Salesforce Marketing Cloud helps deliver personalized and digital services to customers – trends information services

Touring’s priority has always been to help its clients as quickly as possible. Not only when they break down on the side of the road, but also when they need any other form of help. Using Salesforce’s Marketing Cloud, Touring has automated part of its service flow to allow company employees to focus more on customer needs.

The world is constantly changing, but few sectors are changing as quickly as mobility. If a few years ago self-driving cars seemed like something straight out of a science fiction novel, now this technology is ready to take on the world. The electrification of the car market is also getting faster. At this rate, most cars in our country will soon be electric.

Therefore, Touring, a mobility specialist, is not in his first invention. Its history dates back to 1895, when the company was just a cycling club. Since then, Touring has closely followed the car’s evolution. Today, although everyone associates a tour with these breakdown services, the company offers a wide range of other services. Hence it provides travel insurance and medical assistance, which covers repatriation and reimbursement of medical expenses.

In addition to having access to a wide range of services, it is clear that customers expect fast and flawless service. says David Van Den Broeck, Director of Customer Relationship and Lifecycle Management on Tour.

The priority of digital without imposing it

Digital transformation can be a real challenge, especially for a company that is over 125 years old. One of the first points is to bet on greater digital interaction, while meeting the need for customization. In addition, Touring is now facing other challenges in the market. Indeed, new competitors suddenly appear and encroach on its territory: such as those banks that offer travel insurance, or car dealerships that include breakdown service in their offers. Therefore, it is important to stand out with high-quality services and to seek new opportunities.

“Customer service has to come first,” says David Van Den Broeck. “That’s why we refuse to adopt a completely digital strategy.” “With a digital-first approach, we want to digitize a large portion of simple and repetitive tasks, so that customer service can focus more on situations where employees bring real added value.” To do this, the company relies on Salesforce’s Marketing Cloud, which combines data and artificial intelligence into the flow and gives companies a 360-degree view of the customer.

David Van Den Broeck, Director of Customer Relationship and Lifecycle Management at Touring

Automatic document renewal flow

Customers turn to Touring for all kinds of questions: whether it’s help with breakdowns, ordering a license plate or renewing contracts and documents. Documentation is precisely a process that is largely digital thanks to Marketing Cloud and adapts it to the customer’s wishes: the Salesforce platform notifies him when his contract is about to expire. In this case, an automated process is triggered by sending a personal email or SMS and, if necessary, by a phone call. The system also identifies clients for whom this phone call is required early in the process.

“Thanks to Marketing Cloud, we process contract renewals digitally at least thirteen times,” explains David Van Den Broeck. Needless to say, this saved time allows employees to improve customer service even more. “When customer service needs to be involved, our employees can instantly see where customers are and what information has actually been communicated to them.” No need to spend hours searching for the right information. Employees will be able to assist the client more quickly and efficiently.

Does not require computer knowledge

Another process that Touring wants to fully digitize is ordering travel certificates. In the past, this certification was only necessary in certain countries, but since the outbreak of the COVID-19 epidemic, we have noticed that more and more countries are requiring visitors to have their own insurance,” explains David van den Broek. For Touring, this is likely to It represents an extra workload.” Everyone who applies for certification will now receive an email inviting them to answer a few questions. This information is then aggregated into the Salesforce system, where everything is processed quickly and automatically.”

The tour is already well advanced, and David Van Den Broek happily shares his tips for Salesforce customers at the start of this digitization process: “The Marketing Cloud is not a purely IT tool. In fact, you don’t need any computer knowledge, so take the time to get started. It’s very easy to integrate the system into your business organization. Plus, see it as a continuous learning process. Salesforce regularly adds new features that allow you to improve customer interaction even more.”

Does the history of “tours” remind you of anything? Nine out of ten marketers note a slight rise in digital engagement. Check out all these trends and more in the latest Salesforce Report “Focus on Marketing”.

The world is constantly changing, but few sectors are changing as quickly as mobility. If a few years ago self-driving cars seemed like something straight out of a science fiction novel, now this technology is ready to take on the world. The electrification of the car market is also getting faster. At this rate, most of the cars of our country will soon be electric, and therefore Touring, a specialist in mobility, is not its first invention. Its history dates back to 1895, when the company was just a cycling club. Since then, Touring has closely followed the car’s evolution. Today, although everyone associates a tour with these breakdown services, the company offers a wide range of other services. Hence it offers travel insurance and medical assistance, which covers repatriation and reimbursement for medical expenses. In addition to having access to a wide range of services, it is clear that clients expect fast and flawless service. says David Van Den Broeck, Director of Customer Relationship and Lifecycle Management at Touring. Digital transformation can be a real challenge, especially for a company that is over 125 years old. One of the first points is to bet on greater digital interaction, while meeting the need for customization. In addition, Touring is now facing other challenges in the market. Indeed, new competitors suddenly appear and encroach on its territory: such as those banks that offer travel insurance, or car dealerships that include breakdown service in their offers. Therefore, it is important to stand out with high-quality service and to seek new opportunities. “Customer service has to come first,” says David Van Den Broek. “This is also why we refuse to adopt a completely digital strategy.” “With a digital-first approach, we want to digitize a large portion of simple and repetitive tasks, so that customer service can focus more on situations where employees bring real added value.” To do this, the company relies on Salesforce’s Marketing Cloud, which combines data and artificial intelligence into the flow and gives companies a 360-degree view of the customer. Customers come to Touring with all kinds of questions: whether it is a downtime service, a license plate application or the renewal of contracts and documents. Documentation is precisely a process that is largely digital thanks to Marketing Cloud and adapts it to the customer’s wishes: the Salesforce platform notifies him when his contract is about to expire. In this case, an automated process is triggered by sending a personal email or SMS and, if necessary, by a phone call. The system also identifies which customers this phone call needs to be made early in the process. “Thanks to Marketing Cloud, we process contract renewals digitally at least thirteen times,” says David Van Den Broeck. Needless to say, this saved time allows employees to improve customer service even more. “When customer service needs to be involved, our employees can instantly see where customers are and what information has actually been communicated to them.” No need to spend hours searching for the right information. So staff will be able to help customers more quickly and efficiently, and another process that Touring wants to fully digitize is ordering travel certificates. In the past, this certification was only necessary in certain countries, but since the outbreak of the COVID-19 epidemic, we have noticed that more and more countries are requiring visitors to have their own insurance,” explains David van den Broek. For getting around, this can be a burden. Additional.” So now everyone who applies for certification will receive an email inviting them to answer a few questions. This information is then aggregated into the Salesforce system, where everything is quickly and automatically processed. Navigation is already well advanced, and David Van Den Broek is happy to share his advice with Salesforce customers at the start of this digitization process: “Marketing Cloud is not a purely IT tool. In fact, you don’t need any computer knowledge, so take the time to get started. It is very easy to integrate the system into your work organization. Also, see it as a lifelong learning process. Salesforce regularly adds new features that allow you to improve interaction with customers even more.”

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