Eva Rodríguez Romero
CMO at Ametller origen
“Omega CRM lives the Ametller client like us, it has made us grow as a team and supports us every day in continuing to innovate and materialize our ideas into reality”
Ametller Origen
A solution based on Salesforce Platform to build a 360 vision of the Ametller customer
The project
Since 1830 the Ametller family has been dedicated to cultivating and caring for their land. As a result of their experience as farmers and processors, and faithful to their philosophy of respecting the natural properties of the products, the ambitious Ametller Origen project was born. A model that integrates agricultural production, processing and marketing under the same objective: to contribute decisively to improving people’s diet and health.
Ametller Origen has more than 130 stores throughout Catalonia, an online store and has become one of the largest Catalan groups in the distribution sector, with a turnover of more than 400 million euros in 2022 and which has a base of clients of more than a million and more than 400,000 recurring.
At the beginning of 2020, and as part of the strategic plan, Ametller Origen decides to carry out a technological renovation that allows it to continue growing in an agile and sustained way, optimizing processes and costs, thus formalizing the relationship with Salesforce and Omega CRM as partners.
The challenge was
- Provide a CRM that gives the 360 vision of the client, taking advantage of the existing technological architecture.
- Optimize management times in sending communications.
- Have an automated Marketing and CRM platform that allows optimizing the customer experience, managing to personalize and segment the Marketing team (both online and offline).
- Enable omnichannel management to accompany the customer journey of the end customer (B2C).
- Management autonomy by the Ametller Origen Marketing team.
- Scalability and future Roadmap.
We apply solutions
As a result of an exhaustive analysis of the situation and starting architecture, Omega CRM proposed a solution based on Salesforce Platform as the CRM base to build the 360 vision connected with Heroku and Salesforce Marketing Cloud as the tool that would allow achieving the objectives of automation, segmentation, personalization and omnichannel management of communications.
Part of the solution and the success of the relationship are both the methodology followed, as well as the consolidation of the work teams between the parties: Ametller Origen, Salesforce and Omega CRM, as well as the coordination with suppliers involved in the different fields of action and integration.
From the beginning, a progressive work plan was drawn up and agreed, optimizing and gradually incorporating new processes, channels and teams. As part of this path, improvements and developments have been made to improve the end customer experience, as well as that of Ametller Origen’s marketing and customer service teams, who now centralise their activity from the Salesforce Service Cloud console.
The results
- Unification of the management of communication shipments, channels (Email, SMS and Push APP Notifications) and preferences through SFMC, achieving savings in campaign management time of more than 50% and optimization of costs.
- Integration of the main systems with the CRM, achieving a 360 vision of the customer and improving the customer experience.
- Moving from depersonalized mass communications to 1to1 communication.
- Database qualification, including new management processes, enrichment, deduplication and conversion of leads to customers.
- Improvement in the quality of customer service, with a positive impact on the first response rate of more than 8 percentage points.
