Powering

Efficient Growth:
Lessons from 5
Manufacturing
Trailblazers
India is well on track to becoming a global manufacturing hotspot, buoyed by
government incentives, as well as fresh capital inflows and low labour costs.

In FY21–22, India’s manufacturing exports reached an unprecedented $418 billion,

an overall growth of more than 40% compared to the $290 billion from the previous
year. Meanwhile, the Indian auto industry recorded its highest ever annual sales at
nearly 3.8 million units in 2022.

Going by these figures, the future looks bright for both manufacturing and automotive
companies. However, challenges abound in the form of increasing global economic
uncertainty, inflation, supply chain issues, and competition from digitally-driven
entrants.

Succeeding in 2023 and beyond will depend not just on a manufacturer’s engineering
prowess, product specs, or pricing — but on the quality of customer experiences they
deliver. No longer are customers prepared to suffer through long call hold times or
repeated emails when placing an order, or tracking an invoice. They expect fast,
convenient, and seamless service at every touchpoint.
That will require manufacturers to digitally transform their customer journeys, while
also empowering their dealers and customer-facing reps with all the data they need to
deliver exceptional service.

Customers also judge manufacturers by their after-sales servicing of equipment,

machines, and cars. The faster and smoother the handling of field service requests, the
greater the likelihood of a one-time buyer turning into a repeat customer.

Meet five manufacturing Trailblazers from India that have cracked the code on
customer experience. Whether they’re personalising customer interactions, or
empowering dealers to sell and service better, these visionary companies are propelling
business growth, cost-efficiently. Enabling and supporting them is Salesforce.

Learn more about succeeding in the manufacturing and automotive industry through
the following Trailblazer stories.
 Business Need
• JSW Steel wanted to delight customers through simpler
interactions and trusted experiences across touchpoints
• Previous sales processes were manual and
time-consuming
JSW Steel • Data was scattered across systems, making it difficult for
forges positive and teams to get a unified customer view

profitable customer
relationships using
Salesforce
JSW Steel is delighting customers
with efficient sales, personalised
experiences, and a comprehensive
customer self-service portal.
Solution
• Sales Cloud streamlines and automates sales • A customer complaints management module
processes, boosting productivity built on Salesforce simplifies and streamlines
complaint investigation and resolution
• With a complete view of leads, sales reps can
identify where a deal is stuck and how to get it • Powerful analytics make it easier for the
back on track quickly leadership team to forecast demand, track deals,
and take corrective action
• A 360-degree customer view empowers sales
reps to connect with customers 1-to-1, and • The 'Aikyam' interface provides a single customer
personalise their experiences at scale view across JSW group companies (including
cement and steel), enabling client managers to
• Fully digitised processes for managing personalise customer conversations, and
memorandums of understanding (MoUs) and capitalise on cross-selling opportunities
distributor onboarding help teams be more
productive

• A customer portal built on Experience Cloud

empowers customers to self-serve, reducing the
call load on the sales team
 Impact
leads generated in
Technology is an essential part of
our growth strategy. The Salesforce 12,000 one year through
Salesforce
platform enables greater
collaboration between the sales of sales volumes driven
teams of different business entities
3.07%
by leads converted
through Salesforce (vs.
by providing them with the data 0.03% the previous year)
and tools they require to manage
customer requirements and
relationships more efficiently
67
improvement in customer
% data quality scores
through a single group interface.”

PARTH JINDAL
MANAGING DIRECTOR,
JSW CEMENT & JSW PAINTS 2
days
to <1
minute
reduction in time to
create a customer
account

