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CASE STUDIES

How OneOcean Centralized Global Support and Built a Scalable Customer360 View in Salesforce

How OneOcean transformed a fragmented global support operation into a structured, SLA-driven service desk—integrating 8+ tools into Salesforce and establishing a single Customer360 view to support over 20,000 vessels.

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TRANSFORMING MARITIME

OneOcean is a global maritime software and services company offering digital navigation, environmental compliance, and voyage optimization solutions. Serving over 20,000 vessels, their clients range from large commercial shipping fleets to premium superyachts.

Headquartered in the UK with global operations, OneOcean had expanded rapidly through acquisitions and product evolution. However, its internal support infrastructure lagged behind—built on outdated systems, siloed workflows, and manual coordination.

THE CHALLENGE

Despite being a product leader, OneOcean’s customer-facing operations were struggling:

  • Support cases came through various disconnected systems: WebHelp, Zendesk, Outlook inboxes, and legacy tools.

  • There was no unified view of the customer, with account, subscription, and case data scattered and duplicated.

  • Ticket handling was manual, inconsistent, and lacked prioritization—support leads were firefighting.

  • SLAs didn’t exist, nor was there a structured case lifecycle.

  • Case categories, priorities, and teams weren’t clearly defined, leading to delays, miscommunication, and loss of trust internally and externally.

“There were times we didn’t know who the customer was or what they’d purchased when a ticket came in. We were blind to history, context, and value.”
— Internal Stakeholder, OneOcean

This not only impacted customer experience—it undermined operational efficiency, increased risk of churn, and blocked the business from scaling support.

THE SOLUTION

STRATEGIC & OPERATIONAL ALIGNMENT

Think RevOps was engaged to redesign OneOcean’s support operations by embedding a global service desk into Salesforce Service Cloud. The goal was to streamline case intake, routing, triage, and resolution—while laying the foundation for full Customer360 visibility across departments.

 

Our approach:

Phase 1: Discovery

  • Conducted stakeholder interviews across Sales, CS, Product, Support, Finance, and IT.

  • Audited all current tools, inboxes, and workflows.

  • Identified critical bottlenecks, inconsistencies, and data gaps.

Phase 2: Design

  • Defined a global case lifecycle: New > Open > Pending > In Progress > Resolved > Closed.

  • Created a POD-based queue structure across L1, L2, Tech, Deployment, and CS teams.

  • Designed SLA tiers aligned with customer segmentation.

  • Standardized issue categories, subtypes, and priorities.

Phase 3: Deployment

  • Implemented Salesforce Service Console with custom layouts, filtered views, and SLA tracking.

  • Built automated case creation from support@, deployment@, service@ emails with contact/account matching.

  • Integrated case routing and auto-assignment logic.

  • Developed auto-response rules, closure workflows, and reminder triggers.

  • Created reporting dashboards for SLA adherence, backlog, and support KPIs.

  • Delivered full documentation, training playbooks, and team onboarding.

IMPLEMENTATION HIGHLIGHT

STRATEGIC & OPERATIONAL ALIGNMENT

This wasn’t just a CRM rollout—it was a business-critical transformation that covered:

Case Management Architecture

  • Service Console App with filtered list views per POD.

  • Customized page layouts per role/team.

  • Custom fields for issue type, sub-type, product, priority, and SLA metrics.

Automation & Routing

  • Email-to-case auto-conversion with intelligent contact/account mapping.

  • Auto-assignment rules based on queues, tiers, and departments.

  • Validation rules on required case fields at creation.

Omnichannel Routing and Triage

  • Deployed Salesforce Omnichannel to route cases intelligently to available agents across PODs.

  • Prioritized case routing based on customer tier, issue category, and agent capacity.

  • Enabled real-time visibility into case queues and assignment status to optimize support resources.

SLAs and Escalations

  • SLA matrices by customer tier (T1, T2, T3) across first-response and resolution times
  • Triggers for overdue assignment, follow-ups, and re-engagement emails.
  • Auto-escalation flows based on case age and interaction count.

Support Experience Enhancements

  • Branded customer notification templates (case received, pending, resolved, closed).

  • Re-open logic and feedback workflows.

  • Priority flags for vessel safety-related cases.

Operational Readiness

  • SLA dashboards by POD and region.

  • Historical case review and clean-up templates.

  • Rules of engagement documents for cross-department ticket ownership.

Cross-Functional Integration

  • Connected CS, Sales, and Deployment teams in one system.

  • Visibility into case history on the Account record.

  • Future-proofed for integration with internal systems.

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THE RESULT

TRANSPARENTLY MEASURING PERFORMANCE AND TEAM ALIGNMENT

The transformation at OneOcean wasn’t just operational, it was foundational. By centralizing support into Salesforce and designing a structured, omnichannel service model, the business now runs with greater clarity, speed, and customer understanding.

All support interactions now flow through Salesforce, with every case enriched by structured metadata—issue types, priorities, product details, and SLA tracking. This shift alone eliminated the ambiguity that once plagued internal teams, allowing them to act on real customer signals instead of chasing missing context.

Response times have improved significantly, especially for high-priority and safety-related issues. Where previously tickets could sit idle or land in the wrong hands, the new routing logic ensures they reach the right POD, at the right time, with the right urgency.

Workload is better distributed. Triage is no longer a manual guessing game. By aligning case routing with agent capacity, customer tier, and issue type, the support team has freed up valuable hours every day. That time is now spent resolving problems—not sorting through inboxes.

Sales and Customer Success now benefit from complete visibility. Every account record includes support history, current issues, and case outcomes. That means better renewal conversations, more informed upsell moments, and a clearer view of overall customer health.

“This project gave us the foundation we need to scale support globally. The team now works with clarity, accountability, and full customer context.”
— Project Sponsor, OneOcean

 

Support is no longer a silo, it’s a connected, insight-driven function at the heart of OneOcean’s customer experience.

WORKING WITH US

GET EXPERTISE & PARTNERSHIP

OneOcean partnered with Think RevOps on a 12-month Salesforce Implementation Services initiative that went far beyond a standard implementation. This was about operational scale, strategic clarity, and laying down the infrastructure needed to support a global customer base in a consistent, data-driven way.

The service model we co-created didn’t just address support—it informed how OneOcean thinks about customer value, account tiering, internal handoffs, and the broader go-to-market strategy.

A Word from the CTO

 

“Think RevOps is an excellent communicator and collaborator, and is skilled at working with global teams to implement change. Think RevOps is results-driven and always keeps the end goal in mind.”
— CTO, OneOcean

 

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