PROBLEM
AZA Finance is a leading provider of currency trading and cross‑border payment solutions across Africa. Through its flagship products TransferZero (B2B2C) and BFX (B2B OTC trading), AZA Finance enables faster, lower‑cost payments across frontier markets.
As the business continued to grow, AZA Finance faced increasing complexity across sales, service, marketing, and revenue operations. Multiple disconnected systems and manual processes made it difficult to gain a consolidated view of customers or produce accurate, company‑wide reporting.
Key challenges included:
- Segmented operations across multiple systems
Sales, service, marketing, and revenue operations were managed across different tools, resulting in duplicated effort and inconsistent data. - Limited automation
The use of smaller CRMs and Google Sheets meant many processes were manual and time‑consuming. - No single source of truth for reporting
Disparate systems made consolidated, accurate business reporting difficult—if not impossible. - Siloed marketing operations
Marketing activity was handled on a separate platform, creating disjointed customer journeys and limited alignment with sales teams. - Difficulty tracking the end‑to‑end customer journey
Without unified data, AZA Finance lacked a holistic view across each stage of the sales and service lifecycle.
AZA Finance required a scalable CRM platform capable of unifying sales, service, marketing, and revenue data while supporting advanced reporting and automation.
SOLUTION
Cooper Parry Digital delivered a connected Salesforce ecosystem using Sales Cloud, Service Cloud, and Marketing Cloud, creating a single, data‑driven platform for all customer‑facing and revenue operations.
The solution included:
- Unified Salesforce platform
Sales, service, revenue operations, and marketing were consolidated into Salesforce, enabling teams to operate from one system. - Trusted single source of data
A point‑and‑click ETL tool was used to integrate AZA Finance’s back‑end systems with Salesforce, ensuring continuous, accurate data synchronisation. - 360° customer view
Salesforce now holds all sales, service, account management, and revenue data in one place, improving efficiency and reporting accuracy. - Advanced automations
Automated alerts notify account managers of key events, such as a drop in customer transaction volumes, enabling proactive engagement. - Integrated B2B and B2C customer journeys
Salesforce Communities, Mobile Publisher, and Marketing Cloud Journey Builder enabled tailored journeys for both retail and wholesale customers. - Omni‑channel customer service
Service Cloud with Digital Engagement enables customer communication via email, live chat, WhatsApp, and Facebook Messenger. - Personalised marketing communications
Data‑driven email templates and automated journeys allow marketing teams to trigger personalised engagement at the right time. - Mobile‑ready CRM
Salesforce mobile app was customised so management can access real‑time performance metrics on the go.
VALUE ADDED
The Salesforce solution delivered by Cooper Parry Digital transformed AZA Finance’s customer operations into a connected, insight‑driven ecosystem.
Key outcomes included:
- A true single source of truth
Sales, service, marketing, and transaction data is now unified across the business. - Faster customer engagement
Initial customer communication now occurs in just 9 seconds on average after lead entry. - Significant increase in lead volumes
Marketing Cloud drove a 15× increase in lead volume across digital channels. - Multi‑channel engagement at scale
Customers interact with AZA Finance across 11 digital channels, all managed within Salesforce. - Improved reporting and decision‑making
Centralised data enables accurate, company‑wide reporting rather than siloed views by business unit. - Stronger alignment between sales and marketing
Integrated journeys ensure sales teams engage customers at optimal moments using real‑time CRM data. - Rapid and structured implementation
- Phase 1 (Sales & Service Cloud): < 3 months
- Phase 2 (Marketing Cloud): 6 weeks
Rolled out globally across sales, service, marketing, and revenue teams.
- Future‑ready CRM foundation
The Salesforce platform provides scalability to support AZA Finance’s continued growth across African and global markets.
