Parkable shortens time to conversion by 50%
Find out how the small business automated sales and service and gained new insights to accelerate growth.
About the Company:
Summary
The Challenge
Fragmented data and workflow make scaling hard work
Parkable is on the journey from zero to one hundred customers in the commercial property sector. However, scaling has been hard work.
Sales and service teams previously used disparate systems, making it difficult to get a single view of customers and chart their journey from lead to opportunity, contract, onboarding, and support. This impacted forecasting and made it hard to see where in the customer lifecycle things were slowing down or getting stuck.
The use of different systems also fragmented workflow which slowed down processes like customer onboarding.
To reach one hundred customers faster and accelerate the journey from one hundred to a thousand, Parkable needed to transform.
How Salesforce Helps
Parkable automates selling with Sales Cloud
Parkable has now united sales and service teams on Salesforce, helping to enhance the customer experience and speed up growth.
Automated workflows powered by Sales Cloud, Slack, and apps like Calendly and PandaDoc from the AppExchange help move leads from one stage to the next. For example, when a lead comes in via the website, they can instantly book a demo with a sales rep in their region. The rep is notified via Slack and uses Sales Cloud to manage the lead through to the proposal and contracting stage.
Throughout this time, Einstein Activity Capture logs information from reps’ emails and calendars to reduce manual effort while keeping contact records up to date.
The new sales process is not only more efficient but is now consistent across regions which makes it easier to scale and onboard new reps. Parkable has also increased its conversion rate by 38% while reducing time to conversion by 50%.
Leaders gain more visibility of pipeline and opportunities for growth
With Sales Cloud, Parkable can now classify leads and opportunities according to different types, such as partner sales or renewals. This makes it easier for leaders to view and manage their respective pipelines while also providing a wealth of insights to inform the business’ go-to-market strategy.
For example, in addition to tracking time to revenue, Parkable can analyse metrics such as average revenue and cost per acquisition for each customer type. This analysis has informed Parkable’s decision to focus heavily on the commercial property sector where its multi-tenant solution provides value to the property owner, manager, tenants, and tenants’ employees.
Customers onboarded faster with teams and data connected in Salesforce
Once customers have e-signed their contracts, sales reps can create an order in Salesforce to kickstart onboarding. The process is managed via Service Cloud, which guides the customer success team through a series of actions based on data collected during the sales process.
The customer success team gathers more data at this stage, including details for security and towing at each site. This data is added to the ‘park’, a custom object in Salesforce that’s created automatically based on information previously collected by the sales team. The park holds all information for the site and is used for case mapping and managing customer journeys. It also helps Parkable understand and manage case volume for each site.
This process has decreased manual labour as the automatic creation of the park eliminates the need for the sales team to create handover documents. Also, the customer success team can be confident they have the correct data.
Parkable set to deliver faster and more efficient support
In addition to its corporate customers, Parkable has upwards of 200,000 customers who use its app to find, reserve, and pay for parking. When these customers have a query, they can contact Parkable via the app. An autonomous agent responds to simple questions while routing complex cases to the correct agents.
Cases are managed in Service Cloud where agents can see customers’ current and previous bookings in real time and offer faster, more personalised support. Agents can also use simple automations and email templates within Service Cloud to solve cases with fewer clicks.
In the future, Parkable plans to augment its autonomous agent with Einstein 1. Then, it will use generative AI to handle repetitive requests such as adding new vehicles to customer accounts.
Reporting from Service Cloud will provide visibility into repeat case types that can be handled by generative AI. It will also help Parkable identify customer pain points that can be eliminated through enhancements to its app.
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