Problem
Google faced a complex challenge when merging Google Maps into Google Cloud. The merger affected thousands of enterprise customers who held accounts with both services. Each business unit had separate customer support teams, account management processes, and billing systems. The lack of unified customer data made it difficult to identify overlapping accounts and assess the financial impact of the merger on customers. This created risks of customer confusion, billing disputes, and potential account losses during the transition.
As a product management consultant, I needed to create real-time visibility between the two account teams using Salesforce reporting. This would enable account managers to have informed discussions with customers about merging their accounts. The primary goals were to maintain complete customer retention through the transition and find opportunities for service expansion where appropriate.
I began by analyzing the existing Salesforce implementations for both teams. The data structure needed to show a complete picture of customer relationships across both platforms. Working with the Salesforce development team, we created new reporting tools that provided instant access to critical customer information. The new dashboard system showed account managers the total customer relationship across both platforms. This included current service usage, pricing structures, and contract terms. Account managers could now see potential cost impacts of the merger for each customer and identify opportunities for cost savings through combined services.
We developed custom reports that highlighted accounts with overlapping services. These reports helped account managers prepare for customer conversations with concrete data about their current state and future opportunities. The system also flagged accounts where the merger might result in price increases, allowing teams to proactively develop retention strategies. Training became a crucial part of the implementation. We worked with both account teams to ensure they understood how to use the new tools effectively. The training focused on using the data to drive productive customer conversations and identify upsell opportunities that would benefit both the customer and Google.
The account teams used these tools to develop personalized transition plans for each customer. They could show customers exactly how their services would combine and where they could save money through consolidated billing. When needed, they could quickly approve pricing adjustments to ensure customers saw no unexpected costs from the merger.
Results
The project achieved complete success in customer retention through the transition period. Not a single account was lost due to the merger. This success came from giving account teams the tools to have transparent conversations with customers about the changes. Beyond retention, the project generated over $2 million in service upsells. The comprehensive view of customer relationships revealed natural expansion opportunities that account managers could discuss during transition meetings. Customers often found additional value in services they hadn't previously considered when presented with the full platform capabilities.
The real-time dashboards became essential tools for account management. Teams could instantly access customer data during calls, making conversations more productive and strategic. This transparency helped build trust with customers during a potentially disruptive transition. When account teams can see the complete customer relationship, they make better decisions and have more productive customer conversations. The right tools turn potentially difficult conversations into opportunities for growth.
Customers responded well to proactive communication backed by data. By showing customers exactly how the merger would affect them and offering solutions before problems arose, we maintained trust through a major transition. The success also showed that organizational changes need strong data support. Merging business units isn't just about combining teams - it's about giving those teams the tools they need to succeed in their new reality.
Instead of maintaining separate views of customer relationships, Google moved toward unified customer profiles that show the total relationship across services. This shift improved account management effectiveness and customer satisfaction. Account teams developed new skills in data-driven customer conversations. They learned to use real-time insights to guide discussions and identify opportunities. These capabilities extended beyond the merger, becoming standard practice for account management.
The merger's success demonstrated the value of investing in customer retention during major transitions. By focusing on transparency and customer success, Google not only preserved its existing business but created opportunities for growth. The tools and processes developed during this project continue to support Google's enterprise customer relationships, proving that the right approach to change management can turn potential disruption into opportunity for both the company and its customers.