OneXillium’s reinvention: From printers to digital solutions with Salesforce and BRITE

About Onexillium: From managed print services to secure digital process experts

OneXillium, founded in 1989, began as a company specializing in printer sales and maintenance. Driven by both the rapid digitization of business processes accelerated by the pandemic, as well as changing consumer demands, OneXillium has expanded its offerings to position themselves as an expert who helps SMBs in the Netherlands implement secured digital processes. Their portfolio now includes enterprise information management, security services, and managed print services. With 110 employees across five locations, OneXillium is proud of its proactive and open culture that fosters innovation and teamwork.

The collaboration between OneXillium and BRITE started modestly; with BRITE making minor adjustments to OneXillium’s existing Salesforce CRM. However, the relationship evolved into a strategic partnership around two years ago when OneXillium’s transformation required more than just incremental CRM improvements.

The challenge: Business growth hinging on an outdated webshop

Pivots and rebrands are among the most drastic changes a business can undertake. They require new internal structures, an overhaul of external communications, and the retraining of staff. So, where do you start when your business is undergoing a rebrand? For OneXillium, the most pressing challenge centered around their underused webshop which impacted the entire sales, support, and operational organization.

Webshop challenges:

1. Product findability: Customers struggled to locate the products they needed.
2. Manual order reviews: Back-office workers had to manually review incoming orders to correct errors, such as incompatible products being ordered together.
3. Inaccurate pricing: The prices displayed on the webshop were often incorrect and did not reflect discounts and loyalty pricing.

Because of these issues, customers preferred to place orders through traditional channels like phone or email, resulting in only 6% of total business being conducted through the webshop. The administrative burden this created became increasingly intolerable and led to a ripple effect through their entire business.

Further operational challenges

1. Inefficient sales and internal processes: OneXillium’s sales, financial, and logistical operations were heavily reliant on manual work, resulting in reduced productivity and frequent errors. Several back-office workers were needed to manage incoming orders due to a lack of automation.
2. Difficulty shifting focus: The existing sales structure was not designed to support a growing portfolio. For instance, account executives managed half of their sales processes in Salesforce but had to rely on complicated Excel files for pricing and quoting.
3. Need for better customer experience and engagement: Customers were increasingly demanding more digital self-service options and a comprehensive view of their account information. They expected the same level of transparency and control in their B2B transactions as they experienced with highly optimized online shops in their personal lives.
4. Lack of automated customer journeys: Due to siloed systems, there was no centralized overview of customers, making it impossible to plan and execute targeted marketing campaigns such as cross-selling or upselling. These campaigns are crucial for informing the existing customer base about OneXillium’s new offerings. Up to this point, the only somewhat automated marketing effort had been a newsletter sent through a standalone marketing tool.

This recognition of changing customer needs marked the beginning of OneXillium’s journey to revamp their digital infrastructure, starting with and hinging on their webshop.

“We had to adjust to the fact that our customers want to do business online. Initially, our transactional business was managed through our sales organization, but we saw a growing need for a webshop. Our customers needed to buy products like paper and office supplies online. Additionally, they wanted more services, such as accessing invoices, checking print volumes, and submitting service cases.”

Johan Peereboom, Sales Director at OneXillium

The solution: Implementing an integrated Salesforce platform

As Johan Peereboom, Sales Director at OneXillium and head of digital sales efforts, and his team searched for solutions, Salesforce B2B Commerce came up as one of several candidates and quickly stood out. When Salesforce presented their cloud platform and integration capabilities Johan and his team were convinced: the platform could address not just their webshop demands, but holistically support OneXillium in their business transformation. They decided to implement:

• Webshop and Customer Portal to mimic B2C shopping experiences, facilitating more convenient online transactions and providing customers with self-service capabilities.
• Configure Price Quote (CPQ) to automate and streamline their sales, financial, and logistical processes.
• Marketing Cloud to leverage marketing automation and build customer journeys, with the goal of increasing webshop usage, cross-selling services, and improving customer satisfaction.

