How Katarina from Euronautic Turned 107 Check-ins into a Completely Ordinary Work Day

She joined the company as a receptionist, and now she is owner and director. This may sound unbelievable, but it is the career journey of Katarina Vujević Babara. She was employed by Euronautic, a yacht charter company, in 2004 when there were only two other employees and eight boats. She quickly fell in love with her work and the industry, and the rest is history.    You Cannot Lead a Company While Living 400 Kilometers Away   She quickly befriended the owners of the company, and helped them to set standards. They lived in Slovenia, and as the business grew, it became clear that it is impossible to lead a company while living 400 kilometers away from it. That is why they gave Katarina their full trust. In the beginning she was a procurator, then an unofficial executive director, and finally an official one in 2011. When she first came to Euronautic, her partner worked as a driver, but two years later he joined her as a diver, and then as a skipper. “I think that this is the biggest strength that we, as the owners of the company, have – there is no job we haven’t done ourselves”, says Katarina. They became owners spontaneously. The former owners could not dedicate themselves to the business due to personal reasons, so they thought rationally, keeping the company’s best interests and growth in mind. That’s why they offered 50 percent of the company to Katarina and her partner, and the other half to their own son and his partner who already owned a charter agency in Slovenia. Although they had not known each other well before, they decided to take the risk and accept the offer. The risk paid off, because they quickly clicked with their new business partners and found it easy to negotiate and understand each other.   Saturday – the Worst Day of the Week   Just as in any other industry, there are issues, and Katarina stresses that in hers there are plenty. Nautical tourism is quite different from other branches of tourism, such as camping or hotel management. It is interesting that nautical tourism in Croatia is not regulated by the Ministry of Tourism and Sport, but by the Ministry of Sea, Traffic and Infrastructure. That, Katarina says, affirms their specificity.  At Euronautic, they have to take care of many factors – the safety of sailing, capabilities of the client operating the boat, the technical condition of the boat and all of the equipment on it, and, along with all of this, fine details adjusted to the client. Katarina explained the problem of Saturday, the day with the most check-outs and check-ins. “Imagine you have a hotel with 107 rooms, or apartments. And for all the 107 rooms, on the same day – all clients are leaving – and on the same day, new clients are arriving – for all of the rooms. In the meantime, in five rooms the clients broke the shower doors, in two rooms pipes have cracked, in four rooms the furniture is damaged, and in another two something is wrong with electricity”, she explains. “And you have to evaluate all of it, replace it, come up with spare parts, because, well, every room has a built-in shower from a different manufacturer, the pipes are different and so on. And in addition to all that, all 107 rooms have to be thoroughly cleaned and the bedding changed. And you only have a couple of hours for this.”   How Do You Service 100 Boats in 60 Days?   She highlights that the clients are becoming more and more nervous and demanding. The human qualities of empathy and understanding are long gone. On vacation, she says, people transform completely, as if politeness is mandatory only for the provider of the service. This creates additional pressure. When charter managers complain about Saturdays – the day when the demand for charters is the highest – they get advised by the Ministry to offer boats not only on Saturdays but on other days too, for instance Wednesdays. That is easier said than done, Katarina stressed. In order to do so much work, you need a small army of people. Where can you find that many for one more day?  Katarina explained that nautical tourism is not seasonal, but the seasons do differ.  “There is a season when boats are operational – which is, let’s say, from 1st of April until the 1st of November. Because of global warming, we begin renting in March already. There is a season for service, too, which shortened as the other season expanded – instead of at least six months, we now have four months to service all the boats. During this period we also need to give our employees vacations, so they can get some rest. A big chunk of time is lost on bad weather conditions in which you cannot work. And there you have it – operationally also a big challenge – how do you service over 100 boats in 60 days?”, explains Katarina. Recalling the early days, Katarina says that Euronautic was always one step ahead when it comes to digitalization. In 2005, they implemented the first online ERP which enabled remote work. The ERP did not work well, however, because the Internet was too slow and the connection kept breaking.   The First to Digitalize the Business   In the competition “Informatisation of business by implementation of modern ICT technological solutions into operational business processes” in 2013 they received funding. For Katarina, she says, it was like a dream come true. She could finally put her ideas about systematization and automatization to work. Later, they decided to implement Salesforce and began adjusting the platform to fit all their business needs. They were the first in the Adriatic region to have a digital check-in with tablets and a digitalized service with work orders.  When it was time to choose an implementation partner, LeverUP was not their first

