Case Study
CRM strategy for a high-level navigation
We implemented the CRM software of a Travel & Hospitality Market Leader, allowing a 360-dregree customer view.
Where: international
Where: international
Challenge
A shipping company, which is a leader in its market and operates on an international scale with a range of services targeted at both consumers and businesses, has developed a Business Unit dedicated to the launch of a new and innovative line of products and services, aimed at a top-of-the-range, demanding and high-spending customer segment.
Approach
Within this context, the need arose to support the company's relational processes with the use of CRM software integrated within the company's main application systems in order to maximise efficiency, obtain a 360° customer view and ensure a high-quality customer experience.
Solution
Following interviews with the company management to understand the needs in terms of marketing, customer care and sales processes, we identified the requirements to define a short term and medium-term CRM strategy to manage the entire consumer and business customer lifecycle as well as the touchpoints of the omnichannel customer journey.
Then we outlined the IT architecture, with Salesforce at the centre as CRM solution (Service Cloud for Customer Care, Sales Cloud for the Sales area, Marketing Cloud for the Marketing processes). We supported the client and the implementation team from start-up to end-user training, ensuring the consistency of the solution with customer expectations in terms of functionality, user experience, KPIs, and budget.
Results
Definition of a short term and medium
term CRM strategy
Omnichannel approach to manage all touchpoints of the customer journey
Impacts
Technologies
Cloud
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