Digitalization and automation for money and time saving
Logistics and transport company. Over 1,535 branches and 120,000 employees. All this makes the company one of the largest container operators in the world.
The Problem 1
Each time a newsletter was sent in an e-mail or text form using the marketing automation platform, it was necessary to manually export customer data and marketing consents from internal databases.
Consequences of the problem
The work was done manually, which required a significant amount of time and resulted in many errors. Lack of information about the client often translated into incorrect matching of the offer (products and services) to the specific target group, which resulted in a noticeable decrease in sales.
The onex.developers team performed system integration, which involved direct connection of the web application with the internal CRM system. The data that was subject to integration included, among others, information about the customer database toghether with the expressed marketing consents and other useful data in marketing automation (adding to the cart, purchase, logging in).
Thanks to this, it became possible to exchange data between systems, all without the need for manual work. The solution was implemented using the REST API of the CRM platform. Moreover, the integration was made to work both ways. Changes in the customer’s systems are reflected on the CRM platform and in marketing automation, and the actions made in CRM are immediately visible in the application.
Thanks to the solution, it was possible to include a number of marketing solutions, such as, for example, an abandoned cart or personalized offers. This translated into a 20% increase in sales and an increase in customer satisfaction with the quality of service.
The challenge 1
Adaptation of the current SaaS platform to the requirements of GDPR. Our client processes large number of end-user data (personal data, contact details, credit card numbers). Due to the entry into force of the GDPR, these systems had to be adapted to the requirements of the legislator.
More about the challenge
It was also necessary to prepare the systems for safe and compliant storage of data that was to be entered into the system in the future. An additional difficulty was the fact that the client uses an external vendor’s solution to store information about their clients. Due to the difficulties in accessing this information, it was not possible to undertake any activities related to customer service. In addition, this solution generated additional costs.
The onex.developers team prepared a dedicated module and properly secured databases to store the necessary customer data. It was also necessary to create an API that made it possible to integrate the solution with internal systems.
Thanks to this, the offer addressed to the client has become more tailored to their needs (they had not been able to change, among others, the consent requirements), and most importantly – is not legally and financially dependent on the solution provider. In addition, our solution made it possible to manage consents and store the history of customer activity in terms of GDPR (for example, withdrawing consent to receive marketing materials, but leaving the data as a customer).
The solution we have implemented, allowed to fully automate all processes related to the handling of sensitive data.
The challenge 2
Creation of a dedicated reporting module and integration of data from multiple systems. The lack of integration between the client’s systems, and thus – basic operations, such as data preparation, which were used to generate analytical reports, required a lot of work of each department.
More about the challenge
Properly prepared data had to be manually integrated into one database, which served as a source for the analytical system. Additionally, all these works were performed manually. Their preparation, integration, improvement and development could take up to several days. This approach did not allow receiving information on a regular basis, which caused many inconveniences in various departments of the client’s company (for example, the marketing department was not able to correct and adjust the campaign on an ongoing basis during its duration).
The onex.softwarehouse team prepared a system for collecting data from business processes that were implemented in various applications. Additionally, a management module with access to real-time data and a reporting module adapted to the requirements of various departments of the client’s organization were created.
The biggest benefit of this solution was the sharing of information, which directly translated into efficient decision-making by various business departments. Full automation of data aggregation has eliminated the possibility of making errors and put all the information necessary to create a production plan available in one place of the system. An additional series of improvements in the automation of the process of collecting feedback from the end customer allowed for better customization of products.
Thanks to the integration of all data regarding orders placed by customers, it became possible to generate demand reports and optimize warehouse space.
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