As a group, Silentnight produces over 500,000 beds every year. Their portfolio includes Silentnight, the UK’s most trusted bed brand, and Rest Assured, a brand with bed-making expertise handed down since 1898. They also produce mattresses on behalf of Serta, a global brand leader in Hospitality Sleep. The organisation supplies major hotel brands, along with independent hotels, student accommodation and PRS properties. They enlisted BrightGen’s support to help them with their data migration strategy and to streamline their lead to cash process.
We needed assistance to help us with our growth expectations. The support BrightGen provided has helped us to automate and manage parts of our sales process so much more effectively.David Lawrenson – Sales Director: Hospitality
Silentnight’s hospitality business – its B2B arm – saw that their on-premise technology stack would not help them reach their 400% growth target. Their processes were offline and data was held in disparate places. Data would only be brought together in their ERP system once orders had been placed. Simultaneously, they were moving their ERP to the cloud and moving to Office 365.
Silentnight partnered closely with BrightGen to create a data migration strategy, focusing on their core lead to cash processes. Their priorities included:
- Lead and campaign management
- Quote document generation
- Outlook integration
- Opportunity management with quote generation
BrightGen set up Silentnight’s products and pricebooks to enable product and pricing selection or discounts for individual customers. We also set up manual integration with Silentnight’s order processing system, and integrated everything with their ERP solution (JD Edwards). This was rolled out to a select set of users in the sales team within a short timeframe. We successfully delivered training via video conferencing and provided a supporting user guide.
The sales team will get a 360 view of the customer, as all business data is now in one place. This will make Silentnight more productive and align with their growth goal of 400%. By streamlining the entire lead to cash process, Silentnight can serve their customers faster and more seamlessly. This will allow them to offer an overall improved experience.
The need to automate your sales processes is greater than ever in a highly competitive and commoditised market. Giving the Silentnight Hospitality team the tools to streamline these sales processes was key to working towards their growth goal.
BrightGen and Silentnight formed a great working partnership to make scoping and configuration fit Silentnight’s business requirements. BrightGen delivered a solution which met the expectations of the Hospitality team, with flexibility to onboard their other Sales channels.Business Applications and Process Director, Silentnight
Next: Read how BrightGen helped Halfords’ B2B arm transform their customer experience.