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Penna Cement paves the way to sales and customer success with Salesforce
The houses we live in. The pavements we walk on. The bridges that connect our cities. They’re largely held together by cement. And supplying that material to India’s top builders is Penna Cement.
Founded in 1991, Penna Cement ranks among the country’s largest privately held cement manufacturers with an installed cement capacity of 10 million tonnes per annum. Its customers range from small house owners to organised real estate developers, and from state governments to global construction majors.
In 2015-16, the company embarked on an ambitious 5-year strategy which included strengthening its sales and distribution capabilities, as well as its customer relationship management and service. Salesforce was implemented to help achieve these objectives.
“Since adopting Salesforce, we’ve increased sales revenue, improved operational efficiency, and deepened customer relationships—all of which have helped us steadily grow our market presence,” says Krishna Srivastava, Director, Sales & Marketing, Penna Cement.
Sealing the cracks
Prior to Salesforce, the company’s customer data was poorly organised and scattered across systems, hampering visibility. Sales teams didn’t have a central place to collaborate on new opportunities or transactions. Most of their communication was spread across text messages, phone calls, or emails, and hence, easily lost. Sales processes were largely manual; which meant that during sales visits to customer locations, officers didn’t have real-time access to data to make customer conversations impactful.
In addition, customer service wasn’t optimal. Customer requests often went missing in the maze of emails and phone calls.
All these challenges prompted Penna Cement to look for a new CRM solution.
“Our research revealed that Salesforce was the best CRM in the market,” recalls Vamsee Mohan Kanneganti, General Manager – IT, Penna Cement, India. “What’s unique about it is that everything we need is available on a single platform—including mobility, strong collaboration tools, a superior UI/ UX, robust training programmes, and a rich third-party application ecosystem. Configuring the platform is easy. So is integrating it with other systems. It’s essentially a complete package.”
Today, Salesforce Customer 360 is used extensively in Penna Cement’s sales, marketing, service, and business intelligence operations.
Accelerating sales through mobility and digitisation
“Since adopting Salesforce, we’ve increased sales revenue, improved operational efficiency, and deepened customer relationships—all of which have helped us steadily grow our market presence.”
Cementing dealer loyalty
Fortifying customer relationships with swift service
Salesforce Service Cloud consolidates all service-related requests, queries, and quality complaints on a single platform for complete visibility. Integration with cloud telephony solution provider, Knowlarity helps lower the call handle time, while also bosting customer satisfaction.
“When a customer contacts us, all their details immediately show up on the screen, enabling our agents to deliver smarter and faster service,” says Kanneganti. “In fact, our service TAT has improved 50%.”
Mining real-time insights
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