Up to saved per day in servicing

30
minutes
documents requests from
customers

Sales Experience Service Success

Cloud Cloud Cloud Cloud
 Business Need
• Pidilite wanted to deepen customer bonds, and
improve productivity across sales and service
• Complicated sales project trackers and spreadsheets
made it challenging for the sales team to handle key
Pidilite accounts, track opportunity pipelines, and optimise

uses powerful apps productivity

• The process of signing on influencers, organising
to deepen contractor workshops, and managing reimbursements was
manual and time-consuming
and customer bonds
By building powerful apps on Salesforce,
Pidilite is helping its contractors and
influencers be more productive. And by
automating sales and service, Pidilite is
responding faster to customer needs.
Solution
• Service Cloud consolidates leads and enquiries • The field marketing app built on Heroku helps
in one place, offering pre- and post-sales teams Pidilite deepen contractor engagement through
better visibility, and helping them to resolve streamlined visits, meetings, and events
customer queries faster
• The Dr. Fixit mobile app built on Heroku
• Sales Cloud enables field sales teams to qualify empowers contractors to recommend the right
leads, prioritise opportunities, and track key products to customers, generate real-time sales
account activities on-the-go quotes, and access product training
• A customer 360 dashboard gives teams all the • The TEAM app built on Heroku streamlines
information needed to personalise customer influencer onboarding, workshop management,
conversations, and find the right solutions for and reimbursements
customers
• Integration of digital engagement channels with
Salesforce helps teams deliver seamless
omni-channel experiences
 Impact

90
improvement in first
With Salesforce, we’re % response time
crafting personalised and
omni-channel experiences for
our customers, while 18 percentage point improvement
in first call resolution rates
empowering our contractors
and employees with tools that 20 contractors managed through
the field marketing app
help them succeed.” lakh

NISHCHAI NEVREKAR
HEAD OF DIGITAL INITIATIVES,
3x improvement in contractor
engagement
PIDILITE

45
days
to 5
days
reduction in influencer
onboarding time

10 % increase in influencer
enrolments

uptake in number of teachers

50% applying to conduct Pidilite

demo camps

Sales Service Platform

Cloud Cloud
 Business Need
• Mahindra & Mahindra wanted to empower dealers to
deliver connected and consistent customer experiences
across touchpoints
• The previous CRM didn’t integrate with different
Mahindra & Mahindra customer-facing tools, resulting in information gaps and

gives dealers and fractured customer experiences

• Limitations in integration put a heavy load on the dealer
customers a smooth management system (DMS), resulting in frequent
downtime issues
ride across touchpoints
with Salesforce
Mahindra & Mahindra has united 18,000+
dealership users and 400+ call centre agents
on a single platform, enabling them to
deliver connected customer experiences.
Solution
• Salesforce unifies the entire customer journey on • A dealer portal built on Experience Cloud,
a single platform, making dealers’ jobs easier, and accessible through the Salesforce mobile app,
customers’ experiences smoother helps dealers view all customer data, nurture leads,
handle enquiries, schedule test drives, and manage
• MuleSoft connects Salesforce with Mahindra's bookings on-the-go
customer portal and DMS, enabling the smooth
flow of leads, while lowering the load on the DMS • CRM Analytics empowers dealers with real-time
data on open opportunities, bookings, test drives,
• Marketing Cloud helps generate more leads and other metrics to increase conversions and sales
through personalised and automated campaign
management • Service Cloud helps agents accelerate case

• With Einstein for lead scoring, high-value leads

10 them all the tools and data
resolution by giving
they need on a single screen
can be identified and prioritised to improve the
customer experience, while optimising agent • Success Cloud is helping Mahindra focus their
efforts Salesforce implementation on the right objectives,
make the right decisions, and identify opportunities
for success
 Impact
users at M&M
With Salesforce, the entire
18,000+
dealerships across
customer journey from the country are
managed on
marketing and lead nurturing, Salesforce
to test-drive scheduling and
car bookings, is now managed leads captured
on a single platform. This
makes our dealers’ jobs easier,
100,000+ per month by
400+ call centre
agents
and our customers’
experiences smoother.”
BHUWAN LODHA
50% drop in lead response time

CHIEF DIGITAL OFFICER, AUTOMOTIVE

10
MAHINDRA & MAHINDRA
percentage point increase
in lead to opportunity ratio

~0% DMS downtime

Marketing Service Experience Sales

Cloud Cloud Cloud Cloud

Tableau Einstein MuleSoft Success

Cloud
 Business Need
• Cosmo Films wanted a best-in-class CRM to help them
achieve their top-line and bottom-line targets
• Sales processes were largely manual and cumbersome

