Sodexo ties up with Salesforce to map services to business development

Salesforce provides Sodexo complete insights into stakeholder interactions

e4m by exchange4media Staff
Updated: Oct 9, 2020 11:44 AM

With consumers increasingly buying from e-commerce and food delivery platforms, Sodexo has joined hands with Salesforce for digital and contactless solutions.

Meal Pass is Sodexo’s marquee solution and is accepted at over 100,000 points across 1,700+ cities in India. Sodexo Premium Pass (Gift Cards) and the first-of-its kind Multi-Benefit Pass are also part of the company’s suite of digital employee benefit solutions.

Sodexo is constantly innovating to win the trust of clients and improve quality of life for consumers. “We believe in keeping our consumers at the heart of everything that we do,” says Priya Dronadula, VP IT & Operations at Sodexo BRS India.

To walk this talk, the company offers employees a suite of solutions that are auto-linked to the Sodexo–Zeta Mobile App. Employees can use this app to monitor spends, find outlets around them and avail exclusive deals.

Also, to serve locked-down consumers during the Covid-19 situation, Sodexo rapidly developed and delivered Virtual Meal Cards which can be used on online stores like Zomato, Swiggy, and Freshmenu. These meal cards can also be used for QR-based payments for home deliveries from neighbourhood food stores.

A mission for customer 360

Sodexo’s vision of customer-centricity was being hampered by the limitations of a standalone CRM system that did not integrate with other back-office systems. With data on customer interactions being captured across different systems, salespeople had to access four to five systems to determine whether a client had placed an order or signed a contract. Not only did this lower productivity, but it also meant that salespeople did not have instant access to key information during customer interactions.

With no single source of customer truth, they also had no way of knowing where prospects stood in the sales funnel or tracking interactions with them. Absence of a single platform hampered effectiveness of 24/7 omni-channel customer service as well.

“We were not able to clearly track sales funnel progression or map services to business development on an on-going basis,” says Dronadula. “Salesforce now provides us complete insights into stakeholder interactions, and how we can improve things on a day-to-day basis.”

 Building client focus with Salesforce

Salesforce Sales Cloud provides the sales team with end-to-end visibility on the customer journey. The sales team has real-time access to important data, such as how close a client is to converting, when they last had an interaction etc.

With mobile access, the customer 360 view is always at a salesperson’s fingertips. This helps the sales team continuously monitor the sales funnel and initiate activities to move prospects closer to conversion.

They can capture comprehensive qualitative information as well, such as details of discussions and how this influenced the client. These insights enable the sales team to take meaningful and timely actions, and personalise their customer interactions.

“There is now more structure and discipline in our sales conversations,” observes Dronadula.

The sales team also filters data by parameters like segment, product and individual sales. This helps build funnel projections and focus on leading and lagging KPIs.

“Salespeople say that they now feel empowered to manage their portfolios better. This has created a positive vibe within the team that has led to a steady uptick in adoption,” notes Dronadula.

Within a short time since deployment, 100% of the sales team is working on Salesforce to monitor and complete their daily activities.

“An organisational view of how service is translating into customer stickiness or how the sales funnel is performing helps the C-suite with decision making,” she said.

Strengthening the service spirit

As a B2B2C company, customer service teams at Sodexo interact with different customer segments and stakeholders across multiple touchpoints. To deliver a seamless experience to customers, agents need real-time views across these touchpoints.

Sodexo deployed Salesforce Service Cloud for omni-channel management of customer cases. Queries and complaints raised through calls, emails and social media are all routed through Salesforce, giving agents a consolidated and complete view of service levels across channels.

“Service Cloud enables us to act faster and improve our services on a daily basis,” says Dronadula.

Prior to Salesforce, 5.3% of cases took longer than a month to close. But within a year, this had dropped to 2.7%. Additionally, 99% of cases are now closed within 14 days, as compared to 85% previously.

Leading into the future with Salesforce

“The management team at Sodexo uses data-rich Salesforce dashboards for strategic direction. An organisational view of how service is translating into customer stickiness or how the sales funnel is performing helps the C-suite with decision making,” says Dronadula.

As a next step, Sodexo is looking at integrating Sales Cloud and Service Cloud with the company’s data lake for powerful analytics. Also, on the cards is the implementation of Service Cloud Digital Engagement to respond efficiently on social media messaging platforms.

“Salesforce helps us achieve things in an agile manner. The solution enables us to make the right decisions, ensure operational stability, and trigger growth,” observes Dronadula. “Salesforce powers the future strategy of Sodexo.”

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