Version Control

Reference Documents

1. Functional Process

Process Overview

What is a Lead?

• Each Lead is a person with a request for information from Solvay. They are a mix of existing customers, new contacts from existing accounts, distributors, universities, new prospects and people looking for something we don’t offer.

Why is lead management important? 

• Solvay reputation: ~23k leads have interacted with our lead management process in 2021
• Customer experience: ~2% are existing customers and ~40% are new contacts from existing accounts
• Lead volume is increasing: +30% compared to 2020
• Revenue: in iCare we have been able to link Leads to opportunities and have identified ~31M€ over next 5 years (average 6M€ per lead treated)
  
  
  
  

Use cases 

Lead Creation	The process of stimulating and capturing a potential interest of a company in a Solvay solution.
Lead Assignment	There are 2 cases (depending on the information selected/registered on the source, or depending on the information completed during manual creation) If the GBU is identified, it is assigned to the GBU queues If the GBU and/or Product are not identified, the Customer Information team will check the case and transmit the lead to the GBU contacts
Lead Qualification	Sales qualification : The process of evaluating and nurturing a lead in the preparation of a potential conversion
Lead Closure	A closed lead can be : Passed to distribution : Volumes are too small for direct sales Treated: reply sent to the customer but the lead is not converted, OR, lead has been assigned to the GBU Specialty Polymers and was sent to iCare Abandoned: poor interest of the lead, which is abandoned Converted: answer is sent to the customer, and lead is converted into an account, contact and/or Opportunity

2. Data Model & security

Main objects

We are using the standard lead conversion process into Contact, Account and/or opportunity.
To open a sample or quote, it could be done from Contact or Opportunity related leads. If the contact and/or the opportunity has been created from a lead, the quote or the sample creation will be helped with data repository from the source lead.

Interfaced third parties

Leads are interfaced with multiple Solvay Websites via web to lead on drupal forms. A customer accesses solvay.com website and navigates to the Product Finder. (this is the link for Solvay.com, the form are also available from countries sites) 

The customer selects a product to check product details, and contacts Solvay using webforms to :

• request a sample
• request a quotation
• ask for documentation
• ask a product inquiry
• Ask a generic inquiry

Pardot is generating leads via marketing campaigns and fields like opt ins are interfaced both ways between two systems.

Dataiku is interfaced since 2021 to match existing accounts based on email domains.

Lead Security Model 

Who can create?	Solvay.com website automatically creates leads Internal user is allowed to manually create leads
Who can see?	Any user belonging to the QUE-Webform public group can see all leads
Who can update?	Any user belonging to the QUE-Webform public group can update any lead
Who can delete?	A Lead cannot be deleted. Only the System Administrator (SBS) can delete a Lead

3. Lead Management 

Lead Sources

Leads on Core CRM are coming from two main sources : 

Pardot (Specific documentation to come) : all Pardot leads will go to 'Unqualified' Status

Web-to-lead :

Domain	Business forms	Type in CRM
Solvay.com	Product inquiry filtered	Product Inquiry
Solvay.com	Request a quotation	Quotation request
Solvay.com	Solution inquiry	Generic question
Solvay.com	Sample request	Sample request
Solvay.com	Business units	Generic question
https://www.solvairsolutions.com/en/contact-us	contact us	Generic question
https://www.solvay-proban.com/en/contact-us	contact us	Generic question
https://www.bicarz.com/en/contact-us	contact us	Generic question

Layout Overview

Lead layout is divided in 7 sections : 

Personal Information 
Lead Request 
Account Information
Sample request - Quotation request
Additional Marketing Information
GDPR Consents 
Qualification (UTM)

Custom Path Guidance :
The path guidance displayed is a custom component. It shows at every stage of the lead treatment a description of the stage, link to training materials and/or mandatory fields.
Mandatory fields appear at Qualified Status and Converted Status.
By default, the path guidance is ‘rolled’

Related Leads and Related Contacts Component :
Custom components have been created to show if any contact or lead is matching the email address of the lead. This helps business to see if this lead is an existing customer and/or if it has made several requests. 

