Project Overview

Omnichannel CRM Implementation A US-headquartered multi-business conglomerate in luxury retail, hospitality, and eCommerce segments collaborated with eSparkBiz to implement an advanced omnichannel CRM on the Microsoft Dynamics 365 platform. The business model of the Client is centered on extraordinary customized customer experiences. Yet when businesses were completely working in isolation, it became unmanageable for the Client to centralize the client data and integrate the different business functions within the group.

Scalable CRM Solution Earlier, the client had utilized the professional and social skills of the employees for customer relationship management. The system worked satisfactorily; however, it lacked scalability and did not produce uniformity sufficient to give a uniform personalized experience across customers. As the business grew, the requirement was more advanced customer engagement-a necessity for the Client because they knew that at an integrated omnichannel touchpoint experience, a central CRM solution would be called for.

Centralized CRM Platform The client needed a platform that would centralize customer data, automate service management, and support operational workflows across various business units. In addition, it was necessary to implement a robust loyalty program that would reward customers for their frequency and volume of purchases while driving repeat business. It should also streamline case management and provide actionable insights for continuous business improvements.

Customized CRM Solution Following the analysis of requirements from the Client, the core solution eSparkBiz installed in the form of Microsoft Dynamics 365 meant to ease the management and handling of customers. A customized system to help the Client accommodate real-time data integration in addition to the automation of business processes while still helping in reporting. This way, operational efficiency of the Client is enhanced, together with the personalization of customer services and optimized involvement of the customer in different channels.

The Problem

The Client was plagued with a diffused customer data distributed across various business units. It hindered the visibility towards 360 degrees as well as sales opportunities. The error, delays, and inconsistency in delivering the experience had crept into processes because they were manual. Real-time customer feedbacks and efficient loyalty program had missing pieces to further the retention process.

Data Fragmentation Across the Business Units

Each of the Client's companies had segregated systems to handle the Customer information. This kind of Fragmented approach resulted in Missing out on 360-degree coverage of customer interactions across multiple contact points, thereby leading towards missed opportunities in Cross sales and Upselling.

Manual and Error-Prone Processes

Much is put in jeopardy in this end due to high reliance on the use of manual processes running customer service cases and operational workflows. More often than not, human errors occur, leading to issues unattended, delays in services, and inconsistency in experiences toward the customers.

No involvement of customers

The client had a fantastic rating for customer service but lacked the tooling to deliver a consistent personal experience across all touch points. There was a developing need to automate repetitive work in case assignment and follow-up with staff that was not appropriately equipped to handle customer relationships.

Customer Sentiment Was Poorly Insights

He does not have a mechanism to obtain the real-time feedback directly from his customers. Thus, from this information, they lack critical data that could influence appropriate decisions on the customer services and even the customer satisfaction ratings.

Need for Loyalty Program

The Client desired to implement loyalty based on volume and frequency of purchases but did not have any existing systems that allowed such functionality. A good, easy-to-manage sophisticated loyalty program was critical to ensuring retention in this sector- particularly for the luxury retail industry.

The Solution

eSparkBiz implemented the central CRM, Microsoft Dynamics 365, integrating third-party data for the Client to view the customer. This solution automated case management, personalized customer engagement, and a loyalty program, and also provided advanced analytics for real-time insights for data-driven decision-making on the part of the Client.

Centralized Customer Data Management

eSparkBiz implemented Microsoft Dynamics 365 as the central CRM. The solution was integrated with data of third-party systems and so could provide the Client with all-inclusive customer profile information, including transactional data as well as behavioral data. In this manner, it enabled the Client to have an all-round view of every customer journey across different business units.

Automated Case Management

The CRM system, within eSparkBiz, automatically reduced the risk of human error with automated case management. Through the creation of customer service teams and setup rules for assignment and escalation, cases are always routed to the right people and are thus handled quickly enough. Response time is fast and a much smoother process when serviced.

Personalized Customer Engagement

eSparkBiz tailored the Dynamics 365 platform to enable very customized interactions with customers. The CRM system captured in detail all the customer preferences, which included behavioral traits, personal style, and service history. This information enabled staff to interact with customers in a better way and cater to their needs, thus enhancing customer satisfaction and loyalty.

Implementation of Loyalty Program

A two-step loyalty programme was developed and integrated within the CRM. The program automatically allocated the loyalty level based on predefined criteria to be checked easily by sales teams within the customer profile. Thus, this system provided the Client with maintaining a high value exclusive experience for repeat business from its clients.

Advanced Analytics and Reporting

eSparkBiz built a DWH and OLAP cubes that allowed the Client to get real-time information about customer interactions, sales activities, and team performance. Different data sources were cleaned, integrated, and visualized by customized dashboards and reports for the management team of the Client. Therefore, the management team had an idea of what was going on in the business at a given time and performance metrics, which enabled them to make data-driven decisions.

The Result

With the advent of Microsoft Dynamics CRM, the Client has, in every way, made a paradigm shift in terms of customer relationship management and handling with different businesses. It is able to serve in a much more personalized manner and also with much better efficiency. The result, in the form of high-quality services, comes from increased rapidness in the response to customers and a very target-focused and effective engagement. It ensures effective operational efficiency through streamlined processings.

It has further helped the Clients in creating long-term relationships among the high-value customers with the result of increasing brand loyalty within competitive luxury retail sectors. Further, more informed decisions are also taken these days with the help of advanced analytics of management, and it also results in continuously improved customer services as well as operational performances.

Transforming Multi-business unit customer engagement through the power of Microsoft Dynamics CRM

Building Consistent Customer Experiences with Microsoft Dynamics CRM

About The Project