In keeping with its commitment to innovation, the company embarked on a digital transformation journey a few years ago. Led by Batra, the objective was to enable frontline employees with robust systems and processes, so they could enhance the customer experience, and boost business revenue.
At the time, with an earlier unsuccessful CRM deployment, teams across customer care, distribution, sales, and branding were managing customer information on different spreadsheets and home-grown apps. This led to siloes of customer data, limiting visibility. And every time a team member left, the lack of a unified view of customer data disrupted processes and affected the customer experience.
BCCL needed a proper CRM framework with well-defined processes aligned to business objectives. The company evaluated a number of CRM solutions, and Salesforce emerged as the top choice.
“Salesforce is a best-of-breed product with a vibrant ecosystem and strong IP, and we were confident that it would elevate the customer experience,” explains Batra. “Moreover, Salesforce’s mature and industry-proven processes minimised our need for customisation.”
Batra achieved the buy-in and full support of all senior leaders across the frontline businesses. Their commitment and business sponsorship of the project set the tone for a successful Salesforce implementation.