Salesforce.com Helps Bord Gais Win

 Salesforce CRM  Helps Bord Gáis 2 Capture 20% of  Irish Electricity Market

Bord Gáis Energy has revealed it used the Sales Cloud from Salesforce.com to manage its Big Switch sales and marketing campaign, which enabled it to win almost a fifth of the Irish residential electricity market in 12 months.

The campaign followed deregulation of the Irish electricity market as a result of an EU Directive and its initial  target was to win 60,000 new residential electricity customers in year one.

Bord Gáis Energy managed the campaign by outsourcing telesales and field sales to its partners Conduit and CPM Ireland. As Bord Gáis was using in-house staff as well as outsourcing  to partners, the Sales Cloud was invaluable.

Head of Customer Operations for Bord Gáis, Tracy Kennedy said the sales challenge for Bord Gáis was enormous as it  involved integrating and managing a national database with a target audience of 1.8 million households. She said: "A priority from the beginning was to have a central integrated marketing and sales Customer Relationship Management (CRM) application. The Sales Cloud allowed us to instantly collaborate in real time,  to share sales information and to  follow joint processes and manage leads. In one repository, we could see and manage the sales process across our in-house and outsourcing partner."

She added, "Because of the success of the campaign, we had to scale up very rapidly. This is one of the key benefits of cloud computing. We didn't have to worry about adding hardware or software or maintaining the application ourselves, salesforce.com supplied that literally on demand."

"We selected the Sales Cloud from salesforce.com because of its ease of use, customisation, scalability, budget and time to market. Although it was a huge team effort with all our partners," said Kennedy, "we certainly we couldn't have achieved it without Salesforce CRM."

Bord Gais Energy claim it achieved its initial target in 60 days and went on to win 300,000 new customers in 12 months. Salesforce.com chairman, EMEA Dr Steve Garnett (pictured) added, "The ‘Big Switch' is one the most successful national marketing and sales campaign of its kind anywhere in the world. It demonstrates the customisation, scalability and flexibility of the Sales Cloud."

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