Pidilite uses powerful apps to deepen contractor and customer bonds
By building powerful apps on Salesforce, Pidilite is helping its contractors and influencers be more productive. And by automating sales and service, Pidilite is responding faster to customer needs.
Automating routine processes to focus on customers
Strengthening pre- and post-sales efficiency through automation
Selling faster and better with powerful productivity tools
To deepen contractor engagement, Pidilite has built another app on Heroku – the custom field marketing app, integrated with Salesforce. Contractor data from Salesforce flows seamlessly through the app to internal teams, helping them efficiently manage contractor visits, enrolment, and ongoing engagement.
1,400 field marketing executives across various divisions of Pidilite manage more than 20 lakh contractors through the app. And nearly 50,000 visits are logged on it every month.
Even contractor meetings and events can be created on-the-fly through the app. Automated SMS reminders and QR code aids make it easy for contractors to participate in these events.
Meanwhile, analytics-driven inputs help internal teams boost contractor engagement.
“Contractors are an essential part of our ecosystem,” says Monika Sahu, Manager - Digital Initiatives, Pidilite. “Through the app, we can support them in multiple ways – whether it’s by sharing best practices, training them on our products, or organising social upliftment programs. These initiatives have tripled our contractor engagement levels.”
Growing influencer networks faster with an intelligent app
Influencers are equally vital to the Pidilite ecosystem. Under its Fevicryl brand, the company engages with a wide range of influencers like teachers and craft hobbyists who, in turn, organise workshops to demonstrate Pidilite products to consumers.
Initially, the process of signing up influencers, organising workshops, and managing reimbursements was manual and time-consuming. To grow its network of influencers, the company needed to streamline influencer onboarding, and accelerate the workshop booking process. Using Heroku, it’s built an app that does both.
The 'TEAM' app - a workshop management solution for teachers - was built in just two 2.5 months. The app has reduced the influencer onboarding time from 45 days to just five, while increasing influencer enrolments by 10%.
There’s also been a 50% uptake in the number of teachers applying to conduct Pidilite demo camps.
“The TEAM app has helped us make huge strides in influencer engagement,” says Riddhi Bakhru, Category Manager for Arts, Stationery and Fabrics, Retail Division, Pidilite. “Through it, we’ve seamlessly integrated touchpoints across our influencer connect program, while solving real business problems around reach and impact. Even the time taken to reimburse teachers has reduced from a few months to just one week.”