Michelin Transforms Customer Experiences with Salesforce

Salesforce, the global leader in CRM, announced that Michelin—one of the largest tire manufacturers in the world—is using Salesforce to reinvent its customer, partner and employee engagement experiences.

With 111,700 employees spanning 170 countries, Michelin faced a major challenge in getting connected more closely to its customers. In response to this challenge, the company launched a worldwide program called ENGAGE to completely transform how it engages with customers. Launched at the end of 2016 in the U.S., ENGAGE is built on the Salesforce Platform and leverages Sales Cloud, Service Cloud and Community Cloud to provide Michelin’s marketing and sales teams with a single platform to better understand customer needs and respond to their demands more quickly and efficiently.

“It remains essential to maintain our advantage in terms of product quality and performance, and our relationship with our customers is key to our success. As a result, we need to provide an extraordinary customer experience,” said Eric Chaniot, chief digital officer, for Michelin Group. “With Salesforce, we’re building an entire ecosystem around our customers and partners, ensuring that every interaction is smooth. We also believe that speed of innovation is critical in our market, and we were able to complete the first phase of the Salesforce rollout in under six months.”

Michelin sales agents and retailers in North America were previously required to use multiple tools to access customer information. Now, they can access in real-time all customer information, such as tire reference numbers, sales history and order status, from anywhere, on any device. They can also use MapAnything, an app from the Salesforce AppExchange that integrates with Salesforce, to manage dealer and customer visits, with route planning and optimization. Today, less than a year since the program was launched, 80% of Michelin’s sales reps have already adopted the solution.

Michelin sales agents and customers can also collaborate in a portal built on Community Cloud. This central portal enables customers to identify the right tires and check availability at nearby dealers, access the right after-sales services and get answers to their questions. In addition, employees and partners are able to collaborate around complex tasks, such as fleet management.

Moving forward, artificial intelligence powered by Salesforce Einstein combined with Michelin’s connected tires opens up new possibilities, such as automating orders, managing miles travelled for fleet managers and more.

“Michelin understands that to meet changing customer expectations and empower its employees and partners to deliver success, it needs to have a single, unified view of its customers,” said Achyut Jajoo, VP and Global Head of Automotive, Salesforce. “With Salesforce and powerful partner ecosystem on the Salesforce AppExchange, Michelin continues to innovate by giving its sales representatives and its retail partners a system of engagement and intelligent tools to develop a deep understanding of their customer needs and deliver an outstanding experience.”