In addition to customer service, sales automation and digital marketing, the Salesforce platform also supports technology skills development
Vivo, a reference company in Brazil in connectivity, saw in the solutions of Salesforce, a global leader in CRM, the opportunity to strengthen the connection with its more than 99 million accesses while optimizing sales processes and centralizing important data in a unified platform.
To achieve these goals, Vivo has Salesforce Sales Cloud solutions, implemented to optimize sales processes and offer a simplified model through a mobile application for the commercial area and all partners; Salesforce Service Cloud, to centralize key customer relationship data in service and improve the audience experience through automated workflows; Salesforce Marketing Cloud, to manage and automate marketing processes in order to make personalized contacts for the moment each customer is; and Salesforce Experience Cloud, to integrate self-service portals and sales and service teams.
The process of adopting solutions for the B2B areas began in 2016, with the support of partner companies Salesforce, NTT DATA Brasil, IBM, Minsait and Accenture, and went live a year later, when Vivo was looking for a way to improve processes of the B2B commercial teams. With all the benefits and functionality brought by Salesforce Sales Cloud, the telecommunications company decided to extend the use of the tool to B2C and start using Salesforce Marketing Cloud and Salesforce Experience Cloud, supported by match.mt, which are constantly evolving.
This journey has been full of learnings and challenges for Vivo, such as integration with legacy systems architecture and training professionals with knowledge of Salesforce technologies. To assist in the training processes of the IT team and in the development of technical solutions, Vivo had the help of a Program Architect, a Salesforce Certified Specialist, for a period of three years.
As a result, the company achieved a better and more agile experience for its customers, as well as a closer relationship between the sales and service areas, which use the same unified and 360º view of consumers to offer the best solutions, products and services. In addition, the telecommunications company reduced licensing and contract expenses by unifying all processes in Salesforce tools. For the future, the company will continue to work with Salesforce solutions to more quickly achieve the digitization of its services and, in this way, even better meet the communication needs of society.
In search of constant evolution, Vivo migrated to the Salesforce Platform, which provides organizations with the foundation to create modern experiences and generate business results for customers, employees or partners using low-code drag-and-drop tools, -code and pre-built AppExchange apps, all securely at scale. The implementation process, in 2018, was challenging, but it brought many advantages to the company's development team, such as a high degree of reuse of components and the possibility of creating better experiences for its internal customers.
The company is also an example in the use of Salesforce's free online teaching platform, Trailhead, using it to maximize the potential of the native features of Salesforce tools, in selective processes and training trails. Vivo started using the platform in the IT areas and currently has several professionals in its technology team who participate in weekly sessions to exchange knowledge in Salesforce and resolve doubts.
With the success of this experience, the company saw an opportunity to use Trailhead to break paradigms about how training is structured, allowing professionals to exercise creativity in the study environment. The platform is also used to improve the performance of employees in the business areas and even of candidates in the selection process.
Vivo constantly invests in its Salesforce team to promote continuous development and be prepared for new demands.
With an eye on the future of the technology ecosystem, Vivo is developing an aggressive plan to accelerate knowledge in Salesforce for the market as a whole, through partnerships to accelerate the training of professionals and foster the scenario.
“More than ever, customers expect a high level of digitalization from companies. Knowing that Vivo actively strives to offer the best to its customers while developing the technology skills of its team is inspiring”, says Fabio Costa, General Manager of Salesforce Brazil.
