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“We must free ourselves of the hope that the sea will ever rest. We must learn to sail in high winds.” These words by Greek entrepreneur Aristotle Onassis perfectly reflect BROCARD’s philosophy — a brand that boldly transforms itself with the help of technology.

A Bit of Background:

1. Dynamics 365 Customer Insights Journeys — a tool for effectively orchestrating customer interactions across different channels, ensuring a personalized approach to every shopper.
2. Dynamics 365 Customer Insights Data — a customer data platform that consolidates, analyzes, and leverages diverse information sources to enhance customer engagement.
3. Dynamics 365 Customer Voice — a solution for collecting and analyzing customer feedback, providing valuable insights into satisfaction and loyalty.

BROCARD’s IT Revolution: Key Transformation Triggers and Processes Implemented on the Microsoft Platform

• Order management
• Contact center automation
• Warehouse process automation and the launch of wave picking
• Product catalog management
• Support for marketing activities (including promotions)

• Flexible customer data consolidation
• A full 360° customer view
• Advanced audience segmentation tools
• Extensive capabilities for personalized communication
• Functionality for building complex, branched Customer Journey scenarios
• Integration of Dynamics 365 Customer Voice for surveys, allowing the creation of questionnaires, as well as the collection and analysis of customer feedback

Results of Implementing the Microsoft Solutions Ecosystem

1. Seamless integration of all business components — instead of a “zoo” of systems that failed to synchronize, all processes now run in harmony within a single environment.
2. High-level data protection that meets modern security and privacy requirements thanks to Microsoft’s built-in tools, including data encryption, multi-factor authentication, access management, and more.
3. Cloud-based operations that ensure high availability, flexibility, and business stability regardless of physical infrastructure, user geography, or changes in the operating environment.
4. A scalable architecture that allows the system to expand easily in line with business needs — adding new modules, connecting additional services, and adapting to company growth without requiring a complete overhaul or replacement of IT infrastructure.
5. Full transparency and audit trails, a key advantage for a company that operates openly and complies with all legal requirements. This level of control builds partner trust, simplifies audits, and reduces the risk of human error.
6. Resilience to external risks — for example, POS terminals continue to operate even during power outages or internet loss thanks to local data caching and offline mode. This ensures uninterrupted sales and secure data storage for later synchronization with the central system.
7. Instant customer data updates in the system, which are critical for quality personalization and fast service.
8. Improved cross-department collaboration — no more exchanging spreadsheets, files, or endless email threads, since all data is stored centrally and available in real time.

Practical Cases: How BROCARD’s IT Ecosystem Helps Engage Real Customers

Case #1 — Working with Birthdays

This automation enables:

• Daily delivery of personalized messages
• Four automated customer journeys for four dynamic customer groups
• Journeys that track the occasion seven days in advance — after several experiments, the company optimized the strategy to send communication seven days before the customer’s birthday, with the offer valid for another seven days afterward
• Unique promo codes, secured by linking them to a phone number and PIN
• Name validation against a directory to avoid spelling errors

Previously, marketers couldn’t imagine managing birthday campaigns daily. Now, the automated strategy saves significant time and resources. What’s more, birthday communications generate such impressive sales volumes that they’ve become one of the top three most effective marketing activities at BROCARD.

Antonina Ogandzhanian

Head of Marketing Projects, BROCARD

Case #2 — Reactivating “Dormant” Segments

1. Recency — how recently the customer made a purchase.
2. Frequency — how often the customer buys.
3. Monetary — the total amount spent.

• The “dormant” segment shrank by 4.9×
• The potential churn segment decreased by 3.8×
• The churn segment decreased by 1.5×

Case #3 — Working with Wishlists

1. Using wishlist data to promote certain brands or individual products.
2. Personalizing prices for specific customer segments, making offers more attractive — for example, notifying customers about price reductions on items from their wishlist.
3. Increasing the effectiveness of campaigns, as communications are based on the customer’s actual interests.

