Pidilite Industries, a supplier of consumer and specialty chemicals, has transformed its customer, contractor, and influencer experiences by leveraging the power of Salesforce and Heroku.
Transforming Sales and Service Operations
Pidilite’s Industrial Products Division serves B2B customers across 30+ industries. Previously reliant on spreadsheets and project trackers, the teams struggled to manage key accounts and optimise productivity.
Nishchai Nevrekar, Head of Digital Initiatives, said: “As our teams grew, we needed a robust CRM tool that would help us spend more time on customer experiences, and less time on routine tasks.”
By deploying Salesforce Service Cloud, Pidilite unified its contact centres, integrating 15+ helplines that handle nearly 1 lakh calls per month. With Computer Telephony Integration (CTI), pre-sales reps make more calls, while post-sales agents resolve queries faster.
This has resulted in:
90 percent improvement in first response time (FRT)
18-point increase in first call resolution (FCR), from 75 percent to 93 percent
Manasi Choudhari, Senior Manager – Digital Initiatives, said: “We’ve completely transformed pre-sales and post-sales journeys into seamless omni-channel experiences.”
A customer 360 dashboard empowers teams to personalise conversations and recommend solutions quickly, enhancing customer satisfaction.
Boosting Field Sales Productivity
Using the Salesforce mobile app, Pidilite’s field sales team can qualify leads, prioritise opportunities, and track key accounts on the go. Each rep logs an average of three activities per day, improving transparency and enabling to make faster decisions.
Rajesh B, CEO – Pidilite Industrial Products Division, said: “Access to quality sales data enables management to improve sales force effectiveness and productivity.”
Empowering Contractors with Dr. Fixit App
Pidilite’s contractors use the Dr. Fixit app — built on Heroku and integrated with Salesforce — to manage leads, personalise conversations, and suggest the right waterproofing solutions using a built-in product recommender. The app also offers real-time quote generation and a learning module for product training. With 50,000+ downloads, the app has been a game-changer.
Pankaj Israni, Manager – Digital Initiatives, said: “It gives contractors all the tools and data they need to do their jobs well, and delight customers.”
Strengthening Contractor Engagement
Pidilite’s custom field marketing app enables over 1,000 field marketing executives to manage millions of contractors across divisions. Features like contractor visit tracking, enrolment, event management, automated SMS reminders, QR code check-ins, and analytics have tripled contractor engagement.
Monika Sahu, Manager – Digital Initiatives, said: “Contractors are an essential part of our ecosystem. We support them with training, best practices, and social upliftment programs.”
Growing Influencer Networks with the TEAM App
For its Fevicryl brand, Pidilite engages teachers and hobbyists as influencers who conduct workshops. The manual onboarding and workshop booking process was slow — taking 45 days to onboard an influencer.
The TEAM app, built in just 2.5 months on Heroku, slashed onboarding time to 5 days and increased influencer enrolments by 10 percent. It also led to a 50 percent increase in teachers applying to conduct demo camps.
Riddhi Bakhru, Category Manager – Arts, Stationery and Fabrics, Retail Division, said: “The TEAM app has helped us make huge strides in influencer engagement. Even reimbursement time for teachers has reduced from a few months to just one week.”
Fueling Innovation Through Product Insights
Pidilite conducts product trials with anchor accounts, capturing data in Salesforce Service Cloud.
Rajesh B said: “We now have instant insights on product performance and value, which we can incorporate into product design. This has helped us amplify the success of our innovation projects and generate more revenue.”
The Road Ahead: A Collaborative Future
Pidilite is building a new collaborative working solution on the Salesforce Lightning Platform, combining data from its warehouse to generate action plans for business development managers and sales reps. This will enable teams to collaborate effectively and address key business gaps.
InfotechLead.com News Desk
