Sportswear manufacturer ODLO International has upgraded its customer service and marketing with a new CRM system: From now on, the complete customer relationship management in the B2C area will be handled via the Microsoft solution “Dynamics 365 Customer Engagement”. The implementation of this solution is supported by LLP CRM s.r.o., a partner of the xalution group. With the new business software, customer service and marketing will not only be optimized but also increasingly automated.

Anne-Catherine Grunholzer, Head of Customer Service at ODLO, comments: “The test phase has shown that Microsoft Dynamics gives our customer service staff a much better overview of all customer contacts and transactions, thereby enabling them to serve each customer more quickly and in a more targeted manner. It’s truly a win-win situation. We become more efficient, while our customers get better service and are thus more satisfied”.

Not only are customers better looked after when it comes to personal contact. In addition to customer service activities, all orders from the ODLO online shop and the customer database with over half a million contacts are systematically recorded, merged, and – where it makes sense – linked with each other. This is the first step towards more automated marketing campaigns and individualization – not least for future online shop visits by customers.

More efficiency in the customer service team

The new CRM system includes modules for managing and reporting on each customer service case, templates for emails, and a dynamically growing knowledge base in which agents address frequently asked questions. In this way, response times in customer service are considerably reduced and quality is sustainably improved.

Grunholzer sees the introduction of the Microsoft solution as a clear win. “The new Customer Service Module takes the quality of our customer service to a new level. Through the common view of the order and interaction histories of our customers, we are now more capable of providing information. For the first time, can process concerns across departments and thus in a more comprehensive and qualified manner”.

Increased productivity and precision through marketing automation

The new solution also opens up more possibilities for ODLO. That’s because customers want to interact with the ODLO brand whenever and wherever they want – regardless of which channel they choose.
Whether via smartphone, email, or the Internet, relevant and personalized content can be delivered at any time in order to more precisely meet individual customer needs. “With Dynamics 365 Marketing, we can increase the personalization of our marketing campaigns and benefit from data-based automation”, explains Clarissa Amrein, Team Lead Marketing & Content E-commerce at ODLO. The progressive automation of marketing activities allows ODLO to prepare relevant content for customers, conduct online or in-person events with them, and control and evaluate marketing campaigns in a targeted manner.

Increased employee motivation with the help of user acceptance tests

The cross-departmental cooperation at ODLO had already been strengthened before the go-live of the CRM solution. That’s because the xalution partner LLP CRM, which was commissioned with the software implementation, had involved the respective departments from the initial phases of the project. For example, a key user team that was able to test the system environment extensively in advance was established. Their feedback was then used to fine-tune the system. The training and user acceptance tests with all customer service employees began about a month before the changeover to Microsoft Dynamics 365 Customer Engagement. All agents were thus familiarised with the new solution at an early stage. This greatly increased the acceptance and motivation of the employees.

For Grunholzer, the cooperation with the xalution network has so far been a complete success. “Our ambitious schedule was actually met. We were thus able to go live with the new CRM system shortly before the start of our main season. Thanks to the carefully planned test phase, all employees were integrated in such a way that we all now actually consider the new solution to be ‘ours’. We are quite satisfied with the cooperation with xalution and LLP”.

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