Opening Communications and Changing Sales Processes

Founded in Cerquilho, São Paulo in 1964, Cipatex began its activities in the manufacturing of synthetic laminates. Within roughly 20 years, Cipatex had become a group of companies with more than 100,000 square meters of production area in the plastics, chemicals, adhesives and nonwoven sector.

Working in diverse segments of the global market (footwear, purses and accessories, domestic utilities, construction, furniture, dressing rooms, etc) Cipatex creates a wide range of products to meet multiple needs. With innovation as one of its trademarks, Cipatex had the challenge of improving the management of the sales department. Valtech was happy to help.

Cipatex needed a change in its processes to better manage its business and improve customer service. The initial process was slow and disjointed, “The teams collect the orders following a set of process flows and carry out all the necessary validations for production and invoicing,” according to Renato Bafi, information technology manager at Cipatex.

Additionally, Cipatex employees and sales staff were all reliant on WhatsApp for internal communication. While WhatsApp is a great communication platform, it couldn’t meet the numerous CRM and sales fulfillment needs of a large company. To enhance the overall process, we knew we needed to improve lines of communication while giving Cipatex a single source of truth and data. Sales Cloud, Partner Community and Tableau CRM solutions were chosen as the best way forward.

Salesforce does more than giving Cipatex the ability to open up communication and break down silos. It also allows for improved customer segmentation, increased data insights for better future planning, and even the ability to group their own specialists together for improved content creation and strategic planning. For example, now that all this information is housed in one place, accessible by everyone in the company, it’s easier to gather all the footwear experts into one meeting to go over the data and to create marketing content and/or to plan out sales and promotions based on Cipatex’s first-party data.

Cipatex has already seen several gains related to the alignment and optimization of the sales process. Given the improvements to the sales process, and this access to crucial customer data gained by Salesforce, Cipatex is already planning for future actions including implementing other initiatives to improve the consumer experience, expanding the use of services to all areas that have some type of relationship with the customer.