10 years later, part of everyday life in e-commerce is to meet customers high demands. Customers expect an increased number of choices, personalized communication, speed and service. To that effect, BHG Group initiated a customer centricity program, a change in cultural mindset parallel with changes in the company’s infrastructure. A journey Salesforce has become a key part of.
“We have a step-by-step approach with Salesforce being a solution that might be bigger than us today, but one that we want to grow into”, says Niclas Hanson, Head of PMO at BHG Group.
A crucial part of this journey together has been gathering and consolidating data. BHG Group wanted to have a solution that decreased complexity and increased scalability. They wanted to be able to gather data from all customer touchpoints, by enabling a unified format and the ability to scale the procedure for any new brand onboarding the group. The solution is Salesforce Marketing CDP, initially with a focus on email for one of the brands, Netrauta. Salesforce has provided Netrauta with the ability to balance speed with quality through management of all email-related issues. Whether it’s sales, marketing or service related, Salesforce can provide an intelligent and automated outreach.
“The level of automation that Salesforce provides us with is huge. We would have had 10 times the staff to manage the email communication manually”, says Juha Saarinen.