Global Media Group Bridges the CRM/Communications Gap and Unleashes Dynamic Workplace ProductivityCase Study: Top Right Group

Case Study: Top Right Group

Thanks to an innovative integration of Cisco Jabber within Salesforce.com, Top Right Group has been able to discover the human side of technology – a 360⁰ centralised view of every customer sales interaction, real-time business and performance reporting and a more productive sales team

Case Study: Top Right Group

The challenge:Top Right Group wanted to enable enhanced productivity and faster connection to the right people, at the right time for its sales personnel – while giving management deep visibility of every customer interaction.

The technology solution:• CTI (computer telephony integration) of Cisco collaboration technology within Salesforce CRM,

utilising InGenius Connector Enterprise.

• Live integration of Verba with Salesforce to support the creation and review of call recordings direct from the Salesforce interface.

The business benefits:

• Sales agents are focused exclusively on the task of talking to customers, undertaking more and better quality conversations every day.

• Real-time reporting enables managers to fine tune the effectiveness of their sales agents, proactively analysing and managing the performance of their teams.

• Automated call logging and customer record updates ensures the Group’s customer/prospect data is always refreshed, accurate and current - and every customer interaction is centrally captured.

• Granular reporting enables the real-time monitoring of marketing effectiveness and the pin-point identification of potential customer opportunities.

Case Study: Top Right Group

The customerTop Right Group is a business-to-business multiplatform media group, providing critical analysis, breaking news, fresh ideas and relevant professional opportunities to customers worldwide. It owns a portfolio of independent operating companies: i2i Events Group, a leading exhibitions and large scale events business; Lions Festivals, the organiser of International Festivals of Creativity globally; WGSN Group; 4C Group, a collection of world class information service brands; and EMAP, a brand-led content subscription business.

The challengeWhen you’re in the business of delivering global knowledge that enables success for your customers, doing business effectively is a critical priority.

Having successfully implemented a world-class customer relationship management (CRM) system and transformed its business communications with the introduction of Cisco Jabber – so its employees could communicate and collaborate efficiently and effectively anywhere, on any device - Top Right Group wanted to combine these two powerful applications and take its sales capabilities to the next level.

The integration of its Salesforce CRM and Cisco Jabber platforms would, Top Right Group hoped, enable enhanced productivity across the Group’s disparate sales teams. Its vision was to make life easier for sales agents, so they could get on with the job at hand – spending more of their day talking to customers and less on manual administrative tasks.

That wasn’t all. Top Right Group wanted to gain new data driven insights that would elevate its sales activities into a science. Making it possible for sales teams to accelerate their revenue generation activities and simultaneously enhance the customer experience – answering questions sooner, resolving issues faster and always connecting with the right people at the right time.

In short, Top Right Group needed to maximise its technology to the benefit of both business and customer. It was no small undertaking. The incorporation of Salesforce and Jabber meant Top Right Group needed a trusted expert that understood how to extract the true human value of the solutions – and the deep integration skills needed to navigate this ground-breaking challenge.

Case Study: Top Right Group

The solutionModern Networks undertook this pioneering task, evaluating all available third party integration products and testing potential solutions in a specially created test lab.

“Integration with a cloud-based application like Salesforce.com is a highly complex technical task,” explains Dylan Jacques, Service Delivery Manager at Top Right Group. “Modern Networks evaluated every potential option in a dedicated test environment to ensure the final approach delivered against all our requirements. This ‘real world’ approach minimised risk to our own environment and represented significant value in terms of telescoping the solution development timeframe.”

Modern Networks took care of everything – dealing with third party providers, installation and project management. The integration of Salesforce and Jabber, engineered utilising InGenius Connector Enterprise and Cisco IP telephony, also features the first ever live integrated Verba/Salesforce deployment in the world. Enabling sales agents and their managers to initiate or access call recordings in Verba directly from their Salesforce interface, with just one click.

“When it came to the actual implementation, Modern Networks went beyond the call of duty. Their team didn’t just mentor our staff - they allowed them to shadow the entire set up process,” continues Dylan Jacques.

“This willingness to share IP and technical know-how generated significant supportability benefits for us. For instance, it has given us the in-house expertise to respond fast to server issues, without having to resort to costly professional services support at the 11th hour.”

Case Study: Top Right Group

The benefitsThanks to Modern Networks, Top Right Group has been able to reap the value collaboration technology can bring to sales enablement and productivity.

Using the new Jabber click-to-call capability, its sales teams can now instantly make, receive, transfer and initiate calls with anyone on their contact lists and account pages without leaving the Salesforce.com browser.

At call closure, every relevant activity – including call outcome, wrap up code and date/time of next call and follow up action - is automatically populated within the relevant Salesforce customer/prospect record. Even better, call recordings can be initiated, linked or embedded within the customer record with a single click.

By removing time consuming administration actions – like number look-up, manual dialling and record keeping – Top Right Group has simplified the conversation process and brought its sales agents closer to customers in real-time. The result has been the generation of valuable additional hours of productive time for sales personnel. All of which adds up to more conversations and incremental sales.

Thanks to data collected within Jabber, managers now have full visibility of all inbound and outbound calls handled by their sales agents. The rich reporting generated via the integrated solution gives managers detailed insights into the activities of their sales operatives -including information on inbound/outbound call volumes, how long agents are on calls, whether a call or contact was initiated via a landline, mobile, IM or email, and how many calls/contacts agents make and handle in a day.

“As a result we’ve been able to gain a complete view of every customer interaction from a single data repository,” confirms Dylan Jacques. “Previously this information was held in disparate systems and on sales agent devices – which made it difficult to gain oversight or maintain governance over the sales process.”

Today managers can proactively monitor the performance of their teams in real-time, gaining deep insights into the behaviours of individual team members – including the effectiveness of their customer conversations. Furthermore, integration with Verba means managers can listen live to an agent’s conversation or retrospectively review call records directly from Salesforce to identify the potential training needs of sales teams.

Modern Networks Head Office:1-3 Dufferin StreetLondonEC1Y 8NA

Call: 020 7871 7500Email: contact@modern-networks.co.uk

Modern Networks Hitchin Office:18 Knowl PieceWilbury WayHitchin, HertsSG4 OTY Call: 01462 426 500Email: contact@modern-networks.co.uk

Visit: www.modern-networks.co.uk

The communication and collaboration experts