L&T Electrical & Automation wins more customers with smarter sales and faster service
Through automation and innovation, L&T Electrical & Automation is growing sales revenue efficiently, resolving service issues quicker, and delivering seamless customer experiences.
Bridging gaps in customer experience through CRM
ESP’s earlier CRM solutions saw low user adoption due to data quality issues and limited scope for reporting.
“Our sales and customer data was scattered across three different systems, hampering sales activity planning and collaboration,” recounts Kumar. “A lack of visibility into customer interactions across teams impacted the quality of customer experiences.”
It was time for a change.
The ESP team started its CRM transformation journey by bringing together stakeholders from sales, service, and marketing to articulate their CRM needs. Consultants then shadowed customer-facing teams to identify their unsaid requirements and followed it up with a design thinking workshop to lay the foundation for a new CRM.
“Our goal was to improve employee efficiency, cross-functional collaboration, and customer experience,” explains Pani. “Of the three CRM solutions we evaluated, Salesforce was the clear winner for its 360-degree customer view, user friendliness, mobility, inbuilt analytics, and native AI.”
Adds Kumar, “Since implementing Salesforce, we’ve seen tremendous improvements in customer engagement. More opportunities are now converted to orders.
“What’s more, digitising our CRM processes has boosted efficiency. And thanks to timely customer insights, strategy planning has improved. Overall, we’re creating truly customer-centred experiences with Salesforce.”
Making customer journeys frictionless with a 360-degree customer view
Selling smarter and growing revenue faster through automation
With Salesforce Sales Cloud, ESP has automated sales processes, from lead and opportunity management, to order creation and reporting. Over 129 hours have been saved through this automation.
Email campaigns are easily built and sent out through Salesforce’s marketing automation software - Marketing Cloud Account Engagement. Leads generated from these campaigns are then automatically assigned to the right sales branch based on pin code.
At the branch, field sales reps use the Salesforce mobile app to identify new opportunities, capture customer information, and manage customer lists on-the-go.
Reps can also forecast opportunity scores and win probability through Salesforce Einstein.
“With Salesforce, our sales reps have complete visibility into sales targets and customer data, which helps them sell faster and smarter,” says Pani.
All the financials associated with sales activity – be it sales budgets or spend approvals – are also streamlined for efficiency. Orders are automatically pushed to a third-party system for processing, while sales invoice data flows back in for performance tracking.
“Our finance team is delighted that all sales financials are now in one place,” says Pani.
ESP also uses Salesforce Event Monitoring to track sales user activities such as logins, logouts, and reports. “In one year, the volume of sales activities conducted through our CRM have quadrupled,” says Pani. “So have the average number of sales calls, with each rep now making over 100 calls per month.”
Innovating for better sales efficiency
ESP has built multiple innovative features on Salesforce to make the lives of both its customers and sales reps easier.
One such feature tracks the usage of field sales vans.
“When a sales rep books a van to visit customers, all the activities conducted through the van are tracked on Salesforce,” says Pani. “This way, we can monitor the utilisation of our assets every month, optimising both van usage and sales efficiency.”
The company has also built a rich knowledge portal for customers to access product brochures and manuals. If the customer wants to purchase a solution, sales reps can generate a quote on the spot.
Another innovative feature is the ‘CACO’ or ‘comprehensive analysis of competitor offerings’ module. Through it, sales reps can easily capture data on competitor product prices and discounts. The tool then automatically calculates how much of a discount can be offered to customers to match competitor prices.
“Earlier, those calculations would take us 2-3 hours,” explains Pani. “But with automation, they can now be done in just 15 minutes.”
For its channel partners, ESP has built a tool to simplify partner onboarding, agreements, certification, and discontinuation.
Meanwhile, powerful reports deliver real-time visibility into sales trends, KPIs, and metrics like coverage ratio and success ratio.
“We’ve created wonderful dashboards and prediction models with Salesforce CRM Analytics which help us easily visualise and improve sales performance,” says Pani.