Sam's Club's Member First Journey with Salesforce

Sam's Club's Member First Journey with Salesforce

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00:00
hey everybody this is Ronnie Brandt from the Salesforce product marketing team coming to you live from dreamforce thank you for joining us at Salesforce live today we're joined for this next segment with the sam's club team Tim and Bala would you like to introduce yourself to everyone at home sure my name is Tim Simmons I'm a vice president of member management at sams club I work with our main customer segments my name is Bala vez a la de and the Senior Director for b2b grow that sounds fun yep and so I want to explain everyone at home a
00:30
little bit about what Sam's Club is what not there's a whole network of nationwide stores you could get great products in there like Cooper Street cookies if I wanted to go and actually get a box of cookies what would I have to do well we're a membership organization so in all 650 of our clubs you need to be a member to shop the club so we have two types of memberships one is what we call our basic where for a 45 dollar fee you get a year's access to the clubs among other benefits then we have a plus membership where for a hundred dollars you can get other
01:01
superior benefits like cash back etc but once you go to the club either you can do this online or you go to the club you get your membership then you're able to go in and chop the club's okay and you guys have a special promotion for everyone watching at home and attending here live today right yeah we do we have a really great promotion it's especially for the dream for certain days oh I'll check out the offer at samsung com / dreamforce to run 1640 it's a forty-dollar offer so that's the reason for T so again Sancho calm / dreamforce
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2016 40 okay that's great and so we've heard a lot of good things here to a dream for us and we're coming fresh off the sales force for sales keynote as well where we heard about things like Einstein bringing AI to everyone in CRM giving everyone their own data scientist and lightning as well you guys are actually newer to Salesforce and launched on lightning would you tell us a little bit about that journey and maybe why you picked lightning first as well well I'll talk to the journey itself in balla can talk a little bit to lightning we needed to really dramatically increase our ability to go
02:06
out and sign up new business members of our club we have consumers who shop for the household and business members who shot for their business and we had seen some declining performance with our business members so we adopted Salesforce we call it internally our sales pro tool and we turned on technology specific to us to help us go out and very efficiently accrue the recruit those business members as it relates to lightning ball went through an experience where it just was a perfect fit for us all lightning is lightning as a product but lightning
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us as a solution I ended up being of obvious choice when we were going through the journey so when we started like we went with the standard product features yeah the way it's configured and we tried it out in our pilot and then be really fast realized that we need to make a lot of changes on the product and one of one of the one of the one of the big changes is the business in which we are in we have a very short sale cycle yeah so we had actually Bella we're also hearing at home to pick up the bike a little bit just so everyone can hear it's drifting a little bit as
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load here at Moscone Center dream for us totally totally totally so we we have a very short sale cycle which in a way actually made it imperative for us to change the configuration which is the standard configuration and that started our journey in thinking about lightning and thinking about like oh we need to have a more customized solution for sam's club and lightning fitted the need perfectly yeah and so we did a session together earlier today and you brought up a couple 10 and surround mobility and
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customization and you I will talk a little bit about what went into those decisions for each of your different actual store associates and maybe how do you got to developing sales Pro the way that you did yeah absolutely so in our clubs we have about four associates who are dedicated to membership there are membership associates they are the ones who actually going out meeting with these potential business members and so we looked at how they worked today and the current state this meaning prior to
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rolling out sales Pro and it was very manual they were using desktops they were doing printouts is highly inefficient etc so the way we really got around configuring sales Pro and so the Salesforce solution for us was to getting their shoes we did a ton of interviews we did ride alongs and we really learned how they worked and how we could best enable how they work and so that drove a lot around the user experience the visual design we learned that in order to really enable them to
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be most effective they had to make the transaction while out at the business members place and so that required mobility and we didn't want them to have a transactional device plus different devices for for their prospecting activities so we built it all into one mobile device you put everything in one place for the rappin easier ease of use leads to better adoption right jackal yep so how did you actually get your reps to use the new tool and use the sales force to their best advantage to
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you know drive business within the pit the business membership community it was a multi-step process oh so the way we started is like we had to actually have a product which solves for some of the problems which they had driving the numbers sure our device was one critical piece of it we're in earlier the Associates of the other sales reps they used to actually put it on a paper go to the field sell membership come back and enter it into the end of the into the
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into the desktop for for us to actually give credit for their sales so bringing it on to something which they are already carrying to the market on its own drove significant engagement with the tool because they don't need to do the same work twice because that's not what they like doing what the like doing is being in the field talking to the small business owners sharing the value proposition converting them into a sams remember so that was that was very critical and then and then we invested a
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lot in actually thinking about change management while designing the product so we involve them very actively while designing the product and then we thought about like a change management means we need to have a product which speaks their language change management means like we have very well schedule set of training and webinars and webex conferences to to be there to answer any question and the change management also means that like there needs to be a buy-in
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across the chain as I'm like all the way from the sales rep to the CEO oh yeah and so how did you go about actually addressing that and then getting the new reps to use the new tool you shared this morning that there's a pilot phase could you tell us a little bit more about that as well at home this is one of the biggest questions we get asked is how do you drive adoption and how do you get people to actually work through the change management process sure oh so when we were designing the product we engaged two clubs out of six and 50 clubs to just learn about what the need is and then we engage 28 clubs to show
