Bresimar Automação gets closer to customers with Salesforce
Bresimar Automação gets closer to customers with Salesforce
Customer 360 and greater efficiency transform operations at specialist equipment provider.
“With Salesforce we have all the insights we need to build stronger relationships with our customers.”
“With Salesforce we have all the insights we need to build stronger relationships with our customers.”
Bresimar Automação gets closer to customers and transforms operations with Salesforce
From temperature sensors to production lines, automation and robotics have taken the world by storm, helping manufacturers to achieve unprecedented levels of productivity. In Portugal, Bresimar Automação has been at the forefront of innovation in industrial automation for 40 years.
But to retain its competitive edge, the company has shifted from being a supplier of outstanding solutions to the partner of choice for its customers as it expands into new markets and aims to hit €18 million in sales by 2026.
“It’s not enough to simply sell products, modern customers look at the whole experience from prospect to aftersales,” said Hugo Almeida, Salesforce Admin at Bresimar Automaçäo. “With Salesforce we can get closer to customers, understand their pain points, and offer solutions that drive greater value. Even during the global spare parts shortage, customers knew they could rely on us for support.”
Bresimar Automação is known for its exceptional customer service, including providing advice, technical support, and ongoing training. But it wanted to connect with prospects and customers earlier in the journey and redefine what a great customer experience looks like.
It partnered with WorldIT to roll out Sales Cloud and Marketing Cloud Account Engagement, seeking to unlock a single source of truth and provide a great foundation to build long-lasting, trusted relationships now and in the future.
Together, Bresimar Automação, WorldIT, and Salesforce defined the best approach for a fast implementation. They integrated the platform with the company’s ERP system and set about transforming the employee experience.
Today, the sales, marketing, administration, and compliance and quality control teams all live and breathe Salesforce. Guided workflows, automation, and 360-degree visibility make it the company’s most important workplace technology.
Let’s take a closer look at how each team is working faster and smarter with Salesforce.
Trigger-based marketing communications
The customer journey begins with marketing. The team is responsible for bringing in new prospects, scoring and nurturing leads, and passing them to the sales team when they’re ready to convert. The two teams work closely together to ensure a seamless handover and that the sales team has everything they need to kick-start a great customer relationship.
Using Marketing Cloud Account Engagement, the marketing team creates automated email campaigns for both prospects and existing customers. Data captured in Salesforce helps them segment leads to ensure communications are relevant and have the biggest impact. As the company works with 30 brands of products, it’s crucial to tailor the experience rather than sending mass mailouts.
“There’s no point in guessing what customers are interested in. By tracking customer data we can see how they interact with us across multiple channels and which brand pages they’ve visited on the website to gauge their interests,” explained Almeida. “It opens up more cross-sell opportunities while providing greater value for existing customers.”
Before Salesforce, the team used multiple, disconnected tools, and had to do everything manually. With trigger-based, automated journeys, the customer or prospect is in control, leaving marketing executives free to spend more time developing new campaigns.
Dashboards play a vital role in monitoring campaign performance, ROI, and how many opportunities are created by marketing activities.
“Salesforce helps us work smarter and faster, but we’ve also got richer insights into what works and what doesn’t to help us refine our processes,” added Almeida. “When we open more channels of communication in the future we know we’ll still be able to offer customers information that’s valuable to them.”
Smarter sales operations
Salesforce provides a single source of truth for the sales team, centralizing data including orders, quotes, opportunities, customer records, and providing insights on which marketing communications a prospect has received and what their interests are.
They can also plan their day using Sales Cloud, creating tasks and managing their schedule.
“We’re becoming a more data-driven company. The sales team use dashboards to check KPIs and make smarter decisions about where to focus their efforts,” said Almeida. “Visiting customers and potential customers can be costly, but Salesforce helps them determine when a visit will be worthwhile and when they should follow up by phone instead.”
While visiting customers, sales reps asked the IT team to customise Salesforce so they could mask sensitive data. At the tap of a button, they can show customers relevant insights in Salesforce without compromising on security.
With a more comprehensive overview of customers and prospects, sales reps can have better conversations and proactively recommend products to help them overcome their pain points and achieve business goals. This is helping the company to win more business and connect at the right time with the right advice.
Since implementing Salesforce, sales have increased, customer loyalty and brand loyalty have both increased with customers, and there are fewer inactive days where customers aren’t interacting with Bresimar Automação.
Capturing insights for continuous improvement
As part of its outstanding customer service, Bresimar Automação doesn’t just resolve issues. The compliance and quality control team also uses Salesforce for greater visibility of cases, tech support, and complaints.
Sales Cloud gives agents a clear overview of the customer and their issue, which helps to identify where processes can be improved. “Salesforce helps us build trust with customers even when we’re dealing with a support ticket,” added Almeida.
Previously, the team used a custom tool to manage cases, but it couldn’t provide analytics or dashboards. Now, Bresimar Automação’s team has the tools to work smarter and visibility into compliance and profit immediately. Administrative staff also use Salesforce data to track analytics and key performance indicators by business unit.
The IT team is also integrating customer feedback surveys into Salesforce. In just a few clicks, customers will be able to provide feedback and a customer satisfaction score.
“Salesforce gives us an edge over our competitors and helps us deliver lifetime value to customers. We can see where we’re working well or where we can do better on a customer, process, and business level,” said Almeida. “Our customers know they can reach out at any time and we’ll be ready to support them.”
At Bresimar Automação, sales and marketing teams are working faster and more seamlessly than ever, which means the company can handle more customers without increasing headcount. Salesforce is also helping to uncover more business opportunities to fuel company growth.
In the future, the company plans to onboard more teams onto Salesforce. Following initial support from WorldIT, the IT team is now ready to take over platform support and maintenance, and Almeida credits Trailhead and the online community as valuable resources on his learning journey.
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