One company stands out in the Baltics’ retail sector’s competitive landscape for its innovative approach to customer experience. This case study explores how the region’s largest DIY retailer transformed customer engagement and service processes using CRM and marketing automation. By leveraging advanced digital tools, they have set a new standard for operational excellence and customer satisfaction in Lithuania, Estonia, and Latvia. Read on to see how they achieved this success and the implications for the broader retail market.
Our client is a leading retailer in the Baltic region, operating a vast network of stores and online platforms. The client runs the largest retail chain of do-it-yourself (DIY) home repairing and improvement stores in the Baltics. The client also offers building repair, interior design, electronics, gardening, leisure, real-commercial asset management, energy, financial, tourism, and recreation services and goods. They offer a wide range of products and services, catering to the diverse needs of their customers. Focusing on providing exceptional customer experiences, they are committed to leveraging technology to enhance their operations and engagement strategies.
With a vast array of products and a customer base seeking expert advice and quality service, the retailer needed to upgrade its legacy systems to a more agile and integrated customer relationship management platform. Considering the number of customer interactions, our client wanted to optimise customer service and post-sales processes and increase customer satisfaction.
An important aspect was the standardisation of work and processes of all branches of the client’s company in Lithuania, Estonia, and Latvia.
Another area was optimisation and management of the client’s agents’ workload.
Craftware implemented a suite of services tailored to enhance customer interactions and streamline service delivery. This included adopting an advanced marketing automation platform to orchestrate personalised customer journeys and a service cloud solution to empower customer service representatives with better tools and information.
Key features leveraged were:
- Marketing Cloud: utilised for personalised marketing campaigns, customer segmentation, and analytics-driven insights to tailor promotions and communications.
- Support for multi-channel has been implemented: phone, e-mail, messenger, e-commerce, brick-and-mortar, Trustpilot.
- Thanks to the fact that Salesforce systems are compliant with GDPR, it is now possible to run personalised marketing campaigns and e-mail, text and SMS campaigns.
- Funnel management: browsing categories, welcome e-mails, newsletters, promotional campaigns
- Service Cloud: integrated to provide unified customer view, case management, and real-time service analytics, enabling more responsive and informed customer support.
- The client’s customer service department smoothly handles customers’ tickets, cancellations, returns, and complaints.
- Paths management and monitoring: abandoned carts, payments, browsing categories.
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Benefits:
- Improving customer service time and supporting transferring agents to remote work
- Workload reporting and management of circa 90 agents
- Standardisation of the service process in three different countries for several brands
The success of the Marketing Cloud and Service Cloud implementation for this Northern European retailer showcases the potential for other companies in the retail sector to benefit from similar digital transformations. The case study demonstrates how targeted technology solutions can drive business growth, improve customer satisfaction, and enhance operational efficiency.
Contact us today for a personalized consultation on how CRM and marketing automation can transform your business.
Cezary Osowski
Client Confidentiality: The client’s name, specifics about their internal processes, and other sensitive information have been withheld to maintain confidentiality per the agreement between the institution and the service provider.
