With the industry-agnostic shift from a traditional sales funnel to the buyer’s journey, every company must become more customer-centric. That presents IT with a challenge: building processes that facilitate sales enablement. An IndustryWeek report cites strengthening customer relationships as a top five operational challenge for manufacturers, which stresses the importance of digital transformation.
Solution: Centralize customer data across multiple sources into one system of customer engagement, like a customer relationship management (CRM) system.
Technology that enables sales and service teams to serve customers is critical. The right CRM serves as a single source of truth, not just for customer relationship information, but for all of the dynamic data a company collects.
In TechRepublic’s ebook Digital transformation: An IT pro’s guide, 44 percent see digital transformation as the best way to understand customer needs through data collection and analysis. The ability to access centralized data for sales and service teams can give companies an edge over competition, uncover hints on how customers navigate the buyer’s journey, and even shorten the sales cycle.
Centralizing data makes it easier for sales teams to respond to projects and gives them the information they need to deliver on customer expectations. It’s an edge that doesn’t just create a better customer experience—it also helps companies stay flexible enough to respond to the changing demands of the market.
That flexibility can be a valuable advantage for manufacturers in particularly competitive spaces. Apparel manufacturer Carhartt has been an industry leader for more than a century, and its customer base spans the globe. With both brick-and-mortar and ecommerce buyers, Carhartt relies on an omni-channel view of its customers in a single system. Implementing Salesforce as its CRM was an important step toward creating a dynamic customer repository.
However, before Carhartt could implement a CRM solution, the company had to consider the data it currently stored in SAP, its enterprise resource planning (ERP) platform of choice. In order for Salesforce to be useful and store the most accurate, up-to-date information, the company needed to include integration between the systems in the scope of its CRM project. Carhartt turned to enosiX to unlock data and business process from SAP, make it accessible from Salesforce, and to do so quickly. With SAP Customer 360 by enosiX, Carhartt accelerated its integration implementation plan by nine months. That time savings enabled the company’s IT team to focus on other digital transformation projects that they would not have had the time to do if they were busy building and mapping integrations.
In addition, Carhartt recognizes an increased efficiency across its sales team. “Having everything within Salesforce has made the process of assisting customers much easier on our associates,” said Ryan Needham, Operations Performance Manager at Carhartt. “After implementing enosiX, we experienced an increase in efficiency by reducing the amount of time spent switching between screens.” That time adds up—and it combines to improve customer experiences.