With such a large customer base, a CRM system is no luxury. Welisa has made customer contact much easier with the implementation of Salesforce.
The Volendam-based fish trade takes care of everything. Under one roof are the artisanal smokehouse, processing department and cold store, as well as the head office and takeaway centre. As business developer, Roy van Santen takes care of improving various processes. ‘Customers buy from us because of the high quality of our products and service. Because of our excellent transport network, they know where they stand.’
‘If customer doesn’t order for a while, we see it and can actively contact them.’
Be of better service
Those two thousand customers deserve attention. And new customers are added every day. When a customer registers via the website, an efficient process has recently been set up thanks to Salesforce, Roy explains. ‘From registration to first order, things run very smoothly for the customer and all customer information is neatly registered for us.’ Moreover, Mooijer works on sales with an ever-growing group of colleagues. Now that we put everything in Salesforce, we know from each other what has been discussed with a new customer’. Salesforce is also very helpful for contact with existing customers. ‘We can serve customers better now. Suppose a customer stops ordering for a while, we see that and can actively contact them. We ask what is going on and what we can do.’ The customer base is very diverse: from fishmongers and the catering industry to French supermarket Carrefour. Mooijer has also become big among Asian tokos. ‘We import food from Asia and distribute it throughout Europe to local tokos. That’s a huge process and a good customer system was badly needed.’
‘Welisa understands us’
The salespeople still need to get used to working with Salesforce, but see the benefits. Roy is satisfied with working with Welisa. ‘It went very smoothly. We explained what we needed and Welisa understood exactly that. They came up with a nice, well worked-out final solution. Welisa listens carefully to the customer and then put their experience from previous projects to use. That proved to be very successful.’