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Tailor-made support to train international subsidiaries in the management of their CRM tool
For an international group like Total, working in 130 countries, developing a relationship marketing strategy that is both standardized and specific to each market is a real challenge. In 2016, the group decided to allow its subsidiaries to manage their CRM locally through the Salesforce Marketing Cloud platform.
A daunting challenge: in addition to taking control of the tool, the project involves coordinating and setting up processes between 17 countries to meet ambitious acquisition targets.
Total turned to Numberly to support the subsidiaries in the management of their CRM, through four pillars:
To adapt to the respective contexts of the subsidiaries, the Numberly teams have set up a one-to-one support formula, adapting the frequency of exchanges, the degree of verification, the content of the kits provided etc. From the creation of a marketing project to the complete autonomy of its CRM, each subsidiary can thus gradually increase its competence, at its own pace.
The project has resulted in a strong training ecosystem: in two years, 25 people have been trained and more than 220 email and SMS campaigns have been broadcast. The communication and the exchange of best practices between different stakeholders, through Numberly, has made it possible to generate a strong synergy between the different countries’ actions.
The effectiveness of this organization has allowed Total to exceed its data acquisition goals. In the summer of 2017, five countries jointly developed the first international collection operation, combining centralized execution with a localized media plan.
And this dynamic continued in 2018, with 119% of the objectives achieved at the end of the year!
25
people trained since the launch
150
email campaigns
59 %
of acquisition targets at +2 years reached
72
SMS campaigns
Our collaboration with Numberly allowed us to set up a stable organization, in line with our ambition: to entrust the subsidiaries with the management of their relationship marketing, while pooling costs and generating essential synergies. The tailor-made training approach has been a key success factor: we can’t deal with local issues in a global way.
