“Salesforce has helped us significantly improve/ deepen our customer relationships during these unprecedented times.” – Vamsee Mohan Kanneganti, General Manager – IT & CRM, Penna Cement
Founded in 1991, Penna Cement ranks among the country’s largest privately held cement manufacturers with an installed cement capacity of 10 million tonnes per annum. Its customers range from small house owners to organised real estate developers, and from state governments to global construction majors.
Vamsee Mohan Kanneganti, General Manager – IT & CRM, Penna Cement highlights how Penna Cement has increased sales revenue, improved operational efficiency, and steadily grown their market presence with the adoption of Salesforce.
Technology enabling collaboration
When we put together our growth vision in 2015, we focused on accelerating sales, improving operational efficiency and strengthening service. To achieve these objectives, we had to address a few challenges such as consolidating customer data that was siloed across disparate systems and improving collaboration across our teams so they could deliver a consistent customer experience. We also wanted to arm our field staff with real-time access to data so they could have meaningful customer conversations. Finally, we also wanted to streamline service requests and cases for more efficient and speedy resolution, and ultimately better customer service. We found the solution to all these needs in Salesforce, which offered us mobility, strong collaboration tools, a superior UI/ UX, robust training programmes, and a rich third-party application ecosystem.
In addition, we are able to configure the platform and integrate it with other systems with ease. Today, Salesforce Customer 360 is utilised extensively in Penna Cement’s sales, marketing, service, and business intelligence operations.
Digitisation of Sales has directly impacted our business
With Salesforce Sales Cloud, Penna Cement has completely digitised its sales processes—including lead management, order management, sales loss capturing, inventory tracking, and even verification of PAN data. The solution provides a single source of customer truth, making it easier for sales teams to track customer requirements, predict opportunities, and convert more leads.
Salesforce has empowered our teams with all the information they need at their fingertips to close more deals, faster. Through the Salesforce mobile app, teams can take action from anywhere, anytime. They can capture new orders, track purchase history, and more—all on-the-go, thus accelerating sales. When a field sales officer visits a customer site, the app captures their real-time geolocation data, including the time of check-in and check-out. These insights have helped planning of customer visits more efficiently. These insights have greatly improved the planning and execution of customer visits, and boosted efficiency and customer engagement.
Meanwhile, chatter breaks down communication barriers, enabling teams to seamlessly collaborate and exchange information.
Our sales volumes have shot up 15%, while the number of customers added year-over-year has increased 11%. In fact, the mobility, digitisation, and automation processes enabled by Salesforce, has resulted in 21% improvement in operational efficiency and a 12% reduction in costs.
The role of automation in improving efficiency and nurturing relationships
Penna Cement has a large network of dealers, masons, and other influencers who are instrumental in promoting the company’s brand and driving sales. To incentivise and reward these partners, the company has created a Dealer Mason Loyalty Scheme program that is managed entirely on Salesforce.
Through a custom-developed application on the platform, the company can register masons, generate loyalty points, manage gifts or payouts, and monitor the performance of the whole program. Masons, in turn, can track and redeem their accumulated points through SMS notifications or a customer app integrated with Salesforce.
The loyalty program has helped Penna Cements build rich and long-lasting relationships with their dealers. The dealer and influencer network has grown by 15% till date, while trade sales has increased by 13%.
Penna Cement also uses campaigns on sales cloud to optimise marketing budgets, nurture leads, and automate campaigns through SMSs and emails; even capturing market information on competitor schemes, branding, price, volumes, events, and more to help teams craft well-informed marketing and sales strategies.
Fortifying customer relationships with swift service
Salesforce Service Cloud consolidates all service-related requests, queries, and quality complaints on a single platform, providing complete visibility to the teams. Integration with cloud telephony solution provider, Knowlarity further helps lower the call handle time, while also boosting customer satisfaction. When a customer contacts Penna Cements, all their details immediately show up on the screen, enabling service agents to deliver smarter and faster service. The turnaround time has improved by 50% since the adoption of Salesforce.
The rich reports and dashboards on Salesforce deliver real-time intelligence on sales and marketing performance. Officer managers are now able to track team sales at both a district and regional level, as well as monitor the number of visits to dealers. Metrics such as – actual sales vs targets, net sales revenue for the month, outstanding or overdue amounts, last visit of the customer, and several others are now more accessible.
This in-depth and granular data is helping us identify new opportunities, retain customers, grow sales, decrease operational costs, and make faster and better decisions. Salesforce as a solution is continually improving. The continuous enhancements and updates to the product will help us continually take our sales, marketing, and service efforts to higher levels.
“CRM platforms are now mission-critical to manufacturers to achieve a 360 view of their customers and their end customers. In order to achieve sustainable growth, manufacturers need to rapidly amplify their reach across their distributors, dealers and customers. A coherent digital strategy and ability to execute seamlessly is imperative to the overall business. Next-generation CRM enables deeper customer insights, greater demand visibility, improving predictability, and drives a stronger ecosystem for all stakeholders.
While Salesforce has empowered the teams at Penna Cements with real time information to make faster and more informed decisions during deals. Our solutions have also increased efficiency and improved relationships within the dealer partner networks.” added, Raj Ravuri, Director Industry Strategy-Manufacturing at Salesforce
( Originally published on May 13, 2021 )
(This article is generated and published by ET Spotlight team. You can get in touch with them on firstname.lastname@example.org)
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