The team at PetRelocation understands that a pet is a member of the family. When life events dictate a move, the PetRelocation team is dedicated to ensuring the safety and comfort of your furry family members during their journey.
With over 40,000 successful relocations to 150-plus countries, the company has built its reputation on handling the legal and logistical details that matter most.
To guarantee customer satisfaction, PetRelocation depends on efficient systems to coordinate thousands of variables, such as species, travel timelines, compliance requirements, and more.
PetRelocation case study results at a glance
Most customers served in one year
Automating lead qualifying and routing from Jotform to Salesforce helped the company achieve its best year in terms of the number of customers served.
Highest profitability
Streamlined the lead-to-service pipeline, reducing friction in capturing data and allowing for more relocations without headcount increases.
Best-in-class customer experience
Smarter, feature-rich forms that are responsive to each client’s situation have led to less confusion and more ease of use.
As relocations increased, the growing company encountered challenges like manual data entry, disconnected tools, and a client experience that didn’t match the value of its multifaceted service.
Then PetRelocation integrated Jotform with Salesforce. The company discovered ways to streamline how it captured, organized, and acted on customer data. Conditional logic-based forms tailored to each client’s needs now feed directly into Salesforce, empowering the team to scale operations without adding headcount.
This improved efficiency not only enabled PetRelocation to reach its most profitable year to date, it built a foundation from which the company can support future growth plans and new potential service lines.
Data challenges in pet relocation
As the process and systems manager for PetRelocation, Penney Ratliff knows about navigating operational complexity. The work involves legal (regulatory compliance), logistical (international shipping, vet requirements), and communication challenges (customer engagement in steps along the way).
Each relocation involves additional subtasks as well, such as clearing customs, crate logistics, and ground transport (not to mention document uploads for multiple tasks).
With so many moving parts to coordinate, Ratliff’s team found themselves using a handful of tools to create a holistic workflow solution, but there were questions about how sustainable and reliable those workarounds would be.
“Because of the amount of variables in our customers’ needs, finding a way to collect and manage data is difficult when two systems don’t easily integrate. Bringing in lead information was doable with some well-known tools we tried, but it was messy and complicated.
“Making that data actionable (beyond the initial collection) has been its own challenge. We found ourselves manually entering data into Salesforce, which made it time-consuming and easy to miss details. In the end, none of the solutions could handle the complexity of pet relocations.”
Conditional logic driving Salesforce efficiency
Ratliff’s team needed a turnkey way to feed multifaceted customer information into Salesforce and answer customer inquiries with loads of variables in play. The solution they implemented needed to be feature-rich, including the capability to use “if-then” statements to gather the right information off the bat. The solution also needed to provide more direct access to Salesforce.
They found the answer in Jotform.
Initially they began by collecting inquiry data (i.e., the number and types of pets, where they’re traveling from, and where they’re traveling to) for clients looking to move their pet(s) from A to B. They then began incorporating additional forms to collect even more detailed information for clients who decided to move forward with their services. In both cases, the form’s conditional logic — which their backend efficiency depended on — proved reliable.
The conditions within Jotform allow us to neatly guide the customer through our forms without duplicating questions and requests.
Soon they were automating data points like pet measurements to determine kennel size, addresses for accurate logistical plans, and vaccine record collection to upload into Salesforce as custom objects.
To help achieve a stress-free customer experience, Ratliff’s team began dynamically prefilling forms from Salesforce data, customizing their form’s Thank You page based on multiple outcomes, and attaching files to Salesforce records. Since Jotform integrates with their many custom objects, they use Salesforce Flows to connect that data to related objects, triggering their internal workflows.
“The simplicity of Jotform’s UI allows us to tweak our forms as needed,” says Ratliff. “Jotform gives us the trust that data is imported to Salesforce accurately and consistently. As a result, clients get a smoother, less confusing form experience.”
Automation unlocks profitability and future potential
With Jotform, the PetRelocation team no longer needs to use email to collect customer information or to manually enter data into Salesforce. Automation, both on the front and back end, has helped increase the efficiency and accuracy of the organization’s customer intake flows.
Ratliff’s team has successfully automated their daily Jotform data flows (lead routing and qualifying) with Salesforce customization. As a result, the team is now able to collaborate, solve problems, and handle customer service more efficiently. In turn, this efficiency led to PetRelocation’s most successful year in terms of the number of customers served.
“We’ve had the most profitable year with the lowest staff headcount to date,” says Ratliff.
With new AI features and tools, like the Salesforce Agent, becoming available, she sees potential for a future where the Jotform–Salesforce infrastructure could help even more.
“I can envision an agent offering customer service for a range of needs at different stages of the process (i.e., nudging clients when relocation steps are incomplete or auto-detecting missing documents).”
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