Marketing Cloud, Trailhead...
Laurastar makes a bold move to direct-to-consumer (D2C) with Salesforce
It was co-founded in 1980 by Jean Monney and has grown into the market leader in luxury garment care. This year, the business celebrates its 40th anniversary and is still run by Jean’s daughter and son, co-CEOs Julie and Michael, who describe their products as “the Rolls Royce of ironing.”
In their native Switzerland, 25% of households own a Laurastar. They have a strong presence in Europe and are growing in Asia, especially China, South Korea and Taiwan, with a Japan launch imminent.
But what happens when a business this big has to reimagine just about everything about the way it works?
Pivoting in a pandemic
Getting closer to the customer
That’s where Service Cloud has been crucial. It’s given Laurastar’s marketing, sales, commerce, service and IT departments a single view of the customer, allowing them to curate personal experiences across multiple touchpoints, and build stronger customer relationships.
“The key focus is for customer service teams to have easy access to all the information about the customer. So the customer really feels they’re communicating to only one brand, with a consistent voice and experience across channels. You cannot be a high-end brand selling products of that standard without the service to match,” says Julie.
But this is about more than just delivering a more joined-up online experience – it extends to the skills of customer service agents too.
“Customer service is changing. It's about customer interaction, and that needs new skills and new knowledge. Before, it was fine if you could just talk really well on the phone. Now, it demands that you can talk well, write well, have good IT skills, and can adapt quickly to change,” Michael explains.
This is a remarkably enlightened view and particularly compelling given the company’s transitioning to these new ways of working. Every contact centre leader in the world wishes their CEO would say things like this:
“Our customer service is not a cost centre, it's a profit centre – because of all the care we've put into it to make sure that it's an integral part of the overall brand experience.”
A new focus on data
“That was really the key challenge: in order for people across the company to have the big picture about what we know, what we don’t know, what is missing, what is maybe wrong, what is going when, and so on,” explains Alain Lamonato, Global Digital Director at Laurastar.
Getting to this point has been a challenge, migrating from Excel files, multiple applications and siloed databases into one centralised CRM platform.
“The data was all over the place. In the past year, we worked a lot on business intelligence to try to get an overview of the different data sources, but it’s complex when you have so many. So what we have done first is to compile all the data, and inject everything into Salesforce, with Service Cloud as a main database,” says Alain.
This streamlining has empowered Laurastar to build a dashboard showing the weekly evolution of their customer relationships, with all the information they need in one place. It’s a massive leap forward and the co-CEOs are visibly excited to be able to drill into all their data whenever they need to.
“Every week we get an automated email with all the key information: how many new clients, what's their profile, which country, all the essential data, and it pushes us to keep on going 100% CRM. We now get data reports automatically from Salesforce where before it would take a month of endless data analysis — way too long — and even then the answer wouldn’t be complete,” says Michael.
One of the greatest benefits is the ability to focus on and identify the most important KPIs, instead of collecting and analysing an endless stream of data.
“We focus on maybe four or five key KPIs. We’re no longer wasting time with irrelevant details. You can immediately see sales, turnover, what is being bought and when, in any market, or store, or region, or time period. We can quickly see what is working and what isn’t, which is a huge return on the investment for us. Now we have a common dataset: it’s not perfect yet, but still that is a huge game-changer.”
Data security is also a key component for Laurastar. The company is focused on protecting customer’s data, respecting their privacy and abide methodically to the European GDPR regulations.