Transforming Customer Experience at Allied Beverage: A Data-Driven Approach

Allied Beverage, a leading liquor distributor in New Jersey, has embarked on a significant transformation to enhance its customer experience, service, and e-commerce capabilities. The company acknowledged the need for modernization in light of changing consumer demands and the challenges posed by the COVID-19 pandemic.

A Data-Driven Approach to Transformation

To drive this transformation, Allied Beverage partnered with Shift7 Digital, a third-party consulting firm. Together, they identified Salesforce cloud services as the ideal solution for their e-commerce, sales, and experience functions. This strategic decision laid the foundation for a more efficient and customer-centric operation.

Key areas of focus

The transformation initiative focused on three primary areas:

1. Unparalleled Customer Experience: Allied Beverage aims to deliver exceptional customer experiences tailored to the diverse needs of its B2B customers, ranging from small liquor stores to large grocery chains.
2. Self-Service Enablement: The company sought to empower customers with self-service options, allowing them to manage their orders and inquiries more efficiently.
3. Exception-Based Customer Service: By transforming its customer service organization, Allied Beverage aimed to provide timely and effective support while minimizing routine interactions.

Implementing Salesforce solutions

To achieve these goals, Allied Beverage implemented three Salesforce systems:

• Salesforce Commerce Cloud: Replaced the existing homegrown ecommerce system, providing a more robust and scalable platform.
• Salesforce Sales Cloud served as a CRM, streamlining sales processes and customer relationship management.
• Salesforce Service Cloud: Managed service case management, enabling efficient handling of customer inquiries and issues.

Benefits of the Transformation

The transformation initiative has already yielded significant benefits for Allied Beverage:

• Improved Customer Experience: Customers now enjoy a more seamless and personalized experience, with enhanced order tracking and support.
• Increased Efficiency: The new systems have streamlined internal processes, leading to improved operational efficiency and cost savings.
• Data-Driven Insights: The Salesforce platform provides valuable data insights, enabling Allied Beverage to make informed decisions and identify opportunities for growth.
• Enhanced Customer Loyalty: By delivering exceptional customer experiences, Allied Beverage is building stronger relationships with its customers and fostering long-term loyalty.

The Road Ahead

As the transformation continues, Allied Beverage is committed to leveraging the power of data and technology to further enhance its customer experience and drive business growth. The company’s focus on innovation and customer-centricity positions it well for long-term success in the competitive liquor distribution market.