Biesse: targeted, data driven communication for greater customer satisfaction
Biesse represents the best Italy has to offer: founded in 1969 as a family-run business the company now counts 12 manufacturing plants, 39 branch offices across the globe and over 4,200 employees. Almost all Biesse machines for the processing of wood, glass, stone, plastic and metal are exported and are appreciated by top manufacturers in the furniture, joinery, construction, shipping and aerospace sectors around the world.
High-level data collection and a cutting-edge system for internal communications and for interacting with customers are of course crucial for such a large company. This led to a partnership with Salesforce which, with support from Atlantic Technologies, helped Biesse better manage and respond to customer requests.
A seamless solution for technicians, customers and machines that are always connected
Manufacturing companies the size of Biesse run the inevitable risk of fragmented communication. Customer satisfaction, however, depends on communication that is direct and seamless, both internally and with the customer. And that posed a real challenge: information about customers and machines needed to be standardised and consolidated to ensure prompt response times and rapid solutions to problems that were often complex. Only then would technicians be able to intervene quickly and effectively. The decision to adopt Salesforce provided the company's branch offices across the globe with a single tool for managing communications, greatly simplifying interactions and helping foster a team spirit. As Biesse explains, the introduction of the Salesforce platform greatly simplified work for sales management, which, despite great effort, had been struggling to achieve truly great results. Targeted, data-driven communication was finally possible. Having access to an easy-to-use system that was updated in real time and even available offline also greatly helped sales management with planning visits.
A pioneering project for Italy
An even more innovative project was developed with Field Service Lightning, an application that helps teams of technicians provide effective field service by making all the key data and information available. This produced a noticeable boost in operating efficiency. In just seven months over 800 users were connected to Field Service, making Biesse the first and biggest Field Service Lightning project in Italy. Biesse believes in the importance of innovating the Made in Italy brand through digitalisation, which vastly simplifies interactions with customers, as in this case, and sets the foundations for customer loyalty through simplicity and innovation.
Help from technology in the hardest of times
Though it is now a multinational corporation, Biesse retains its roots in Pesaro, where it was founded. The company was therefore significantly impacted by the coronavirus epidemic that struck our nation. In response, Biesse implemented a series of measures to guarantee the safety of its employees and customers, and of all who interact with the company, while at the same time ensuring that its branch offices worldwide would all continue to operate normally. The one company approach – through which we enact standardised processes all over the world, making use of shared tools – helped us serve customers during a particularly challenging time, offering solutions that were optimal for them and for our personnel, in compliance with the laws in effect in each country. In addition, Biesse donated €100,000 to Ospedale di Pesaro (Pesaro Hospital) and actively contributed to the solidarity network, offering tangible support to a territory and a pool of businesses that represent the best of the best in Italy in their respective sectors.
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