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How word-of-mouth mktg platform ReferralCandy went global

Singapore-based SMB and customer referral platform ReferralCandy started as a one-man operation and quickly grew into a team of three employees living and working out of a shared apartment. Five years later, the company has 27 employees and, with the support of Salesforce, it’s helping businesses all over the world tap into the power of word-of-mouth marketing.

Background
ReferralCandy was growing rapidly with a word-of-mouth marketing platform adopted by SMBs globally. It needed a single view of customer interactions, sharable by its people across regions.

ReferralCandy sped up the adoption of its platform by making it simple to use, fast to deploy and customisable in any language. The company’s rapid and global growth led it to Salesforce.

“As the team grew we set up a satellite office in the Philippines. It became increasingly important for us to have a single, shared view of our customer interactions. Our previous CRM had failed to deliver this and demanded a high degree of technical knowledge to use. Employees were frequently asking the engineering team to run reports – this wasn’t a viable approach for rapid expansion” said Dinesh Raju, CEO, ReferralCandy.

Finding new efficiencies was critical to delivering more proactive support without adding headcount. The company saw data insights as the way to identify and promote best practices for customer success.

Execution
Salesforce replaced an existing CRM to give sales roles an easy view of customer interactions at the company. The Salesforce Sales Cloud helps ReferralCandy be more proactive with customers, even as its customer base continues to grow. It integrates with the company’s referrals platform to track the performance of customer campaigns. It also notifies the team if there are potential issues with a campaign so that they can get the customer back on track. It’s driving customer success through the roof and opening up more opportunities for ReferralCandy.

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“We want our customers to get the most out of their referral program. One way we do this is by watching over their campaigns and sending them automatic alerts if, for example, the promotion they are running is about to expire. Salesforce dashboards help us to be proactive by showing us which customers have not acted on these alerts. We can quickly prioritise these cases and take action,” said Mr Raju.

Results
ReferralCandy is also able to track customers’ return on investment within Salesforce and gather insights on what makes for a successful campaign. For example, it can measure the likelihood of success based on market segment or reward type and share that information with customers.

ReferralCandy is also using Salesforce to track its own performance and determine where it can increase automation or establish new workflows for greater efficiency. It is tracking customer issues by type to see if there are common problems that can be solved through better platform design.

“Salesforce is helping us to scale with limited support resources. This is key, as our current rate of customer acquisition far outstrips how fast we could grow the team,” explained Mr Raju.

There’s no sign of slowing down, with ReferralCandy partnering with the world’s largest e-commerce platforms in a bid to drive global growth. Already, 70 per cent of its customer base is in the U.S.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
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