Case #4 — Promotion Hierarchy

• Percentage or fixed-amount discounts
• Special offers that are valid only in certain locations, channels, or for a defined period
• Promotions on the entire assortment or specific brands
• Gifts with purchase, and more

1. Marketers save time entering promotions into the system.
2. Customers always get the best price — if a product qualifies for multiple promotions, the system automatically applies the best discount.
3. Cashiers can focus on serving customers, as the system handles all calculations automatically, eliminating the risk of errors.

Case #5 — Promo Codes

• The promo code is generated.
• Activation rules are defined.
• During purchase, the system automatically applies the discount or triggers the corresponding promotion.

• Audience segmentation is performed to determine who will receive the promo code.
• Communication is launched — triggered, for example, on a customer’s birthday or when they move into a different segment.

Case #6 — Next-Generation Gift Cards

• They are created only after purchase.
• They are linked to a phone number.
• They are protected with a one-time dynamic password.

Conclusions: How Implementing Microsoft-Based Solutions Transformed BROCARD’s Marketing

1. True understanding of the customer — not just their age or location, but deeper behavioral patterns, preferences, and habits.
2. Instant responses to customer actions — regardless of the channel, since data flows into the CRM almost in real time.
3. Significant reduction in time needed to analyze information and launch new initiatives.
4. Improved effectiveness of marketing campaigns — through precise segmentation, personalization, and the use of triggers.
5. Optimization of marketing costs — only relevant campaigns for the right audience.

Why can we confidently say this works?

Implementing fundamental solutions for customer data processing is the first and foremost step toward adopting AI and predictive models. BROCARD is already confidently moving forward along this path. Experience shows that those who sow the seeds of change first will be the first to reap the harvest. That’s why at SMART business we were glad to see BROCARD embrace hyper-personalized marketing, and we will be just as happy to celebrate their success in mastering AI.

Denys Shevchuk

Business Development Manager for CRM solutions

A partnership that delivers results

SMART business has experience implementing all Microsoft solutions, and our collaboration has lasted a full 8 years. Often, we come with just an idea or a dream, and together we dive into the project, even if much is unknown at the start. But thanks to the synergy of our teams, we confidently navigate this path and achieve the desired results. We know for sure — many ambitious plans lie ahead!

Antonina Ogandzhanian

Head of Marketing Projects, BROCARD

BROCARD’s experience proves it: digitalization is an investment in business growth. High-quality segmented marketing is only possible when a strong team is supported by modern IT solutions. Thanks to the transformation the retailer began back in 2016, today, in 2025, BROCARD is among the Ukrainian retailers that can proudly offer personalized communication with each of its 2.5 million customers — often directly leading to a purchase. Moreover, the Microsoft solutions ecosystem has provided BROCARD with seamless integration across key business functions. Financial and management accounting, warehouse operations, website and app processes, customer communications, and office work are all united by the technologies of a single vendor. As a result, customer, sales, and financial data are consolidated without duplication. And as the saying goes: those who hold information, hold the world.

Kyrylo Rudnev

Co-Founder and Managing Partner, SMART business

Key Prerequisites for Implementing a CRM System and the Specific Processes It Had to Support

1. Compliance of the software product with international standards.
2. Availability of best practices and time-tested approaches that had proven effective in companies around the world.
3. Alignment with the company’s allocated budget.
4. Flexibility and customization capabilities to match the company’s specific processes.
5. Availability of an experienced partner who could support the implementation and provide long-term assistance.

We were looking for a vendor that would not just implement the system but also adapt it to our needs and provide long-term support throughout the partnership. A solution can have a wide range of features, but it’s like a first-class car – if your country doesn’t have an official service center, the first breakdown makes it unusable. SMART business, as a Microsoft partner, met all our requirements and helped us through the integration journey with our needs in mind

Oleksandr Mokrovolskiy

Commercial Director, Seeton

• Presales functionality: lead identification, proposal creation, presentation preparation — with mandatory tracking of each step.
• Tender-related processes: capturing incoming requests, preparing and approving proposals, financial planning, etc.
• Detailed sales classification by business area: Seeton operates in several business directions, offering a variety of solutions, as well as its own services.
• Integration with the DMS (Document Management System) for consolidated document handling.
• Data transfer to the financial accounting system to build accurate Pipeline & Forecast.
• Automation of notifications — for example, alerts when interaction with the financial system or accounting is required (e.g., a reminder to perform a specific action).

