CRM company Salesforce today said it is behind the digital transformation of tyre manufacturing giant Michelin.
Headquartered in Clermont-Ferrand, France, Michelin has 111,700 employees spanning 170 countries. The tyre manufacturing company launched a program called ENGAGE in 2016 to transform its engagement with customers.
Michelin built ENGAGE on the Salesforce Platform. ENGAGE leverages Sales Cloud, Service Cloud and Community Cloud to provide Michelin’s marketing and sales teams with a single platform to better understand customer needs and respond to their demands quickly and efficiently.
Michelin achieved €16.4 billion in net sales (+6 percent), led by volume gains and efficient pricing management, in the first nine months of 2017.
“With Salesforce, we’re building an entire ecosystem around our customers and partners, ensuring that every interaction is smooth. We also believe that speed of innovation is critical in our market, and we were able to complete the first phase of the Salesforce rollout in under six months,” said Eric Chaniot, chief digital officer of Michelin Group.
Earlier, Michelin sales agents and retailers in North America used multiple tools to access customer information. Salesforce supports Michelin to access in real-time all customer information, such as tire reference numbers, sales history and order status on any device. They can use MapAnything, an app from the Salesforce AppExchange that integrates with Salesforce, to manage dealer and customer visits, with route planning and optimization.
80 percent of Michelin’s sales representatives have already adopted the solution within less than a year since the program was launched.
Michelin sales agents and customers can also collaborate in a portal built on Community Cloud. This central portal enables customers to identify the right tires and check availability at nearby dealers, access the right after-sales services and get answers to their questions. In addition, employees and partners are able to collaborate around complex tasks, such as fleet management.
Artificial intelligence powered by Salesforce Einstein combined with Michelin’s connected tires opens up new possibilities, such as automating orders, managing miles travelled for fleet managers and more.
“With Salesforce and partner ecosystem on the Salesforce AppExchange, Michelin innovates by giving its sales representatives and its retail partners a system of engagement and intelligent tools to develop a deep understanding of their customer needs and deliver an outstanding experience,” said Achyut Jajoo, VP and Global Head of Automotive, Salesforce.
Michelin on March 16, 2017 launched a new organization project to reinforce its growth to meet new customer expectations, improve satisfaction, simplify operating methods and accelerate the Group’s digital technology.
Michelin has purchased NexTraq, a subsidiary of FLEETCOR Technologies. NexTraq provides solutions which improve driver safety, fuel management and fleet productivity. It has around 7,000 fleet management customers and 116,000 private subscribers in North America.