Travelling can be hard work; from buying and maintaining an affordable car, to learning to drive, or making sure your kids catch the school bus in the morning \u2013 life would be much simpler if there was an app that could do all of that, and make getting the whole family from A to B a breeze.<\/p>\n
Well, in the United Arab Emirates, there is. OneET is delivering mobility-as-an-experience (MaaX) with a one stop shop aligning 32 transport services run by government agency Emirates Transport, ranging from coordinating school buses to retreading tyres. This is the result of the bold transformation of the agency that took it from only catering to government bodies, to opening its services to all consumers in the country within one year. To achieve this, it had to pivot to focus on the customer and their experiences, providing lifetime value to citizens however they choose to travel.<\/p>\n
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\u201cSalesforce gives us the power to get 360-degree visibility of the customer and of every vehicle, tyre, or partner in our network, we\u2019re\u00a0getting ready to launch a truly connected, next generation mobility service across the entire UAE.\u201d<\/p><\/blockquote>\n
Talal Al Najjar, Head of Digital<\/p>\n
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Managing transport across the UAE<\/strong><\/h4>\n
\nTo achieve its vision of operating as OneET, the company needed to simplify its complex and siloed IT estate and centralize company data. It turned to Salesforce to help unlock 360-degree visibility of more than two million customers and to connect and streamline operations across departments.<\/p>\n
\u201cBuilding a connected experience doesn\u2019t just make life easier for customers and staff, it will also help us establish lifelong relationships with citizens to maximize cross and upsell opportunities,\u201d said Najaar.<\/p>\n
Working with Salesforce and implementation partner\u00a0Smaartt Digital Consulting in early 2019, the team implemented Salesforce and integrated it with multiple operational systems and ERP.<\/p>\n
\u201cHaving the right partners was crucial to the success of the project, we\u2019re two thirds Emirates Transport pioneers mobility-as-an-experience with one super app for government bodies, businesses and citizens. Learn the role of Salesforce of the way into our transformation and we\u2019ve established best practices to help us get our platform where we need it to be,\u201d commented Deepak Thomas, Head of IT Projects.<\/p>\n
Emirates Transport is now centralizing data across 38 companies within the group and unlocks better visibility of the customer, prospect, and vehicle lifecycle, creating a truly connected enterprise. This helps teams in every department to more effectively serve customers and collaborate across the group. Sales Cloud, Service Cloud, and Marketing Cloud underpin both the OneET app and Emirates Transport\u2019s intelligent CRM platform.<\/p>\n
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Creating a connected customer experience<\/strong><\/h4>\n
\nWhen OneET was ready to launch to consumers, trust was a key differentiator that gave Emirates Transport a competitive edge: both in terms of the brand\u2019s reputation, and its unique single source of trusted customer data. \u201cAs a government organization we\u2019ve built up a lot of trust, which puts us in a unique position to grow our business and become a market leader,\u201d said Thomas. \u201cWhen we launched our app, we didn\u2019t need to do a big marketing campaign because people already knew us \u2013 and our high engagement rates reflect that.\u201d<\/p>\n
In addition to the app, online portals built on Experience Cloud help customers access services from the app or web browser. \u201cOverall, self-service reduces manual data entry for our teams, and empowers customers with faster access to services.\u201d commented Thomas.<\/p>\n
Three of the company\u2019s services are currently accessible via portals, with the rest on the roadmap for implementation.\u00a0\u201cCustomers can log into the community for vehicle registration, or to book an inspection. And parents can book their children on to school buses or get the latest info on when they\u2019re running during the pandemic,\u201d revealed Thomas. \u201cWe launched digital vehicle registrations in October 2020 and handled more than 4 million transactions through the portal in the first six months.\u201d<\/p>\n
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Sending relevant communications to the right people at the right time<\/strong><\/h4>\n
