Case Study
Increase in Conversion Rates
Higher Response Rate than Manual Follow-up Calls
Reduction in Administrative Workload
A global automotive manufacturer with an extensive dealership network and a diverse product portfolio, including passenger vehicles, commercial vehicles, and electric models. The company aimed to strengthen its sales strategy by understanding why certain deals were lost and gathering structured feedback from potential customers who chose not to proceed with a purchase.
The manufacturer faced several challenges in capturing and utilizing feedback from lost sales opportunities:
Inconsistent Feedback Collection: Sales teams gathered feedback through ad hoc phone calls and emails, resulting in incomplete or inconsistent insights, which made it difficult to understand and address why deals were lost.
Lack of a Structured Process: Without a standardized process for recording closed-lost reasons, the sales team was unable to capture detailed, actionable insights. This led to repeated sales process gaps that negatively affected conversion rates.
Time-Intensive Follow-Up: The manual process of following up with lost leads was cumbersome and poorly coordinated, often leading to low customer response rates and missed opportunities for improvement.
Limited Insights into Sales Trends: The absence of consolidated feedback data limited the company’s ability to monitor patterns or recurring issues that could have been addressed to improve overall sales effectiveness.
The company needed a solution to:
Automate customer feedback surveys to capture consistent insights on lost opportunities.
Centralize feedback data in Salesforce for easy access and analysis.
Use real-time insights to adjust sales strategies and improve conversion rates.
Identify recurring trends over time to address bottlenecks in the sales process.
Minuscule Technologies implemented an automated closed-lost feedback system using Salesforce, integrated with WhatsApp and email for streamlined customer outreach. This solution allowed the automotive manufacturer to efficiently gather and analyze feedback, refine sales strategies, and improve overall performance. Key Components of the Solution:
Automated Closed-Lost Surveys via WhatsApp and Email: When a deal was marked as "Closed-Lost" in Salesforce, the system triggered an automated survey request via WhatsApp or email, based on the customer’s preferred communication channel. Surveys included tailored questions to capture the reasons for not proceeding, such as pricing concerns, product features, or service issues. Automated outreach ensured that customers could provide feedback conveniently and on their own time, resulting in higher engagement.
Centralized Feedback Tracking in Salesforce: All survey responses were consolidated within Salesforce, providing a centralized view of customer feedback. Each lost opportunity was tagged with insights (e.g., “Price Too High,” “Competitor Advantage”), allowing the sales team to track patterns and trends across different product lines and regions.
Real-Time Reporting and Insights Dashboards: Custom Salesforce dashboards provided managers with real-time analysis of survey results, highlighting common reasons for lost opportunities. Reporting tools enabled segmentation of closed-lost opportunities by product type, region, or competitor, offering deep insights into sales gaps and areas for improvement.
Proactive Sales Strategy Adjustments: Automated alerts were sent to sales managers when recurring issues, such as frequent pricing objections, were identified. These insights informed targeted training programs, adjustments to product offerings, and competitive pricing strategies based on customer feedback, enabling proactive sales strategy refinements.
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The automated closed-lost feedback system produced significant improvements in the company’s sales processes and customer engagement:
By leveraging feedback to refine its sales approach, the company achieved a 15% increase in conversion rates within six months. Sales representatives were better equipped to address common objections, reducing the likelihood of deals falling through.
Automated surveys through WhatsApp and email resulted in a 35% increase in response rates compared to manual phone follow-ups. Customers appreciated the convenience of digital feedback options, leading to more comprehensive insights.
Real-time dashboards provided actionable insights into lost opportunities, helping managers quickly identify patterns and refine sales strategies. The data enabled the company to restructure product bundles, offer competitive pricing, and adjust messaging to better align with customer expectations.
Automating the feedback process reduced the administrative burden on the sales team by 40%, freeing up time for representatives to focus on active deals. Consolidated feedback in Salesforce provided greater visibility into closed-lost reasons and streamlined the analysis process.
The closed-lost feedback automation solution implemented by Minuscule Technologies transformed the automotive company’s approach to sales performance improvement. By capturing structured customer feedback in real-time, the company could identify gaps and make strategic adjustments that increased conversion rates and enhanced its competitive positioning.
The automation of the feedback process created a culture of continuous improvement within the sales team. Managers leveraged insights to develop targeted training and refine sales strategies, ensuring representatives were better prepared to handle objections effectively.
The seamless integration of survey responses into Salesforce provided a unified view of lost opportunities, helping the company align its go-to-market strategy across regions and product lines. These insights allowed the company to proactively refine its offerings and improve sales processes, ensuring better alignment with customer expectations and sustaining growth in a competitive market.
