he said.
In such a competitive market, speed is essential for winning new business: If a customer receives a quote within 30 minutes of logging a request, the chance of Victor securing a booking is significantly higher than if one arrives later than 30 minutes.
“Customer expectations in the luxury market are particularly high; delivering an exceptional experience is therefore essential for growing our business,” said Edwards. “We always knew it was important to react quickly to customer requests; with Salesforce; we can now prove it and continually demonstrate it. A high-tech, high-touch approach is at the very heart of our business.”