1. Unite teams on a single platform to drive increased revenues.
More than 80% of Ideal Standard’s revenue is B2B, providing complete bathroom and washroom solutions for large multiple installation projects.
“Our project business is the heart of Ideal Standard,” explained Jonathan Baillie, VP of Digital and Strategic Pricing. “But the company’s growth, across Europe, the Middle East, and Africa, produced variations in the way local teams were specifying and delivering projects for customers, resulting in missed opportunities from not leveraging the transferability of best practices.”
Ideal Standard wanted to create a single, centralised global framework, but the company’s legacy CRM system was fragmented and varied between regions. As the market leader in CRM, Ideal Standard selected Salesforce and initially deployed Sales Cloud to build a global platform for its project business. Within four years of implementing Sales Cloud, Ideal Standard added Consumer Goods Cloud to manage the distribution and lifecycle of products in customer showrooms, Commerce Cloud to build a bathroom and washroom configurator, Singular™ Configurator, and plans to add Service Cloud and Revenue Cloud in the near term. Now, the business has united its international operations on a single platform, with the volume of its project business projected to increase by 40% in the process.
2. Enable informed strategic decisions with €1.5 billion pipeline visibility.
Ideal Standard’s sales process involves multiple touchpoints with numerous interconnected influencers and decision makers. All of these must be nurtured with information and services that put it in pole position to win the next project.
“We began our Salesforce journey with Sales Cloud to centralise activities and manage key accounts and our opportunity pipeline,” explained Aurelien Laroche, Group CRM Manager. “The visibility Sales Cloud gives us on customer activities and other stakeholders is delivering huge value.”
Laroche predicts that, as the data volume held in Sales Cloud grows, so will Ideal Standard’s ability to stay one step ahead of competitors, by orchestrating bespoke contact strategies and meeting the needs of stakeholders.
“Sales Cloud gives us priceless transparency and visibility into our projects,” said Baillie. “For the first time we have full visibility of our €1.5 billion pipeline at a touch of a button, how much is converting, our share of wallet, and the split by sector, which we track in Salesforce on a monthly basis, to see what’s working and where we can improve. As a result, we can improve resource allocation to areas that drive better value creation for our business, helping us to focus on activities that we know will make a bigger difference.
“For example, the hotel sector has been an area of renewed focus in the past year. Salesforce helped us with the information needed to reshape the way we organise teams and approach this market segment. Already we see improvement in our pipeline size and conversion.”
3. Transform bathroom and washroom specification thanks to ground-breaking digital service.
Ideal Standard has an international reputation for design and technology to deliver better washroom and bathroom solutions across all sectors. However, bathroom and washroom specification is a complex process with many considerations related to the design, compatibility, and installation of products; let alone the mandatory product norms and certifications required across different countries.
As one of the few players in the market with comprehensive cross-category and cross-sector expertise, Ideal Standard implemented Commerce Cloud to build Singular™ Configurator – an online configurator that guides users through the bathroom and washroom specification process. Benefitting from a library of more than 11,000 products, Singular™ Configurator helps piece together a complete specification solution, whether the project is a traditionally designed master bathroom for a residential dwelling or a large and modern, mixed-use high-rise development. All in one platform to make the process simple.
Commerce Cloud powers the company’s Singular™ Configurator. Registered users can manage all their projects in one place, collaborate on the specification, quickly build and customise a project from existing templates, and, when finished, download all the product information and assets needed for the project. This activity is recorded in Sales Cloud to feed the business development engine.
“Commerce Cloud integrates very well with our product information system (PIM), which holds the digital DNA and assets for our 11,000-product portfolio,” said Baillie. “Commerce Cloud also gives us the UX/UI freedom to build something that not only works well, but also looks fantastic. Together, this combination provides the user with a great experience during the specification process by intuitively guiding them to make the right choices and reduce the risk of selecting the wrong products or missing required ones.
“The seamless integration between Commerce Cloud and Sales Cloud is a powerful combination that we expect will increase our sales pipeline and improve our conversion rates significantly to grow our business by more than €200 million.”