Simplify Ordering and Break Down Silos
Learning Objectives
After completing this unit, you’ll be able to:
- Explain how unifying Sales and Commerce Cloud drives customer acquisition, engagement, and conversion.
- Identify specific strategies that use unified clouds to improve customer experiences.
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Simplify Ordering and Break Down Silos
Meet Electra Elementals, a leading original equipment manufacturer (OEM) of auto parts. It sells to auto companies, automotive repair shops, and car dealerships. It uses Sales Cloud to manage customer relationships effectively and keep track of sales.
Electra Elementals is experiencing challenges with the ordering process. The process is cumbersome, and information is siloed. When customers are ready to reorder, they inform the company through the website. Then, sales reps step in to gather details, process the order, apply discounts, and document everything. This manual process can be time-consuming and inefficient, making it tough to generate real-time reports and analyze buying trends. Additionally, sales reps spend valuable time on data entry—time that’s better used for prospecting and building relationships.
The solution? Use Commerce Cloud to create a self-service portal that allows customers to place orders directly with purchasing data seamlessly flowing into Sales Cloud. These personalized portals let customers browse available products, place orders, see past orders, and find new products. The online store also knows and applies each customer's specific pricing information, speeding up and simplifying the ordering process. Customers can place orders and get proper discounts, which increase customer satisfaction, loyalty, and each customer’s lifetime value (LTV).
On the sales side, insights into customer purchasing data help Electra create online catalogs, targeted promotions, and recommendations for each customer. This, in turn, drives more sales. Likewise, because sales reps aren’t spending time manually documenting order details, they can now focus on high-value activities.
Electra sees the benefits and uses Commerce Cloud to set up an online store.
Simplify Sales Operations and Increase Revenue with Sales and Commerce
The sales and commerce teams get together to brainstorm ideas of how to do more to increase sales and improve efficiency with the unified data from the online store. They’re also interested in using Commerce Cloud’s AI features to help analyze the data and create promotions automatically. They spend time documenting their goals.
Electra’s Goals | Audience | Examples |
|---|---|---|
Simplify ordering and increase sales rep productivity with personalized self-service portals. | B2B customers with complex orders and negotiated pricing. | A car rental company has a long-standing discount that’s been grandfathered in for a specific set of branded products that it orders quarterly. Its personalized and branded online storefront knows its prenegotiated pricing and also recommends new products based on the rental company’s needs. |
Set up recurring orders. | B2B customers who order the same items regularly and sales reps who help them. | A car rental company regularly orders new tires and batteries. Because it has multiple cars and models, it places large orders. Having a basic recurring order on its self-service portal saves time by allowing it to use the one-click reorder option. The self-service portal also contains the most common products it purchases and past orders so it can quickly find its favored products. Likewise, if the car rental company calls into its sales rep for help with the order, the sales rep has this information and can help the customer order or reorder quickly. |
Use AI to show customers new products. | All customers. | Electra knows what the car rental company and similar companies regularly order. It can use an AI agent to suggest new or similar products, such as studded tires, antifreeze, and ice scrapers during the winter season. These kinds of useful and personalized recommendations increase order value. |
Provide personalized quotes. | B2B customers with complex orders and negotiated pricing. | A car rental company is ordering for a new branch in sunny Arizona. Its needs are different from those at its branch in wintry Michigan. When the purchaser logs in, they see a curated product catalog based on their location with prices specific to their account. For example, they see sunshades instead of ice scrapers and parts to repair air conditioners instead of parts to repair heaters. |
Use AI to generate and send product promotions. | Electra sales reps looking to increase sales using natural language instead of code. | A sales rep asks an AI agent which products are selling the worst. Then the sales rep tells the agent to set up a promotion to move the lowest-selling product. |
Integrating Sales Cloud's rich customer data with Commerce Cloud’s detailed consumer data lets Electra create personalized self-service portals and AI-driven initiatives to increase sales. Self-service portals help customers order quickly and easily and help sales reps have time to focus on building strong relationships. AI-driven recommendations and promotions let sales reps reach customers in whole new ways. In the next unit, you learn how to set up Agentforce Skills For Merchandising to get insights into key performance indicators (KPIs) and to create promotions based on the KPIs.