Camp
IT-Software
Business Area
Marketing & Sales
Solution
- Sales B2C, Retail
- Customer Care & Retention
Client:
The client, established in the luxury industry internationally, decided it wanted to independently manage the resources and data acquired on customer satisfaction, with the aim of increasing the quality of services and their degree of personalization.
Background:
Mind-Mercatis, as an expert partner in digital experience development and system integration, has been working with the client since 2018. In the first phase of collaboration, the goal was the implementation of the post-purchase email marketing automation flow for the entire e-commerce network, in which each partner used its own system to send emails. The next phase of the project involved centralizing the CRM and email sending system, using Oracle Responsys as the campaign manager. Through a single endpoint for dem, sms, email, and automation, Mind-Mercatis unified data with Boomi, allowing centralized control of the client's wholesale network.
Customer satisfaction surveys
In 2019, the need arises to autonomously acquire information about the perception of the customer experience in the pre- and post-purchase phases in order to implement actions aimed at customer retention and increasing customer lifetime value.
Challenge:
The client previously used a tool that did not allow control over the data, relying on third parties for surveys, with little customization and little flexibility for future developments. The main challenge of the project was the integration of data from numerous sources and the expected ability to have to serve a large number of countries while respecting both grammatical and semantic correctness of the surveys. An additional element of complexity was the graphical rendering of the surveys to the end user: the transition to the new technology infrastructure had to leave unchanged the visual component of the surveys to which customers were accustomed.
The project:
Mind-Mercatis, intervened by integrating the centralized CRM created for email, with the platform where surveys, distributed in Europe, Australia, New Zealand and Latin America, were processed in 17 languages and divided into 3 thematic modules ( NPS, Retail and E-commerce). To date, more than 100 surveys have been implemented: initially they were planned only for physical stores but, after successfully exceeding customer expectations, they have been introduced within 2021 for all e-commerce partners as well. In the physical store, the survey is sent within minutes after the purchase is made thanks to Boomi intercepting the information through the customer's systems; for online purchases, on the other hand, it is sent after the product has been delivered.
A peculiarity of the surveys is the distinction by experience score of the evaluations, which opens up different scenarios: positive ones with a score between 7 and 10 and negative ones with a score below 5. For in-store shoppers who found the shopping experience positive, the possibility of sharing the experience on other channels, such as Google, is structured. For the negative experience, on the other hand, in addition to being able to express the reason through open response, the possibilities of entering email or phone are presented: the final customer's response is categorized thanks to a text analyzer that involves opening a ticket at the customer's contact center, where an operator takes over a new communication flow, with the possibility of interacting with the customer directly, for a quick resolution of the misunderstanding. The ticketing systems used are Dynamics and Service Cloud, the use of which differs by geographic area. Surveys therefore are not an end in themselves since to date the client receives daily reporting through customized reporting of the number of completed surveys and aggregate data on the outcomes of assessments, being able to gain real-time control of business performance and operate effectively and timely.
The Mind-Mercatis approach:
With a purpose-built database, into which a number of tables have been loaded that interface with a Learning Management System (LMS) via Boomi, uploading shopper data from emails containing the survey. The LMS structure provides that for each questionnaire there is an ID with unique url, with armored accesses defining the one-week limit for opening and completing the survey. Thus, only loyal buyers with a high email communication open rate are considered. Centralized data management is implemented through a plugin, allowing the preloading of the email address and the inclusion of the same number of questions in the same order, for optimal data visualization and analysis. The rules for graphical appearance, on the other hand, have been implemented with a parent template in Javascript, to act more effectively and securely on all surveys. .
Recent developments:
The integration of a new type of survey dedicated to in-store and contact center complaint handling capability, conveying customer evaluation in different streams.
Results:
The ability to learn about the perception of its online and in-store shoppers' experience, through real-time acquisition and analysis of survey data, has enabled:
- doubling customer retention
- optimize the relationship with the customer
- Increase sales by more than one million
Future developments:
Conduct additional surveys and/or add additional questions, which can identify those micro-moments of the post-purchase period, which are not fully mapped today, to refine the level of communication to support each customer.