Implementation of Microsoft Dynamics 365 Sales: How the Solution Was Integrated into Seeton’s Workflows and Whether It Met the Customer’s Key Requirements

While working with SMART business, we experienced clear organization at every stage. The project followed the plan – with no delays or misunderstandings. All issues were resolved promptly and professionally. The SMART business team used their own expertise to suggest alternative solutions that simplified the process and made it more efficient. Thanks to this proactive approach, our entire collaboration was smooth and effective

Anna Khudenko

Sales Operations Manager

1. Scalability and fit for business size – Dynamics 365 Sales provided a scalable architecture that supports the client’s complex sales processes and allows the system to evolve with future challenges.
2. Mobility and work on the go – With a fully functional mobile interface, Dynamics 365 Sales gave the sales team the flexibility to work efficiently from both desktops and mobile devices.
3. Digital discipline and pipeline control – The CRM helped not only track manager activities and interaction history but also foster structured work habits. The system supported a disciplined approach to potential deals, reporting, and process control at every sales stage.
4. Regular reporting and transparency for investors and leadership – Dynamics 365 Sales made it easy to visualize data for weekly reports (dashboards), pipeline and forecast updates, and provided clarity for both the team and the supervisory board, enabling better-informed decisions.
5. Unified ecosystem for end-to-end process automation – Thanks to its integration with other Microsoft products, Dynamics 365 Sales became part of a consolidated digital environment. The goal was to unite CRM, document management, finance, and analytics into a single, cohesive IT ecosystem.

Our main advantage lies in our personalized approach to every client. We work with companies across various industries – from telecom, banking, and manufacturing to the public sector – and there’s no one-size-fits-all solution. We don’t aim for what's most convenient for us ‘here and now’ – we strive to help clients find effective solutions, both economically and technologically, that serve their goals and growth strategies. For us, long-term cooperation built on professionalism and mutual trust is key. Dynamics 365 Sales supports our approach on the technical level, enabling the company to precisely track every step of a deal and respond to client requests in real time – planning and managing projects quickly, flexibly, and effectively

Oleksandr Mokrovolskiy

Commercial Director, Seeton

Implementation Results and Future Plans of the Seeton Team

1. Full visibility into the project portfolio Previously, evaluating the status of each implementation required time-consuming data gathering and analysis. Now, with the Dynamics 365 Sales CRM system in place, it’s easy to track every project stage – from initial technical assessment to go-live. This allows for immediate identification of delays and eliminates blind spots in client interactions.
2. Top-down sales analytics Managers and executives now have a real-time understanding of what solutions and services were sold, to whom, and how sales performance compares to targets in Ukraine and other markets. Consolidated dashboards display deal breakdowns by region, business area, and sales stage – all accessible in just a few clicks, whether on desktop or mobile.
3. Forecasting and risk management Clear visibility into sales and project pipelines helps predict potential risks and forecast new deals, enabling Seeton to balance its portfolio and manage the workload of project teams more effectively.
4. Faster decision-making for top management Instead of spending hours compiling reports, executives can view all key metrics in a single dashboard. Mobile access ensures that the necessary insights are always within reach.

It’s important to understand that a CRM system is not a magic wand that instantly boosts sales. It is, first and foremost, a tool in the hands of people – a means to achieve defined goals. The implementation of Dynamics 365 Sales has helped our team build the necessary discipline in a fast-paced environment, become more efficient and agile in daily operations, and gain the transparency we needed to understand where we are and what the next steps should be to ‘make it all work.’ And that’s exactly what we were aiming for

Oleksandr Mokrovolskiy

Commercial Director, Seeton

It is incredibly inspiring that Ukrainian companies, every single day – despite the war, losses, uncertainty, and the enormous strain on everyone from owners and executives to line managers – continue to move forward. That they find the strength and motivation to evolve and become better: for themselves, their teams, their customers, and ultimately – for the country. Today, Alan Deutschman’s phrase ‘Change or die’ resonates with us more than ever – and I’m happy that Seeton chose our company as a partner in these changes, entrusting us with the implementation of digital transformations that truly work. We sincerely thank the Seeton team for their deep involvement in the project and for understanding the importance of a holistic approach – one that can be achieved through the Microsoft ecosystem, SMART business solutions, our expertise, and the Customer’s clear understanding of the automation requirements

Natalya Onyshchuk

СЕО SMART business

How Did Business Processes Operate Before the Implementation of Dynamics 365 Sales, and What Factors Prompted the Search for a Digital Solution?

