STC Bahrain CASE STUDY: Working with Salesforce has helped STC eliminate a lot of efficiencies from their process - all with no downtime ...

CASE STUDY:

STC             Working with Salesforce has helped STC
                eliminate a lot of efficiencies from their
Bahrain         process - all with no downtime.

February 2021

When telecoms company STC Bahrain adopted the motto

    ‘LET’S GO FORWARD’
    it kicked off an initiative set to transform the country’s B2B telecom sector and
    empower customers with smarter, best-in class services by the end of 2021.

    The company, founded in 2010, is known as a disruptor in the market, and has
    been leading the way for innovation for some time.

   “WE’RE VERY CUSTOMER-CENTRIC. WE’VE WON
    MULTIPLE AWARDS FOR CUSTOMER SERVICE, AND
    WITH SALESFORCE, WE’RE GETTING READY TO TAKE IT
    TO THE NEXT LEVEL
    Revealed Jinane Saliba, Senior Director of Business Operations at the
    company.

    To make sure it’s meeting customer expectations, the company runs annual
    surveys to capture feedback. But during the COVID-19 pandemic, STC Bahrain
    needed to rapidly adapt services to support customers through a difficult time.

    “The pandemic had a major impact on finance, but by staying close to customers
    and giving them incentives to pay a percentage of their outstanding bills we
    made it through,” explained Saliba. “With more people working from home we also
    ramped up our service and product portfolios, rolling out more cyber security
    solutions for example.”

Reacting quickly to change
with agile technology.
To react quickly to change, STC Bahrain relies
on agile technology and rich customer insights,            Their implementation
and thanks to Salesforce, it has both. The                 partner Changi helped
company kicked off its digital transformation              to:
with Sales Cloud in 2016.                                  customize and roll out
                                                           the solution, running
                                                           weekly workshops
   Impressed with its user-friendly                        to understand STC
   interface, flexibility, and scalability,                Bahrain’s business
   it extended its functionality with                      goals and optimize the
   Xactly in 2020.                                         platform accordingly.

“ONE OF THE GREAT THINGS
    ABOUT SALESFORCE IS HOW
    MUCH GUIDANCE THERE IS ON
                                                           Today, the platform
                                                           underpins the entire B2B
                                                           sales operation from lead
                                                           to conversion. It integrates
                                                           seamlessly with the
    USING THE SOLUTIONS ONLINE.                            company’s other systems
                                                           and the team can access it
                                                           via mobile or desktop.
    OUR USERS ARE VERY HAPPY
                                                           Changi helped the company
    WITH IT AND WE’VE NOW                                  to add customizations to
    LEARNED TO CONFIGURE IT                                support sector-specific
                                                           requirements such as debt
    IN-HOUSE.
                                                           collection to streamline
    revealed Saliba.                                       more processes from a
                                                           single solution.

Getting smarter with richer
data insights

Salesforce and Xactly integrate with the        Xactly also underpins the incentives
company’s central data lake to capture          program, which allows account
and analyze data from across the sales          managers to automatically calculate
cycle. Data is fed into dashboards to give      their bonus based on KPIs, and an
reps a quick, visual overview to help them      integration with the ERP system makes
track performance and monitor KPIs.             it easy for them to collect payments.

    “We’ve got custom dashboards for every business unit,” commented Saliba. “The
    management team can use them to check how reps are performing and offer
    them more support to meet their targets. We can also pull executive-level reports
    really easily.”

    This replaces a manual reporting process that was time-consuming and rigid,
    meaning reps couldn’t pull monthly, weekly, or daily reports with the latest, real-
    time data. In fact, Salesforce automation across the sales cycle has freed up 30%
    more time for reps to spend engaging with customers.

    “Data doesn’t just help us get closer to customers, we can also check out our
    competition and use those insights to augment our portfolio and wallet share,”
    adds Saliba.

Identifying more opportunities
for success
        Better visibility also helps the sales team to identify opportunities to
        cross- and up-sell to customers, and with better segmentation – which
        is being rolled out currently – the team will be able to find more relevant
        products quickly and easily, ultimately enabling them to deliver more
        value to customers.

        Next, the company is planning to implement CPQ, part of Revenue Cloud.
CPQ     “As a tech person I love CPQ! It’s got a really simple interface so everyone
        can use it, and it’s really useful to be given prompts on the next best
        action,” said Saliba.

        Staff at STC Bahrain have flourished since the Salesforce implementation.
        And once it’s finished implementing the solution in-house it plans to
        become a reseller, giving customers the opportunity to benefit from its
        Sales Cloud, Xactly, and CPQ solution as a service.

        This will empower customers to create their own quotes, which can then
        be converted into a sale in less than five days – much faster than the
        current process.

A one stop shop for innovation

AS THE COMPANY
CONTINUES ITS DIGITAL
                                            “Our goal is to have the entire lead
TRANSFORMATION,                             to cash journey centralised on one
IT’S WELL ON THE PATH TO                    platform,” said Saliba.
UNLOCKING 360-DEGREE                        “We’ve had a really smooth
                                            transition with Salesforce and have
VISIBILITY OF THE                           eliminated a lot of inefficiencies
CUSTOMER, AND HAS                           from our processes – all with no
PLANS TO INTEGRATE ITS                      downtime. We can’t wait to share
                                            our success as a service to our
WEBSITE, PARTNER, AND                       customers.”
CUSTOMER COMMUNITY
WITH SALESFORCE.

The telecom provider plans to become a digital one stop
     BY                  shop for customers, and is rolling out new features

    2021                 bit by bit – something that no other company currently
                         offers in Bahrain.

                                      “
 SALESFORCE GIVES YOU THE AGILITY TO BUILD, TEST, AND
       GROW YOUR PLATFORM IN YOUR OWN TIME.
   WHEN IT COMES TO DIGITAL TRANSFORMATION, THINK
 AHEAD AND LOOK AT THE BIGGER PICTURE. SALESFORCE IS
    ALWAYS INNOVATING, AND WE’RE EXCITED TO BE ON
                   THAT JOURNEY.
         Jinane Saliba, Senior Director of Business Operations at STC company

Changi Consulting, LLC is a customer-centric consulting firm and a
Salesforce Consulting Partner in the EMEA region.
We build and deliver cloud-based solutions focused on helping you
accelerate, automate, and optimize your operations.

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