Navicon Automates Retail Customer Experience for SimpleWine

2022: Implementation of a CRM solution for working with retail customers

and the System Integrator developer Navicon modernized - in the CRMinfrastructure company. SimpleWine retail omnichannel A communication management module has been developed for the business unit working with customers. This was announced by Navicon on February 10, 2023. Operators have gained access to a single source information about clients and can quickly process even atypical requests. The share of positive resolution of issues exceeded 90%.

SimpleWine has a separate division for working with retail customers. It processes about 15-20 thousand requests per month. SimpleWine pays special attention to personalizing communication, and therefore the work of call center operators in this division is not built on a hard script. In such a situation, it is important for a high-quality dialogue to have instant access to information about the client.

Previously, the data was stored separately, and SimpleWine employees had to be authorized on seven different systems to correctly process requests. During the project, the Navicon system integrator implemented a CRM solution that automatically flocks information from all IT systems. The Navicon team conducted a large-scale research work to collect data on each client, including information on typical case topics and the preferred tone of voice. Also, in CRM, the delimitation of each request by subtemes is added, information about the loyalty program, order history and communications with each specific customer is entered.

The CRM solution is integrated with telephony, which allows you to transfer calls to personal managers and transfer communication to other departments if necessary. CRM integration with the 1C system is also implemented, which allows you to carry out daily updates of the customer database based on current data, as well as request additional information in 1C in real time: for example, data on orders or bonuses.

As part of the project, integration with the Mindbox system was also set up, which allows you to track transactional and advertising mailings to customers in CRM. Now the operator sees the data in a single window: he has access to information about the customer's purchase history and requests, the movement of bonus points, status in the loyalty program, membership in the sales channel, consent to mailings, as well as a large set of other data. Thanks to this, the operator can answer client questions, including atypical ones, literally "on the fly" and, if necessary, transfer the call to a personal manager. According to the results of the project, the share of positive resolution of issues in the division is now more than 90%.

As a result of the project, SimpleWine operators can quickly and easily close the requests of retail customers. Information collected in CRM from various sources will help you save time on data refinement, more in-depth understanding of buyers and conduct a detailed and effective dialogue. This is important in the field where the criteria for the operator's high-quality work are not only knowledge of the subject area, but also a personal approach to each client, commented Anastasia Shchepilova, project manager at Navicon.

In addition to faster response rates, customers were able to assess the quality of the dialogue with each operator as well as their satisfaction with the service. The updated CRM will help you continuously improve the level of client service and at the same time simplify the work for business unit specialists. This is useful, including at the onboarding stage of employees - they will be able to quickly join the workflow, stated Evgenia Belousova, Head of Operations at SimpleWine.

In 2021-2022, the trend for personalized communications with customers is increasingly noticeable, especially in the segment. grocery retail CRM products allow you to build an effective omnichannel communication system even for those companies that do not use hard scripts, and prepare operators to answer non-typical customer questions in real time, explained Victoria Malysheva , IT Business Partner of B2C SimpleWine.