R. STAHL: Salesforce as single source of truth
Success Story
The 360-degree view of customers as a goal
The goal was to replace Microsoft Dynamics with a new, innovative CRM system that would serve as a modern management tool, centrally bundling all customer information. This includes not only address data, inquiries, quotes, and orders, but also meeting and visit logs as well as marketing campaigns. This gives sales staff a 360-degree view of customers, which makes it much easier for them to implement the sales strategy.
Overview
This was implemented
By switching to Salesforce as its global CRM system, R. STAHL has achieved a new level of data quality and process efficiency in sales.
Implementation of Agentforce Sales (formerly Sales Cloud), which has replaced Microsoft Dynamics, and cleansing the database
Development and provision of a future-oriented system architecture
Connection to SAP and Qlik via the Lobster middleware
Active change management
Technologies
These technologies were used
Systems are only as good as the technology behind them. That‘s why we rely on modern solutions from the Salesforce ecosystem for our customers‘ digitization projects. The following technologies, among others, were used at R. STAHL.
SAP
SAP is a provider of enterprise software for managing business processes.
Lobster
Lobster is a no-code integration platform for connecting a wide variety of systems.
Qlik
Qlik is a platform for data analysis and business intelligence.
Challenges
How things started
R. STAHL has faced a number of challenges over the past few years.
In 2009, the company introduced Microsoft Dynamics as its CRM system, which no longer met its technical requirements. Above all, it did not meet the requirements of the global and strategic sales teams, who wanted to focus on customer development and exploit their potential.
In addition, although the Microsoft system was connected to the SAP and Qlik software solutions, there was no seamless data exchange between the applications. As a result, a lot of information was stored in Excel lists on local servers that could not be accessed centrally.
For some information, there was no way to store it in the CRM system, which left gaps in knowledge and experience when employees changed.
There was no holistic view of customers, which made it difficult to support them and hindered the development of targeted marketing campaigns.
“We now have a solution in place that allows us to work in a future-oriented way. It works in line with our sales strategy and makes it easier for us to secure the future and growth of R. STAHL in the long term.”
Solution
How the joint digitization project went
As part of the standardized selection process, we were able to convince R. STAHL with our overall package that we are the right Salesforce partner for the company‘s digital transformation. This is because our team has many years of expertise in the introduction of Agentforce Sales and its connection to other systems such as SAP. We also adapt solutions to individual requirements and set them up for the future.
The project officially started at the beginning of 2022. In an initial workshop, the extensive catalog of requirements drawn up by R. STAHL was jointly analyzed and, based on this, a sensible technical system architecture was designed and implemented. The basis for this was Salesforce Agentforce Sales, which has since completely replaced the outdated CRM system. The primary challenge in this step was to create a standardized, up-to-date database, as all data was previously stored in a wide variety of applications.
At the same time, existing processes were rethought and optimized. For example, we have developed our own Master Data Management (MDM) concept, which ensures a consistently high quality of master data thanks to clear role management.
Particularly relevant in a company of this size (approx. 1,700 employees worldwide) a guided change management process. We were able to apply our best practices here and ensure a consistently high level of motivation and user acceptance with the help of various measures, including employee training and the use of a mood barometer.
We worked closely with R. STAHL throughout the course of the project. The company‘s core CRM project team comprised 14 people from all international regions and subsidiaries. Later on, around 40 people were involved in testing the system, among other things.
Result
This benefits the company
New Salesforce CRM system
We designed, presented and implemented a new system architecture. The basis for this was Salesforce Agentforce Sales including all extensions.
Integration with SAP
Together with the customer, we set up the Lobster platform to connect SAP and Salesforce. In addition, the BI solution Qlik was connected to Agentforce Sales.
Sales at the highest level
Thanks to centralized data storage in Agentforce Sales, sales employees can now also assess the business risk in every project phase.
Change management
In order to achieve a high level of acceptance of Salesforce CRM, various change management measures were implemented, such as training courses and release notes.
Master Data Management
The master data management concept developed defines the further handling of master data through clear role management, thereby simplifying processes.
“The CRM system enables us to keep an eye on the customer life cycle, create customized offers and establish support across various channels.”
Technology
Salesforce Agentforce Sales: the central platform for a 360-degree view of your customers.
Salesforce Agentforce Sales makes your sales team more successful overall. Use centralized customer data and smart automation to optimize your sales process and increase revenue in the long term.
Company
About R. STAHL
R. STAHL has been a pioneer in the field of safety technology for potentially explosive atmospheres for almost a century. They are suppliers of both pioneering products and integrated systems. The company can create the optimum solution for every customer problem in explosion protection – worldwide.
R. STAHL will continue to develop in the future: In addition to international growth, the development of innovative products and pioneering solutions, the focus will be on providing the best possible support for customers and other stakeholders.
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