Serpentine Galleries
Who are Serpentine Galleries?
The Serpentine Galleries are two contemporary art galleries in Kensington Gardens, Hyde Park, Central London. Comprising the Serpentine Gallery and the Serpentine Sackler Gallery, they are within five minutes’ walk of each other, linked by the bridge over the Serpentine Lake from which the galleries get their names.
The Challenge
Serpentine had already implemented Salesforce, but their previous partner failed to meet several core requirements. Some areas were overly complex and conflicting functionality caused issues and frustration for their users. These included:
- Mailchimp configuration and consent issues
- Difficulties importing and matching payments to records
- Processes that impacted the planned migration of data from legacy systems
The Solution
Our team firstly unpicked all the custom code that the previous partner had set up for Serpentine's email marketing tool. We aim to use a "clicks not code" approach whenever possible, and we used native Salesforce features to meet Serpentine's goals instead. To resolve the concerns around consent, we used FormAssembly to let Contacts sign up and manage their consent online.
With the Mailchimp issues resolved, Serpentine can now use Salesforce for Campaigns such as events, communications, and newsletters. They now have reassurance trust that the contacts included have given their consent to be contacted.
For the Finance system integration, we rolled back a large amount of custom code. This was streamlined and brought inline with best practice, using standard fields to input information and automate calculations such as VAT. We built an Import Wizard that used a combination of Flows, Apex and Dataloader. This allowed us to load the data directly into Salesforce, and easily match opportunities with payments.
Instead of using complex code, Serpentine's Ecommerce needs were met by an application available on Salesforce's AppExchange. This allows the team to sell locally and internationally, and ensures that all products and prices are accurate.
Importing previous payments into Salesforce meant that we could match these to the relevant records, letting Serpentine easily report on previous years.
