Who says only large businesses have the resources to be customer companies? Fireclay Tile, which produces sustainably made custom ceramic and glass tiles, is refocusing their business from selling through distributors to marketing directly to consumers. By leveraging the Salesforce Customer Success Platform, Fireclay has found a way to provide a rich customer experience and out-maneuver larger tile companies and mammoth flooring manufacturers. According to CEO Eric Edelson: “For a manufacturer to hide behind retailers and wholesalers is a huge miss. This is a big opportunity for us — we can do it really well with Salesforce.”
So well, in fact, that Fireclay has achieved Net Promoter Scores (NPS) that are off the charts. On a scale where +50 is considered excellent, Fireclay has scored an NPS of +89 – a measure of how an overwhelming number of its customers would recommend Fireclay to a friend or colleague.
Fireclay initially tapped Salesforce to become their order management system and manage customer profiles, so their sales, service, and production teams could see complete customer views as soon as leads came in from the web. Edelson says, "It's no longer enough to sell to customers. We need to think about the end-to-end relationship so we can build meaningful and lasting relationships with them." By adding cloud-based email marketing and other tools, the company increased leads by 400%. Next, Fireclay streamlined fulfillment and communications with cloud apps that manage processes like production and product sample distribution. Salesforce also provides a robust back end for Fireclay so the company has detailed pipeline and reporting information, and can forecast more accurately.