KEEPING PETS HEALTHY, SAFE AND HAPPY – SINCE 1991
PetSafe ®, a global leader in innovative pet product solutions, is known for its customer-centered research and advanced designs that help families have the absolute best moments with their furry friends. So it’s no surprise the company – where every day is Bring Your Dog to Work Day – is also on a mission to lead the market in customer service!
The Heart of the Matter:
The team at PetSafe® is one hundred percent committed to a customer-centered approach to how they run the business. Their brand promise extends to the entire lifecycle of the business, from the way they design products, package them, deliver those products and provide customer care.
This means they need to have cutting-edge technology and robust visibility and reporting in their internal operations software and customer relationship management tools. Empowering every department and team member with customer data is the first step to building a truly-customer-centric organization.
- Creates and sells consumer packaged goods in the pet industry direct to consumer and through distribution channels to retailers
- More than 800 employees
- In 52+ countries
For nearly 30 years, PetSafe® has led the market with advanced pet product design. But in 2017, the team determined that in order to enable everyone in the company to become more customer-centered, they needed to be as innovative in their operations and back of the house technology as they are in their pet product solutions.
The legacy customer relationship management (CRM) tool was built several years prior to the current big data movement and had limited functionality related to its ability to parse customer data and share it with the appropriate teams. It was quickly becoming a clunky system and difficult to provide a full picture of the actual experience customers were having with the extensive line of PetSafe® products.
PetSafe® knew they needed to align their CRM technology with current best practices for listening to the market and responding in a timely manner. The Customer Care team needed insights data to build relationships and delight customers. The product development team needed customer feedback to understand how their products were perceived in the market and identify any gaps or opportunities that they could improve upon. The marketing team needed realtime customer data to understand buyer intent and respond with targeted messaging.
The team understood that designing a new CRM to be customer-centric would be central to their core mission and would impact and better inform every department within the business while supporting the customer-centered culture their customers already loved.
The story below talks about the challenges they faced and the path they took to deliver on their brand promise – to use cutting-edge technology and robust visibility and reporting to be a customer-centric organization.
Challenges to Overcome
The Path We Took
PetSafe® chose Salesforce on which to build their new platform because it was a more flexible solution, and one that other teams and divisions in the company were already using. Salesforce brought in a few implementation partners, and the PetSafe® team chose Cloud Performer to be their business partner for the design, planning, and build-out of their new CRM
The legacy CRM system was limiting, complicated and clunky, affecting productivity and efficiency across the company. There were lots of clicks to get to what one needed, it was not intuitive, and it was difficult to use and train. Even more importantly, it was not built in a way that allowed the PetSafe® team to capture insights from customers into fields where the information could be meaningful and helpful. Instead, the team was putting lots of data into note fields where it was ultimately buried, not reportable, and where the Product team didn’t have access. The operations team had to dig through the notes fields and manually pass anything they deemed pertinent over to the product team. This was a highly inefficient way to share data, and they ran the risk of missing important insights that would be helpful to all of their teams.
Because PetSafe® manufactures their products and distributes to retailers, they don’t always know who their customers are until the customer calls to speak with the Customer Care team. When a customer or potential customer called, PetSafe® didn’t have an efficient way to log why they were calling. What was the trouble they were having with a specific product? Did the customer have a problem or was it simply a question? Was it a presale or post-sale engagement?
Additional information collected about the customers to establish the relationship was also buried in a notes field
PetSafe® knew if they wanted to lead the market in customer experience, they would need a more robust CRM platform that would centralize customer data to make it useful across the organization and empower their teams – product, quality, customer care, marketing, etc – to be responsive to customer insights.
When PetSafe® engaged Cloud Performer, they got together on site and spent a few days doing a deep dive into how the system would be used. Cloud Performer wanted to understand three things: what PetSafe® wanted to achieve; how their systems currently worked; and how that may change with a Salesforce implementation. They asked a lot of questions, specifically about what the end goal would be, and then presented the best path forward.
”We talked to different vendors, and Cloud Performer was the team that was the best cultural fit with us. They understood what we were trying to do and gave us valuable advice in the beginning as we were going through our discovery process. We knew we had found not only an implementation partner, but a guide, and someone who had been here before.”
— – Becky Gargis
”They were so good at consulting us along the way and advising us on business processes that would need to change.”
— Becky Gargis
In roughly eight months, PetSafe® had a customized CRM on the Salesforce platform that allowed them to be responsive to customer insights. The impact of this innovative custom technology solution affected many parts of the business and put the PetSafe® team in a position to more easily deliver their brand promise and be customer centered:
- Operations and business flow
- The customer care team
- Quality assurance
- The product development team
”They were very responsive during user testing. We were sitting in the classroom and we’d identify tweaks that needed to be made, and by the time we got to the next screen, it had already changed.”
