Aimed to improve both the external customer experience and internal service team performance through intelligent automation, self-service enablement, a scalable knowledge base, and data-driven decision-making.
This initiative focused on three key functional areas:
Personalisation for Customers: A tailored self-service experience via Laminex’s website and customer portal, supported by Einstein Bots, knowledge articles, and contextual content.
Knowledge for Self-Service: A flexible taxonomy and knowledge framework giving customers and agents consistent, searchable, and easy-to-maintain content. Articles, FAQs, and navigational topics were published across Consumer, Trade, and Specifier channels, supported by approval workflows, content ratings, and digital publishing.
Intelligence for Agents: Predictive insights, deflection strategies, and data interpretation to guide more effective, real-time support interactions.
SLEEQ and Laminex worked in close partnership to design and deliver a modern Salesforce solution that would elevate both customer experience and internal service operations. The programme combined Service Cloud, Experience Cloud, and Einstein capabilities with a scalable knowledge framework — all underpinned by strong governance, cross-functional involvement, and structured training to drive adoption across Australia and New Zealand.
Key execution steps included:
Deploying Experience Cloud with embedded Einstein Personalisation to deliver relevant content and recommendations during the customer journey
Integrating Einstein Intelligence into Service Cloud, giving agents real-time prompts, predictive insights, and suggested actions based on customer behaviour
Implementing Salesforce Knowledge with article types, approval workflows, and navigational topics across consumer, trade, and specifier audiences
Introducing content ratings and feedback loops to capture customer insights and continuously improve knowledge resources
Consolidating disparate systems into a single support platform to improve visibility, governance, and resolution efficiency
Delivering scalable processes supported by governance, executive sponsorship, and tailored training from the Learning & Development team
Conducting iterative testing of taxonomy design to ensure usability for customers while meeting the complex needs of trade and specifier groups
The programme was delivered against significant challenges, including legacy system integration, a tight eight-month delivery timeline, and the need to engage geographically and culturally diverse teams across Australia and New Zealand.
Success was achieved through strong governance, early involvement of the Learning & Development team, and close collaboration with cultural development groups to ensure adoption across regions.
Laminex AU achieved measurable improvements across customer experience and operational performance.
Highlights:
40% reduction in call centre enquiries through self-service and case deflection
Faster enquiry resolution supported by knowledge articles and FAQs
Higher customer satisfaction with relevant content at decision points
Empowered agents with guided workflows and rich customer insights
Consistency in messaging through centrally managed knowledge content
Stronger staff retention through clearer processes and reduced manual effort
Improved scheduling and workload planning with greater visibility of case volumes
Flexible taxonomy allowing ongoing adaptation to customer needs
“This project created a single source of truth that reduces resolution times and keeps our messaging consistent and on brand.
We can now deliver faster, more consistent answers, whether through self-service or our service team, giving customers a smoother journey”.
- Isha Kaur, Laminex
The Salesforce Service Cloud and Experience Cloud programme has become a cornerstone of Laminex’s broader digital transformation. It has reduced manual effort, centralised customer support, and enhanced onboarding to the company’s e-commerce site through structured guides and FAQs. The platform provides valuable insights for roadmap planning, ensures consistency in customer-facing information, and creates opportunities for staff upskilling through improved workload management.
Just as importantly, the programme demonstrated the value of strong governance, leadership alignment, and cultural engagement. By involving learning and development teams early and tailoring adoption across regions, Laminex achieved high engagement with minimal disruption. These enablers now underpin Laminex’s ability to scale its Salesforce investment and sustain improvements in both customer experience and internal operations.
Like many transformation projects, Laminex faced both technical and organisational challenges.
Key Challenges:
Legacy system integration complexities
A tight 8-month delivery timeline despite wide scope
Geographic and cultural diversity across users in Australia and New Zealand
Lessons Learned
Success was achieved through:
This approach resulted in effective training delivery, high engagement, and minimal disruption to daily operations.