1. HOW YOU RESPOND
Company: IDQ Holdings, Inc.
Industry: Manufacturing
Model: Retail Distribution
Market: Automotive Aftercare www.idqusa.com
What to do when your
call center is overwhelmed?
Learn how one CRM Evangelist, LLC client responded to the challenge when its
“Ask the Pro” campaign success overran its call center
IDQ engaged CRM Evangelist, LLC to integrate
Salesforce.com Enterprise Service Cloud™ with
its existing processes, workflow and technology.
Today, IDQ’s support team is more productive
and can respond to customers immediately,
helping IDQ turn its customers into advocates.
Copyright © 2013 CRM Evangelist, LLC. All rights reserved. www.crmevangelist.com
Salesforce, Salesforce.com, Sales Cloud, Service Cloud, and Marketing Cloud are either trademarks or registered trademarks owned by Salesforce.com, Inc.
THE COMPANY
THE CHALLENGE
IDQ Holdings, Inc. (IDQ) is the leading provider of high-quality and
easy-to-use air conditioning maintenance and repair solutions for the
“Do-It-Yourself” automotive aftermarket in North America. Headquar-
tered in Garland, Texas, IDQ sells its products to consumers through a
blue-chip customer base representing approximately 25,000 retail stores
across leading national chains, such as AutoZone, Advance Auto Parts,
Wal-Mart, O’Reilly, NAPA, Pep Boys, and others.
Quickly scale customer service to meet significant increase in product
demand. How much? The number of service inquiries grew by 225
percent without any sign of slowing down.
THE SOLUTION
Deploy Salesforce® Service Cloud™ Enterprise Edition customized for
IDQ’s business processes and workflows to increase efficiency, capacity
and data quality. Integrate Service Cloud with IDQ’s call center
telephone system and web site. Enable IDQ to integrate its social listening
and online customer engagement platform powered by Radian6, now
part of Salesforce Marketing Cloud™, with its core customer service and
product support functions.
THE RESULTS
What previously took minutes now takes seconds saving IDQ thousands of hours annually. The efficiency gains increased IDQ’s call
center capacity without adding headcount and allows IDQ to respond to customers and business partners faster. Salesforce.com,
and the integrations developed by CRM Evangelist, enables IDQ to build meaningful profiles of its customers and retail partners
using interactions across multiple communication channels. This gives IDQ deep insights into how customers use its products and
creates new opportunities for marketing, education and product development.

2. Copyright © 2013 CRM Evangelist, LLC. All rights reserved. www.crmevangelist.com
Salesforce, Salesforce.com, Sales Cloud, Service Cloud, and Marketing Cloud are either trademarks or registered trademarks owned by Salesforce.com, Inc.
THE STORY
Manufacturers marketing products through wholesale and retail distribution
channels face unique challenges identifying the individuals who buy or
influence the sales of their products at the final point of sale.
IDQ knew it could increase revenue significantly by communicating the ease
of use and value of its products directly to automobile owners and auto
repair enthusiasts. To do this, IDQ launched the A/C Pro brand and its Ask
the Pro customer engagement campaign.
To extend these campaigns to social media, IDQ deployed Radian6, the social listening and online engagement component in
Salesforce.com Marketing Cloud. IDQ uses it to interact with customers and retail store staff through popular social networks like
Facebook, Twitter, Google+ and YouTube.
When the response overran its call center, IDQ engaged CRM Evangelist, a Salesforce Silver
Cloud Alliance Partner to implement and customize Salesforce.com Service Cloud Enterprise
Edition.
Working with IDQ, CRM Evangelist customized Salesforce.com to meet its specific requirements,
including the terminology unique to its industry, and integrated Salesforce.com into IDQ’s case
management processes and workflows. The project team created custom data fields to provide
useful metrics and then created reports and dashboards to present the information in meaningful
ways.
IDQ asked CRM Evangelist to implement Computer
Telephony Integration (CTI) software to connect
Salesforce.com with its existing Avaya telephone
system. Now, Salesforce.com automatically
displays the contact record and related cases for
known callers. When unknown callers dial in,
Salesforce.com displays a new contact entry screen
allowing agents to enter the caller’s contact
information and create a new service case.
CRM Evangelist modified Salesforce.com’s
default Web2Case functionality to create new
customer service cases originating from IDQ’s
web site more intelligently. The custom integration creates and attaches new service
cases to existing contacts and accounts automatically. When requests arrive from
unknown contacts, the solution uses information submitted through the web site to
create the new contact and then attaches a new service case to it.
Thanks to CRM Evangelist and Salesforce.com, IDQ increased the capacity of its
customer support team without increasing headcount. IDQ responds to its customers’
needs faster and is creating customer-centric profiles that include previous interactions.
These profiles provide deeper insights into how consumers use IDQ’s products, open-
ing the door for marketing and product research opportunities to increase revenue and
grow the value of its A/C Pro brand.
ASK the PRO!
TM