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Case Study: CRM Productivity Boost
August 15, 2008
Neff Rental boosts their sales force's productivity with a Salesforce.com customization (Edited by Stacy Straczynski)
By Steve Settelmayer
Company: Neff Rental, which provides construction companies, golf course developers, industrial plants, the oil industry and municipalities with reliable and quality equipment, has more than 1,000 employees operating from branches coast to coast—and relies on Salesforce.com to assist its sales reps with selling to a diverse client base.
Challenge: Neff Rental, like many top organizations, needed to examine ways to customize and configure its CRM solutions to mirror their unique business processes.
Challenge: Working for a nationwide operation with tens of thousands of customers, Neff's salespeople handle huge amounts of data and complicated transactions. They knew they needed to make their sales processes more streamlined and effective by having immediate access to the information needed to close a deal quickly—often at the customer site.
Neff assembled an internal focus group of its leading salespeople to determine how they could better structure Salesforce.com records for their use. The salespeople determined that accessing complete sales records required too many steps in Neff's CRM application and that a reduction in navigational complexity would significantly decrease daily preparation time, leading to a dramatic increase in productivity.
Neff salespeople were spending too much time toggling back and forth among tabs to obtain complete data for each customer. They also needed more flexibility in managing tasks. For example, the sales team needed to reschedule, reassign and consolidate tasks across different job sites, but manipulating this information within the standard CRM options proved time-consuming, or sometimes even impossible, to execute.
Solution: To eliminate the limitations that Neff salespeople experienced, Neff Rental sought the expertise of an outside Software-as-a-Service (SaaS) consulting firm, Bluewolf, which specialized in the deployment of enterprise software applications and custom SaaS solutions.
Bluewolf's assessed that Neff Rental's salespeople's biggest challenge was accessing critical data while trying to close a deal at a client's office. Having immediate access to vital information, customer data and daily task prioritization could mean the difference between a successful sale and a lost opportunity.
Bluewolf initially determined that the Neff homepage on Salesforce.com was too inflexible for their needs, because they were unable to display all the information a salesperson needed simultaneously. To resolve this problem, they developed a full-screen view, capable of providing complete customer records.
Results: By using the new applications, the salespeople are now able to easily reschedule, reassign and consolidate tasks across different job sites. Salespeople also saw a significant increase in productivity with the implementation of easy-to-use screen navigation for Salesforce. When reviewing the success of the new design, Neff determined that the implementation of the "Planner Tab" helped increase total call volume by more than 10%. This improvement amounted to the equivalent of adding 15 more salespeople to the team, without incurring the expense.
Steve Settelmayer is vice president of sales and marketing for Neff Corporation
Sales & Marketing Management Magazine
This article is brought to you by Sales & Marketing Management, the leading authority for executives in the sales and marketing field.
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