A few years ago, it was unthinkable to book a car service using an app or to materialize the vision of a transparent process within customer care. Karel Stolejda , co-owner and CEO of Auto Průhonice , was the guest of honor at the third annual Digital Transformation Summit. He and Tomáš Vrzák, Country Manager of Enehana in Slovakia, talked about how Salesforce inspired them to a better customer experience at Auto Průhonice , whether it is enough to have great employees , and they also looked back at the 10-year-old vision .
Karl, more than 10 years ago you had a vision of how to move dealerships forward in your field.
How would you evaluate it today?
We have been thinking for a long time about innovative spam database customer care that would set us apart from the competition. Personally, I feel great potential in the customer approach in both sales and service.
What led you to purchase a new CRM? Why Salesforce?
We chose Salesforce not only because the importers of the digital marketplace: the biggest and cheapest showcase in the world brands we sell use the same platform, but also because it has all the features we need. We consider communication and customer knowledge to be crucial and we want to be pioneers in this field. Our goal is to provide our customers with premium care. When they buy a car in Prague and come to our branch in Brno, we want them to have all the available information about it there too. If I go too far, even the receptionist should know what kind of coffee they like. Car service environments are often sterile. We take the path of a warm and personal approach and we need support in the system for this.
Which functionality in Salesforce caught your attention?
For me, the biggest attraction was Salesforce Pardot (a marketing automation tool, author’s note). It provides sellers with a sufficient amount of relevant data about all customer interactions. Above all, the ability to set up automation of a certain action allows salespeople to focus more on clients and business.
What Salesforce Clouds are you using today?
We use Salesforce Sales Cloud and the AppExchange application to manage the business process. It is a marketplace where you buy already developed solutions, saving you a lot of time and money compared to custom development.
What are you planning for the future and how can Salesforce help you?
I see how the automation trend is getting stronger . We have great and knowledgeable employees who understand their job 100%, but nowadays that is not enough. I would like to eliminate mistrust from service care and achieve maximum transparency. Among other things, we are trying to do this in the form of video recordings.
To summarize, today you use Salesforce primarily as a CRM and a 360 view of the customer. Who is the most common user for you?
For us, the most important group of users are salespeople . They thailand data need maximum information about the client, and at the same time, we set up automated processes for them to make their time more efficient. Salespeople can fully devote themselves to business and customer care. With the help of Salesforce, we want to achieve, for example, that after a meeting, when the salesperson sits down at the computer and prepares offers, the client will automatically receive an e-mail from the salesperson’s name with all the important information within a few minutes. This is a guarantee that the salesperson has not forgotten about him. Of course, other departments also use Salesforce – rece