Safexpress is Transforming Customer Experience with Salesforce

Logistics manager Raj successfully schedules pickup of his goods from 40 different plants across the country, to be delivered to his vast distributor network. He has all his reports at the click of a button and gets regular updates on their movements – a huge relief for a consignment this size.

This is possible because Safexpress has been working to offer customers like him a seamless customer experience in the logistics space.

Safexpress is a leading supply chain and logistics service provider in India. It services over 30,000 pincodes, next only to the Indian Postal Services. The company's unified B2B solution covers express distribution, third-party logistics, and warehousing services.

“Our vision is to be the market leader and provide a customer experience that lives up to our key value of being ‘custodians first and carriers later,” says Kapil Mahajan, Group CIO, Safexpress.

Today, that means offering a highly customised and personalised customer experience. B2B customers are B2C consumers as well, and they want information tailored to their needs, and quickly at that.

Safexpress wanted to respond efficiently and swiftly to these customer needs, and they turned to Salesforce to help them do that.

Investing in a platform over a product

To be able to offer a seamless customer experience, Safexpress took a hard look at their in-house CRM solution. This had its limitations, with data residing in silos across disparate systems.

With a sales and servicing team that was scaling to more than 700 people, Safexpress needed a single platform that could bring all of their data together by integrating with other upstream and downstream systems for customer reporting, collection and submission of invoices, etc. This would also give their salespeople a unified view of all their customers.

To that end, Safexpress had a clear objective around their technology strategy – invest in a platform, not a product.

“We evaluated multiple platforms to pick one that aligned the best with our goals. Salesforce finished in the lead, acing all the metrics we benchmarked it against,” says Mahajan. “The four key metrics we evaluated were - overall platform capability in terms of customisation, platform maturity, robustness, and scalability & availability.

“With Salesforce, we have invested in a platform that can serve as a CRM solution today, but help us with a larger omni-channel solution for our customers in the future.”

Digitising and streamlining processes for efficiency

Safexpress has now consolidated all its processes on Salesforce, from lead management and invoicing, to collections and claims management. Further, they have integrated their billing system, operational ERP, contact centre and BI tools with the Salesforce platform to provide a holistic view of their customers.