Increased product adoption and sales effectiveness through customer centricity
Acacus – Intelligent Fleet Management
Acacus is Dubai’s home-grown leading provider of intelligent fleet management and AI solutions. They have pioneered AI predictive models to improve the efficiency of fleets and have been developing autonomous vehicle technologies for several years.
Currently, there is a clear industry trend happening. Next to large and government-driven fleets, non-government-regulated fleets are also interested in benefiting from the technologies.
Talal Ben Halim, CEO and Founder of Acacus, explains this means they have to move from fewer very large customers to many, many more smaller customers. This opened up a huge opportunity for growth however it requires a completely different setup in terms of the way they manage their business. To leverage the opportunity, Acacus is looking to achieve scalable and sustainable growth. Ultimately to double their connected assets from 50k to 100k.
The shift from bigger clients to a number of smaller ones required a new and standardized way of working from a sales and marketing perspective. Although Acacus has a very strong product and support team, the company lacked customer focus, a uniform process in place, and the teams were largely dependent on the founder and CEO regarding customer knowledge and sales. Talal Ben Halim, said “We tend to be very technical in explaining what we do. So, the first thing we could say is, our cameras are 60 frames per second at this resolution”.
Acacus is well-trusted for its strong technical knowledge of the solutions. Still, they struggled to properly address the different types of users’ needs and goals from a non-technical point of view which kept them uncovered for a relatively long period.
Without understanding the true priorities, needs and challenges, the customer was left to use only a few capabilities of the product while missing out on highly needed benefits. In terms of sales, the technical conversations were not helping to win new businesses as they did not provide a clear, compelling reason to buy from a customer perspective.
Chasm guided Acacus to be more customer-centric by putting the customer first in all product, marketing, and sales efforts to address these key challenges. A laser-focused approach on the market where Acacus is best positioned to win was required to achieve this. Through internal research and customer interviews, we developed a deep understanding of the customer, their priorities, needs, challenges, and the key stakeholders involved. This created the direction to improve the messaging and to align all product, marketing, and sales efforts. Additionally, this led to introducing a customer success function. Now it is the customer that sets the direction.
Overall, Acacus sees a big increase in product adoption and success, new revenue through partners in new regions, and increased sales effectiveness.
Because of the messaging and process realignment, Acacus is starting engagements in two new countries, Saudi Arabia and Egypt. Internally, teams are more motivated and excited as they are doing something that is more engaging and rewarding; they are making a difference. Externally, they see clients coming back to them saying, “Can you also help me with… ?”, which is a good indicator of trust, and pure sales numbers are going up.
Talal Ben Halim, “With our improved messaging, we have grown our customer base and are expanding at our existing customers. Because the requirements are now more closely aligned with the requirements from the beginning, we have fewer complaints on our ticketing system and faster ticket resolutions. Simply because the new features make more sense now. I would have never imagined that Chasm’s Customer-Centric approach would have such an impact on ourselves and our customers.”
Increase in new feature adoption
New markets successfully entered
Increase in annual sales in existing market base