Lead Engagement History : 

This component related to Pardot is displaying the customer behavior on Solvay digital products :

Product Family	GBU to assigned
Amines	Novecare
Barium and Strontium derivatives	Special Chem
Calcium and Magnesium derivatives	Soda Ash & Derivatives
Composites	Composite Materials
Flavors and Fragrances	Aroma Performance
Fluorine derivatives	Special Chem
Lithium derivatives	Specialty Polymers
Mining Chemicals	Technology Solutions
Peroxygens	Peroxides
Polymers, Specialty	Specialty Polymers
Polymers, Hair Care and Personal Care	Novecare
Polymers, Nylon Fibers	Coatis
Polymers, Other	Novecare
Rare Earths and Metal compounds	Special Chem
Silicium derivatives	Silica
Sodium derivatives	Soda Ash
Specialty Chemicals	Special Chem
Specialty Polymers	Specialty Polymers
Stabilizers and Antioxidants	Technology Solutions
Surfactants	Novecare

Market Segmentation is auto-populated based on the Market Code received. 

SPP leads and Composite Materials Leads: ‘Treated’ status + closing reason = materials GBU and send to ICare CRM via Salesforce to Salesforce connector.

Lead Stages 

Open statuses = unqualified, qualified, assigned, waiting for more information
Closed statuses = passed to distribution, treated, abandoned, converted

Unqualified = Only Pardot Leads are assigned to this status.

Qualified = Web leads, manual creation. Path guidance contains mandatory fields at this stage. When a lead is created, it’s assigned based on lead assignment rules or, if no match with a rule, to the creator of the lead as owner.

Assigned = 
Several emails are sent automatically :

• An acknowledgement email is automatically sent by SFDC using the lead email address
• An email notification is sent to the owner of the lead at creation : a specific user,  or the queue's generic email address and all its queue members

An email notification is sent to the MBU depending on the country


Email templates called ‘Quick Replies’ have been created to help users. They can access them from Lightning Email Templates folder : 





Waiting for more information : There’s a time dependent flow at this stage. If a lead stays for 7 days at this status, an email notification is sent to the owner.
If the lead stays for 30 days at this stage, it’s automatically closed after this period with status = Abandoned + closing Reason = No Response from the customer.

Passed to distribution : Status to direct a lead to a distributor. There are no automations associated with this status. The function is to collect more data about Leads which are passed to distributors to help inform business decisions.

Abandoned/Treated : Those closure status are working this field dependencies with closing reason based on this matrix :

Treated	Abandoned	Passed to Distribution
Answered Question	Duplicate request	Small volume
Passed on to external agent	No Response from the customer	Is a customer of a distributor
Passed on to Solvay employee outside CRM	No future business potential	Is a distributor
Sample sent	Not a Solvay product	Wants to become a distributor
SDS/Regulatory info provided	Spam
Technical data provided	University
	Competitor
	Materials GBU
	Expired
	Generic Email
	Non-Commercial

Converted :
To be able to convert a lead, the user have to be the lead owner + have filled in all mandatory fields (be careful with address field which is in small parts)

The conversion process is the standard one, users can create a contact/account/opp or chose an existing one.
If they are choosing existing records, existing data will not be overwritten.



Sample or quote creation :
A sample can be opened from a contact that have been converted from a lead or an opportunity that have been created from a lead. If the lead was storing data useful (Volume, Unit of measure etc) it will be automatically filled on the sample or quote at creation.

Novecare Specific Case 

As part of the lead process refactoring, a number of automations have been introduced into handling of leads assigned to the Novecare GBU.

All the Novecare automations require 2 criteria for an incoming lead to be processed by them:

• “GBU” picklist value must be “Novecare”;
• “Source” (LeadSource) picklist value must be “Web” (i.e. leads are created from a webform submission)
  
  

1. Classic Email Templates in “Novecare Templates” Folder

5 email templates in this folder are used for automated replies to auto-abandoned leads.