Due to BRITE’s expertise in demonstrating Salesforce’s capabilities and their established relationship with OneXillium, the decision was made to partner with BRITE for the implementation.

“We recognized the need to make our internal processes more efficient and productive. This led us to explore different solutions for our webshop. Salesforce stood out for the integration of the customer portal and webshop, as well as CPQ. This approach would allow us to streamline our internal processes significantly.”

Johan

Webshop and customer portal setup for a better customer experience

With the webshop being the highest priority, OneXillium and BRITE went straight to work on this issue. Over a period of 12 months, OneXillium transitioned from their standalone webshop to a fully integrated Salesforce B2B Commerce platform. The implementation of Salesforce B2B Commerce involved several key steps:

• configuring the platform
• integrating it with the existing CRM
• creating an intuitive product catalog with advanced search features, enabling customers to find products effortlessly using familiar B2C shopping methods such as filters and search keywords
• implementing the customer portal that provides customers with self-service capabilities, such as accessing invoices, checking print volumes, and submitting service cases

The integrated system automatically flags and corrects order errors, such as incompatible products, reducing the need for manual intervention. And of course the platform ensures real-time accurate pricing, including discounts and loyalty pricing, thereby enhancing customer trust and satisfaction.

As a result, the new webshop and customer portal significantly improved customer experience. One year post implementation, 30% of total business is being conducted through the webshop, with a goal of reaching 80%. Internally, the automation of 80% of transactional finance tasks allowed back office staff to focus on strategic projects over tedious back and forth regarding orders.

Automating sales processes with CPQ

To streamline the sales process, BRITE helped OneXillium implement Salesforce CPQ (Configure, Price, Quote). This involved:

• setting up CPQ rules, pricing structures, and product configurations
• integrating these with the existing financial and logistics systems
• developing workflows, quote templates, and approval processes all within one tool

As a result, the sales team was able to manage their entire sales process within Salesforce, reducing manual labor and error potential. Excel sheets for quoting were finally retired. And the increase in productivity reduced the number of salespeople needed to handle print customers from 10 to 6. 

The remaining salespeople were redeployed to focus on enterprise information management and security services, driving growth in these new areas. This shift not only increased productivity but also allowed OneXillium to better serve their customers with comprehensive solutions.

Setting up marketing cloud for higher customer engagement

Salesforce Marketing Cloud was implemented to enhance marketing automation and customer engagement. Although still in the early stages of full utilization, the platform aims to increase webshop adoption from 30% to 80% by raising awareness and promoting benefits. 

Additionally, Johan is planning to facilitate cross-selling and upselling of services like enterprise information management and security solutions, as well as improve customer satisfaction through automated follow-ups and feedback collection during the rest of 2024.

“These projects are not easy. You’re changing business processes, you’re changing customer processes. Almost every department in our company is involved in these processes. […] But our project manager, Rob, is more than just technical—he bridges the gap between complex business processes and technical solutions, presenting us with multiple options. We then decide on the best approach.”

Johan

Conclusion and future plans: There’s still more to do!

Over the past two years, OneXillium has laid a strong foundation for future growth. Transitioning from a fragmented system and manual processes to an integrated, automated platform has significantly improved operational efficiency, customer experience, and internal productivity.

• Salesforce B2B Commerce Cloud improved the webshop’s usability and accuracy.
• Salesforce CPQ automated and streamlined sales processes.
• Salesforce Marketing Cloud laid the foundation for customer engagement and automated marketing efforts.

Looking ahead, OneXillium is planning to fully leverage the capabilities of Salesforce Marketing Cloud to craft better customer journeys and increase engagement. The company plans to expand its digital offerings and continue improving its internal processes to support growth in enterprise information management and security services. With a robust, scalable platform in place and a strategic partnership with BRITE, OneXillium is well-equipped to meet the evolving needs of its customers and drive sustained business success.

“Through our daily collaboration, BRITE has come to understand exactly how we work and the DNA of our company, including our unique business language. After two years we have reached a point where everyone knows exactly what to do, how we work, and our objectives. This deep understanding has made it possible to create this new situation for our business, and the process has been very positive.”

Johan