Transforming customer experience and empowering teams: VAX’s Salesforce journey

As part of their ambitious growth strategy for 2025 and beyond, the UK’s leading floorcare brand, VAX, set out to transform their customer service experience through digital innovation. Their focus was clear: drive customer acquisition, boost retention, and increase lifetime value. To achieve this, they sought a partner who could help them unlock the full potential of their Salesforce investment. Together, through a collaborative and iterative process, we’ve worked to build a more streamlined, data-driven, and customer-centric operation.

Laying the groundwork for scalable, customer-centric service 

VAX was looking to future-proof their customer service function. Their objectives were clear: 

• Enhance automation and reduce manual processes 

• Prepare for new product launches by improving team engagement with customers 

• Simplify Salesforce configuration 

• Introduce new communication channels 

• Increase operational efficiency 

All of this needed to be achieved while maintaining a strong focus on customer satisfaction and internal enablement. Credera helped VAX to break down this transformational project into four key phases. 

Phase one: Laying strong foundations  

This phase involved optimising existing data and processes. Credera provided comprehensive training and robust documentation to ensure VAX’s agents felt empowered to support and evolve the platform themselves. VAX also prepared for the transition from their incumbent telephony provider to a modern omnichannel solution, Amazon Connect. 

Phase two: Enhancing the user experience  

We conducted weekly interviews with VAX’s agents to iteratively refine the user interface (UI) design, ensuring it was not only fit for purpose but actively enhanced productivity. This phase included the implementation of Service Cloud Voice, one of Salesforce’s most advanced features. We configured the platform to deliver personalised automated responses by connecting with callers’ Salesforce data in real time. This not only improved the customer experience but also allowed agents to focus their time on higher-value interactions across other channels, including WhatsApp. 

Phases three and four: Introducing AI 

In phases three and four, we will integrate AI and Gen AI capabilities to further enhance customer service. This includes predictive insights, AI-generated responses, and automated conversation summaries - providing agents with valuable context and reducing resolution time. 

Tangible gains in efficiency, customer satisfaction, and team capability 

As a result of our work together, VAX has achieved measurable improvements across several key areas: 

• Empowered teams: Automation is reducing routine workload, allowing staff to focus on higher-value tasks 

• Efficiency: Handle times have already dropped by 3% and queue times 14% 

• Customer experience: A new digital channel (WhatsApp) and the introduction of Service Cloud Voice has contributed to faster, more personalised support and a 20% increase in digital contact volume in under a year 

• Customer insight: A +0.1 uplift in CSAT reflects growing customer satisfaction and engagement 

• Future-ready infrastructure: AI-driven features and a foundation for personalisation prepare VAX to scale service and support upcoming product launches in 2025 

Want to see how VAX is achieving these results?

Watch the video interview with Philip Allington Ollier, Customer Service Director at VAX, to hear first-hand how innovation, collaboration, and Salesforce are driving customer experience and empowering teams.

Looking ahead 

VAX continues to lead with innovation, with the next project phase focused on personalisation and preferred communication channels. Their key to success has been not just to embrace change, but to drive it with purpose.