Case Study
Redesigning Salesforce platform using centralized data model and automated workflows
Total revamp of a Salesforce based system that had multiple redundant database models and inefficient manual workflows across internal apps.
Challenges
Salzer conducted a comprehensive audit of our partner’s Salesforce platform, uncovering data, process, and organizational challenges. These issues led to inefficiencies across the marketing, sales, and support teams. Salzer categorized the findings into three key areas: Data Integrity, Operational Inefficiencies and Syncing data.
Data Integrity Challenges
The overall health of a Salesforce organization relies heavily on data quality. In our partner’s case, separate data models for accounts, contacts, leads, systems and devices had become commonplace, leading to various challenges.
One key issue was the absence of data integrity check when they obtained data from various sources and forms. Additionally, the merging of data from acquired businesses resulted in the creation of multiple record types, which inhibited the ability to quickly cross-reference accounts, leads, contacts, systems and devices.
Inefficient Operations
The data quality issues outlined above further disrupted lead, case, and contract management, resulting in inefficiencies across marketing, product, sales, and support operations. Manual workflows, disorganized page layouts, redundant fields, and the absence of validation rules made routine tasks difficult to execute.
Challenges in Syncing data across applications
Since the partner owned several applications and mobile apps, data sync played a significant role in ensuring smooth application experience. Lack of correct architecture necessitated manual corrections which resulted in wasting resources’ time.
Summary
Our partner’s mission is to empower customers and their loved ones to live a life without limits using medical alert devices that are user-friendly, customizable, and fit all lifestyles.
Salesforce serves as the core foundation for our partner’s marketing, product, sales, and support operations. However, a previous implementation resulted in several operational gaps, and they could not realize the full potential of Salesforce. To tackle these challenges, they partnered with Salzer’s Salesforce experienced team to develop a strategic vision aimed at optimizing the platform and aligning it with their business objectives for improved efficiency and growth.
Solution Implementation
Data Integrity Enhancements
- Identified and built unified data models for all the objects, which resulted in unified data and avoided redundancy.
- Added input validation to ensure users enter valid data and implemented automated rules to continuously prevent duplicate entries.
- Established connections and Lookup relationships between data points enabling comprehensive data management and reporting.
Operational Enhancements
- Redesigned layouts and wizards to create more user-friendly interfaces improving the data entry process.
- Developed assignment rules to automate the distribution and management of leads.
- Integrated third party dialer to enhance sales and support team operations.
- Implemented case intake and case assignments to improve new account creation process.
- Streamlined sales processes to simplify and enhance the selling experience.
- Automated Marketing quality leads communication using HubSpot.
Architecting data synchronization process
API Integration:
- Integrated Salesforce with various web applications, DocuSign, and email providers to streamline workflows and enhance productivity.
- Bulk Create, Update & Delete entities Using Data Load.
- Utilized data loading tools to efficiently manage large volumes of data enabling bulk creation, updating, and deletion of entities.
Writing Triggers:
- Developed Apex triggers to update web application data sources, ensuring data synchronization across platforms.
Technology Used
- Programming Language: PHP, APEX
- Programming interface: API
- Other Tools: JIRA, Bitbuket, Docker Containerization
- Database: SQL Server
- Framework: CodeIgnitor
Results and Impact
Salzer Technologies enabled our partner to get a customized Salesforce platform perfectly suited to their business model. Data Integrity improvements led to a unified data model, enhancing cross-referencing, account/systems/devices management and reporting.
Automation drove operational efficiencies, particularly in lead and case management. The revamped organizational structure facilitated better account management, especially with complex hierarchies, partner and agency relationships. As a result of Salzer’s involvement, our partner reduced technical debt, increased user adoption, and created a more integrated, efficient system that supports their mission with actionable insights and optimized performance.