The implementation of a digital solution was not aimed at completely reorganizing the existing workflow, as it had proven effective and consistently delivered results over the years. The goal was to migrate manual operations into a digital environment, create a space for data consolidation, strengthen existing business processes, automate key stages of customer engagement, reduce the operational workload on teams, and ensure seamless business scalability amid rapid growth. That’s exactly what the Dynamics 365 Sales solution helped us achieve

Viacheslav Marikutsa

Project Manager, Business Process Analyst YURiA-PHARM

• Lack of a unified mechanism for evaluating the effectiveness of marketing strategies – this factor made it difficult to make timely decisions in international markets. Information about marketing campaigns, product promotion, expenses, and results could be stored across different sources (spreadsheets, presentations, reports, and so on). The lack of a consistent approach to collecting and storing this data complicated the overall picture. Furthermore, each region could operate based on its own marketing model. Having a unified mechanism to compare their effectiveness would enable the company to respond more quickly to market changes, improving its competitiveness. A CRM system could provide such a unified approach.
• Fragmentation of client data and communications – the lack of centralized information posed a risk of losing important contacts and interaction history. For example, when a manager resigned or moved to another department, valuable information about the client, contacts, or cooperation specifics could be lost. Correspondence or important notes might be saved in a manager’s email rather than a shared system. If a client reached out again, other managers might be unaware of prior requests, making communication more difficult. In some cases, several managers could be working with the same client simultaneously, unaware of each other’s actions. This could lead to duplicated requests, confusion during negotiations, and so on.
• Absence of a centralized contract database – in the pharmaceutical business, contracts may include exclusive terms, meaning the company agrees to sell its products only through certain distributors, or partners have the right to distribute products only in specific regions. If multiple company units (for example, from different countries or regions) operate in the same market without clearly coordinated terms, one unit may end up selling a product in breach of an exclusive contract. This can result in contract violations and negatively affect the company’s reputation. In this context, a centralized contract management system helps prevent such situations, ensures compliance with agreement terms, and supports the company’s reputation as a reliable market partner.

What Were the Company’s Requirements for the Solution, and Why Did They Choose Dynamics 365 Sales?

1. Systematizing partner engagement – the company considered systems capable of creating a unified information database to store all data about clients, communication history, and key contract-related details. Such a system needed to organize data in a way that ensured easy access to up-to-date information and enhanced the efficiency of working with clients and partners.
2. Providing a reliable client data repository – the requirement stemmed from the need for centralized data storage, as information had previously been stored in a scattered manner, making access difficult. The system had to offer secure, convenient, and fast storage of important information in a single environment, with real-time access for all responsible parties.
3. Improving collaboration between structural units – preference was given to a system that could provide a unified data management mechanism, so that various company departments would always have up-to-date information regarding client and partner interactions. Therefore, the ability to improve communication and alignment across departments was a key factor.
4. Simplifying the process of finding new partners – to support the company’s rapid growth, it was important to quickly identify new partners in both new and existing markets. Automating related processes would help accelerate partner search, ensure better organization, and provide easy access to all necessary data.
5. Transparency in contract management processes – the company sought a system that would enable centralized contract storage, convenient tracking of contract statuses and terms, and timely notifications to responsible parties about important changes.
6. Seamless integration with Microsoft products – since YURiA-PHARM specialists were already actively using a range of Microsoft tools – such as Teams, Outlook, SharePoint, and OneDrive – the company looked for a solution that would support seamless integration with the familiar tools employees were already using.

