Royal Canin Combines Clicktools & Salesforce to Power Its Feedback Programs
A big thank you to Scott Mortimer of Royal Canin for co-hosting a webinar with me today and sharing their story of successfully integrating Clicktools and Salesforce to manage customer and employee feedback across the company. Click here for a link to the recording. Also, you can click here to download the PDF Success Story.
As one of the leading manufacturers and suppliers of dog and cat food worldwide, Royal Canin is a beloved brand by its animal-loving customers. And while the company appreciates and caters to its loyal customer base, they also understand that any great brand is the product of a happy, dedicated workforce. As such, their first feedback initiative targeted sales associates and aimed to improve job satisfaction.
“One of my first projects at Royal Canin was to come up with a way to gather feedback from our sales associates,” recalls Scott Mortimer, IT Business Solutions Analyst, Royal Canin. “An earlier survey, which we’d built prior to using Clicktools, had shown a low score from associates, regarding whether they had the proper tools and technology to successfully complete their jobs. Management wondered if they needed to provide new tablets, smart phones, better projectors, or virtual sales assistants? But really, we had no idea. So we did something crazy; we asked them.”
This was the beginning of Royal Canin’s quest for feedback.
The IT department had a web form / survey tool that was not user friendly and was certainly not designed to serve non-technical users. It did enable them to create their first internal IT Satisfaction Survey, however, which then required a manual process of manipulating raw data into meaningful statistics. This survey revealed that the sales associates weren’t lacking technology, but were in fact missing better business tools, such as marketing materials, sell sheets, and leave behinds for clinics and stores.
Not only did this discovery allow sales associates to start getting the materials they really needed, it also boosted perception of the IT team and confirmed that the organization was actually quite satisfied with the what the team was doing.
Mortimer stated, “This simple employee survey proved that people appreciated the time and effort we put forth to keep them operational, as well as the broad scope of IT solutions we provided. This was a big win for us! All of a sudden, we went from feeling like we were letting the company down in a key area to knowing that we are a vital part of the team. Engagement and morale went way up.”
Royal Canin’s Feedback Revolution
Other departments began to notice that the IT group was benefiting from their ability to collect feedback and wanted the same capability. But, the company’s current solution was too difficult for non-technical users to manage on their own.
Mortimer said, “We couldn’t give users access to our old survey tool. We would’ve spent way too much time trying to train on how to build and deploy surveys, much less show them how to manually analyze the results. We needed a more robust and user-friendly solution.”
The IT team took action, implementing Clicktools and integrating it with Salesforce. They started building surveys right away, the first being a Closed Case Survey for their own department. Now, as soon as a member of the IT team closes a case in Salesforce, the end user receives an email with details of that case and an invitation to provide feedback on the experience. Once submitted, the survey feeds back into the case in Salesforce. The team tracks these responses on a weekly basis as part of regular KPI reviews. They even have an automatic workflow that notifies the IT Manager when a survey receives a low score.
Seeing IT’s success, Royal Canin’s feedback revolution began. Customer Care wanted a Closed Case Survey of their own. The Veterinary team requested a survey to collect feedback on their continuing education programs and the training they provide to clinics. Corporate affairs wanted to poll associates after quarterly meetings.
“Our IT team didn’t have time to build surveys for every department and keep up with other responsibilities,” said Mortimer. “Clicktools solved this problem. It’s user friendly and intuitive. We provided licenses to the various groups and they were able to launch their own feedback programs within minutes. The user guides and tutorials provided on the Clicktools website are more than enough to get people up and running fast!”
They also leveraged the deep integration between Clicktools and Salesforce to solve a number of business needs, such as collecting sign-ups for promotions, opting into their email program, and complying with Canadian CASL legislation.
They even built a Clicktools form to allow associates to book time off, which feeds into Salesforce and triggers approval processes and workflows.
Beyond addressing business issues, they’ve gotten creative and had some fun, using Clicktools web forms to collect votes on internal contests and events. Looking forward, the sky’s the limit on how Royal
When asked to name a favorite feature, Mortimer mentioned his frequent use of dynamic prefilling of survey or form fields with data from Salesforce objects: “Contact names, account names, account numbers, if there is a field for it, you can use it.” He continued, “Clicktools makes it easy to then pass field details (even file uploads) back into Salesforce. That’s very powerful.”