Short excerpt from a Salesforce-produced YouTube video (published March 1, 2023) where R.M.Williams stakeholders discuss the brand’s heritage of bespoke, customer-centered service, the challenge of fragmented legacy systems ("over 30 different systems"), and how adopting Salesforce Customer360 centralized customer data, enabled targeted campaigns and ‘magical’ personalized journeys, and improved digital revenue attribution (digital revenue up 1.6× year-on-year).
Questions this video answers
March 1, 2023.
Over 30 different systems.
1.6× (times) year-on-year.
Chapters
If we think back about RM Williams history and the legacy of the brand, he's absolutely always been around the customer.
From the very start. He was able to serve customers in a very unique, bespoke and individual way and create that connection with the customer.
Our brand will evolve over time. How do we do that? In a really thoughtful way way so that we remain true to our roots, but also that we can show up for an appeal to new audiences.
Presenting an experience to these customers which feels authentic, purposeful and aligns with our values is incredibly important.
Before Salesforce, we had a spider's web of technology.
In fact, looking back, we had over 30 different systems that had customer info and order info and it was just all over the shop.
Bringing in Salesforce enables us to put the customer at the center of everything that we do.
We wanted to put the customer first, have a single view across all platforms.
Our desire is to create a sense of familiarity between the channels. Be it in store, be it online, be it with our wholesale partnerships.
How we use Customer360 is just using all of the data within the platform smartly.
Having access to the insights around our customers, their buying behaviors, habits and purchase history enables us to future plan and build specific targeted campaigns, to intercept and to deepen the engagement with our customer.
We're creating these magical journeys and our customers are saying, wow, you know, they actually understand who I am and what I want.
It's an important way for us to build loyalty, understand what motivates our customers, enable us to grow with our customers and maintain an important part of their decision making and their brand set.
Revenue attribution from digital alone is up times 1.6 year on year.
I think with Salesforce the future is limitless.
It was Byron Williams connection to customers at a personal level product that he created for them, how he helped service and support them. And that connection is what has made us a customer company. And these principles is something that is going to carry us through into our future in the next 90 years.