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the initial product and then we and then when we were actually launching the product across 650 clubs the representatives in in those 28 clubs were the brand ambassadors of the product itself so so that's that that's that this is a classic example of when you're designing the product align your change management with it and then actually start onboarding who could be the ambassadors of the product in the in the market yeah yeah I know I'll just add to that that we did a lot of work with our top leadership we even did
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workshops with our CEO with Leadership Committee around how could they benefit from the tool and that way we got them talking about the tool and the expectations were set very high from the top down all the way to regional managers market managers club managers where the expectation was set very clear that all our associates were expected to be on this tool and use it and it's and how did you leverage that executive sponsorship to get adoption through the first phase and then now with the nationwide rollout some some companies
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struggle going from little adoption to all adoption maybe ups and downs what was your experience like through that process yeah I think the way we use our executive leadership the most effective was at the beginning of our fiscal year every year we have what we call a ybm a year beginning meeting and we bring in the regional managers market managers club manager so the top leadership of the field and what we did was we we had all of our executives teed up to talk about sales Pro what it would do what the value proposition was etc
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all and I did a training session on our own breakout where we came through we showed them the demo we walked him through it so we leverage that executive support to kick the year off and to kick the meeting off and what we saw was you mentioned some ups and downs when we immediately launched we saw hihihi adoption login rates in the high 90s and then we saw a dip because they hadn't quite yet learned that they hadn't quite yet adopted it into their daily behavior so they got the message loud and clear from leadership that had better to get into this tool and then we had to go
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back and train again and train again and train again until the point that we got that high adoption curve back up to where they're using it now in their daily daily work lives yeah that's great as well so want to shift back into the early phases of the project a little bit because we get we hear from customers all the time how do you decide what to do and when so what was that like for you guys as you were working through that first pilot or a second second phase and now national rollout like doing work directly with store associates or trying to get them off
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clipboards and on salesforce what did you guys do to figure out what to do and when sure as I'm like it started up right when we decided that business member is our priority and then and then the next piece was that if business member is the priority which element of the business is the priority and then we went into saying acquisition is our priority oh that's something which we've been lagging over the last 45 years and that's where the growth is and then we went into acquisition and then let me said the like hey within acquisition like how do we actually go about acquisitions these days and we realized
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that like our associates are the ones like would roam who would drive majority of the acquisitions then we said the like how are they doing it and then we started learning about like how are they doing it and we went into the club's we've been to pretty much many many clubs and then we started learning that like these cases are actually using a white sheet on Monday morning to list down all the small businesses around the club and then make that relay show it to the club manager which all businesses they visiting offender like that process is really inefficient and it's and it
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actually cost me a lot as unlike past where acquisition is the key metric to drive growth and it was costing us a lot yep it's okay it's a little loud here in moscone too so but you did you also say that she did ride-alongs with reps what did you learn directly with the people are selling day to day for Sam's Club well a couple of things so one thing we learned for example is is that the data the data feeds we gave them the leads we were providing them from our home office
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support were poor quality so 85 sometimes I hear eighty-five percent of the time they were going and they were bad leads the business no longer existed or it was already an existing sam's club member so oftentimes the data was really poor that was one key finding that we had the other key finding that we had was that even if the lead was valid they had no context and so they went in there cold they didn't know about the business they didn't really know how to talk about it so they didn't really know how to engage other than it was a very cold
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call hi you want a sam's club membership so and we also learned a little bit about the key steps to the process so we took all those learnings and we build it into our sales Pro solution so we have radius as a data feed which makes sure that the leads are high quality leads they're accurate there's all kinds of contextual data around it so they can go in prepared to that conversation and the other thing that we did is we took the basic Salesforce out-of-the-box solution and we pared it down and customized it
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to what we saw is the actual process and steps that our field was using and that's absolutely amazing so a couple last closing questions for you up what's next in your journey what are you guys going to be doing as a next step now that you have v1 of sales Pro out across all of your clubs nationwide I'll say optimization so we will continue to push adoption we will continue to push that people stay in the tool now that they're in the tool but we are already finding ways that we can add tabs that we can
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add modules to what we've already built that will just make them far more effective for example even adding more context around existing members so when they go out and do follow-up visits with those members seeing their basket seeing the profitability of those members so at the member that business member level being able to see and make highly targeted recommendations when they go out to do visits so we're going to continue to add functionality like that to the tool I don't know what else you think and then Bala in the last minute here you know
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you went through the project you drove it from the admin side instructor side what would you recommend out to all of our friends at home to as a starting point for them in the middle of their project or their enhancement to their Salesforce instance a couple of things one thing is you got to be very clear about the problem which is solving and then the second biggest thing is you got to be very clear about like who would end users and and then and then always look out for partners who can actually help you through this journey if you're working for a really big company like
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Sam's Club that's great hey Tim and Bala thank you so much for joining us here on salesforce live today everyone at home again i want to remind you about the promotion for sam's club memberships go to sam's club com / dreamforce 2016 42 get your discounted membership today and go on in chop the store I've been a lifelong member it's a great place we'll have more on salesforce live shortly thanks for joining us I'm Ronnie Brandt from the sales cloud product marketing team and have a great afternoon

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