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Salesforce Multi-Cloud Implementation for Interwetten

Salesforce solutions implemented by LeverUP helped Interwetten gain a more detailed view of user behavior on the website and in applications – here is how.    About Interwetten   Founded in 1990, Interwetten is world’s second largest online online entertainment provider with a revenue of 2+ billion euros (in 2020). These pioneers of online entertainment offer their customers sports betting, live betting, a casino, a live casino, and virtual games. They have bets on more than 100,000 different sports events held in over 70 countries and customers from more than 100+ countries around the world.   Crafting the Solution   The implementation has started with Service Cloud, followed by Salesforce Marketing Cloud core functionality as well as Marketing Cloud Personalization (formerly known as Interaction Studio). The data and technology architecture solution enabled comprehensive understanding of customer profile and behavior patterns.     Interwetten’s Goals   Get 360 degree understanding of the customer, improve understanding of customer behavior online and connect it to marketing automation Increase conversion rates of unknown users browsing the website  Activate known registered users into paying customers   Solution   To increase conversion rate, LeverUP team has implemented MC Personalization engine that places personalized content to Interwetten website, adjusting it in real-time to customer actions and identified affinities.  We have extended the functionality of MC Personalization engine through integration with other company resources to enrich data about known users with their behavioral data gathered on the website. That enables Interwetten to create personalized offers to users, create more targeted email campaigns, that personalize at the time of email open for each individual.  To achieve the 360-degree understanding of a user, it is important to implement the consistent strategy of so-called data profile stitching that will help to recognize and connect together multiple profiles of the same user, therefore avoiding the pain of having duplicated data. To improve the experience at every step of the customer journey, personalized content is being implemented across omni-channel communication strategy including email, and, moving forward, push notifications, and SMS. Einstein, an AI solution by Salesforce, after a certain learning curve, is able to identify the best content, channel, and time of the communication to be delivered to each user, therefore drastically increasing engagement rates. “The first phase of the implementation project lasted three months, and  included launching the solution at the pilot market, for several predefined use cases and user segments.  The second, and more ambitious phase, will last about six months, and we expect to roll out MC Personalization engine on the majority of Interwetten domains as well as improve user experience through personalizing mobile app,” said LeverUP Salesforce consultant Nika Belamarić. To make sure we thoroughly understand the company’s business model and have adjusted the implementation best practices to the industry-specific requirements we have conducted numerous workshops with at Interwetten and did our best to make sure every team member involved understands the value and purpose of the project. Salesforce solutions help Interwetten gain a more detailed view of user behavior on the web and in applications. The company has created customer routes and is able to meet the interests of customers with real-time personalization.

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Case Study: How Caterers Digitize their Business in the “New Normal”

Salesforce Marketing Cloud currently enables Hospitality Digital to automatically deliver marketing communications for 17 countries, in 15 languages.  We have developed a set of tools for Hospitality Digital, a Metro Cash & Carry company, to help digitize the business of their customers, smaller catering facilities such as restaurants, cafes, and the like. Daria Nemchonok started working on the project in February 2019 as a senior SFMC (Salesforce Marketing Cloud) consultant and developer. It was a pure “greenfield” implementation, challenging and dynamic, in an agile environment where everything happened at the same time – from application and tool development, to the implementation of Salesforce Sales Cloud and Salesforce Marketing Cloud solutions. She was in charge of introducing the DISH platform for communication, reservations and other “digital” services in the hospitality industry. Today, the digitalization of business in this segment is important because of the number of restaurants that have reoriented to delivery in 2020. Most restaurants are currently undergoing a significant business transformation.   Automating Communication   The first phase was very challenging for two reasons. On the one hand, it was necessary to plan the process architecture and data model, synchronize and connect the Salesforce Marketing Cloud with the Salesforce Sales Cloud. On the other hand, it was necessary to launch at least simple email campaigns in order to realize our marketing strategy. The Salesforce Marketing Cloud implementation model involved linking data from the data-warehouse to data from the Salesforce Sales Cloud. Thus, detailed data on visits to the websites of catering facilities from the DISH platform, demographic data on guests, reservations, inquiries and others were automatically inserted into the Salesforce Marketing Cloud. With the use of AI technologies and the help of Salesforce Marketing Cloud, it is possible to deliver automated e-mails with recommendations. For example, emails about changes on the web-site, zhe introduction of new services based on guest demographics and many more. In addition to the automation of email communication, communication with users via SMS messages and push notifications was gradually introduced.   Content Localization   Salesforce Marketing Cloud currently enables Hospitality Digital the automated delivery of marketing communications for 17 countries, in 15 languages. Communication is delivered to users in their language (not in the language of the country), and in accordance with the location. For example, if the owner of a restaurant in Germany uses French, the communication will be localized specifically for the German market, but delivered in French. This problem of multilingualism in marketing communication in Europe is one of the most challenging ones we face, but it was successfully solved within the project. Namely, a multilingual content management system, based on Javascript and AMPScript, has been implemented. With the help of Salesforce Marketing Cloud, the project also effectively solved problems related to GDPR and marketing consent: it was possible to collect and efficiently update data on consent for email, SMS and other communication channels between SFMC, Sales Cloud and user applications. At any time, the user of the platform – the owner of the catering facility – can cancel or re-subscribe to all types of communication through his account in the application, through the call center, or through the link available in the received e-mail or SMS delivered through SFMC.