• Integration with existing Microsoft products – the system supports seamless integration with other Microsoft solutions. This eliminated the need for extra integration efforts and ensured convenient access to familiar Microsoft tools within a single IT ecosystem.
• Centralized sales and client data management – Dynamics 365 Sales enables structured storage of customer information, communications, and contracts in one unified system.
• Process automation – the solution allows for standardizing key business processes such as deal approvals, order processing, and contract tracking, reducing the workload on managers and increasing operational speed.
• Advanced analytics and forecasting – the built-in analytical tools in Dynamics 365 Sales help assess sales performance and make informed decisions based on real data rather than assumptions.
• Fast scalability – for YURiA-PHARM, it was critically important to have a stable, proven solution that could be quickly implemented and scaled with minimal customization. The out-of-the-box version met this requirement, as Dynamics 365 Sales makes it easy to add new users, work with new markets, and adapt business logic without requiring major system changes.

How the Implementation of Dynamics 365 Sales Went: Migration of YURiA-PHARM’s Processes to the New System, Challenges Faced, and Whether the Goals Were Achieved

One of the initial challenges was the broad interface of the out-of-the-box solution – some fields, buttons, and elements turned out to be unnecessary for current workflows, which we identified thanks to user feedback during system usage. However, due to the solution’s flexible interface customization capabilities, efforts are underway to simplify it and retain only the essential UX elements. This is a crucial step – because the system’s convenience, supported by positive user experience, influences trust in the tool and employee engagement with the new software.

Anastasia Komar

System Analyst YURiA-PHARM

After the implementation, we’ve already organized the customer database, eliminated the risk of losing client contacts, correspondence, or agreements. Several managers may be working with a single client, and now it’s easy to see the current customer status in the system exactly when needed, without waiting for a handover from a colleague. This helps avoid conflicts where two managers might run separate communication threads with the same client. It’s also very easy to return to previous engagements and immediately see the interaction history: who was in touch, what was offered, and how best to restart the conversation at a given stage. This significantly saves time for both the manager and the client. We’re starting to track priority tasks based on the sales funnel – from opportunity to deal closure – and we see this as a real opportunity to shorten our sales cycle

Serhii Iskra

Executive Director of the Global Health Commercial Unit, YURiA-PHARM LLC

Choosing a Microsoft solution is a strategically sound move. These products already embed the global best practices in business operations, and their evolution is future-focused. Very soon, every Microsoft solution will be powered by AI agents – built-in artificial intelligence that will help employees plan, make decisions, and automate complex routine tasks. So, it’s no surprise that YURiA-PHARM has been choosing these solutions to automate its processes for many years – a testament to the company’s foresight and focus on long-term, stable success

Kyrylo Rudniev

Co-Founder and Managing Partner at SMART business

New Challenges of Nova Post’s Expansion and the Search for Technological Solutions

• Designing new business processes that preserve team efficiency across regions
• Equipping the company’s contact center with tools to automate inquiry processing

Nova Post’s Collaboration with SMART business: Implementing CRM Solutions for B2B Sales and Customer Support

We decided to approach our EU market entry as a startup. That meant designing all architectural solutions from scratch, as we had no prior experience or established workflows in Europe. For Nova Post, this was a brand-new challenge. SMART business caught our attention because they offered ready-made contact center and sales modules that required only minimal customization to fit our needs. This choice helped us address a large number of requirements with minimal resource investment. Plus, we made a firm decision that all solutions we launch in Europe would be cloud-based – due to their many advantages: data security, better scalability, lower infrastructure costs, and global accessibility, which is crucial for international expansion.

Natalia Voitenko

Head of CRM Department

• Security – The system complies with international data protection standards like GDPR and CCPA, making it easier to scale into countries where these regulations are the norm.
• Speed of deployment – The out-of-the-box version includes ready-to-use templates for key business processes, allowing the system to be up and running within 3–4 weeks.
• Modularity – The CRM system can grow with the company. A built-in toolset lets teams add new modules to address a broader range of tasks. The platform is also highly integrable with other systems and services, making it versatile and flexible.
• Unified system across countries – This enables quick onboarding of new divisions within the existing CRM or allows for standalone systems per country if needed.

