Case Study | Culligan Water

Their Challenge

Lead & Client Engagement

Salesforce helps Culligan provide customers and prospects with the experience they expect, including reaching them on their preferred channels. In 2020, the Culligan team realized that text messaging was quickly becoming a channel that was just as important as phone or email.

“Back in 2020, we were seeing a major shift in how customers preferred to communicate,” said Ray Sturges, Senior Salesforce Platform Manager for Culligan. “Texting was quickly becoming just as important as phone or email. We needed a solution that could meet those evolving expectations, integrate smoothly with our existing systems, and grow with us. Adding text messaging wasn’t just a nice-to-have anymore — it became essential for staying connected and competitive.”

With their commitment to Salesforce for client, lead, and opportunity management, what Culligan needed most was an easy way to add SMS as a channel for their existing processes. Those included lead tracking and marketing automation tasks to support follow-up and outreach for prospects.

After evaluating multiple viable applications, Culligan selected Mogli based on its flexibility, ease of use, and the fact that it is built on Salesforce. Mogli made it easy to simply add SMS as a communications channel for their existing processes, which is exactly what the team at Culligan did.

Solution

Mogli for Easy Salesforce Texting

With Mogli, Culligan now delivers SMS messages as part of its normal lead follow-up process. In addition to a voice call and email follow-up, a text message is triggered from Mogli and Salesforce when a new lead is created from a demand generation activity. 

This messaging is typically part of a Salesforce Marketing Cloud journey that delivers personalized messages, based on personas, that encourage prospects to book a free consultation with a Culligan Water Expert.

Before adding Mogli, customers and prospects were only engaged using email or phone calls, which yielded average results in terms of engagement and sales generated. However, since the addition of Mogli, enabling SMS messaging in lead follow-up, Culligan has more than doubled its close rate on leads that engage through a text message. As it continues to refine its text messaging approach, the Culligan team has even improved the SMS involved close rate year-over-year. Now, Culligan closes nearly half of the leads that engage via SMS through Mogli.

How It Works

Prospect Engagement Through SMS

Ray shared an example of how leveraging Mogli with Salesforce plays out in the prospect engagement experience. 

“A potential customer lead came through a local dealer website and was contacted within hours through Salesforce SMS triggered by the dealer’s staff. The prospect responded to one of the SMS templates and expressed interest in moving forward with Culligan 100% through the SMS channel, which led to a $1,500 opportunity.” 

Key components of the process/experience:

1. The local dealer used a standard introduction SMS template that personalized the communication based on Lead data pulled from Salesforce.
2. The introduction started an informative conversation between the local Culligan team and the prospect, who agreed to purchase a drinking water solution.
3. The local dealer easily coordinated a follow-up appointment with the prospect over SMS and ultimately won the opportunity upon completing the appointment.
4. Upon review of the Mogli conversation data, this engagement took only 31 messages until conversion to Closed won.

Better water, for more customers, with the help of the simple, elegant text message - that’s how Culligan is making a splash with Mogli!