MCSS is a premium smart card payment processing services to banks across markets in Central and Eastern Europe, Middle East and Africa. MSCC is a keen advocate of cloud computing, moving more and more of the organization’s processes such as email to the on demand environment to drive a more cost-effective and low risk technology strategy. Cloud Concept developed and deployed a showcase implementation of the Sales Cloud, which provides MSCC’s sales team in Egypt with a consolidated, shared view of every customer situation.
- Provided unified view of sales situation in mobile environment
- Deployed in only four weeks
- Led to 30 percent increase in cross-selling opportunities
- Enabled company to create sales reports in one minute, not three weeks
- Streamlined and accelerated execution and tracking of marketing campaigns
- Helped transform company into a social enterprise, integrating Chatter for sales collaboration and knowledge sharing
- Enable staff to continue working remotely during Egyptian civil unrest
These Benefits have been achieved through the implementation of:
There’s only so much you can do with a spreadsheet. It may be relevant to routine, day-to-day organizational processes, but try managing an entire international sales strategy using the program and control quickly disappears. Sales teams aren’t coordinated. Opportunities get missed. Just ask Hany Fekry, Sales Director of Mediterranean Smart Cards Company (MSCC), an Egyptian joint-venture company, offering a highly sophisticated smart card processing environment. Fekry is the first to acknowledge that a dynamic, growing company like MSCC needed a new sales automation system—and the company needed it fast.
“We provide high-quality, premium smart card payment processing services to banks across markets in Central and Eastern Europe, Middle East and Africa. For many years we relied on spreadsheets and other processes to manage the company’s sales programs. However, customer growth and expansion into countries like Nigeria, France, and Jordan meant this manual approach to sales management was quickly outmoded. We spent more time working out which smart card products the customers were using than we did selling.”
MSCC is a keen advocate of cloud computing, moving more and more of the organization’s processes such as email to the on demand environment to drive a more cost-effective and low risk technology strategy. MSCC saw a similar opportunity for customer relationship management (CRM). “We clearly needed to raise the bar in terms of sales management,” explains Eman Fawzy, senior sales and marketing coordinator, MSCC. “The cloud model offers an agile means of quickly deploying a shared CRM platform; one that the entire sales team here in Egypt could use to identify customer opportunities, share knowledge, and drive a more rewarding customer experience.”
Leveraging the skills and experience of Cloud Concept
The strategy took a major step forward when MSCC contacted Cloud Concept, one of the Middle East’s most experienced and skilled cloud computing consultancies. “We had already identified salesforce.com as the engine for our CRM strategy. Cloud Concept provided a compelling presentation, which proved they had the experience, skills, and integration capability to deliver a rapid salesforce.com deployment,” says Fawzy.
Cloud Concept developed and deployed a showcase implementation of the Sales Cloud, which provides MSCC’s sales team in Egypt with a consolidated, shared view of every customer situation. Leads, contact information, opportunities, account history, pipeline forecasts, and much more are now available for everyone to see—whether it’s at their desk or out in the field on their iPad, iPhone, Blackberry or other mobile device. Seamless integration with MSCC’s Google Apps also means that attached documents, Gmail emails, and other critical customer information are all available in a few clicks.
Reflecting the ease of use and pre-built sales processes of the Sales Cloud, the initial go-live occurred just four weeks after the go-ahead from the MSCC board. In the space of three months, the entire sales team were productive on the CRM solution. “The speed of deployment was remarkable, and much of the credit for that fast works lies with Cloud Concept,” says Fawzy. “Their implementation skills, training, and ongoing support are all first class.”
Thirty percent increase in cross-selling opportunities
The results speak for themselves. MSCC is now able to track opportunities as they move through the pipeline, and has achieved a 30 percent increase in cross-selling MSCC products and services like loyalty rewards programs and fraud analysts to existing bank customers. “A sales person can be in a customer meeting, hear a customer express interest in our Visa Payment Service, for example, and immediately record that interest in the Sales Cloud on his or her smartphone. We can then use the existing knowledge of the customer’s MSCC product portfolio and target them more quickly and easily with a sales proposition around that new payment solution. Our cross-selling rates have rocketed since we began using the Sales Cloud.”
Sales reports in one minute, not three weeks
Productivity in the Cairo headquarters has gone through the roof too. Sales teams used to spend hours pouring over sales reports, typically taking up to three weeks to generate a critical report for the board. Now it only takes them one minute, because all the information is already there in one unified environment. Moreover, tools and templates in the Sales Cloud are used to help build, manage, and track email blasts inviting prospects to conferences, sending out newsletters, and reminding them of forthcoming events. “Everything we do now goes into the Sales Cloud. Nothing is missed,” says Fekry.
The company is also steadily turning itself into a social enterprise too. Cloud Concept has helped the MSCC sales team in Cairo to integrate Salesforce Chatter to collaborate on deals, share ideas, learn about others’ experiences, and build a like-minded community of committed sales people. Fekry explains, “Chatter gives every member of the sales team a voice and we’re looking forward to launching the social collaboration solution to all members of staff in 2012. One of the most popular Chatter forums is a weekly digest of the sales news which goes out to all the sales people.”
Both Fekry and Fawzy also acknowledge the role played by salesforce.com during the Egyptian revolution in late 2011, which saw a non-violent popular uprising overthrow the regime of Egyptian President Hosni Mubarak. Despite being predominantly peaceful in nature, the revolution was not without violent clashes between security forces and protesters, and led to a period of upheaval for MSCC. Fortunately, the sales team were able to continue working remotely, logging into the Sales Cloud to keep track of business opportunities and make decisions quickly—although of course their main attention was on the democratic change taking place in their country.
“I can’t imagine how we ever managed for so many years without salesforce.com,” Fawzy concludes. “Our lives are so much easier now; the sales process is vastly more sophisticated and effective; and we are sharing knowledge all the time with Chatter. You could almost say that salesforce.com helped MSCC cope with a revolution!”