How Stellantis runs Salesforce adoption across 10 European countries with 20 local correspondents.
One of the largest carmakers in the world (Peugeot, Citroën, Opel, Fiat) runs its Salesforce CRM across 10 European countries and 8 languages. Lemon Learning structures the rollout with around twenty local correspondents and pushes business-critical messages to the right sellers in real time.
Roll out Salesforce across 10 European countries, with no classroom training to lean on.
Stellantis, born in 2021 from the PSA and Fiat Chrysler merger, deployed Salesforce in 2017 across the dealership networks of Peugeot, Citroën, Opel and Fiat. The footprint: 10 European countries, 8 languages, tens of thousands of users.
The original rollout leaned on classroom training, a full day per seller. Covid stopped it, and in-person training never came back. Mandatory e-learnings underperformed: a seller has to walk over to a customer the moment they enter the showroom, so learning is interrupted by definition.
Stellantis needed a layer that meets users inside Salesforce, at the workstation, doing two jobs at once: onboard new joiners and broadcast business-critical messages in real time.
"We launched Salesforce in 2017, but we realised something was missing in how we were supporting users on the showroom floor."
Jean-Guy LejayProject Management, Stellantis
A federated rollout across 10 countries, with 80% of usage going to real-time business pushes.
Lemon Learning came in after a focused proof of concept in France and Spain, which gave the Stellantis procurement team the volume signal it needed to scale. The rollout then opened up to 10 European countries.
The operating model: a central team authors guides in English, with one or two local correspondents per country who adapt and translate to local context. Around twenty correspondents in total, run by one dedicated full-time owner through collective sessions and country-specific check-ins.
Real-time business pushes
Operational alerts surfaced inside Salesforce the moment something happens in the business: a delivery issue, a new pricing condition, a watch-out on an order. 80% of CRM Lemon usage sits here.
Onboarding on the showroom floor
Stellantis's Salesforce instance is heavily customised, with business processes that need walking through. Step-by-step guides onboard new joiners on the showroom floor, with maintenance cost kept down.
Hints on what just changed
Sat directly on product updates, new Salesforce fields and critical watch-outs. Lighter than a guide and more targeted: a short hint where the user already has their cursor.
Every country in its own language
Stellantis deploys across 10 countries. Guides are authored once, then published in every local language from a single source, so each market gets in-app help in its own words.
"What Lemon Learning brings us is the ability to follow the user inside Salesforce, and also when they switch over to a connected financial application."
Jean-Guy LejayProject Management, Stellantis
A federated model that holds, and a daily business comms channel that works.
Today, 80% of Lemon Learning usage on the CRM goes to business pushes: real-time operational alerts surfaced to the right sellers, on the right screen, on the day it matters. Guides handle onboarding for new joiners on the showroom floor, and Lemon Learning follows the user into connected financial applications, which Salesforce does not do out of the box.
"The moment a delivery issue hits the C5 Aircross in Spain, a pop-up shows up on the screens of the sellers concerned. We push that kind of business message almost every day."
Jean-Guy LejayProject Management, Stellantis
"There's an education job to do. We told managers that operational info now travels through this channel. Bit by bit, users learn to take the pushes seriously. These aren't intrusive pop-ups, this is useful info."
Jean-Guy LejayProject Management, Stellantis
Like Stellantis, structure your multi-country rollout.
Book a personalised demo and see how Lemon Learning supports sales teams on Salesforce, across multiple languages and countries, with a governance model that holds over the long run.
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