SUCCESS STORY

Supporting the TOTAL subsidiaries in the management of their CRM

Tailor-made support to train international subsidiaries in the management of their CRM tool

The Challenge

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.

 

The Solution

Total turned to Numberly to support the subsidiaries in the management of their CRM, through four pillars:

  • Collect data and integrate it into an adapted model
  • Personalize training with the Salesforce tool
  • Support and monitor the evolution around the platform in order to guarantee a stability of the data model
  • Develop a relational program: reflection, activation and reporting

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.

Example of a landing page for Total

The Results

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!

Key Figures

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.