Tree360 - Creating a scalable solution for planting trees

August 11, 2022

With recent world events, we wanted to create a scalable programme to contribute towards the planet. We decided to partner with an organisation called Treedom to plant trees and create the Comnexa forest project. We needed to allocate and then gift trees to our clients which they could then proceed to plant. We required a technology led, intelligent and reportable way of gifting trees to clients which could be expanded in the future.

Our Solution

At Comnexa we use the Salesforce platform for daily operations. We were determined that we wanted to use the Salesforce platform to power the entire user experience. We created an internal project to look at how we could create an intelligent and reportable solution for gifting trees to clients.  

We formed a project team internally consisting of a project manager, business analyst, business solutions consultant and several specialists in different areas, particularly Marketing Cloud. The first step in the process was to examine the as-is process and identify the to-be process. Our business analyst mapped out the processes and we held several workshops internally with stakeholders in the business. We also created several user stories for the process. Because our team have extensive experience across the Salesforce platform, they were able to guide the conversation with a Salesforce lens.

We ended up creating an integrated solution based on our own CRM, using a combination of Salesforce Custom Objects, Salesforce Flows, Marketing Cloud/Pardot Engagement Studio, Salesforce Surveys, Slack and Salesforce Reports to record the details of the tree given, track the clients actions once our tree offer has been extended and resolve any issues they may have trying to redeem their tree. The entire journey is recorded in Salesforce in a way that can be reported on later.

Our process

Every project starts off as an idea. Often this might be asking ourselves, how do we get from where we are (as-is), to where we want to be (to-be). We set up a simple Cloud Coach Project to track what tasks needed completing to get this project over the line and to work out who from our team was best placed to work on specific tasks. Here we can see a quick checklist project created split into phases with assigned priorities, due dates (Yes, by using clicks, not code, we were able to achieve a lot in one day!) and the responsible team members. Cloud Coach also allowed us to document any issues as they came up, so when we got on calls together we knew exactly what needed looking into.

We mapped out our initial thoughts of how to get the process working. As time went on and we understood what was needed for our to-be process we were able to complete this living document further. A visual diagram allows us to make quick and visually effective changes and have everyone aligned.

Salesforce Flows

We decided to use Salesforce flows to power the automation in Salesforce and make the process easy for our internal users. Similar to our process map, mapping out a visual user story (from the perspective of an internal employee) was very helpful in building out the Screenflow and understanding in detail what information was needed. This also led to us thinking about how a future second phase of this project may look by removing more of what our internal employees have to do to get this process to trigger.

The above controls the Screenflow process which automates and drives the Custom Object creation and population of the Contact Record for use in Marketing Cloud/Pardot. The first screen displays the fields that are specific to each new tree purchased and will only be known once a user has already requested a Treedom Tree from their website. This information is used to create the Tree Junction Object and obtain information from the Treedom Tree record relevant to the information entered by the user. These details are used to update fields in the Contact to the most recent tree (Or first tree) given to the client. After the flow has completed without fail a tree planting in progress sign along with a picture is displayed to the user to add a human element and thank the user for their time entering the information while Marketing Cloud/Pardot does the rest!

The above Flow enables Slack messages to be sent whenever a new Support Survey has been completed. This will alert the team to a client needing support in redeeming their Tree by sending the message ‘someone needs help’ along with a link to the survey response record to the Treedom Support Slack Channel.

User interface

By using Flows, this is what the user interface of Tree360 looks like to our internal users. They are easily able to use the Screenflow to initiate the sending of the tree. Once this is completed, the rest of the process and reporting is 100% automated.

Marketing Cloud / Pardot

We wanted to be able to gift different types of trees to different clients. We decided to use HML (handlebar merge fields) in Marketing Cloud/Pardot to tailor the content displayed and the journey our clients go on. We proceeded to wireframe a new email template and landing page.

