Yoco Technologies pioneers financial inclusion for small businesses in South Africa with Salesforce
Keeping the customer journey front of mind
By implementing Salesforce, Yoco has been able to marry its sales and support experiences into a single journey, as well as gain essential insights into how it can improve its products and services.
“We needed a customer journey that was well-defined and would act as a guiding star for the whole company to follow,” said Ronald. “It’s easy when you’re smaller to give great service to 10 merchants, but when you’re acquiring close to thousands of merchants a month, you need to have a well-defined customer journey to stay consistent in delivering great customer experiences .”
Salesforce helps Yoco better understand the customer journey, he said, so the company can make sure it’s helping as many small businesses as possible. Salesforce Marketing Cloud in particular enables the team to have a clear view of where their customers are in their engagement journey. “We use Marketing Cloud journeys to inform customers of what’s available to them,” Ronald said, helping them to grow and scale. “We use channels like WhatsApp to tell people when their account needs to be updated and the cloud voice solution Natterbox [found in the Salesforce AppExchange] for callback features so they don’t have to waste time.
“It’s a game changer, moving the company from a reactive support model to a proactive model using Natterbox, Marketing Cloud and Service Cloud together,” Ronald explained, “So you know you’re having these conversations at the right level at the right time.” It has helped orient the business around its customers, keeping them front of mind for the product managers.
As a tech company, Yoco has found a way to leverage this journey into their product development. “We use this data to identify what we need to do, what we should invest in and whether there’s a skills gap internally to develop the product,” underlined Ronald, “Africa is a continent of storytellers, and Salesforce allows us to tell our story with a unified customer journey.”
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Scaling with Salesforce
“The more you know about your customer and about their engagement journey with your brand,” Ronald said, “the further you have the visibility and confidence to scale.” It’s that confidence, he said, that drives innovation in the space and gives more small businesses access to the financial services they need.
“I’m no longer worried about getting the right information to scale,” he said. And with an aim of reaching 1 million merchants by 2024, that’s an essential part of the puzzle, especially when it comes to new territories and markets.
“At some point we want to break that barrier to move beyond the South Africa frontier. We do want to become an African company,” Ronald said. “ With that comes all sorts of different complications like languages and cultures. We need to make sure we’re being inclusive and our customers understand where we’re coming from.”
Salesforce has allowed Yoco to learn iteratively as it expands and moves into new segments with new product releases. “Technology helps us learn new things and communicate in new ways,” Ronald said. “Salesforce is at the centre of that.”