Cosmo Films • Data on leads and customers was scattered across

spreadsheets and emails, hampering visibility and sales
packages customer productivity

encounters into • Without a unified customer view, sales teams couldn’t

respond fast enough to customer queries and support
memorable requests

experiences with • Management didn’t have real-time insights on sales

performance to make informed decisions
Salesforce
Cosmo Films is strengthening sales,
marketing, and support through
customer-centric process automation
and a 360-degree customer view.
Solution Impact
• Sales Cloud has streamlined and automated sales
8
improvement in lead
processes, improving productivity % conversion rates
• Complete visibility into the sales funnel helps sales teams
convert more leads faster

20 % improvement in sales
• Marketing Cloud Account Engagement helps marketers outreach
send the right messages to the right prospects at the
right time

>1
• A self-service customer portal built on Experience Cloud week to
to process orders
helps customers place and track orders seamlessly an instant

• A single source of customer truth helps sales and support

teams collaborate seamlessly to deliver cohesive

25
customer experiences % reduction in case
resolution time
• Smart analytics provide real-time visibility into sales
performance, enabling data-driven decision-making

Sales Marketing Experience Quip

We’ve seen a big improvement in sales Cloud Cloud Cloud

efficiency. Teams are winning more deals,

strengthening customer relationships, and
accelerating revenue growth.”
SRIRAM ARTHANARI
CIO, COSMO FILMS
 Business Need
• Kalpa Power wanted to optimise company-wide processes
for scalability and efficiency
• Teams wanted a consolidated view of all processes to help
them work together seamlessly
Kalpa Power • Field teams needed real-time 360-degree views of status
uses Salesforce to and inventory for just-in-time management of high-capex
projects, and to execute projects efficiently and smoothly
optimise internal
processes and boost
stakeholder delight
Kalpa Power builds tech solutions from
the ground up to help employees serve
customers better.
Solution
• Salesforce automates and streamlines 85% of • Rich dashboards give field teams a real-time
the company’s internal processes, enabling the view of project schedules and inventories,
company to manage the lifecycles of 100+ enabling better project execution
customer sites across geographies
• A consolidated view of all information and
• The solution allows for extensive customisation, processes helps teams to work together
based on employee needs, driving greater seamlessly and efficiently, and boosts
adoption and efficiency transparency
• Streamlined processes reduce project execution
times, improving customer satisfaction
 Impact

Salesforce is more than a

CRM for us, it’s an ERP tool. 85% of company processes
automated on Salesforce

We have been able to use its

comprehensive features to
optimise end-to-end
processes.”
20 % to
3 % reduction in topline
inventory

ROUNAK MUTHIYAN

3x
FOUNDER DIRECTOR,
KALPA POWER PVT. LTD. growth in revenue

100 70
days
to
days
reduction in
project execution
time

3x 5x to
increase in
project efficiency

Sales Success
Cloud Cloud
5 takeaways from our Trailblazer stories
• Delight customers with exceptional experiences: Through Salesforce Customer 360, all of your
employees get a single, shared customer view at their fingertips to personalise customer
experiences, and drive more conversions. You can also connect all customer touchpoints and
channels of engagement on a single platform. So, customers enjoy a seamless, consistent
experience from start to finish.

• Empower dealers and distributors to serve customers better: Salesforce makes it easy to build
portals and apps for your channel partners to view all customer data, nurture leads, sell smarter,
and deliver excellent service on-the-go.

• Lower costs and increase productivity through automation: By streamlining and automating
your sales, marketing, commerce and service processes on Salesforce, your teams can be more
productive and cost-efficient.

• Improve customer trust with fast service resolution: A single source of customer truth can help
your service agents resolve queries faster. Field service reps can use AI-powered tools to manage
work orders on-the-go, optimise job schedules, and increase first-time fix rates. Meanwhile,
intuitive self-service portals can help customers address routine queries on their own.

• Make faster, smarter decisions with real-time insights: Powerful analytics and reports on
Salesforce deliver real-time intelligence on customer behaviour, sales trends, opportunities,
inventory, and other valuable metrics to help you catalyse revenue growth efficiently.
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