Encyclopaedia Britannica is using Salesforce to evolve its business model for today’s digital customer by revamping the way it develops and sells its online education services. With help from Salesforce, the company maintains a 95 percent customer renewal rate and is delivering substantial year-on-year growth.
For more than 240 years, iconic leather-bound volumes of the Encyclopaedia Britannica stood on the shelves of homes, libraries and businesses everywhere. In an effort to compete in the digital age, the company stopped printing its trademark encyclopedia in 2012 and has evolved to become a leader in the online education market.
To strengthen relationships with its growing online customer base, Britannica turned to Salesforce to help it increase employee collaboration, improve customer engagement and develop products that address the needs of the K-12 digital learning industry. By using Sales Cloud, Service Cloud, Community Cloud and App Cloud, Britannica better understands its customers while connecting with them in new ways. Additionally, Britannica’s field reps rely on the Salesforce1 Mobile App to run their business from their phones and Pardot to deliver 1-to-1 customer journeys.
“Moving from print to digital meant we had to completely change the way our company worked. Salesforce has helped us transform our corporate culture and customer relationships,” said Michael Ross, senior vice president and education general manager, Encylopaedia Britannica. “Now we communicate with customers much more frequently and collect their feedback to drive product development. Our customers view us as a partner instead of a vendor because they know we’re listening and responding.”
“I grew up with the Encyclopaedia Britannica as my trusted reference book and it is amazing to see its digital transformation into the world’s most trusted source for millions of customers,” said Alex Dayon, president of products, Salesforce. “With Salesforce, Britannica is creating a customer-centric business and connecting with more than 500,000 institutional subscribers and 100 million students worldwide in a whole new way.”