Background: Due to the rapid growth of online commerce, the number of Golden Apple's active customers shows daily growth, which made the company's management think about data automation. It was necessary to build an automated communication system and integrate the CRM solution into the existing process of working with customers who were making purchases in the usual way - through the offline store. It was important to integrate the new CRM system with the existing loyalty mechanisms, to realize the logic of bonus and discount card management, as well as to import the existing database into the new system with the previously customized user segmentation tools.
Business goals and objectives
Based on the ambitious plans for the development of Golden Apple, the project team together with representatives of the customer defined the goal of the project - to create a digital solution for the automated management of the customer lifecycle and organize seamless omni-channel interaction.
- Creating master data management system - Setting up service requests processing
- Digitalization of feedback collection processes - Implementation of system logic of transactional events - Technical integration with external systems and services
- Implementing mechanisms for organization of omnichannel communications with customers
Selection of solution for integration
Odyssey experts made a pre-project survey, where they studied in details the company's business processes, analyzed Golden Apple development strategy, as well as technical features of the company. As a result, it was decided to build a system based on the Sales and Customer Service modules of Microsoft Dynamics 365.
Building a CRM on the Microsoft platform offers a number of advantageous benefits:
- Building a map of the customer journey. It turned out that there were more than a few hundred possible combinations: consumers could make purchases online in the app, on the site or in the store, performing various variations of actions. To solve the problem, the team divided the entire volume into two parts: in the first stage they focused on key parameters, gradually increasing the number of variations in the process.
- Colossal amount of incoming information. The flow of events that a single customer generates is very large: we have to respond to each activity in a timely manner. The solution we offered the customer: we structured the flow of incoming information (segmented all of the client's activities in different sales channels), implemented scenarios within which we defined the basic rules for creating and triggering communications.
- Integration with external sources. The company had many external services with which to exchange data, as CRM is the primary provider of customer information. Thanks to the support of colleagues from the client side, who actively participated in all the implementation processes and worked with us at the same pace, we were able to achieve our project goals in a short period of time.
Working with Golden Apple was one of the most ambitious projects this year, so we did our best to make the most of it. Evgeny Lebedev, Odyssey CRM Practice
Leader project results
It took the team about 6 months to implement the system for supporting the sales process through the online store. Such impressive results were achieved due to the platform capabilities and the flexible approach to the implementation together with the customer's project team:
- Building a master data management system for the active customer base of several million contacts - now all the data are available in a single window;
- Automating the identification processes regardless of the entry point of contact: offline store, website, mobile application, messenger, social networks, call to the contact center, customer feedback;
- Company managers got the ability to track all the contacts in the store. Now the employee can quickly get all the necessary information about the customer: their orders and their statuses, the history of their appeals. Communication takes into account the recipient's time zone - this solution spared consumers from 3 a.m. text messages and helped to increase trust to the brand;
- Systematizing the call-center operation: we built a catalog of call topics, customized routes depending on the subject of the client's request, tied SLA for each type of request, automated additional notification system;
- Setting up communications: operators respond to requests from chat, social networks, phone calls. Customers receive notifications via sms, push, email. Now customers receive an answer to their request in a convenient messenger, so the percentage of positive feedback has increased. The company is planning to actively develop its online business and scale the business in new markets.
To this end, it is planned to manage within a single solution the following processes:
- Processing feedback not only from internal, but also from external sources,
- Including customer feedback into the motivation of employees,
- Including recommendation service in all channels of interaction with the buyer, including direct time of the visit to the store,
- Organizing voice assistants and bots functioning, which will provide convenient service for customers to receive information about the order status, delivery delay for a convenient time, automated registration for client brand days and receiving online consultations on the entire wide assortment.
About the company
Golden Apple is the largest network of European-class shopping, which offers a wide range of perfumes and cosmetics from world brands. The main values of the company: customer focus and cooperation with the best manufacturers of the beauty industry. The company's portfolio includes retail stores in major Russian cities and the largest online shopping platform.