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Hilti: Global Manufacturing Company Overcomes Crisis by Leveraging Digitalization

How has the global B2B manufacturing company digitalized its business during the 2020 global crisis and achieved excellent business results?   At the time of the coronavirus crisis, there was a large increase in Salesforce implementation and (or) upgrade projects. This trend was particularly visible in the B2B industrial and manufacturing sector. The most important reason was: companies had to find new ways to maintain productivity and stay connected with their customers and partners. Personal and personalized communication is extremely important for companies in the B2B sector, because their clients mostly have the power to approve large orders.   Taking advantage of the crisis   Something similar happened to Hilti Group, the leading manufacturer of tools and equipment in the construction sector. Standard communication was difficult during the coronavirus crisis. This situation potentially was a great threat to normal business. But, it potentially offered an opportunity to improve business processes. Hilti opted for the latter and in the middle of the crisis, they recognized the digitalization of business on the Salesforce platform as their highest priority. Based on that, Daria Kulikova, co-founder of LeverUP Consulting and Salesforce Marketing Cloud expert, got involved in a challenging and dynamic project of digitizing Hilti’s business.   Investing into the future   The implementation of the Salesforce solution was initially set up as a two-year project. But soon, plans had to be changed because the sales and customer relations sectors were no longer able to communicate with customers like they used to. This was due to one simple reason: Offices and construction sites around the world were virtually closed overnight due to the pandemic. One option was to press the “pause button” and temporarily stop the Salesforce project due to the economic and financial situation. Namely, by March 2020 Salesforce was implemented in only one market. But Hilti decided just the opposite. They intensified their efforts even further and completed the project in just six months, which according to the original plan should have lasted two years! Hilti recognized the opportunity to take business to a new level and strengthen its leading position in the market.   Business evolution   While a large number of companies paused investments and business initiatives during the corona crisis, Hilti did the opposite and has invested in the future. The internal name of this Salesforce implementation project says a lot: “Evolution”. The global goal of this project was not only the implementation of a new CRM and marketing automation platform. The point was to use the Salesforce platform as a training ground that allows to change the focus of the entire marketing strategy and introduce an “opportunity-oriented” sales process. This process is based primarily on knowing (and recognizing) the needs of clients through the use of all available data and connecting digital and physical activities into one logical whole.   Results of the Salesforce implementation in Hilti   Sales “leads” are created more precisely, based on customer needs “Leads” are converted much faster (sales processes are accelerated) Potential customer status data is available to the entire team at any time, and this allows collaboration and increases efficiency Clients can extend an existing or contract a new “fleet management” contract entirely online (digital) The revolutionary “asset management” system has been implemented, which completely changes and improves the user experience Personalized marketing communication is automatically delivered to the client in response to a large number of events (steps in business processes) including those related to expressed interest in the product, contract expiration, or signals (information) from Hilti tools that function as IoT devices As the successful implementation of the Salesforce platform requires the involvement of the entire team, this was a great opportunity for change and better definition of certain business processes   Hilti Group   80 years of business tradition More than 30,000 employees worldwide Six billion CHF of annual sales revenue Industrial leader and innovator: Tools and software for the construction sector Founded in 1941 in Lichtenstein   About Us   LeverUP is a global Salesforce Consulting Partner with offices in Zagreb and Tallinn. Professional focus on the Salesforce Marketing Cloud platform, Salesforce CDP, and cross-cloud implementations.

