Increasing accuracy, efficiency, and simplicity through digitalisation
To help fuel such rapid growth, Payper has made two major changes to its business: it’s gone digital and it’s implemented a formal customer relationship management strategy (CRM). “We don't want to focus on just getting contracts signed; we want to drive sustainable growth and deliver ongoing value,” said Schaap. “Our CRM strategy will help us acquire, retain, and nurture our customer base and sharpen our competitive edge.”
To service a larger number of employers and employees, Payper needs its business to be as efficient as possible. Prior to embarking on its digital journey, the 35-strong team were reliant on primarily manual processes, which created bottlenecks in the customer journey and impacted accuracy. “To log employee hours, we had to manually enter data from submitted documents. The failure rate was very high,” said Schaap.
The process for onboarding new customers was also very complex. As Ronnie van Dijk, Marketer at Payper, explained: “There were a lot high-risk touch-points. We wanted to make the flow simpler and more transparent.” Payper also needs to ensure it is onboarding the right type of customer to achieve its ambitious growth goals.
A customer-centric platform for ongoing innovation
To support its digital and mobile roadmap, Payper needed to empower its people with a range of new technologies and tools. “We wanted a platform that we could build on; a platform that would future-proof our business,” said Schaap. In 2015, Salesforce became that platform. “With Salesforce, we can keep innovating without having to bring in external developers. We can keep and build knowledge in-house,” added Schaap.
By taking a platform approach, Payper will be able to retire a number of disparate systems, including multiple databases and portals. “In the past, we had to transfer data between our systems, which impacted accuracy,” said van Dijk. “It also made collaboration and reporting very difficult.”
With Salesforce, data can be stored in a central place, providing Payper with a 360-degree view of its customers and its business. “Whether someone works in finance, operations, or sales, they all see the same customer record,” said Schaap. “This visibility gives us an edge over our competitors.”
End-to-end visibility and control of the sales cycle
End-to-end visibility is particularly important when it comes to sales cycle. For Payper, converting an opportunity into a paying customer involves numerous steps that can take weeks or months to complete. With Sales Cloud, it will be able to automate this workflow and ensure that all steps are completed correctly. “Compliance is key for us,” explained Schaap. “We involve our customer success team in every new opportunity to ensure that we adhere to best practice processes and legislation.”
As part of its new CRM strategy, Payper’s leaders have created personas for the types of customers they want to add to their portfolio. By integrating Sales Cloud with a company information app, Payper now has a direct link to Chamber of Commerce listings across the Netherlands. This simplifies the lead segmentation and qualification process, ensuring the right companies are prioritised. “There’s no point having lots of opportunities worth millions of euros if you don’t convert any of them,” said van Dijk. “With Sales Cloud, we can focus on quality not quantity.”
Payper can also focus on increasing revenue generation from existing customers. “Prior to Salesforce, we didn’t have a strategy for up-selling and cross-selling, which made us vulnerable,” said Schaap. “We can now maximise the growth potential of each customer.”
Personalised and consistent customer service
Providing a more flexible and personalised service will be key to unlocking new opportunities with current and future customers. “We want to move away from servicing everyone in the same way,” said van Dijk. Payper has already introduced caller ID and automated routing for web-based queries.
BPersonalisation, however, needs to be balanced with consistency and accuracy. Payper’s customer contact team responds to hundreds of queries a day. To help them provide consistent and compliant answers to employee and employer questions, Payper has built a knowledge library on Service Cloud. By analysing the nature of incoming calls, Payper can keep expanding this knowledge base, which also feeds into the FAQs on its website.
Every call and email is logged in Service Cloud, which helps ensure a timely response. “In the past, some queries might have taken a few days to answer,” said Schaap. “With Service Cloud facilitating the entire process, we’ve made significant efficiency and quality improvements.”
To ensure the customer contact team keeps improving, Payper tracks and shares a range of operational metrics, such as new implementations, completed employee files, and signed contracts. “We now have a daily stand-up to review open cases,” said Schaap. “Service Cloud has created a culture of accountability beyond just answering customer queries.”
Enabling self-service through communities
In the future, Payper wants to empower customers to answer their own queries. To help facilitate self-service, it introduced a customer community built on Community Cloud in February 2017. “The community will provide employers with anytime, anywhere access to information, and will differentiate us in the market,” said van Dijk. Customers will also be able to complete key on-boarding steps via the community; this process used to involve more than 100 touch-points, it has now been reduced to 21.
Payper is also empowering employees with a mobile app built on Lightning, which will enable them to log and submit their hours digitally. By capturing this and other data, Payper can generate a range of workforce analytics to share with its customers. In the future, Payper plans to use Analytics Cloud to unlock even more metrics. “Dashboards and analytics are becoming increasingly important to our business,” said Schaap “As well as providing better visibility of our sales funnel and operations, they will enable us to deliver greater customer value.”
Driving even greater customer satisfaction and growth
For Payper, delivering greater customer value and achieving greater efficiency is an ongoing process. Its leadership team has already identified a number of other improvement opportunities, such as optimising its sales processes and simplifying the journey from converted opportunity to paying customer.
Payper also plans to use Pardot to push out targeted communications and content to prospects and customers. “We want to be able to follow up opportunities more effectively and to build stronger bonds with our customers,” said van Dijk. “With Pardot, we can strengthen customer acquisition and retention.”
Payper is already building stronger customer satisfaction ratings. Instead of measuring satisfaction levels once a year, it now measures satisfaction at every touch-point for a more accurate rating. “In the past we didn’t have sufficient information to draw any meaningful conclusions. Now, we can identify where we need to improve,” said Schaap.
This commitment to improvement as well as customer value will be critical for achieving the company’s growth ambitions. “We’ve already taken a leap ahead of the competition. With Salesforce, we can engage with our customers digitally and run our business more efficiently and flexibly,” said Schaap.