• SMART Sales – for automating B2B sales processes
• SMART Customer Care – for registering and handling customer inquiries and service requests
• SMART Order Management – for processing orders in B2C sales
• SMART Marketing – for managing omnichannel marketing communications

Of course, any new project comes with challenges and unexpected hiccups. But the expert support from the SMART business team was always timely – and most importantly, effective. We even managed to complete deployment three days ahead of the deadline, which was a great success.

Natalia Voitenko

Head of CRM Department

First User Feedback and Whether the CRM System Met Nova Post’s Goals

Of course, there were some questions at first, and it took a bit of practice to get used to the system – just like with anything new. However, the company had already been working with software based on Microsoft technologies, including SMART Sales and SMART Customer Care, so the learning curve was short. The system functionality felt quite intuitive and somewhat familiar.

Natalia Voitenko

Head of CRM Department

The Outlook for Ukrainian Business Expansion in Europe

Nova Post sets a high bar for logistics companies. Not every business can deliver a parcel from Kherson to Germany in five days. What’s more, Europeans are often surprised when a call center agent answers after just three rings and quickly resolves their issue. In the EU, waiting on hold for more than 30 minutes is common, while for Ukrainians, that would be seen as poor customer service. That’s why, when scaling to new markets, businesses need to carefully analyze the local customer experience and use those insights to their advantage.

Natalia Voitenko

Head of CRM Department

This project was extremely important for our team. In Ukraine, Nova Post has long been a nationally significant company – it's hard to imagine everyday life without it. And after the full-scale invasion, when many families were separated across cities and countries, the company’s impact became even more profound. We were honored to help rapidly launch their operations in European countries, giving Ukrainians the ability to stay connected with home and access branches where they can speak their native language. We are grateful to Nova Post for their trust, their collaboration, and their commitment throughout this inspiring project. .

Natalya Onyshchuk

СЕО SMART business

What Was Lacking in Previous Solutions?

What Opportunities Did SMART Sales Provide?

• ease of learning and subsequent use,
• simple self-configuration,
• integration with Microsoft 365,
• wide customization capabilities, ease of making changes to business processes,
• convenient reporting and analytics via Power BI integration.

In this tool, we got all the features we were missing. Finally, we can tailor it to our needs and fully integrate with Microsoft products. Previously, we had to manually extract reports, but now you open Power BI and get online data in the form of dashboards. At the same time, SMART Sales turned out to be not too complex for the salespeople and easy for new employees to master.

Vyacheslav Skripnik

CIO AM Integrator Group

How Was the Implementation Carried Out?

The SMART business team took the training process very seriously. The demonstration of the solution in the test environment was extremely helpful, where they showed us with specific examples how to make all the adjustments we needed. A high-quality two-day training for key users was also conducted. All this helped us continue developing the product according to our requests, customizing the necessary functionality, and ultimately getting a tool that meets all the sales department's needs.

Mykola Tkachenko

Commercial Director, AM Integrator Group

Some Useful Improvements

Working with colleagues in the same field is always both a challenge and a privilege. Our task is not only to offer technological solutions but also to be a reliable partner for every business. The implementation of SMART Sales at AM Integrator Group confirmed that efficiency and simplicity can go hand in hand. We are glad to help companies improve their processes and navigate through turbulent times more easily.

Denys Shevchuk

Business Development Manager, SMART business

Plans for Further Process Optimization

How does SOFTICO provide businesses with access to the best innovative solutions and software from world leaders?

We can say with confidence that today SOFTICO covers all areas where modern technologies are used: cybersecurity, infrastructure solutions, CAD and graphics, analytics, technical support, training and in general everything related to software integration. Our team can select the optimal turnkey solution for each customer, which will automate business processes and help achieve strategic goals more effectively. This is our mission and the goal that drives us. Therefore, we are continually improving our professional skills and services. We are constantly developing the SOFTICO family ecosystem, where each of our customers and partners is a faithful companion with whom we together make this world more convenient, progressive and better.

