Virgin Media has implemented a new marketing platform to create a single customer view which can even show its front-line sales team which direct mailpacks have been sent out to prospects.
The company has deployed Salesforce Service Cloud, Analytics Cloud, App Cloud and Chatter to link its website, call centres, door-to-door sales and retail stores, in a bid to simplify the customer experience.
Virgin Media is using Service Cloud to share sales data across departments and between stores. It claims this has enabled it to log every customer interaction on every channel so that when a prospect begins the shopping process in one channel, the profile and shopping cart can be accessed from any other channel to create a seamless experience.
Virgin Media spends upwards of £200m a year on advertising and marketing, a large chunk of which goes on direct and digital activity, the bulk of which is handled by Rapp.
Christopher Coleman, head of multi-channel sales at Virgin Media, said the company worked closely with the tech team to enable legacy systems to integrate with the cloud platform.
“This was not a technology-driven project. Our Salesforce work was driven by the business. Customer prospects were telling us our channels were not joined up enough. We had legacy billing systems and we wanted to make a huge leap because we had not invested in front-line technology for quite some time,” said Coleman.
It is also possible for sales agents to see what direct mail customers have received. “We integrated with Adobe Campaign to make available PDF documents of the letters customers had been sent,” he said.
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