Air cargo firm Air France-KLM-Martinair Cargo employed Salesforce Chatter to support the adoption of its new CRM application, and the subsequent development of a company-wide social collaboration initiative.
Case study key facts
Air France-KLM-Martinair Cargo
Air cargo / transportation
Current Collaboration goals
Air France-KLM-Martinair Cargo needed a way to support and drive adoption of its new CRM application, to encourage its Sales organisation and related business divisions such as Customer Service to work together more effectively to support the integration of the three businesses brought together as part of the merger/acquisition process.
The organisation decided to deploy Salesforce Chatter integrated with its Salesforce.com Sales Cloud SaaS application to encourage collaboration around specific accounts. After rolling out to the Sales organisation, the project team began encouraging broader adoption using a word-of-mouth, viral approach, building a network of Ambassadors across the different regions who could enlist and support colleagues.
Two years after the first rollout phase, Air France-KLM-Martinair Cargo now has 1,600 staff (30% of the total organisation) signed up to Chatter, including 1,100 people from outside the Sales organisation. 20% of users post on a daily basis, and there are around 225 active groups at present.
While the adoption process is ongoing, some areas – such as the European region – are seeing a marked change in levels of communication and interaction between Sales and Customer Services employees in particular as a result of their adoption of social collaboration technology. While the organisation finds it difficult to put tangible figures on the impact of this, feedback from key customers has been very positive, and the solution is now seen as a vital way to connect the organisation and support the management and integration of teams.
Collaboration tools and suppliers used
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