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The Client
Menicon is Japan’s leading manufacturer of contact lenses. Founded in 1951, the group now employs around 4,000 people worldwide. Menicon SAS, the company’s international subsidiary based in France, operates across 15 European countries.
The Challenge
A leading manufacturer of rigid lenses in France, Menicon SAS was keen to strengthen its presence in the highly competitive soft lens market. To achieve this goal, the company needed to manage its customer relationships across the highly prescription-based French contact lens market. This required a highly mobile, digitally well-equipped sales team to travel to maintain close relations with ophthalmologists constantly. Furthermore, as logistics platforms of major chains also contributed to sales indirectly, attributing these indirect sales to the correct sales teams was a significant challenge.
The Menicon SAS call center plays a vital role in enhancing customer experience. The center’s customer service staff, of around 15, handles order-related questions. In addition, contact lens experts provide technical assistance and advice to ophthalmologists on the most suitable products for their patients. The call center receives between 300 and 400 daily calls from opticians and ophthalmologists. [IM1] Menicon’s customer service staff was therefore unable to handle the large number of requests within a reasonable timeframe.
In short, Menicon SAS’s various departments needed a unified view of customer data. They also needed to consolidate and assign indirect sales revenue daily. However, the ERP and CRM developed in-house by the Menicon SAS IT team didn’t allow this to happen.
The Solution
Persistent conducted workshops to evaluate and validate possible scenarios based on the specific needs of each department. Next, we customized the solution to attribute indirect sales, ensuring that it was tailored to meet the needs of Menicon’s unique business model. We validated initial mock-ups to ensure that the solution met the identified needs. After the validation stage, we integrated the solution to optimize the structure and organize data flows, providing a seamless experience for Menicon’s team. Finally, we provided first test platforms to assess the viability and effectiveness of the solutions.
To help Menicon SAS gain a 360° view of its customers, we implemented the following Salesforce solutions:
- Sales Cloud, for a unified view of prospects and customers and to optimize the sales process.
- Cloud service, to respond quickly and efficiently to customer requests and guarantee high-quality service.
- Marketing Cloud Account Engagement, to create targeted marketing campaigns that strengthen links with their network of ophthalmologists and opticians.
- Aircall CTI, to integrate telephony with the Salesforce platform and optimize call management.
The Outcome
With Salesforce at the heart of Menicon SAS’s infrastructure, the company has consolidated its data, facilitating access to information for all departments. The daily consolidation of indirect sales contributes greatly to the satisfaction of the company’s sales reps, who are remunerated based on their overall performance. Salesforce enables easy, secure data access for sales staff on the move. Customer service and technical support now share the same interface, facilitating communication and information exchange.
If I had to give Persistent a mark out of 10, it would be 11! Working like this is a real pleasure. Project follow-up was exceptional, with regular weekly updates. The technical teams were also fantastic, and the budget monitoring was a great help in making the trade-offs.
Eric Tardivaud, Operations Manager at Menicon SAS
