Diabetes Victoria
Since its founding in 1953, Diabetes Victoria have been the leading charity and peak consumer body working to reduce the impact of diabetes. Assisting over 260,000 Victorians with diabetes, Diabetes Victoria provide education, information and support systems for individuals with diabetes, advocate for community services and workplace rights, manage an inventory of related products distributed through multiple channels and provide many other forms of support.
The Challenge
Diabetes Victoria had implemented Salesforce with help from DataColada for internal efficiency reasons, much like the large majority of businesses that use the product. The results of this implementation were significant and immediate; Diabetes Victoria significantly increased their membership in the following few years and were able to turn the clothing collection arm of their business from a loss-making venture into a department delivering $1.5 million in profit each year.
However, this growth exposed issues with Diabetes Victoria’s digital strategy. The charity had its content distributed across six websites – each with a unique visual design – and visitors had no way to personalise content or interact with the charity in a one-to-one way. This meant not only a missed opportunity to engage with their members, but the fragmented nature of the websites meant that information discoverability was low, making conversion of visitors into members difficult.
The charity wanted to consolidate their web presence onto one website and optimise the user experience so that visitors would be able to rapidly find the information they were looking for. In addition, they wished to deploy Salesforce Community Cloud on their website to enable existing members to engage with the charity digital channels, view content personalised for their diabetes needs and interact with fellow members.
The Solution
The solution developed by DataColada uses a combination of OrchestraCMS for content management, Salesforce Community Cloud for the members’ portal, BigCommerce for ecommerce, Commonwealth Bank’s payment gateway and Experian QAS for address validation. All the components are styled using consistent visual language and iconography to make transitions between them seamless, and the website adheres to responsive design principles, allowing it to scale up and down effectively. The end result is an engaging website that delivers on Diabetes Victoria’s mission statement to support, empower and campaign for all Victorians affected by diabetes, with their commitment to inclusiveness demonstrated through support for eight languages.
Salesforce Community Cloud provides the base layer of interaction between charity and customer, giving authenticated users the ability to view their interaction history, book tickets for events and other perform other self-service functions. Authentication also provides members with a 25% discount in the online shop, with calls to action strategically positioned throughout the website to incentivise visiting users to become members.
The shared foundations of OrchestraCMS and Salesforce enable deep integration between the content managed by the CMS and customer information stored within Salesforce. As a result, the Diabetes Victoria member portal is able to surface and target content for users related to their type of diabetes and the stage they’re currently at with it. This allows users to avoid having to manually filter content themselves which improves the simplicity of the user experience as well as reduces the risk of user error.
Diabetes Victoria operates a clothing collection department that on-sells second-hand clothes to Savers thrift stores in Victoria. Previously, customers had submitted an online request form which was entered into Salesforce manually. Now, Salesforce enables customers to validate their address within the form itself and select a pre-arranged collection time, saving Diabetes Victoria significant amounts of time and money.
The Benefits
The end result is an online platform that makes Diabetes Victoria’s expansive knowledge base intuitive and accessible, enables members to engage in online self-service, puts them in touch with other diabetes patients and offers an exceptional online shopping experience. Lalith and the team at Diabetes Victoria now have a website that can support them in their ambitious growth strategy: “We wanted to set a new standard in the way charities engage digitally with their stakeholders, and we’ve achieved that with DataColada and our new website built on Salesforce.”
The team at DataColada delivered significant projects for us before – always on time and on budget. The deep expertise in Salesforce and CMS applications made us confident they could deliver what we needed.