Dreamforce - "You got your social in my CRM"
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Dreamforce presentation showing our implementation of social with CRM to improve Customer Care business processes.
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Dreamforce - "You got your social in my CRM"
- 1. Nigel Blackwell IT Manager @nigelblackwell mobro.co/nigelblackwell Ryan Smith Digital Marketing Manager @ryahmic mobro.co/ryahmic
- 2. Royal Canin at a glance Sustainable development Sustainable development • • • Knowledge & respect Knowledge & respect • • People Planet Performance Quality & food safety Quality & food safety • • • Innovation based on observation & science Tailor-made Health Nutrition Nutritional philosophy Nutritional philosophy • ISO 9001 & ISO 22000 Supplier audits & validation Raw material validation Precision & delivery of nutrients Health benefits Health benefits • Precisely adapted nutritional solutions
- 3. A brief history of Royal Canin Canada
- 4. Our Canadian business 2,700 clinics 56 dedicated associates 2,300 specialty stores 45% KA’s, 55% independents 48 dedicated associates 2,500 breeders 80,000 puppy/kitten kits 25,000 pet owner contacts 11 dedicated associates
- 5. How we integrate social with Salesforce Since spring 2013, we have been utilizing Radian6 to Salesforce integration for 2 use cases: Social Customer Care • Listen to our brand Facebook page – Royal Canin Canada • Create cases for customer enquiries • Engage & resolve cases Marketing Campaign Management • Listen to all social media channels for campaign mentions • Create cases for on topic conversations • Engage & drive reach of campaign messaging
- 6. How it happens (social post)
- 7. How it happens (Radian6 listening)
- 8. How it happens (Salesforce case creation)
- 9. How it happens (internal collaboration)
- 10. How it happens (reply to last post)
- 11. How it happens (Facebook response)
- 12. How it happens (Salesforce measurement)
- 13. The power of social
- 14. What’s next We’re just getting going, but have gained some solid learnings from our pilot projects: What we can recommend: • Start small to ensure success & service • Have a bold vision of creating your social enterprise What we’re working on: • Expanding roll-out to more business units • Increasing data quality & meaningfulness of social contacts • Service ratings by case
- 15. All about Royal Canin Canada Royal Canin is a global manufacturer of premium Health Nutrition products for cats & dogs. The business has been operational in Canada since 1999. Social Customer Service has enabled us to: Reduce response time for customer social enquires Increase service levels Improve efficiency of Customer Care business process for social cases Extend brand reach through high-quality, one-to-one social engagement
Editor's Notes
- - Royal Canin is a global manufacturer of specialty Health Nutrition products for cats & dogs. - Knowledge & respect: encompasses our truly cats & dogs first philosophy – to provide the most precise nutritional answer to the specific needs of each cat & dog through scientific knowledge & professional networks. - Nutritional philosophy: supported through research, nutrient profiles, kibble science, digestibility & palatability. - Health benefits: support for physiological issues, healthy body functions, predispositions & age requirements. - Quality & food safety: hold certification in ISO 9001 Quality & Management System & ISO 22000 Food Safety Management System. - Sustainable development: through people as activate players, thinking globally acting locally & innovation.
- - 1967: founded in the south of France by Dr. Jean Cathary, a veterinary surgeon. - 1999: comes to Canada. - 2002: joins Mars Group. - 2008: Canadian manufacturing facility opens in Guelph, Ontario – about 45 minutes outside of Toronto.
- - We distribute through 3 distinct channels, each with dedicated product lines, sales & marketing teams. - Canadian pet food market is a $1.5B industry. - Market share breakdown by channel: 60% grocery/mass, 25% pet specialty & 15% veterinary. There is still room for specialty categories to grow. - Ownership dynamics: Canada has 35MM households, with 8.7MM owning a cat & 6MM owning a dog.
- - Social Customer Care: value through reduced customer response time, increased service levels & efficiency of business processes. - Marketing Campaign Management: value through ensured engagement with each campaign mention, capability to better serve customers with additional/customized content & greater reach via social conversation. - To manage workflow, we have created rules in the social hub to help triage the posts into the right Salesforce case queue.
- - Initial post happens on our Facebook managed account.
- - Radian6 listens to all Royal Canin Canada Facebook activity using a Topic Profile set up exclusively for customer enquiries on our Facebook page.
- - Social case lands is into a Salesforce case queue created for Customer Care & based on a set of simple workflow rules.
- - Customer Care opens the case & triages, assigns or collaborates on a resolution using Chatter.
- - Reply to last post is used to provide resolution to Facebook post directly from Salesforce. - The case is the run through normal process by Customer Care to continue engagement or close & catalogue.
- - Finally, the resolution response lands in Facebook, resulting in great support for our loyal customer!
- - Social for us was initially jumped into without a clear vision, which quickly turned into a place to support customer enquiries. - Through this effort we have seen results far exceeding our initial expectation of light brand conversation. - We’ve provided another touchpoint to service customers & a platform for customers to share testimonials on life-changing product experiences. - More recently we have embarked on using Facebook & Twitter as a means of distributing marketing communications & extending brand reach through individualized conversations.
- - Start small: activating numerous use cases at the same time can become complex. Start with 1 & make sure you nail it before rolling out to other units. - Start small: ensure your use case is compliant with social platform policies on posting content, frequency & direct messaging. - Expanding: creating unique use cases for marketing teams to drive performance. - Data quality: creating fields for case users to collect greater information on the contact & their pet.