Lion Parcel leverages generative AI for 40%+ improvement in cost efficiency
Indonesia-based Lion Parcel is using Salesforce to drive rapid growth, improve customer experiences, and increase cost efficiency.
Lion Parcel has been providing end-to-end delivery services to customers in 38 provinces across Indonesia since 2013. This requires the effective management of a vast network of 263 branches, 7,000 agents, and 15,000 delivery couriers.
Budi Santoso, Chief Experience Officer at Lion Parcel, explains the company aims to be more than a standard logistics provider. He says to deliver on the company’s customer engagement vision, the focus must be on personalised customer relationships over transactional services.
“Our customer experience is not just about delivering the package. We also want to deliver satisfaction and happiness for our customers from acquisition to post-sales service,” said Budi. “But if our customers don’t trust us, this will not be a reality. So we need to engage with our customers to earn their trust.”
Here’s how Lion Parcel is using Einstein 1 to build customer trust, manage rapid growth, and connect its teams…
1. Build customer trust with a unified platform
Prior to implementing Salesforce, customer communications were not formally tracked or recorded, information flow was disjointed, and data was held in silos. Increased demand for parcel delivery during the pandemic also put an additional strain on existing resources.
Budi says the company needed a 360-degree customer view to manage growth and build customer trust. So the company collaborated with TMS Consulting to implement Salesforce on a five-month timeline.
“We started with Sales Cloud, which unified several B2C and B2B touchpoints onto a single platform,” he explains. “Collaboration and coordination across Indonesia was challenging, but with Salesforce we can now store real-time customer data on one platform. This is critical for us to deliver smooth operations at scale.”
Efficient organisation-wide access to a single source of truth through Sales Cloud also helped to boost sales productivity during the company’s rapid growth phase. This contributed to an impressive 70% increase in freight volume in 2022.
2. Use segmentation to improve customer experiences
Lion Parcel knows that delivering personalised customer experiences is key to becoming a leading customer-centric logistics player. That’s why the company is putting customers at the core of its business, and using Service Cloud to understand diverse customer behaviours and drive personalisation with customer segmentation across channels.
Budi explains that Service Cloud enables Lion Parcel service agents to efficiently manage and prioritise customer service cases.
“With a segmented customer database, we can now track customer behaviour and use Salesforce to flag critical customer interactions,” he says. “For example, we can spot when a customer is having an issue with the shipment based on their tiering, and automatically route the case to a specific agent, trained to provide specialised service.”
This effort has contributed to faster service response times and a 73% reduction in resolution times. Budi adds that this approach also enables Lion Parcel service agents to take a more proactive approach.
“We use Service Cloud to identify and take action on potential bottlenecks before they create a problem for the customer,” he says. “This has improved our overall service quality and customer experience.”
3. Connect systems and teams with integrated workflows
Lion Parcel continues to find innovative ways to deploy better systems with more effective processes across the company for seamless service delivery. To help achieve this, third-party API software is used to connect various external interfaces with Salesforce and draw data into a single platform.
For example, warehouse data enables real-time package tracking in Service Cloud, and imported insurance data allows service agents to efficiently process lost or damaged package claims on the same platform.
“This capability is critical in logistics because when we need to trigger a refund process, for example, we need to see connected data from the parcel tracking platform, the insurance platform, and the payment platform,” Budi explains.
Connecting teams inside the organisation is equally important. Lion Parcel uses Chatter for seamless internal communication across the company’s 263 branches, and Slack to optimise internal workflows and communication.
“We use Slack mostly to speed up product development and to communicate product information internally,” Budi explains. “Communication on other platforms can be difficult to track. But with Slack, we can segregate topics. This makes escalation faster, keeps discussions more relevant and this efficiency makes our teams more productive.”
4. Leverage AI to increase cost efficiency
Lion Parcel has also integrated generative AI with Salesforce to streamline customer communications. Budi explains that around 70% of customer interaction happens through WhatsApp, and AI is used to answer the majority of customer enquiries.
“When a case requires a human touch, the AI automatically escalates it and notifies the appropriate customer service agent,” he says. “The service agent will then pick up the case in Service Cloud and proceed as needed.”
Budi says AI now manages approximately 90% of WhatsApp interactions. This has significantly relieved the strain on service agents and contributed to a more than 40% improvement in cost efficiency.
“Salesforce also enables us to analyse customer data with automated, real-time reports, which is critical to making more precise and accurate decisions,” he concludes. “The benefits of Salesforce are obvious in the results we’ve achieved. It will remain critical for us in upcoming years.”
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