In an era defined by digital transformation, companies recognise the role of technology in reshaping their business models and enhancing customer satisfaction. This is the story of our client’s journey towards technology adoption and the drive to improve customer care and loyalty.
As a result of the Salesforce implementation, the client has seen significant improvements in customer satisfaction and marketing and sales results.
Our client has been present in Poland for over 30 years. Its portfolio includes a comprehensive arrangement of bathrooms, kitchens, living rooms and terraces. The company is famous for the best range of carpets, panels and floor coverings on the market. The client cooperates with producers worldwide and has over 160 stores throughout Poland, including own and franchise stores.
One of the challenges that the client wanted to manage was the lack of CRM. No customer base was built, each purchase was treated separately, and no 360 customer view existed. The client couldn’t map the same customer offline and online. The short life cycle of the customer led to a lower Customer Lifetime Value (CLV) and increased costs of acquiring new customers.
The client could not focus on maximising the value of existing customers, creating upselling and cross-selling strategies or gathering feedback, which can be used to improve products, services, and customer experience.
Craftware implemented the Salesforce Service Cloud platform to support customer care and improve Contact Centre operations and end-customer satisfaction. The solution allows agents to address end customers’ problems or inquiries immediately and help them smoothly go through the following processes:
- complaints
- completion of payments and orders started in the shop or online
- selection of items
- troubleshooting
Another implemented solution was the Salesforce Marketing Cloud platform, which enables marketing automation activities and efficient communication with end customers. Thanks to marketing automation, it was possible to implement processes that minimise the number of abandoned carts.
The platform was also integrated with SAP (SAP PO/PI) and eCommerce Magento.
Key functionalities gain thanks to the Marketing Cloud:
- omnichannel shopping cart – shopping cart is available in eCommerce and is visible to the consultant at POS (SAP Fiori)
- consistent management of GDPR consents (eCommerce Magento, SAP and Salesforce CRM)
- using the SAP PO/PI services to integrate customers, shopping carts, and marketing consents between 3rd party and Salesforce Enterprise API
The key benefit is building a customer database – CRM. Now CRM has a crucial role on several levels:
- Thanks to the integration with Magento, customers registering in e-commerce and making any activities there are automatically transferred to CRM, and information about them is updated in real-time.
- Store employees create new customer accounts in the tool built on the Salesforce Platform and update data about customers and their shopping preferences.
- The customer database is actively used for marketing automation campaigns using Marketing Cloud, and data collected from e-commerce is displayed to assistants in stores in the tool built on the Salesforce Platform.
The client gained the possibility to map the same customer offline and online. Thanks to providing an algorithm that calculates CLV (Customer Lifetime Value), the client can identify their most profitable customers, optimise marketing strategies and nurture customer loyalty.
Another benefit is implementing an online sales process (on Magento, via nurturing, thanks to SFMC) that runs in parallel offline (performed by store employees in POS).
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Areas improved by projects:
💠Significant increase in the GDPR consent number.
💠Conversion rate and shopping cart value uplift.
💠Customer satisfaction level growth.
💠CRM enabled excellent customer care at each stage.