Templates are HTML-based but have a simplified look and layout through a custom template type.

NOVECARE AUTO ABANDON	Auto reply to inform lead request will not be answered
NOVECARE EXISTING DISTRIBUTOR GLOBAL	Existing distributor: please use MySolvayPortal
NOVECARE EXISTING DISTRIBUTOR NAM	Existing distributor: please use MySolvayPortal
NOVECARE PROSPECTIVE DISTRIBUTOR	Not looking for new distributors for the given product
NOVECARE UNIVERSITY LAB	Cannot support inquiries from Universities

Lead’s field “Auto-Response Email Sent” (SLV39_Novecare_Abandon_Email__c) gets set accordingly. The value of this field must be empty or set to “Standard Account” for a number of Lead Automation Rules to apply.

2. Email Address from a Free Email Provider (e.g. Gmail)

If a lead provides an email address belonging to one of the domains below and Lead’s Region field is set to NAM or EMEA, this lead’s Status will be set to “Abandoned” and the lead will receive NOVECARE AUTO ABANDON email.

These domains can be managed here:

Custom Code -> Custom Metadata Types -> “Lead Excluded Email Domains”:

@126.	@gmx. gmx	@me.com	@tencent.
@163.	@hotmail.	@outlook.	@ups.
@aol.	@icloud.	@protonmail.	@yahoo.
@gmail.	@mac.com	@qq.	@yandex.
@zoho.

3.“Lead Relationship to Solvay” 

“Lead Relationship to Solvay” determines the rest of Novecare automations and therefore plays a key role in the system. 

If the value of this field is one of “Works with distributor”, “Existing Distributor”, “Prospective Distributor” or “University Laboratory”, the lead’s status will be set to “Passed to distribution” (or “Auto-abandoned” in the last case) and the lead will receive one of the emails above.

4. Leads with Emails Equal to an Existing Contact’s Email

Leads, whose “Lead Relationship to Solvay” is one of “Existing Customer”, “Prospective Customer”, “Other” or blank, get evaluated on their email address being an exact match to an already existing contact.

If a match is found and that contact’s account’s GBU Customer Segmentation (SLV_Involved_GBU__c)  is one of “Strategic Key Account”, “Key Account”, “Critical Account” or “Standard Account”, leads gets assigned to a queue using Lead Assignment Rules.

5. Lead Scoring Through Dataiku

If a lead’s email is not precisely equal to an existing contact’s email but “Lead Relationship to Solvay” is as above, then the following happens:

• Lead gets assigned to CS - Lead - Dataiku queue;
• Its field “Run Daitaku” (SLV39_Run_Daitaku__c) gets set to True;
• Dataiku (https://www.dataiku.com/), through Daitaku Iboost Integration user, checks leads once per hour for the True value in the field above. Matching leads’ data (Email, Company name, Country) get ingested into Dataiku for analysis;
• Dataiku assigns a number of probability scores from 0 to 1 to ingested leads matching them to existing accounts (and their contacts), based on the similarity of their Company name, Email’s domain and Country;
• Note: Dataiku downloads accounts’ and contacts’ date once per day from Salesforce - this ensures that leads are always compared to a reasonably fresh set of data. This daily download is also done through Dataiku Iboost Integration user;
• Dataiku selects the highest probability score (or 0 if no accounts were matched) and the respective Account ID and writes those values to “Matched Account Score” (Matched_Account_Score__c) and “Matched Account” (Matched_Account__c) fields on the Lead respectively. Simultaneously Dataiku changes the value of the  “Run Daitaku” to False;
• Presence of Account ID and a non-empty score in the fields above triggers Salesforce to either (a) if the score is 0 (zero) or below 0.5, set the Lead Status to “Passed to Distribution” and send out NOVECARE AUTO ABANDON email to the lead, or (b) if the score is 0.5 or above, assign the lead to a queue using Lead Assignment Rules
  
  

1. 6. Novecare Lead Queues

1. 20 queues have been created for business users based on their BU and geographic location:

