Salesforce Customer Insights

Customized experience in Salesforce to help sellers plan productive conversations with customers by providing relevant and targeted recommendations for Grainger products.  Field agents benefit from an experience that facilitates planning and face-to-face meetings.  A scaled-down experience was created to serve Inside Sales agents who interact with customers primarily via phone calls and email.

Platforms:

 

Design Challenges

 

  • Sellers had no standard method to guide product conversations with their accounts/customers
  • Seller performance varied based on how they allocated their focus, which contributed to missed opportunities for revenue and earnings
  • Current tools and resources required too much overhead and work to be useful for outlining seller conversations

Opportunities

  • Provide guidance to sellers with product talking points to assist in account management and planning
  • Understand the revenue impact associated with recommended products

How I Made a Difference

Taxonomy and Organization

Workshopped and outlined dashboard labels and groupings with senior account managers and field agents to create clear and logical delineations between incoming sales recommendation data

Definitions of dashboard objectives

Definitions of dashboard objectives

User flows

Created user flows to understand the seller's journey through Salesforce, including the new Customer Insights experience, to highlight complexity and look for ways to introduce new functionality without creating additional friction

Sample User Flow

Sample User Flow


Prototype Testing

Created high-fidelity prototype for testing, which revealed no substantial design issues, highlighted the importance of trustworthy data and feedback, and demonstrated a strong need for guidance in sales conversation planning

Excerpt from research findings

Excerpt from research findings


Pilot Test & Learn

Employed pilot test and refined design prior to company-wide rollout. Developed training materials and user guides

Versioning

Updated and revisited the design to conform to the Salesforce software evolution from Classic to Lightning UI

Field Agent Insights Dashboard (Salesforce Lightning)

Field Agent Insights Dashboard (Salesforce Lightning)

 

Contextual Experiences

Created parallel product to be used by Inside Sales agents with more focused content for shorter interactions

Inside Sales Agent Insights Dashboard (Salesforce Lightning)

Inside Sales Agent Insights Dashboard (Salesforce Lightning)


Outcomes

  • Pilot test with field agents revealed:
    • There were no significant barriers to usage or major design issues
    • Participants were very enthusiastic about the tool and sellers communicated that it was "another great tool in [their] arsenal."
    • The dashboard design allowed them to be more strategic in their planning, to be better prepared for conversations with clients, and to save time
  • Project success led to a scaled-down version used by inside sales agents who interact with customers primarily via phone calls and email