Cloud Performer stood out as an authentic partner during the testing phase also. While most implementation companies build something, pass it to the client for testing, and then deploy, Cloud Performer spent time onsite to make sure each new phase worked the best possible way – for both the user interface and per the updated business processes.
”We were partners. We had good communication and, as they worked through things, they were leading us to stay one step ahead. They would say, ‘We’re going to need this information from you next.’ And that’s when they would stop and educate us about how the system worked so that we could develop whatever it was that we needed to provide for them. There was constant communication and education as we went through the process, and they did a great job explaining everything.”
— – Becky Gargis
Cloud Performer helped PetSafe® design many new business processes to further streamline their work and make the platform provide their teams with timely customer insights they could act upon. As they built out the solution over eight months, Cloud Performer spent time educating the PetSafe® team about how the system was built and what to expect.
- Went from a clunky legacy system that couldn’t inform the business about customer insights to a custom Salesforce CRM and reporting tool that enables all business divisions to be customer-centric and grow the business
- Added the ability to share case information with the product team easily, creating efficiency for the call center
- Allowed the team to see customer and pet insights and build relationships with customers
- Saved the company over $413,000 with just one report
- Enabled the team to deliver exceptional customer care
When asked if they would refer Cloud Performer to a colleague, Becky Gargis, Director of Customer Care replied “Absolutely.”
“Throughout this project with CloudPerformer, there was a great deal of trust. They were able to understand our needs, and even build a custom pet object that is really great. The way they helped educate us throughout the process was important. And we appreciated their responsiveness in the user testing process – they had a quick response to figuring out why something wasn’t working and digging in, figuring it out, and fixing it.”
— – Becky Gargis.
”We know when we talk to our customers, people are usually leery of calling an 800 number, or they’ve had some bad experiences. And so, we want to establish a relationship with them. We start talking to them about their pet. Do they have a dog? What’s the dog’s name? What’s it’s breed? And now we can capture all that in Salesforce. The next agent who talks to the customer can say, “Well, how’s Millie doing? I see you just installed the fence for Millie about six months ago. How’s she doing? Is she acclimating to it?
— – Becky Gargis.
The Customer Care team at PetSafe® is now able to get insights from the customers to other teams in the company in real time. When customers call in, the team uncovers the trouble they may be having and quickly assimilates that information into a database using case reasons that tag products by brand, category and product line. Roll up reporting and visibility – shared across the organization – allows the product team to see patterns in feedback related to specific products and product launches. It enables the quality team to get involved if and when they are needed.
The solution has unique properties and custom fields for customer and pet data, allowing teams across the organization to establish and build a relationship with customers, and according to Becky Gargis, the Director of the Customer Care, this is a big deal.
”We immediately brought this to our teammates’ attention. They’re empowered to do what they need to help the customer, however, we said, ‘We’ve got to have some guardrails here.’ After some training and transparency on the matter, the occurrence of waiving freight costs fell from 75% to about 34%, saving $413,000 for our company last year with that one report.”
— Becky Gargis
The reporting and visibility tools, which PetSafe® simply didn’t have in their legacy CRM system, have already shown a tangible impact on company revenue. The team had a major initiative to begin tracking efficiency in their processes, and they began with looking into how often team members were waiving freight costs. Using their new tracking fields and the now-available reporting, they discovered that freight costs were being waived about 75% of the time without the customer asking or without a specific reason.
ABOUT CLOUD PERFORMER
Why do we do what we do
When we look at the state of the workplace, we see too many inefficiencies and breakdowns in processes, technology, and leadership that can be stressful for employees AND their families.
When we really look at what’s going on, we see:
- people who are slowed down by legacy technologies
- people who don’t have the visibility they need to understand the pulse of the company
- people who work more hours than they should to complete asks
- people who live in a constant state of trying to catch up
These people likely feel frustrated, overwhelmed, and even powerless at work. They work long hours and take work home, sacrificing even more time with their family and friends.
For companies, this level of employee frustration works against a positive culture, responsible revenue growth and great customer service
We know there’s a better way!
We stand with our clients and face their business challenges head on, guiding them through every obstacle with integrity, empathy, and passion. We’re in this together, getting to know our clients – both the executives and the end users. We become their friends, mentors, guides. We’re a sounding block, a listening ear, and a true solutions-provider
We bring the best team and use world-class problemsolving abilities and advanced technology expertise to help our clients – our new friends – alleviate frustration and roadblocks in their business processes so they can get back to the kind of work they do best – serving their clients, and making the impact they set out to make in the first place.
At Cloud Performer, we help simplify your work so you can enjoy life. And we get there together.
What Can We Do For You?
- Sales Cloud, Service Cloud, and Community Cloud Implementations
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