CS - Lead - APAC KA + critical - Agro	For Leads matched to higher than Standard Accounts
CS - Lead - APAC KA + critical - HPC	As above
CS - Lead - APAC KA + critical - Indus	As above
CS - Lead - APAC KA + critical -Coatings	As above
CS - Lead - APAC Transactional	For Leads matched to Standard Accounts
CS - Lead - EMEA KA + critical - Agro	For Leads matched to higher than Standard Accounts
CS - Lead - EMEA KA + critical - HPC	As above
CS - Lead - EMEA KA + critical - Indus	As above
CS - Lead -EMEA KA + critical - Coatings	As above
CS - Lead - EMEA Transactional	For Leads matched to Standard Accounts
CS - Lead - LAM KA + critical - Agro	For Leads matched to higher than Standard Accounts
CS - Lead - LAM KA + critical - Coatings	As above
CS - Lead - LAM KA + critical - HPC	As above
CS - Lead - LAM KA + critical - Indus	As above
CS - Lead - LAM Transactional	For Leads matched to Standard Accounts
CS - Lead - NAM KA + critical - Indus	For Leads matched to higher than Standard Accounts
CS - Lead - NAM KA + critical - Agro	As above
CS - Lead - NAM KA + critical - Coatings	As above
CS - Lead - NAM KA + critical - HPC	As above
CS - Lead - NAM Transactional	For Leads matched to Standard Accounts

Queues have respective groups as their members and all are set to send emails to individual members.

1. Additionally, 2 technical queues  have been created for the purposes of holding auto-abandoned and Dataiku-assigned leads:

CS - Lead - Auto Abandon	This queue holds all leads, whose Status has been set to “Passed to distribution” or “Abandoned”
CS - Lead - Dataiku	This queue holds leads temporarily (for around an hour) while the system awaits Dataiku scoring hourly run

7. Lead Assignment Rules for Novecare

A number of new Lead Assignment Rules have been created to accommodate lead assignment based on GBU Segmentation, region and BU.

Lead fields used in Novecare Lead Assignment Rules:

LeadSource	In this context, must always be “Web”
SLV10_LEA_GBU__c	In this context, must always be “Novecare”
SLV39_Novecare_Abandon_Email__c	Must be empty or “Standard Account”
SLV10_LEA_Region__c	Must be “EMEA”, “NAM”, “APAC” or “LAM
SLV40_Run_Assignment_Rules__c	Checked for ISCHANGED()
$User.LastName	Checked for "Iboost Integration"

Enhancements from Project Lead&Sample 12781 - April - September 2024

Novecare KPIs on Leads

Novecare is following Lead KPIs L1, L2 and L3 (in days).

For reporting purposes there were created 3 new formula fields on Leads:

1) L1 - Time Creation to Treatment w/o Waiting - is the time the lead stays between Qualified and Assigned status excluding the time in Waiting for more Information from the customer

2) L2 - Time Assignment to Treatment w/o Waiting - is the time the lead stays between Assigned and one of the Closed status excluding the time in Waiting for more Information from the customer

3) L3 - Lead Time Open w/o Waiting - is the time the lead is open in Qualified until it gets closed in one of the closed status (Passed to Distribution, Treated, Abandoned, Converted) excluding the time in Waiting for more Information from the customer

There are several fields on Leads to get all the necessary KPIs

Lead time calculation slide: NOVECARE LEAD MANAGEMENT PROCESS & TRAINING June 24

Novecare KPI Reports

Novecare lead time Calculation for leads

Novecare leads L1 LT

Novecare leads L2 LT

Novecare leads L3 per lead owner

Novecare leads Lead time for treatment

Dashboard Novecare leads Lead time for treatment

Leads assigned directly to the Account Managers
Rules for TS & Aroma

For Technology Solutions and Aroma, all the leads created, for any lead type, will become assigned to the corresponding account manager based on two matrices created in Utility:

