Optus: From Lead Capture to Conversion

This project enhances overall lead management process of Optus small business from lead capture to conversion. The goal of the project was to improve the efficiency and effectiveness of the company's lead management process, by providing sales teams with a centralized system for tracking and managing leads, avoiding duplicate data, and by providing better visibility into the sales pipeline and progress.

What we did?

How we did it?

• Migrated from manual and time-consuming assignment to a more dynamic and on demand assignment engine via using OOB assignment rules and apex triggers
• Implementation of e2e solution for a custom scoring engine using external systems like Lexer, Google Analytics and Marketing Cloud in Salesforce
• Lexer and GTM integration to enable real time customer behavioural activity tracking and customer segmentation
• Identifying matching keys and criteria based on analysis of existing data
• Setting up dedupe rules based on data analysis to avoid duplicates.
• Migrated from standard W2L to a secure process of lead creation via REST API from external website.
  

The Outcome

• Better sales performance and less time-consuming assignment process resulting in better UX and CX.
• Sales prioritization and follow up based on lead scoring
• Enabling Lead nurturing journeys based on customer behaviour
• Clean lead data for better customer experience.
• Secure lead creation process using OOB Salesforce features.