Smart Group is a collection of corporate hospitality, catering and event management businesses with over two decades of experience.
They have hosted, catered and managed sporting events such as the Royal Ascot Village, Olympics & Wimbledon, as well as corporate functions like the Sports Industry Awards, Christmas parties for Mercedes-Benz Formula One and conferences for Adobe and Google.
Smart Groups system architecture was disconnected, inefficient and required many manual hours to support the processes. Due to gaps in the system, processes and human error the data integrity was compromised. The sales, marketing and finance department could not access structured data that compromised sales and customer relations.
The legacy systems and processes – Twinkle, My Party – to manage self-service bookings were inadequate. The back office staff had to manually intervene for transactions, booking amendments, and to manage Corky which drained office resources.
High Volume of Manual Booking Management Manual intervention was needed to manage booking and reservations
Dedicated Time Required for Tedious Manual Tasks Manual creation of proposals, manual record checking and manual email reminders from finance
Silo Systems Separate booking and reservation systems for event parties and drinks
Limited Data Flow Inadequate and non-integrated self-service booking systems
Lack of Data Governance Data was prone to be compromised due to human error and gaps in different processes
Weak User Adoption Lack of user engagement and leadership
Absence of Automation Lack of automated workflows and processes
Integrated Systems and Enhanced Data Flow Fully integrated reservation and booking systems
End-to-End Customer Management Lead, Account, Contact and Opportunity and Booking management system built on Salesforce Sales Cloud
Improved Event Scheduling Customised calendar for group-wide event scheduling
Operational Community Portal for End-Users A fully functioning customer community for ticket purchasing and handling
Digitised and Automated Invoicing and Payment Reminders Digitised product catalogues and pricing systems with automated invoicing and billing
SagePay Online Integration Online payment integration with SagePay plus a refund management process implemented
End-User Automated Engagement Email marketing automation and surveys with Salesforce Pardot and Salesforce CRM
Improved Customer Experience Increased customer engagement and satisfaction level
Increased Operational Effectiveness Optimised internal team performance with a vast drop in manual intervention required to complete tasks
Greater Group-wide Collaboration and Cross-selling Each business unit now had cross-Group visibility of clients and events to maximise on cross-selling opportunities
Greater Data Governance More secured data management across integrations, data flow and data handling
Founder, CEO
With over ten years' Salesforce experience, Rizwan has grown Seamlessideas into a successful consultancy and strategic Salesforce partner.
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