CMIT Solutions uses ZynBit to get better customer insights and drive more sales opportunities for their franchisees
CMIT needed better customer data to drive more effective marketing for their franchisees.
Franchisees needed better functionality to serve their clients.
ZynBit helped them get both.
Better end-customer insights from all franchisee network
Informed decision-making for better marketing
Increased franchisee satisfaction
CMIT Solutions supports more independently owned franchisees who provide high-level IT services to small and medium-sized businesses. CMIT provides the tools, systems, and corporate support franchisees need to grow their businesses.
Industry: IT
Size: $24 million +
# of Franchisees: 900+
Highlights
By adding ZynBit’s application to franchisees’ email accounts, CMIT was able to:
THE CHALLENGE
Driving effective marketing for franchisees needed complete and accurate data from the field.
CMIT wanted to do more and better centralized persona-based marketing and uncover new business opportunities for its franchisees. Capturing and maintaining clean customer data was very important to validate their brand message and value proposition to the market.
But franchisees were simply too busy servicing their client to take time for a task with seemingly no value —data entry into Salesforce Community Cloud.
That meant CMIT couldn’t get the critical information such as:
- Lead source - where are leads coming from
- Industry information
- Key client activity data around meetings scheduled
- Personas—the individual roles the franchisees were working with
“Standardization is becoming key, and we want certain data. Some of the basic ones are the lead sources; what industries they are in... We were trying to do more centralized marketing on their behalf, and without this data, we couldn’t do it.”
No supported Community Cloud email integration
Salesforce email integration products; Salesforce for Outlook and Salesforce Lightning do not support Community Cloud. While most of CMIT Solutions’ franchisees used Outlook as their email provider, they needed to support a wide range of email services, including Gmail and Office 365, in order to accommodate all of their franchisees and collect as much data as possible.
Previous integration options either failed to support a wide enough range of email services, weren’t compatible with Community Cloud, or proved to be unreliable and error-prone.
“I've never had good success with any of the Outlook integrations provided by Salesforce. I've found that they don't really work well together”
Franchisee Experience
CMIT was committed to providing a solid process to its franchisees that would help them be more effective in their work and grow efficiently. Having a Salesforce Email integration was a feature that was highly requested by CMIT franchisees.
Salesforce Community Cloud solved CMIT Solutions’ need for a centralized place to store all customer and franchise data; however, Community Cloud does not provide many of the out-of-box features that a full Salesforce license offers, such as inbox sync and sidebar functionality.
“Our Franchisees don't have a lot of time to do data entry. So, that's why we looked into Outlook integration. It was highly requested. But, what we discovered when we moved over to Community Cloud, is that some of the out-of-the-box Salesforce features weren't available.”
No way to quickly enter customer data from mobile devices
To make the situation even more challenging, field representatives had no fast or reliable way to enter customer data into Community Cloud from their mobile device while conducting in-person meetings. In particular, field reps expressed a strong desire for a mobile app that would allow them to scan business cards and intelligently capture contact information in order to create the contact in their Community Cloud account.
“Our agents leverage their sphere of influence. They're out and about meeting people and need access to Salesforce, from their mobile phones. They don't have a lot of time to do data entry. So, that's why we looked into Outlook integration. It was highly requested.”
THE SOLUTION
ZynBit automates data collection so franchisees can focus on their clients. Not data entry.
When CMIT’s Franchise Solutions Manager, Adrianne Marquez, read a comment in the AppExchange about ZynBit’s ability to integrate email with Salesforce Community Cloud, she knew she needed to learn more. If ZynBit could connect Outlook to Community Cloud, it would be a game changer for her organization.
CMIT added ZynBit to each franchisee’s email account on a hosted exchange server. Then ZynBit went to work—automating the transfer of email and calendar data to Salesforce Community Cloud.
CMIT Solutions found that ZynBit also provides many other features that enable their franchisees to make data-driven decisions, save time, and close more deals:
Automatic calendar sync + meeting scheduling
CMIT Solutions began using ZynBit to give their franchisees the ability to automatically sync all of their customer interaction and sales activity data such as meetings, and contact details from their Outlook, Office 365, or Gmail account directly into Salesforce Community Cloud.
“With Salesforce Community Cloud, none of the native Salesforce integrations could connect with our email systems. Only ZynBit worked. It’s easy. And ZynBit has all of the mobile features our franchisees need to collect data—no matter where they are.”
Calendar sharing
ZynBit also made the process of scheduling meetings with customers automatic, easy, and convenient. With ZynBit, reps can now send their clients a URL link to view a calendar of all of the franchisee’s available times. The client can then select the day, time, and meeting type that works best for them, and book the meeting instantly. There’s no more back-and-forth, which means more meetings get scheduled, and more deals are won.
Mobile app + business card scanning
Franchisees also used ZynBit’s mobile app to integrate directly with Salesforce Community Cloud, allowing them to quickly and easily file emails, log calls, view and create tasks, and manage their pipeline on the go. Franchisee’s use ZynBit’s business card scanning feature to intelligently capture contact details into Community Cloud, again eliminating manual data entry, and saving valuable time.
“One of the big reasons we went with you guys as well is mobile business card scanning. Our franchisees, for whatever reason, they love it! It saves them a ton of time. That was number one on their list for Outlook integration.”
THE RESULTS
Complete data and insights needed to drive better marketing and growth for franchisees.
With Zynbit, CMIT was able to dramatically improve data collection without requiring franchisees to change their behavior. CMIT got:
Valuable insights for improved decision-making and increased sales.
ZynBit helped uncover new insights and data that helped them accurately project revenue, run smarter marketing campaigns, and drive more sales opportunities for their franchisees.
“So, we're trying to capture more information about the types of people that we're dealing with, and what role they're in, so we can do more persona-based marketing.”
Value proposition validation
CMIT Solutions is committed to providing more value of their franchisees. By providing the functionality to easily capture critical data, using customized simple dropdown fields, CMIT is being able to validate value propositions and improve marketing messages along the entire buyer’s journey.
“We’ve identified 10 main reasons that people contact us. They have a slow computer, slow internet, or they're in need of security services or email services. So, having information on that, we can also do more marketing, drive a better brand nationally, and to personalize it to those buyer journeys.”
Increased franchisee satisfaction
The elimination of time-consuming, tedious, manual data entry meant less stress and frustration for franchisees, higher satisfaction, and more time for enjoyable activities that directly contribute to business growth.
"Making it easy for franchisees to maintain clean data, then we're going to be able to better market, therefore create more sales qualified leads for them."
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ZynBit powers data-driven sales teams to optimize sales capacity.
ZynBit captures high-value customer interactions enabling your sales, management, and operations to understand pipeline activity, sales performance, and territory management patterns.
It integrates seamlessly with your existing sales workflows across mobile, browser, email and calendar simplifying the day-to-day of customer relationship management. At the same time, it collects meaningful customer data needed to optimize sales operations.
ZynBit makes salespeople more efficient and empowers management with valuable insights needed to run the business, improve customer acquisition and drive retention.
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