We talked about customer experience and Salesforce with Rodrigo Zapata, Sales and Customer Director at Goiko

Luis Méndez Coca (Salesforce Director at The Cocktail) and Rodrigo Zapata (Sales and Customer Director at Goiko) were protagonists in Salesforce's Better Together space, and talked about the keys to success for Goiko to position itself as a leading company, based on the technology platform.

For Zapata, the beginning of the Salesforce project was marked by "taking the Goiko experience to the next level to transfer the tone of the brand on various platforms through a 360 vision", an objective that they are achieving. The executive of the chain specializing in premium hamburgers, says that they pursued an improvement in efficiency, while betting on the customer experience. To this end, the focus of this project has been on:  

• Diverse guests in terms of needs and expectations. 
• Scalable and connected technology.
• All business units connected. 
• Co-design of the process with collaborators. 

Maintaining expertise in a business that scales.

Luis Méndez believes that the Customer Centric vision is the great challenge, considering that it is one of the points that suffers the most in the expansion of a business.
 

Salesforce as a tool to scale our core.

Goiko grows not only in local but also expands geographically, this makes necessary a growth in case management. Against this backdrop, Salesforce came into play as a robust and scalable solution for customer communication. For Rodrigo: "Salesforce was a perfect enabler to get to know the customer better, give more personalized attention and even anticipate their needs."

Luis adds that Salesforce is also a fundamental piece of The Cocktail company, as a Trojan horse of the Future ready concept: it allows to give the voice to the customer, objectifies decisions, measures the impact on business, makes it efficient by automating and gives the ability to quickly activate data.

Results: Customer Centric Model.

One of the keys to the project has been to take advantage of the existing wealth. According to Rodrigo "There was a lot of stored information that had never been interacted with". For Méndez this is one of the keys to tackling projects of this type "once we integrate ourselves into Goiko's technological ecosystem and structure all that data, agility and making the right decisions are much easier".
 

The meeting ended by reviewing the results achieved: 

• Personalized communication (B2I) based on our client's preferences and history. 
• Anticipation of needs. 
• Process optimization by unifying the user experience in a single tool. 
• Reduction of response time by shortening business flows. 
• Efficiency in customer service. 
• A platform that enables us to pivot and adapt to unexpected and complex scenarios.

Accede  la charla completa aquí.