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Driving Sales and Enhancing Customer Experience: A Personalization Success Story for Bitė Group

Bitė Group, a telecom powerhouse in the Baltic countries, joined forces with LeverUP, the renowned pioneers of personalization and digital transformation in their quest for innovation. Together, we embarked on a transformative journey to redefine product recommendations and revolutionize content management for Bitė‘s online presence with Salesforce Marketing Cloud Personalization.   “LeverUP’s expertise in Salesforce Marketing Cloud Personalization proved invaluable in revolutionizing our online presence. The implementation process was seamless, and LeverUP’s solution enabled us to easily personalize content, leading to faster campaign rollouts and data-driven decision-making. The power of personalization has truly transformed our business, and we are excited to witness the positive impact on our sales and customer satisfaction.” Renars Neimanis, the Head of E-channel Development Department for Bitė   Bitė Group is one of the largest telecommunications groups in the Baltic countries, offering a range of converged mobile, media, fixed broadband services, IoT, ICT, and other services. With headquarters in Vilnius, Lithuania, the group includes Bitė Lietuva, Bitė Latvija, TV3 Group, Baltcom LV, Mezon, and other subsidiaries. In Q4 2022, Bitė Group’s service revenue reached EUR 113.4 million, with a full-year 2022 service revenue of EUR 421.0 million. Renars Neimanis, the Head of E-channel Development Department, expressed his excitement at successfully implementing Salesforce Marketing Cloud Personalization for Bitė. He noted that LeverUP Consulting’s experience in digital business management and transformation, coupled with Salesforce’s cutting-edge technology, enabled the company to deliver a solution that would help Bitė achieve its goals and stay ahead of the competition.   The Challenge   Bitė Group yearned to captivate users with product suggestions tailored to individual preferences while elevating their browsing experience. LeverUP seized the opportunity to utilize  Salesforce Marketing Cloud Personalization (formerly known as Interaction Studio (IS)) prowess, infusing it into Bitė‘s website design. The mission: uncover user affinities, spotlight trending items, and enhance customer satisfaction.   Engaging LeverUP   Bitė selected LeverUP for the implementation based on the consultancy’s expertise and positive feedback from previous clients. LeverUP has experience with SFMC, and our certified professionals could deliver the desired solution.    Unlocking the Solution   We approached the challenge by utilizing the capabilities of Personalization to create a template for a carousel that would display personalized product recommendations based on user affinities and trending items.  We ensured that the template met the client’s requirements, including UI considerations, language support, and product attributes necessary for successful implementation within SFMC Personalization. The team faced challenges maintaining the client’s catalog and product attributes within the platform’s limits. LeverUP’s previous experience with SFMC Personalization helped, but we also learned new techniques during the project that could be applied to future projects.   Timeline   The project had a timeline of 12 weeks, during which LeverUP successfully implemented the solution. Some additional work was carried out in subsequent weeks to refine and monitor the solution’s behavior.   Results   Bitė benefited from a platform they were familiar with but had not previously implemented to its full potential. LeverUP’s solution enabled easy personalization of content, leading to faster campaign rollouts through a user-friendly interface and enhanced customer experience. Additionally, the client gained insights into user behaviour on their websites, facilitating data-driven decision-making and ability to deliver personalised web experience. LeverUP’s solution addressed Bitė’s objective of personalizing product recommendations and enhancing the user experience. They now can serve personalized recommendations based on user affinities, which will increase their return on investment (ROI). “We were determined to captivate our users with personalized product recommendations and elevate their browsing experience. LeverUP’s expertise in Salesforce Marketing Cloud Personalization proved invaluable in revolutionizing our online presence. The implementation process was seamless, and LeverUP’s solution enabled us to personalize content easily, leading to faster campaign rollouts and data-driven decision-making. The power of personalization has truly transformed our business, and we are excited to witness the positive impact on our sales and customer satisfaction,” said Renars Neimanis, the Head of the E-channel Development Department.    Catch the Wave   Experience the power of personalization. Join forces with LeverUP, the industry trailblazers, and unleash the true potential of your business. Together, let’s conquer the realm of digital transformation and witness your success story come to life.

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