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Maserati China improves customer engagement with Salesforce Sales Cloud

Adrian M. Reodique | April 20, 2016
The company leverages Salesforce Sales Cloud to help its sales people track leads, analyse transactions and at the same improve customer engagement.

Maserati China-a vehicle manufacturer-has been leveraging the Salesforce Sales Cloud for three years now to help its sales people track leads, analyse transactions and at the same improve customer engagement.

However, reaping the benefits on using the Salesforce Sales Cloud did not come easy for the company.

"When I joined in 2013, we had Salesforce Sales Cloud available to us. However, we were not fully using the solution, but instead relying on traditional manual processes for administration and sales engagement," said William Pan, head of CRM at Maserati China, in an email interview. "Admin processes previously were cumbersome, and we did not have a full view of things that were happening in real time. We were also unable to monitor staff performance on a regular basis," he added.

As such, Pan worked across different department and with their dealers to adapt the tool and meet the needs of every business unit. He also worked with Salesforce to tailor solutions that would work for every department.

Today, the tool has been deployed to about 40 internal accounts of the company and some 500 external dealers. To provide a seamless integration of the tool, Pan said they introduced training for all levels. "Internal staff receive training once a year, and dealers have to go through it twice a year to familiarise themselves," said Pan.

The Salesforce Sales Cloud has enabled the company's employees and dealers to perform work tasks on the mobile platform.

According to Pan: "We recognise that the traditional way of selling is slowly evolving, and becoming more mobile. Customers are also becoming more mobile. Being able to do work on their mobile devices made our employees and dealers more productive. Through the use of WeChat, digital leads can be sought and more deals can be closed."

The integration of WeChat has boosted the communication of the company with its customers. "Having an Official Account on WeChat, customers can go onto the application and find out more information about our products before approaching our sales person. It speeds up the process of information-hunting for them, and frees our staff to focus on their core role," he said.

He added: "Salesforce acts as a bridge to a data hub, where we can see intelligent information on customers' behaviour. We are able to check consumer purchase behaviour all the way till they come to our showroom to do a test drive. We are also able to share coupons with prospective customers via WeChat."

Overall, the Salesforce Sales Cloud has helped the company save 80 percent of time dedicated to doing tedious paperwork and enable them to "analyse and predict our long-term return on investments much more accurately and provide feedback in real-time," said Pan.


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