Lux Brands Store at one
of the CIS countries

The client is one of the main Department stores in CIS countries, offering luxury and premium clothing. The company constantly improves the shopping experience, bringing it to a level above the usual formats. The client has an e-commerce division, which makes up its significant share and is presented in the form of an online store and a mobile app.

The client of the Store is characterized by high demands. They want the best quality and quick service. If they contacted the complaint department, there was simply no right to make a mistake. The client does not care about internal processes — all they care about is the result. That is why working with complaints to solve the customer’s problem as quickly as possible became one of the main tasks of the project.

The first reason for the Salesforce Service Cloud integration was the improvement of the quality control and complaint department work. Since the first line receives complaints, it was necessary to create a seamless interaction between the complaints’ system (Salesforce Service Cloud), and the existing contact center solution. It was important to retain the contact center’s ability to use its usual tools when creating a complaint. This integration point was a separate big challenge that the in-house team tackled.

Before migrating to Salesforce, offline and online departments employees used different solutions. The goal of the project was to combine the two approaches (traditional and e-commerce), while keeping them unique. It was essential to satisfy the needs of both offline and online departments. When choosing a solution, one of the main requirements was out-of-the-box integration with Bright Pattern. Salesforce fully meets this requirement.

Before Salesforce was implemented

Offline departments used one of the helpdesk systems, online deps used modules of the existing in-house built contact center solution (one of the world’s best products from Bright Pattern). These modules did not suit for complaint handling, as they were tailored for requests and simple interactions. The colleagues had to exchange requests by e-mail, messengers, and the contact center solution.

Complaints are different, and very often you may need a lot of coordination with internal departments, lawyers, financiers and more to resolve the issue. All of these approvals must happen quickly, while being convenient. Salesforce helped reach this goal: all of these processes have been built in an efficient and convenient way.

“Initially, we were leaning towards Salesforce because it seemed to be the best solution. It’s not the cheapest, but offers the best options. After the project was finished, it became clear we were right.”

Andrew, Head of Contact Center Product Development

Several systems were considered: ZenDesk, Terrasoft and others. The Salesforce platform was chosen as the most optimal solution that fits any business tasks. Important selection factors were:

• usability of the system interface;
• out-of-the-box integration with the existing contact center solution (Bright Pattern);
• ease of maintenance — it was important that the employees could solve technical tasks independently;
• easy setup of process rules;
• the opportunity to refine and customize;
• analytics — the opportunity to get reports on the results of work.

The team on the Client side included both representatives of internal development, testing, and analysts who participated in setting requirements and describing processes. More than 20 people were involved, including business customers.

A great deal of attention at the Client is paid to developing its own solutions and helping the employees to grow. It has one of the strongest teams on the e-commerce market, so the integration issues were solved internally.

Employees used the ERP system for orders handling. To obtain the necessary information, it was necessary to set up integrations with existing systems. How it resulted:

• Employees of the contact center initiate a request in their system
• The request is transferred to the Salesforce system
• The complaints department continues working with the tools they are used to.

The cases can be sent for approval by other units quickly and seamlessly. Statuses, comments on the process, and other necessary information becomes immediately available to all departments and, accordingly, to the customer when they contact the Client.

The project resulted in a 10% increase in complaints resolved. The support employees were also involved in Salesforce support, although they had never worked with the platform before. In a very short time they learned how to work on the platform, and now they already close almost all the cases that arise independently.

At the same time, the number of employees remained unchanged. Thanks to Salesforce, the Client did not have to increase the number of employees dealing with claims.

The main results of the project are as follows:

• 3 times shorter time of the first communication after customer contact.
• 10% bigger the average number of processed calls per month.
• Total throughput has increased by 40%, which is especially relevant during the sales period.

It is important that the contact center consultant should have free access to information and quickly provide the customer with all the information they need. It is solved in a single customer profile (360-degree customer view). As the contact center employees also use the Salesforce knowledge base, the Client plans to expand integration in the area of back exchanges with other systems, for example, to enrich ERP data.