\nThe self-service portals are also part of the company\u2019s omnichannel vision, and Marketing Cloud supports communications by email, social media, and WhatsApp via an integration.<\/p>\n
\u201cMarketing Cloud helps us target the right people at the right time to build stronger relationships and maximise the impact of our communications,\u201d revealed Thomas.<\/p>\n
For example, the team can segment people who are eligible for driving lessons but eliminate contacts who are already learning and send each group on the most relevant journey.<\/p>\n
With 250,000 students travelling by school bus every year, this is a significant opportunity to engage with teenagers when they get their provisional license. And when they pass their test, Emirates Transport can help them find an affordable car, insure it, and keep it running with relevant reminders through Marketing Cloud and easy access to services through the app or portal.<\/p>\n
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Automated workflows support service delivery<\/strong><\/h4>\n
\nAnd to deliver these amazing customer experiences at scale, Emirates Transport leveraged Salesforce\u2019s Platform capabilities, with smart workflows to streamline services such as vehicle maintenance and launch new services to amplify the group\u2019s offering.<\/p>\n
Automated processes built on Salesforce Platform support the vehicle maintenance process from the moment a customer requests a quote through to approval, then underpins fulfilment of the service with trigger-based actions to register the task, schedule field visits where applicable, and generate invoices and receipts through the integration with the ERP system.<\/p>\n
And customers aren\u2019t the only group enjoying the new technology; the employee experience has also been elevated and modernized with Salesforce, with better access to comprehensive customer data and greater automation cutting down on manual entry. \u201cWe ran change management programmes to help users adjust to the new environment and incentives to use the platform,\u201d added Najaar. \u201cToday, if something isn\u2019t logged on Salesforce then it doesn\u2019t exist.\u201d<\/p>\n
Next on its roadmap, Emirates Transport is planning to leverage Einstein to perform smarter analytics on company data to improve lead segmentation and prioritization. It\u2019s also starting to use Social Studio for social listening and hopes to be able to boost engagement in the future.<\/p>\n
\u201cSalesforce was more than a technology partner for us, it\u2019s a key part of our vision to transform transport and mobility in the UAE,\u201d said Najaar. \u201cWe\u2019re adding new functionality and optimizing our app and internal processes every day so we can add more value to millions of people and improve fleet management for 35,000 vehicles.\u201d<\/p>\n
<\/p>\n
\nImplemented by Smaartt
\nPublished by Salesforce
\nReference : https:\/\/www.salesforce.com\/eu\/customer-success-stories\/emirates-transport\/<\/p>\n","protected":false},"excerpt":{"rendered":"Travelling can be hard work; from buying and maintaining an affordable car, to learning to drive, or making sure your kids catch the school bus in the morning \u2013 life would be much simpler if there was an app that could do all of that, and make getting the whole family from A to B […]<\/p>\n","protected":false},"author":1,"featured_media":6509,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_theme","format":"video","meta":{"om_disable_all_campaigns":false,"_mi_skip_tracking":false,"footnotes":""},"categories":[1,528],"tags":[277,279,276],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/smaartt.com\/knowledge\/wp-json\/wp\/v2\/posts\/3402"}],"collection":[{"href":"https:\/\/smaartt.com\/knowledge\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/smaartt.com\/knowledge\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/smaartt.com\/knowledge\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/smaartt.com\/knowledge\/wp-json\/wp\/v2\/comments?post=3402"}],"version-history":[{"count":1,"href":"https:\/\/smaartt.com\/knowledge\/wp-json\/wp\/v2\/posts\/3402\/revisions"}],"predecessor-version":[{"id":6510,"href":"https:\/\/smaartt.com\/knowledge\/wp-json\/wp\/v2\/posts\/3402\/revisions\/6510"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/smaartt.com\/knowledge\/wp-json\/wp\/v2\/media\/6509"}],"wp:attachment":[{"href":"https:\/\/smaartt.com\/knowledge\/wp-json\/wp\/v2\/media?parent=3402"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/smaartt.com\/knowledge\/wp-json\/wp\/v2\/categories?post=3402"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/smaartt.com\/knowledge\/wp-json\/wp\/v2\/tags?post=3402"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}