1. AI-powered customer data
LocalTapiola spent three months pinpointing the issue, and ultimately understood they simply needed more data on their customers. “The solution we found was to start cooperation with Vainu,” Pehkonen says. Vainu provides LocalTapiola with corporate data and analytics which is then integrated with their own BI- and CRM-data. All this is then combined with an AI-powered technology called Vainu View, which provides a comprehensive look at the customer when contacted.
“The solution brings us completely new ways to take care of our customers' needs," Pehkonen explains. “We now know how their business is going, what is written in the news and whether or not they have - for example - new people coming into the company, all of which gives us a lot of information to talk about,” Pehkonen summarizes the benefits.
2. Data-driven booking
For a sales organization, there's always a finite amount of companies to sell to. For some, there are tens of thousands of potential customers and for others, only a handful. For LocalTapiola Capital Region, there are more than a few available, but not enough to squander.
How do they make sure that every contact towards a potential customer is run smartly?
Jari Peltola is LocalTapiola Capital Region's Customer Relations Director responsible for a band of 70 insurance salespersons aiming to find new B2C and B2B customers. Daily, more than 500 staff hours are consumed on contacting new potential clients. Before Vainu, those hours were spent calling through static lists of companies, and the pitch from company to company was the same. For an experienced director, such as Peltola, the situation wasn't sustainable as several daily possibilities were missed due to lack of customer knowledge. Something needed to change, and during a meet-up with Vainu, the solution emerged.
The solution was formed in co-operation with Vainu and LocalTapiola staff and started by identifying most prosperous prospect organization segments. Eventually, three distinct segments were identified and salespersons were interviewed to find out the best ways to convince decision-makers at each segment. Based on the results, Vainu CEO Mikko Honkanen wrote three pitches to fit every target group. "It was a clear indication from Mikko's part that he genuinely wants to help his customers," Peltola praises.
After identifying the segments to focus their sales efforts on,they now needed the list of companies, divided into the newly created segments. Using Vainu's state-of-the-art company information, this was an effortless operation.