• TS - Lead Domain Matrix
• Aroma - Lead Domain Matrix

These matrices shared with the public group PA-SHR-Utility Edit, to be maintained by the GBU Data Steward and they keep the information about the account managers. They are created in Utility using a new record type named "Lead Customer Domain Matrix" with the following fields:

The logic (Lead - After Save Actions flow) to assign Leads to the lead owners in the matrices is:

• when there is a contact in CORE CRM with the lead email that matches the email domain in the matrix OR the lead email matches the email domain in the matrix

• the Lead Region matches the region in the matrix, otherwise region equals to None can be used for all regions

• the GBU Lead matches the GBU matrix record and the record in the matrix is flagged as Active

The system picks the First Approver which is the Account Manager and assigns him as the Lead owner. Additionally, the Lead Status is updated by the system to Assigned and the SLV40_Existing_customer__c should become true.

• if the email domain does not exist in the matrix, then the system applies the existing lead assignment rules

Rules for Novecare

For Novecare, when the lead type is request for sample, request for quotation, generic question or product inquiry (except for documentation request) and after the lead being processed by the Dataiku, which means that Dataiku will try to find the Matched Account and will also run the lead assignment rules and assign a lead owner. After this, there is additional logic to check:

• if the Matched Account exists the system will (Lead - After Save Actions flow):

  • search in the account team, for the account team member (AccountTeamMember standard object ) that is active and the Role is equals to Account Manager (SAP) 

  • the account manager (user) Multi_GBU_Access__c should contain Novecare

  • if one account manager found, assign him as the lead owner
  • if more than one account manager in the account

    • select the one that matches the lead region (NAM, LAM, EMEA, APAC)

    • if no account manager matches the lead region, select one account manager randomly and assign him as the lead owner

  • update the lead status to Assigned
• if the Matched Account is empty, the lead owner (a queue) assigned by the assignment rules triggered by the Dataiku will not change and the lead status remain Qualified

For Novecare, when the lead type documentation request, the lead is assigned directly to the CSR (not yet in production)

The features below are available only for GBU Novecare

Pardot Leads for Home and Personal Care without Pardot Questions automatically Abandoned

When a lead is created with the Lead Source is Pardot, the Lead Status is Qualified, the Lead Owner is CS-Lead-Campaign-HPC, Lead BU is Home & Personal Care and Pardot Question Asked is empty, then the system 

The system will automatically update the following fields in the lead (Lead - Novecare Auto Abandon flow):

• Lead Status to 'Abandoned'

• Closing_Reason__c to Non-Commercial

• Lead Owner to “CS - Lead - Auto Abandon”

KPIs available for each Lead

Inside each lead record, there is a message about the Lead time to Qualify and Lead time until closure, depending on the Lead Status.

Example 1:

Example 2:

Example 3:

Example 4:

Leads re-assigned when the Account Manager is Out Of Office

The out of office process is running once per day around 00:30 AM (GMT+2) (Out of Office - Reassign Records flow) and is checking all for the out of office entries with the start date starting on that day.

For all the out of offices starting on that day, the system will check if there is a Back Up defined:

• when there is a backup, the system will transfer all the leads to the user defined as the backup.
• when there is no backup, the system will run the assignment rules that will re-assign the lead to the BDM's queues

The system will transfer the leads that met the following criteria:

• the Lead status is assigned or qualified

• the lead owner is a person (not a queue) with the profiles End Users Lightning or Corporate Sales & Marketing Lightning

• the lead owner is still the account manager with the Out Of Office active (has started)

• lead owner is from Novecare (Multi-GBU Access contains Novecare)

For the new account managers that received new leads assigned to them, the system created a bell notification advising that there are pending leads assigned to him.

Click on the bell and see the following message:

Click on the message and get redirected to the report "My Leads to Review" saved on Novecare folder "Novecare reports for SFDC users > Novecare Leads".

Important to know

• The account manager is the one responsible to create his out of office in CORE (the one in Gmail/Outlook will not work).

