Jurassic Fibre is growing fast and innovating faster with Salesforce
Building a customer hub
The company turned to Salesforce to create a centralised customer hub on Marketing Cloud, Communications Cloud, Sales Cloud, and Service Cloud. Salesforce sits at the heart of a connected ecosystem, including third- party integrations, and the hub will provide 360-degree visibility of the customer and help the team to build integrated journeys across the whole lifecycle.
“Salesforce is best of breed technology. We needed a scalable system that could process thousands of transactions an hour and streamline every touchpoint,” said Doherty. “We’re making decisions today that will pay off in the future.”
With support from the Salesforce team, Jurassic Fibre moved products, orders, and the customer journey onto Communications Cloud, unlocking 360-degree visibility and designing a user-centric experience to help employees complete tasks in as few clicks as possible.
To streamline change management, the team got buy-in from the top down and ran show-and-tell sessions. Staff were also involved in user acceptance testing to ensure processes were tailored to support them and eliminate their pain points.
Automating the way to a better human experience
Automation played a significant role in simplifying both the customer and employee experience, and more workflows are still to be optimised. While 80% of sales admin has been eliminated, the team created an entirely automated self-service journey for new customers to sign up with a credit card via the website.
“Customers told us they wanted to buy online, but we lacked the capabilities to do it previously. Now, when they visit the website, they can enter their postcode to kick off one of three journeys any time, day or night,” explained Doherty.
If the customer’s postcode is in an area that Jurassic Fibre serves, they can sign up to switch provider. If they’re in an area that will be served in the future, they can register their interest and receive email updates from Marketing Cloud, and if the address is too far away the journey ends on the website.
Orders are tracked in Sales Cloud and sent via an integration with back-office systems to the installation team, who visit the customer’s house to set up the necessary equipment.
When customers call the contact centre, staff from customer care to telesales can see who they are and any previous interactions with the company. They then tailor their conversations to be more personal and valuable for everyone.
“With Salesforce, staff are more productive and can focus on having conversations with customers. The sales cycle is not just faster, people are selling more per person, and the engagement of the sales team has transformed,” said Howells.