Comparison of incoming request processing: with and without CRM

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Disjointed work with leads is a fairly common problem for our customers. Let's look at a case study of how requests were processed using our client, a large chain of opticians. They had several main consumer flows. Processing of requests from customers who had a free consultation with an ophthalmologist in optics stores was carried out by ophthalmologists and then the requests were passed on to consultants. Work with telephone inquiries from potential buyers was carried out by call new zealand email list center specialists, and work with salon visitors was carried out by their consultants. Leads from online store users were processed by online store managers. Buyers could also come to the clinic for vision treatment, which has its own registry. Customers could apply for repair or return of a product, this is a separate business process in which specialists from various departments participate. All this activity was either recorded in 1C, or not recorded at all: the risk of lack of efficiency due to the human factor was very high. As can already be seen from the described situation, the poorly organized work of processing incoming requests created the following problems:
lack of activity in sales, caused by the human factor, forgetfulness and inability to control the process, poor customer service. Due to the same human factor, not all requests were given due attention, there was no control. Since effective communications with the client were scattered and not recorded, the action plan for clients was stored in employees' diaries, and many leads were completely absent from 1C, it was difficult to control the process of working with incoming requests.
analytics is difficult. There is not enough data for analysis in 1C and all the data is scattered, so there are difficulties in collecting them into one report. There is no way to control the quality of communications.
Marketing has little data to work with and no tools to segment the customer base and interact with the audience. We will talk about CRM marketing in more detail below.
Implementation of CRM Bitrix24
The solution to the buyer's goals was to implement CRM and CRM marketing based on Bitrix24. And we started with centralizing communications. We integrated telephony, messages, email, feedback forms on the website, messengers and social networks with the CRM. Wherever clients wrote, it all went into the system, where, depending on the channel and client, it was sent to the responsible employee. All communication from Bitrix24 goes through a single window (this tool is called Open Lines). In the CRM, client requests and the entire communication history are saved in the client card.2.jpegIn order for all relevant information about the client to be stored in a single place, we turned to the following strategy - we set up integration with 1C:
for salons - all results of all vision tests and doctor's recommendations are now uploaded to Bitrix24, all purchases in salons are also uploaded to CRM and displayed in the client card
for an online store - all orders and their statuses are synchronized between the site, 1C and Bitrix24
for the clinic - all patient appointments are uploaded to the program
for service maintenance - all statuses of requests for returns and repairs are synchronized with the service
Next, we automated the sales process in a number of areas: We started this strategy with optical stores . The results of all vision tests and ophthalmologist recommendations began to be uploaded to the service. Then, a deal is automatically created and a task is set for the store consultant with an attached prescription, what exactly he needs to sell to a specific client. A person can buy right after the consultation, or he can leave. And here the CRM system we set up begins to show its effectiveness. Firstly, it will send reminders to the manager that these potential people need to be contacted, and will suggest what exactly needs to be offered. And so on until the needs of the potential buyer are met, and his first purchase is made. Secondly, the CRM system helps to use automated marketing chains that make sales more efficient, increase the average bill, the rate of repeat sales and cross-sales. For example, if a client bought glasses, we offer accessories, eyeglass care products. All information about this client is available in the CRM system, from where advertising, e-mail distribution and sending SMS messages can be directly configured. The "Beginner" segment was allocated to a separate sales funnel. It included clients who were using contact lenses for the first time. Since the transition to contact lenses is an important psychological moment, the optics salon developed a special "adaptation program". A separate sales automation was set up with a reminder for the doctor to call and invite the user of the service for a follow-up appointment to make sure that everything is fine and to provide relevant answers. As for service , a separate funnel was also created here, through which the client who came with a breakdown passed. A deal with the "Product repair" direction was automatically created. In this direction of the deal, it is possible to control the management of customer requests and the deadlines for the execution of all stages. In the event of a deviation from the regulatory deadlines, notifications for the stage are sent to the persons and their managers responsible for accounting for incoming requests. Before this, all information was stored in 1C. It was quite problematic to quickly understand and see at what stage the repair is currently. For example, if a client calls and wants to know how long he still has to wait for the repair. In the program for customer requests, this is visually clear, and it is convenient to find the desired transaction. In addition, the client receives automatic notifications in a convenient communication channel about the status of his order. Thanks to the implementation of the program in the online storea convenient order processing system and a communication platform with clients appeared. Within one window, the manager communicates with clients and processes orders. Thanks to the 3-way integration of the Online Store - 1C - Bitrix24, all data instantly enters 1C and the order processing stages are equally visible in the client's personal account in the online store and in all these services. It became possible to sell to clients directly in messengers. You can consult a client, collect an order for him and send a link for payment. The client does not have to leave his Telegram. All this increases customer loyalty.