Early wireframes

Once our wireframes were ready, Russell, our B2B Marketing Developer, then worked with us to create and refine the new templates directly in Marketing Cloud/Pardot. With the HML included, the templates look like this:

The finished product (left, an email template and right, a personalised landing page)

In Marketing Cloud/Pardot we are utilising Dynamic Lists and Engagement Studio to automate the intelligent journey we place our clients on when gifting a tree. Here’s one of the Engagement Studio components, showing how we’re listening for clients to plant their tree before sending a feedback survey.

CX / Client Experience

We wanted to make it easy to measure if we were being successful and also help clients get back on track if they experienced an issue. We have created two surveys using Salesforce Surveys; one is triggered when we see users are struggling to complete the process. This allows us to look into what may have caused the issue and re-send them a tree. The other is to ask how their experience was after they have successfully planted the tree. This will allow us to make improvements going forwards.

One of our surveys
Analysis of early feedback to identify any issues

Slack

Slack is our digital HQ at Comnexa. We use Slack for internal collaboration, internal meetings and also (for clients that allow) we have project specific channels where our clients can collaborate with our team. We have Slack fully integrated with our workflows.  Certain teams at Comnexa receive alerts in Slack if a client creates a new case, or an opportunity is won. For our Tree360 process, we’re making use of Slack. Each time a Salesforce survey is completed, we have configured a Flow that notifies a Slack channel, only if certain criteria is met. If a client is unhappy or clicks a thumbs down icon, then this will generate an alert. Our team can then review the survey within Slack. If the issue can be easily resolved, the team can resolve the issue in Slack. If the issue requires further investigation, the team can create a case in our CRM for further investigation.

Proactive alerts posted in a Slack channel

If we’re notified of an urgent issue, our team can make use Slack Case swarm. Slack gives our team the flexibility they need to work together to resolve major issues quickly. Here’s how it works: If a team member needs help on a case, we can initiate a swarm request into the appropriate Slack channels, asking other teams, cross-functional subject matter experts, and managers to swarm the case.

How we can swarm using collaboration
Starting a swarm request

By working together with different team members internally with a diverse range of skills, we were able to configure and deploy this entire solution in days.

The future

At Comnexa, we believe in continual improvement. As clients increasingly use technology (particularly mobile apps such as Revolut and Uber), we understand that client expectations continue to rise as they experience seamless digital platforms in daily life. The Salesforce platform continues to innovate and there are 3 releases a year, each with hundreds of new innovations. Even though we have implemented this process, we’ll be continually looking at ways we can make the process even more client centric and efficient using technology. Here’s some current ideas our team has:

Client Portal - We are currently gathering and storing extensive data about which trees are planted by which clients. We are also storing data relating to CO2. This data is stored in Sales Cloud CRM against the contact record and also in a custom junction object. We already maintain a client portal built on Experience Cloud which allows our clients to create and track support cases. We could consider expanding the functionality of our client portal to allow clients to also view their trees and carbon emissions which have been saved. We could use Experience Cloud features to visualise this data. All of this could be achieved with clicks, not code.

AI powered automatic issue resolving  - We are currently extensively using Salesforce surveys as a way of gathering feedback. We’re making use of Salesforce reports as a way to report on surveys and to identify any common issues. If we notice there are several common issues, we could decide to configure and deploy an Einstien Bot which we can configure (using no code) to automatically and intelligently resolve common issues which clients face. If the issue can not be resolved, the bot could pass the client to a live chat agent or create a case for manual follow up by our teams.

A full automated solution - We are currently looking into a potential solution to remove even more of the workload from the human. When an Opportunity is closed the user could select which tree they would like sent out to the client then the automation runs in the background to process that tree with Treedom. We could use Mulesoft RPA to create a fully automated solution. We also think Treedom should consider creating an AppExchange package so businesses can easily integrate Salesforce with Treedom.

More functionality with Marketing Cloud/Pardot Forms - Currently we are using Salesforce Surveys to gather feedback, however, we could use Marketing Cloud/Pardot Forms. This would enable us to continue tracking the users journey further into the process and gain more insight into the type of feedback individuals are providing.

We would like to hear what you think about our Tree360 process and if you have any further ideas.

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