About Molco Car Parts:
- Sells auto parts from a catalog with a choice of tens of millions of products.
- Delivered over 225,000 orders in 2023 to around 15,000 B2B customers and 10,000 private customers.
- Operates with about 100 employees from Wijchen in the Netherlands and has some colleagues abroad.
- Serves customers in the Netherlands, Germany, Austria, Sweden, Belgium, and France and communicates standardly in 5 languages.
Lots of data
Auto parts are highly specific, explains Marketing Manager Bram Wolters. “For one model, a part often varies by year, from brake disc or brake pad to windshield wiper. Moreover, there are about 250 different car brands.” Adding to the complexity is the diverse customer base: Molco not only delivers in the Netherlands but also in Germany, Austria, Sweden, Belgium, and France. To handle this, the company collaborates with various freight forwarders and also conducts its own routes for parts delivery. “All these factors generate a lot of information, so it was time for an organized system,” says Bram.
“With one clear customer card, we can assist customers quickly and effectively.”
Saving time
34 colleagues have daily contact with customers, for service or sales. For them, Welisa built a clear overview in Salesforce: a customer card where Molco can see all customer data at a glance. Bram says, “It saves a lot of time, and we can effectively assist customers. Previously, we ran various Excel reports that we had to compare. With Sales Cloud and Service Cloud, we have direct access to all relevant information per customer and ongoing conversations. By integrating with the ERP system, where all orders are processed, we also see all completed orders.” Field service employees, who visit customers, can efficiently plan routes and easily log visits through the Maps application.
“Welisa is enthusiastic and easily accessible.”
Targeted mailings
It’s now possible with Salesforce Marketing Cloud to send out targeted mailings “For example, if they’ve earned points, made a significant order, or haven’t ordered for a while. If a garage deals a lot with Toyota, for instance, we can show them what we have for that.” The language module is also useful since Molco communicates in five different languages, each requiring a slightly different tone. In the future, Bram wants to expand marketing further with this. He is pleased with both Salesforce and Welisa. “Welisa is enthusiastic and easily accessible. Now that we’re live, we can easily switch with them if something isn’t quite clear.”
Challenges
- Molco wants to better understand who the customer is. Information about a customer is scattered due to the use of various systems. Different departments need access to the same information.
- The CRM system must exchange data with the ERP system Navision.
- Due to the continually growing customer base, Molco wants to automate marketing more.
The Solution
- With Salesforce Sales Cloud and Service Cloud, all colleagues have direct insight into the customer card: with data about the customer and the customer contacts that have occurred.
- Through integration between Salesforce and the ERP system, it’s now visible when which orders were placed with the customer data.
- Salesforce has a useful application for the various languages in which Molco communicates.
- With Marketing Cloud Account Engagement, Molco can approach customers more specifically by highly personalizing emails.
Results
- Salesforce puts an end to labor-intensive work with various reports in Excel. This saves a lot of time.
- 34 colleagues from Sales and Service now have the same customer information and can assist customers quickly and effectively.
- The field service uses Maps to plan efficient routes along customers.
- Customers receive targeted emails from Molco, for example, about the number of points they have earned.
The Future
- The connection between Salesforce and telephony will be further improved so that employees have the customer card on screen when the customer calls.
- Molco wants to further optimize marketing and would like to use Salesforce AI in the future to generate better answers to customer questions in the right languages.