Sergey Kovrizhnih

Head of Marketing

Prerequisites for integrating SMART Connector for Binotel from SMART business

Now we have everything set up in such a way that every call automatically generates a ticket. This approach allows us to maximize our communication with customers and partners and consult everyone. That is, if there is a lost call, then the automation process is set up for it. In this case, the manager receives a notification by email. If the notification is not processed, the manager soon receives reminders in Teams. Next, if after half an hour the lost call is not picked up, a notification is sent to the supervisor. Thus, the integration of SMART Connector for Binotel helps us minimize unanswered calls.

Daryna Prokopova

Quality Assurance Manager

• Automatic identification of customers based on various scenarios: – a customer with this phone number has not been found, – more than one customer with this phone number has been found, – the customer has been identified.
• Automatic creation of new customer cards: the connector can automatically create a new record in the CRM system about a contact or lead when a customer calls for the first time. This allows specialists to quickly create records of new leads and store all important information about interaction with them in one centralized system,
• Ability to view complete information about a found customer by quickly navigating from the phone call card,
• Web Push notification of an incoming call: the browser shows the manager a pop-up notification even if the window is inactive or minimized. Such a notification may contain the caller’s number, name, e-mail, company name, etc. The notification makes it possible to quickly respond to incoming calls and identify callers,
• Collection and analysis of call results: the solution can collect and analyze call data. It is possible to analyze them by day, that is, when exactly the calls were made, to group them for further analysis. The system can also determine which managers made or handled specific calls, for example to evaluate the performance of each specialist. The solution can determine which user groups the calls belong to, dividing them into different departments or teams. Information can also be distributed taking into account different call directions: outgoing, incoming, domestic or international,
• Listening to call history on a timeline: the connector makes it possible to view in chronological order all the calls that a customer made or received during a certain period. This way, managers can track all interactions with a specific customer via telephony. Users can view the details of each conversation, such as date, time, duration, incoming or outgoing call, and participants in the conversation. Visualizing this information on a timeline allows you to conveniently identify trends, changes, and other important aspects of customer interaction via telephony. Convenient visualization contributes to a better understanding of individual cases.

How did the integration of SMART Connector for Binotel go and what tangible changes have occurred in customer service?

1. Clear supporting documentation that helps specialists on the customer’s side deal with the main issues of integrating the solution with the CRM system,
2. Quick deployment of the connector: the SMART business team will help you quickly plan and implement SMART Connector for Binotel without harming existing business processes. After all, this is a ready-made solution that allows you to independently connect and configure the integration of Dynamics 365 and virtual telephony in just 4 hours, without involving developers,
3. Simple initial setup: the process of setting up the connector is simple and intuitive. This factor allows users to quickly start using the solution without significant effort or deep specific knowledge,
4. Possibility of expanding the functionality of the connector: SMART business is constantly working to expand the functionality of its own solutions, which allows customers to access new tools in future releases.

SOFTICO always pays great attention to communication with customers and partners, setting a high bar for service quality. We have never had periods with many lost calls or long processing times. Of course, the full-scale war made its adjustments and forced us to make even more efforts to keep the indicators not just at the proper level, but also to improve them. If we talk about numbers, then in 2022 there were 232 lost calls. The average response time was 1 minute 32 seconds. For comparison, since the introduction of the new CRM system and the connection of SMART Connector for Binotel – for 2023 and the beginning of 2024 – the number of lost calls has decreased to 64. The average response time is 25 seconds. This is while the number of leads has almost tripled. We consider this a very good trend.

Daryna Prokopova

Quality Assurance Manager

1. Improving communication with customers and partners: thanks to extensive functionality, for example, identification, call recording, routing, automatic ticket creation, employees receive a comprehensive tool for more personalized and efficient service,
2. Increased productivity of managers: thanks to the automation of routine tasks, such as creating customer cards, making calls, recording calls, uploading audio files and much more, the workload on specialists is reduced. With SMART Connector for Binotel, managers can focus on resolving customer issues and requests without unnecessary distractions,
3. Convenient access to analytics: integration allows you to collect, store and analyze call data. Clear analytics provide valuable insights for managing sales and customer service,
4. Effective integration with other tools: the connector is tolerant of integration with business applications and Microsoft services. This friendliness of the solution allows it to be integrated with the company’s established ecosystem.

