Data Integrity is the Cornerstone of a Data-Driven Organization
(Subtitle covering: About)
BenchSci built the world’s first evidence-backed map of disease biology using artificial intelligence and visual machine learning. Their technology helps accelerate scientific research by decoding, organizing and sharing this knowledge. To ensure data integrity, as well as provide a great customer experience, they needed to centralize their systems. To achieve this, BenchSci looked to Salesforce to provide a platform that serves as their single source of truth, as well as to help them increase customer support and engagement.
Painting a Full Customer-Centric Picture to Scale Accordingly
(Subtitle covering: The Challenge)
As BenchSci’s customer base grew, so did the demand for a unified and user-friendly platform. Like many scaling businesses, they faced challenges using multiple systems that weren’t integrated. This led to difficulties in identifying their data’s source of truth, time-consuming reconciliation, compliance risks, redundancy, and an absence of consolidated visibility into client interactions.
Providing top-notch user experiences was also a priority for BenchSci. To accomplish this, timely and personalized support could be offered if client information was centralized. They needed a streamlined system to capture, track, and address support cases promptly. As a forward-thinking and scaling organization, they also required an efficient way to measure feedback to continually improve.
As BenchSci’s marketing automation tool wasn’t native to their CRM, a complete data sync to their CRM was unsuccessful. Keeping their users informed, tracking their activities and reporting on the efficacy of their engagements within one system was fundamental to building a seamless client journey. Additionally, inconsistent email deliverability impacted their ability to confidently send important communications to their platform users.
Boosting Support, Communications and UX by Centralizing Customer Data
(Subtitle covering: The Solution)
With the insight of BenchSci’s innovative team, Blue Ocean developed a comprehensive solution to meet their objectives as well as uphold their growing organization. Initial preparation surrounded system integration; incorporating data from multiple CRMs and related systems, into one scalable platform.
The design included maintaining essential information from BenchSci’s own platform users, such as past interactions, preferences, and interests. This history would need to seamlessly merge with new data added via Sales Cloud, 3rd party integrations, Service Cloud support case submissions and prospect activities tracked in Marketing Cloud Account Engagement.
Blue Ocean knew that by leveraging Salesforce as the single source of truth (SSoT) and executing best practices, BenchSci would have the data assurance they were aiming for. A centralized platform would give agents access to real-time customer information, allowing for consistent case management messaging. Using Salesforce Chatter, their team can share insights and collectively resolve issues.
Using features in Service Cloud and Account Engagement (fka Pardot), flows can be easily built to immediately assign inquiries to relevant team members. Furthermore, automatically syncing activities would help segment marketing communications to the right audience at the right time in their customer journey.
Blue Ocean created a plan of action and testing to improve email deliverability. Using best sending practices for Salesforce Account Engagement and by using email validation tools, we screened various email service providers (ESPs) and operating systems. We jointly worked through processes aimed towards reducing bounces and augmenting inbox placement. Guidelines shared were best practices for regularly removing invalid email addresses, how to identify and quarantine recipients with spam domains, as well as tactics to improve open rates.
A Clear Vision Builds a Clear Path
(Subtitle about: The Outcome)
By adopting Salesforce as their common platform, BenchSci experienced evident wins. Firstly, data quality and compliance were greatly improved as disparate systems were eliminated. Using a centralized system with bidirectional synchronization between databases resulted in substantial time savings. Managing one platform and focusing training around cohesive Salesforce products improves productivity. Further successes were gained by doing away with manual and redundant tasks.
With a reliable database, BenchSci’s teams can now provide seamless experiences for their customers. Support agents have the ability to respond to platform users with the up-to-date information in Service Cloud and they can join forces with colleagues for solutions as well as track internal communication within cases using Chatter.
Using Salesforce and Account Engagement reporting tools, BenchSci’s marketing department has the ability to measure which assets provide the most value to their audiences. Prospect activities sync to Salesforce, thus sales see the most current Engagement History for Leads and Contacts. This engagement is building a full picture of their pipeline, helping them understand the influence of their Salesforce Campaigns through to closed/won Opportunities. Not only can these KPIs help them optimize their digital marketing strategy, but their alliance with sales and operations can become even stronger.
BenchSci provided Blue Ocean’s consultants with clear objectives and dedicated partnership throughout their implementation. This collaboration between teams and systems resulted in their organization enjoying the fruits of their vision with:
- Synchronized systems and reporting
- Reliable data quality
- Greater customer insights and engagement
- Operational improvement
- More time for their talented team to support science
Optimizing BenchSci’s operations using Salesforce is technology at its best. The future of biomedical research continues to be promising with this organization’s innovative contributions to the scientific community.
- Sales Cloud
- Service Cloud
- Marketing Cloud Account Engagement
- Live Agent Chat
- 3rd party integrations
Salesforce Features and Solutions
- 3rd party system integrations
- Salesforce Case Management
- Automated case and task assignment
- Case Queue, case routing and case lifecycle reports
- Email-to-case and web-to-case
- Email templates for support agents
- Chatter for team collaboration
- NPS survey solution automated support agent notifications and Salesforce Tasks
- Marketing Automations and Dynamic Lists
- Web forms and landing pages
- Engagement Studio for email nurturing campaigns
- Prospect activity tracking