Driving Sales and Service Excellence at Dicom | Traction on Demand | Salesforce Consulting and Implementation

Client Story


Driving Sales and Service Excellence at Dicom

How Dicom is increasing efficiency and customer satisfaction with Salesforce

Dicom has offered business-to-business delivery services (parcel, freight, and logistics) in Canada and the U.S. since 1968. With more than 105 locations, Dicom has the largest and fastest private shipping network in Quebec and Ontario. (LinkedIn)

Dicom was extremely limited by its legacy system because all its company data was siloed on different platforms. Traction on Demand implemented Salesforce Sales Cloud and Service Cloud to create a centralized system that would make it easier and faster for sales representatives and customer service agents to access data and assist their customers.

Project Challenges

The legacy system, made up of aging data warehouses (AS400 and Progress) were completely siloed, creating redundancy of information and increased manual work for the sales and service teams. Dicom experienced wasted time and effort due to the legacy system not being user-friendly. It was made up of multiple systems, like external Excel sheets, which sales reps had to wade through. This also increased the potential to completely lose track of key accounts, leading to lost business.

A lack of accountability and visibility stemmed from to a dearth of centralized tasks and processes. Furthermore, account transfers had numerous knowledge gaps. Dicom also had no way to measure progress and efficiency since there was no way to analyze data. This made it virtually impossible to forecast the sales pipeline.

Without a common platform to store important data and documents, team members had difficult collaborating on accounts. This all translated into a poor customer experience, leading to potential lost revenue. With no centralized system to house the company data, there was no efficient way for Sales and Service to “talk” to each other. This led to delays in the customer service cycle and decreased customer satisfaction. Users were not independent, with no self-service options available for reps and agents to help themselves.

Project Solutions

Traction implemented Sales Cloud and Service Cloud, integrating the company data from the legacy system into Salesforce. A myriad of data was migrated into the new org, including all company and contact information, a weekly summary of shipments and 30 days worth of invoices and invoice line items.

The Sales Cloud solution included Consolidated Leads, Accounts, Contacts and Opportunities. Shipment summaries and commissions were included as well. Drag and drop reports and dashboards provide Dicom with powerful analytical tools.

Service Cloud work was also extensive. Case processes were streamlined and standardized within a single interface. Other Service Cloud features included pickup, tracing, supply, spot quote (rate), technical support, invoice and claim requests. Small account sales and discount accounts were configured as well.

Traction integrated email and web channels into Salesforce, giving Dicom the ability to email and chat directly from Salesforce. Omni-Channel was enabled within Service Cloud which allows multiple cases to be sent through to a support agent simultaneously. As a case is closed off, another is brought through the queue, ensuring that agents are always working on three cases at a time. This prevents agents from “cherry picking” cases.

Traction implemented Knowledge and Chatter to facilitate collaboration between sales reps and service agents, team leads and supervisors. With reporting and dashboards enabled with on-demand and schedule options in a drag and drop fashion, Dicom can easily report on case resolution efficiency and agent productivity. They can also measure self-service utilization (use of Knowledge articles).

Traction enabled a request system to collaborate with warehouses on lost packages and other inquiries using Service Cloud case management and case record types within Salesforce.
As the whole solution is mobile friendly, service agents and sales reps can access Salesforce on iOS and Android devices.

Project Results

Sales reps have the background information they need on each customer in a single screen. They can now focus on providing great customer service instead of wasting time trying to find out where customer history information lives. Now, a customer service agent goes into a call with a 360-degree view of the existing customer. This results in a personalized experience that can be handled in a shorter period of time. With customer data more readily available, agents also have all the info they need to go into a case confidently.

Access of Knowledge allows reps and agents to create and share information with each other. This has led to faster onboarding of new reps and agents. Customer service can now easily share data with sales, allowing for follow up and future sales opportunities. They are experiencing better strategic decision making as a result of well documented processes that include more analytics and reporting overall.

Project Commentary & Insights from Marc Blanchette, Vice President Sales, Dicom

Traction as an integrator is an organization that looks to deeply understand the business and ensure the solutions being built are truly responding to the needs of the customer. They continue to be flexible to customer demands throughout the project and adapt ever changing requirements. Our experience is their project team strives to exceed expectations and meet or beat deadlines.

Our plan and solution went through several renditions during the project and Traction took it all in stride, never wavering or imposing roadblocks.

As far as our project has developed, our Sales Cloud solution has been implemented and our entire sales organization across North America and our senior leadership have transitioned to Salesforce. Senior leaders, sales team members and even our key operations leaders are capable of leveraging Salesforce for better decision making, forecasting and trend identification within our business. Sales across North America are now capable of consolidating sales efforts on Fortune 500 organizations and ensure a succinct sales approach and message is being delivered whether that be in Montreal, QC, NY, or Tampa FL.

My main recommendation is for anyone like our organization, transitioning from absolutely NO ERP or manual processes, take the time with an integrator like Traction prior to starting down the path. What time you take on the front end, you save exponentially in time and implementation/development costs on the back end. Traction has seen almost any setup and can consult and guide to ensure a smooth development, deployment and test to help ensure rapid adoption among the user group.

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