CUSTOMER SUCCESS STORY

Milacron Connects Service, Commerce, and Customer Self-Service with Salesforce and Equip360

CUSTOMER

Company: Milacron

Description: Global Manufacturer of Plastic Processing Equipment and Industrial Machinery

THE CHALLENGE

Building a Modern Digital Service Experience For Customers

A MODERN SOLUTION

Milacron set out to create a modern digital service experience by launching a new Salesforce Service Hub where customers could access equipment information, service resources, and support from a single destination.

To deliver that experience, customers also needed seamless access to replacement parts and eCommerce without requiring separate logins or duplicate user accounts. Milacron wanted to eliminate friction between service and purchasing while maintaining a secure, unified customer experience.

Additionally, service bills of materials (BOMs) within Salesforce contained valuable equipment information, but customers had no direct path from those parts lists to purchasing replacement components online.

THE SOLUTION

A Salesforce Service Hub Connected to Equip360

DELIVERING A CONSISTENT EXPERIENCE

GenAlpha integrated Salesforce Service Hub with Equip360 to create a connected self-service experience for Milacron's customers.

Using Single Sign-On (SSO), customers who authenticate in Salesforce are automatically signed into Equip360 without needing a second username or password. Automated user synchronization provisions and maintains customer accounts across both platforms, ensuring consistent access while reducing administrative effort.

To streamline the service-to-commerce journey, GenAlpha also implemented deep linking between Salesforce Service Bills of Materials and Equip360 product detail pages. Customers can move directly from a service BOM in Salesforce to the corresponding product page in Equip360, where they can review product information, confirm the correct replacement part, and purchase it through Milacron's eCommerce experience.

The integration creates a seamless workflow from identifying a replacement part to completing a purchase—all while remaining within Milacron's connected digital ecosystem.

RESULTS & IMPACT

Improved Self-Service Experience For Milacron Customers

THE INTEGRATED SOLUTION ENABLE MILACRON TO:

Deliver a seamless Single Sign-On experience between Salesforce and Equip360
Automatically synchronize customer users across both platforms
Eliminate duplicate account management and reduce administrative overhead
Connect Salesforce Service Bills of Materials directly to eCommerce product pages
Reduce the number of steps required for customers to purchase replacement parts
Improve the overall customer self-service experience

BUSINESS IMPACT

Creating New Opportunities for Aftermarket Revenue

AN IMPACTFUL TRANSFORMATION

Milacron transformed Salesforce Service Hub into more than a customer support portal—it became the starting point for the complete aftermarket customer journey.

Customers can access service information, identify replacement parts, and purchase those parts through a unified digital experience without leaving Milacron's ecosystem or managing multiple credentials.

By connecting Salesforce with Equip360, Milacron improved customer convenience, simplified identity management, and strengthened the relationship between service and digital commerce. The result is a faster, more intuitive experience that helps customers keep equipment running while creating new opportunities for aftermarket revenue.

ABOUT GENALPHA

GenAlpha's Equip360 platform helps manufacturers unify service, commerce, and customer engagement. Through deep integrations with Salesforce, organizations can extend Service Hub experiences with secure Single Sign-On, automated user provisioning, and seamless connections to eCommerce—creating a frictionless digital experience from service to purchase.