A well-known German international discount retailer chain, which operates a huge number of stores across Europe and the United States, has an internal discounter group that introduced a supermarket loyalty card via an app that must be integrated with a broader customer loyalty program.
The Challenge
Our client launched a loyalty card program utilizing on-premise tools that suffered from performance and scalability issues, and that were unable to provide deeper integration into marketing data sources for the launch of a more expansive customer loyalty program. In addition, the client’s international growth resulted in an increasing number of support cases each year and created a need for self-service functionality. The client wanted a cloud-based solution that would provide the required scalability and maximize its extensive Salesforce investments (which includes Service Cloud, Digital Engagement, Community Cloud, Einstein Analytics and Marketing Cloud).
The Solution
Persistent and Salesforce collaborated with the client to introduce enhanced case management processes for its EU and US market support organizations, with an eye toward leveraging Salesforce’s CRM functionality for better synergies between the customer support organization and the customer loyalty program.
The solution includes enhanced case routing and assignment for support issues based on prioritization rules and processes, and provides faster information access to first-level customer support agents. The partners also worked together to create a user-friendly customer community and self-service portal based on knowledge articles and solutions, which allows for faster user resolutions.
The Outcome
The solution has resulted in enhanced integration between CRM systems and tighter connections between the loyalty card and broader loyalty programs, enabling more effective and accelerated customer service, and greater transparency in service management. Persistent and Salesforce worked with the client to fully implement Salesforce Service Cloud and Service Console, with integrations between Service Cloud, the customer community and Marketing Cloud, leveraging the discounter’s global standards while allowing for customized configurations for specific countries. The solution also contains processes to fully anonymize personal data according to GDPR standards and user requests, and an integrated store locator.
Technology Used
- Marketing Cloud
- Service Cloud
- Community Cloud
