Pidilite Industries Limited’s products range from adhesives, waterproofing solutions, and construction chemicals, to arts and crafts material, industrial resins, and polymers. Fevicol, is known for its quality adhesives and iconic advertising. Pidilite is using salesforce to deepen customer bonds, and improve productivity across sales and service.
“With salesforce, we’re crafting personalized and omni-channel experiences for our customers, while empowering our contractors and employees with tools that help them succeed,” says Nishchai Nevrekar, Head, Digital Initiatives, Pidilite.
Automating routine processes to focus on customers.
Pidilite’s Industrial Products Division serves B2B customers in more than 30 industries. Historically, its sales and customer engagement processes were managed through disparate, complicated project trackers and spreadsheets. This made it hard for teams to handle key accounts, track opportunities, and optimise productivity.
Strengthening pre- and post-sales efficiency through automation
Pidilite’s pre-sales and post-sales teams use salesforce service cloud in their contact centers for a unified view of leads and enquiries, and for faster resolution of customer queries. With computer telephony integration, pre-sales reps can make more calls and reach more prospects, while post-sales agents can service more customers every day.
Selling faster and better with powerful productivity tools
The field sales team has also transformed the way they work. Using the Salesforce mobile app, they can conduct all their activities on the go – be it lead qualification, opportunity prioritisation, or key account tracking. Each sales rep logs an average of three activities per day, thereby providing more transparency around what’s happening in the field.
Growing influencer networks faster with an intelligent app
Influencers are equally vital to the Pidilite ecosystem. Under its Fevicryl brand, the company engages with a wide range of influencers like teachers and craft hobbyists who, in turn, organise workshops to demonstrate Pidilite products to consumers.
Improving innovation with better visibility into product trials
Pidilite is constantly pushing the envelope when it comes to innovation. To test the performance of new products, Pidilite conducts customer trials among its anchor accounts. Data from these trials is captured on service cloud, allowing stakeholders to better understand how Pidilite products perform in various environments.
Onwards and upwards
Pidilite is now building a new collaborative working solution on the salesforce lightning platform. The portal will use analytics from Pidilite’s data warehouse to automatically generate actions for business development managers and sales reps. These teams can collaborate on solving problems, and addressing key business gaps.