• For a short period of time (short out of office period), the account manager will not create the Out Of Office and the lead will remain assigned to him or he can assign it manually to a colleague if needed.

• The backup will never be added or removed automatically by the system. The backup should be managed by the account manager.

• The assignment rules are not running when the lead is re-assigned to the backup person or back to the original account manager
• The system is not able to recognize if the backup of the account manager has an active out of office or will be out of office in the future. The account manager must select someone as a backup that will not be out of office at the same time as himself.

Actions to be performed by the account manager:

1 - the account manager defines his Back Up on the User page, in the Team and HR information section

2 - the account manager defines his Out Of Office time in CRM (How to setup Out of Office in CRM) before getting out of the office 

The out of office process will run every day to assign the leads to the corresponding backups or queues.

Acknowledge the customer when the lead is assigned to the account manager for analysis

When the lead is created for Novecare, the customer is receiving an email notification informing that the Lead was created and was assigned to our internal teams.

(Email Template: Email to Cust Acknowledg Templ)

The text in blue is the one that will be sent when GBU is Novecare

When the Novecare lead is assigned to an account manager, the customer is receiving an email informing him that we are processing his lead

(Email Template: Email to Customer Lead under Treatment)

Important to know

The lead could be re-assigned to another account manager several times,  however the customer will not receive the email notification again (only on the first time when is re-assigned to the first account manager).

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Lead & Sample 12781 - August-September 2024: Leads assigned directly to the CSR users

Implementation only applies to Novecare GBU

• Excerpt: for any new request for documentation type of Lead open for a Novecare product, from the website forms, the CSR people (customer service representatives) will be the ones receiving the requests for documentation directly, manageable in newly created queues to which CSR people have access, instead of the BDM users.

With the new process implemented, when a new request for documentation type of Lead is being created in the system,  the lead will be assigned to one of the newly created queues below  based on region and market change in value. Once submitted, the lead request for documentation will be created in the system, and the Lead owner will automatically become a CSR queue to which certain users in different public groups will have access.

Prerequisites so that Request for Documentation Leads created from Website forms get assigned to the appropriate queues above:

1. When going to the website and to Documentation Request for a Novecare product:  example: http://sco.np2-solvaysf2.acsitefactory.com/en/form/documentation?product_code=90071212&product_label=Mirapol®, to create a new documentation request, the Product one chooses from the website for the new request for documentation has to be a Novecare Product from the list view "All Products Novecare" on the Product object.

2. Company and Email address (on the website form) need to match those of clients which exist in the system; if the system can't find the matching contact and account, a new lead will be created in the system but it will not be assigned to any of the queues related to this functionality. 

So that a matching Contact can be found the email needs to match the email domain of an already existing Contact in the system ( otherwise the lead will be assigned to the "CS - Lead - Dataiku" queue) and that contact’s account’s GBU Customer Segmentation (SLV_Involved_GBU__c)  be one of “Strategic Key Account”, “Key Account”, “Critical Account” or “Standard Account”. 

NOTE: *The system is looking for a Contact in SF with the same email address as our Lead (to relate/connect our new Lead to) + the Contact once found needs to be related (through direct relation, directly on the lookup field) to an Account with the same name as the one of the "Company" value/name on the Lead. Lead record → related Contacts → Account

3. Relationship to Syensqo (on the website form), which maps against “Lead Relationship to the Company" (SLV10_LEA_Customer_Type__c) needs to be “Existing Customer”, “Prospective Customer” or “Other” to get evaluated as being an exact match to an already existing customer, otherwise the lead will be assigned to "CS - Lead - Auto Abandon" queue instead.

4. Select a Market (on the website form) value determines the  value the "BU" field on the Lead in the system populates to whereas the Country & Region (on the website form) value determines the "Country" and "Region" value, both of which will determine the queue.

Market needs to be either one of the following values, in the Utilities "Market Segmentation -> BU Mapping" matrix for the BU to be filled in with the appropriate value for the Lead to be assigned to one of the queues:

Reference link to implementation requirement: