St1 is an energy company that envisions to be the leading producer and provider of CO2-aware energy. St1’s customers include both consumers and businesses. 1500 St1 and Shell fuel stations in Sweden, Norway, and Finland are St1’s key income generators, that allow St1 to invest in renewable and sustainable energy. St1 conducts many exciting projects on the renewable side. Apart from being the biggest wind power provider in Finland, St1 also produces their own ethanol from bakery and brewery residues as well as sawdust. One of the many projects the company is excited about is the deep heat project in Finland, where they are drilling 7 km into the ground to get hot water straight into the district heating system. St1 is also planning to convert their refinery into a biorefinery, which will enable St1 to start the production of renewable diesel.
New customer of the Digital Era
Digitalization is increasing customer demands and many companies, including St1, start to recognize that customers have become more aware of the environmental issues and care a lot, for example, about are the origin, traceability, and content of the products they buy. They not only expect better pricing, but also a higher quality of service, meaning shorter time to respond to their questions and knowledge of what has been discussed with them before.
With such new demands, St1, like many other companies, saw both challenges and opportunities. As St1 had grown quickly organically and through acquisitions, the organization and customer systems became siloed.
For the employees, it was nearly impossible to gain a comprehensive view of the customer and understand previous correspondence. Multiple sales representatives were working on the same account without knowing about one another. Service agents were jumping between ten open windows to answer the simplest customer questions. This created heavy administrative burden and made it very difficult for the management to get an overview of the efficiency of the team. Overall, it created a struggle for both customers and St1 employees. For St1 employees, it was difficult to keep a professional dialogue with their customers and this led to poor customer experience.
Today St1 is creating a common Nordic platform where Salesforce is playing a central role. St1 chose Salesforce because of its leading position in the global CRM market. With the constant evolution of the platform, St1 would always be operating with the latest technology. With Fluido’s help, St1 has implemented Salesforce Service Cloud, Sales Cloud, Marketing Cloud, and custom processes.
Now, with Salesforce, St1 finally has a 360-degree view of the customer. Their sales reps and customer service spend significantly less time on administration-related issues and have a better overview of their sales pipeline or open cases. With the help of the new system, St1 is now able to provide their customers with better and faster service. This makes a customer feel comfortable as the St1 team knows exactly who the customer is and what is the past relationship with them.
Sales is now more efficient working with the customer and processing the transactions. The time saved here can then be used for new customer acquisition and higher quality sales. For the service, it is amazing to finally have the case history connected to the customer. The dashboards give the Sales and Customer Service Center managers great visibility to the business and help them drive the business through the busy schedules. Now St1 also has full control of the new customers and their credit limits, they can create reports in an effortless way and have a good overview of the customer life cycle.
In the future, St1 is planning to continue their Salesforce journey and focus on opportunities such as Lightning Experience, Marketing Cloud, and GDPR compliance.
St1’s recommendation to those considering similar projects
- Ensure strong business buy-in and involvement of the “super users” early on in the project.
- Do not try to adjust the system to please the users’ old habits. They will eventually learn how to work in a new and more effective way.
- Make sure to get to know Salesforce before you start. St1 took the Salesforce Admin training in order to do that, but you could also complete Trailheads (https://trailhead.salesforce.com).
- Partner up with a good vendor.
Main photo: courtesy of St1