Godrej & Boyce implements one CRM across business units for a connected customer experience
Learn how the iconic company delivers customer-centric, consistent engagement across diverse products and services.
Consolidating all customer data and sales processes on a single CRM enables the diverse G&B BUs to offer customers a connected experience.
About Godrej & Boyce
Godrej & Boyce Mfg. Co. Ltd. ( G&B ), the flagship Company of the 127-year-old Godrej Group, is recognised as one of India's most respected companies.
G&B's presence spans 10 industries - from complex engineering solutions to consumer goods - positively impacting the lives of one-third of India's population daily. Through subsidiaries and joint ventures, the company has a global footprint in 5 continents.
The Challenge
Siloed digitisation hindered seamless engagement
G&B wanted to reinforce the company’s reputation as a loyal, trusted brand with a consistent, connected customer experience across touchpoints.
Customers interact with more than one of G&B’s diverse BUs that span B2B, B2B2C, B2C, and even B2G (Business to Government) interactions. G&B wanted a single customer view across these, which would enable teams with a deeper customer understanding for tailored, consistent engagement across BUs.
Also, siloed digitisation hampered sales, marketing, and service teams from delivering smooth experiences. G&B sought a unified platform that could be used by multiple teams to deliver a connected experience.
How Salesforce Helps
A One CRM approach delivers connected experiences
Today, ten of G&B’s BUs have moved their sales processes to Salesforce Sales Cloud. This has unified customer data and sales workflows spanning a complex ecosystem - comprising B2C products and services such as locks, appliances, interiors, and security solutions, and B2B relationships for construction, motors, machinery and heavy equipment, process equipment, storage equipment and infotech - on a single platform.
Sales teams now engage customers consistently and contextually across BUs over multi-year relationships. A single G&B customer 360 consolidates historical and current data and interactions across a customer's businesses and geographies. Equipped with this insights-rich overview, teams proactively reach out to customers with offerings from the appropriate G&B BUs at the right time along the lifecycle.
Further, streamlined sales processes allow teams to make the first connect within two hours of a customer reaching out on any social media channel. This earlier took a day. The turnaround time from a lead to a sale has also dropped significantly, unlocking efficiencies across the BUs.
G&B also uses Tableau to harness the rich, company-wide customer data for real-time predictive insights. In one BU, predictive analytics has driven up the probability of leads to sales conversion to a very robust 80%.
“Our goal is to understand every customer or decision-maker as an individual, and engage with them seamlessly along the lifecycle,” says Vijay Balakrishnan, Executive Vice President and Chief Digital & Information Officer at Godrej & Boyce Mfg. Co. Ltd. “The successful unification of our sales processes has set us on this path.”
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