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The client observed a massive increase in engagement levels across the customer lifecycle on multiple parameters such as customer acquisition, retention, operational efficiency and business growth
Client Overview
The client is an award-winning provider of standards-based digital textbooks, multimedia content, and other educational resources. It caters to educators and students across classrooms and primary schools in more than 90 countries globally.
Client Business Challenges
The client wanted to scale-up its business faster by implementing Salesforce and replace its legacy CRM platform, Saleslogix. The initial goal was to migrate opportunity management, contract management, and order entry processes from Saleslogix to Salesforce. The client also wanted to replace its current email client ExactTarget 1.0 with Marketing Cloud.
Solution Highlights
Mindtree efficiently and effectively leveraged Salesforce platform to better manage customer engagement.
Mindtree provided the following solution:
- Introduced best practices to leverage Salesforce to manage the customer lifecycle
- Reviewed, updated and aligned contact management, lead management, and campaign management business processes in Salesforce to optimize support for marketing, inside sales and sales operations
- Enhanced campaign management, event management, and marketing automation business processes
- Implemented Marketing Cloud and migrated assets from ExactTarget 1.0 to Marketing Cloud 2.0, and integrated it with Salesforce, to enable effective campaign management and communications for new and existing customers
- Built a custom API for event management system, to integrate it with Salesforce and provide the ability to automate the lead entry process
- Provided change management consulting including building a communication plan, stakeholder analysis, key roles mapping, and establishment of change agents within the organization
- Delivered on-site training through change agents to drive user adoption across the organization
Technology Landscape
- Salesforce applications like Sales Cloud and Marketing Cloud
Client Benefits
- End user training and change management consulting ensured the client experienced seamless migration to Salesforce Sales & Marketing
- The client saw marked improvement in marketing efficacy, thanks to the migration to Salesforce Marketing Cloud
- Campaign outcomes improved immediately such as email open rates from 10.8% to 20%, improved click-through-rate, and increased deliverability rates of 99.7%
- The Salesforce platform enhanced sales & marketing efficiency as well as effectiveness. Both resulted in higher customer acquisition, better end user experience, and customer retention