The implementation of SMART Connector for Binotel in collaboration between SOFTICO and SMART business is an ideal example of how synergy between two IT companies can create a successful solution that improves business efficiency and helps provide better service, ensuring reliability in every customer interaction.

Lidiia Kronikovska

Senior CRM Consultant, Business Architect

Some tips to businesses from SOFTICO on what to look for when implementing new solutions and choosing an innovation provider

Based on our experience, when choosing a new CRM system or IP telephony connector, we would advise you to quickly move on to testing the product. At each stage, collect feedback from company employees who will directly work with the implementation: what is not so convenient and what is absolutely not satisfactory. Comprehensive feedback will be the most valuable information for both you and your integration partner. This is exactly how we built our process with the SMART business team, which always provided high-quality and timely technical support, was open to suggestions and helped us make all the necessary adjustments.

Sergey Kovrizhnih

Senior Head of Marketing

Requirements for the new system and search difficulties

We were looking for an organization that would not only offer a product with powerful functionality, but also have a sufficiently qualified team that could customize the solution to our requirements. We are a very creative and innovative company, with ambitious goals and a desire for growth. We always set the bar high for ourselves, but we expect the same from our partners. SMART business is truly a team of professionals who are ready to listen and complete the task set.

Tetiana Luhovska

Deputy Director, AQUA PLUS

• Professional partner team that will understand the requirements perfectly,
• Reliable and secure data storage,
• Ease of use of the solution for managers,
• Extended functionality and wide customization possibilities,
• Ability to customize reporting to analyze the work of managers,
• Ability to migrate data from the old system in full.

The strategy of market leaders is based on constant development and the search for ways to speed up business processes. We believe that AQUA PLUS has achieved its goals by choosing our SMART Order Management solution. Our values coincide in striving to create better conditions and provide powerful tools for effective work. That’s why, among other things, the project was successful.

Denys Shevchuk

Business Development Manager, SMART business

For me, the transition from Bitrix24 to SMART Order Management was somewhat like replacing a bicycle with a modern car. Of course, it is more comfortable, faster, more convenient, but at the same time ‘more serious’, requiring more responsible management and maintenance. But since we are not afraid of new challenges, but on the contrary, they inspire us, we decided to try.

Tetiana Luhovska

Deputy Director, AQUA PLUS

Goals achieved and plans

In this project, it was important for us not only to replace the current system, but also to provide the customer with a powerful tool that can flexibly adapt to changes in the company’s processes. Our solutions are built based on the principle of modularity, which allows, if necessary, to extend the functionality of the system in accordance with the customer’s needs at any time. Let’s say, if tomorrow the customer decides to connect a chatbot to their processes, we have a ready-made solution that can be launched in a few days. In addition, one of the advantages of the platform is its scalability, so the customer, independently or with our help, can change the built-in processes to suit themselves.

Yana Kononenko,

Senior CRM Consultant SMART business, Business Architect

In the case of a school, the main customer is the parent; therefore, communication management with parents is crucial. Providing information on time is a challenging task due to the large number of parents and requires significant labor resources. To monitor the information shared by the school and respond promptly to parent communication, we needed a single, unique base with the main function of ensuring perfect two-way communication. We selected SMART business to work on this project. Upon starting cooperation with them, we discovered that the company had its own SMART CRM system, which almost perfectly met all our requirements and allowed for customization. Consequently, we made the final decision in favor of this software.

Tornike Akhobadze

Marketing Director, British-Georgian Academy

We initiated the implementation process of the SMART CRM module by systematizing the data in Excel spreadsheets. The implementation of the SMART CRM module significantly simplified administrative processes. Manual documentation and complex tasks have been replaced by an integrated digital system, thereby automating the process of student admission, record-keeping, and tuition fees. As a result, the administrative burden has been reduced, efficiency has increased, and valuable time has been saved for staff and parents.

Yana Kononenko

Senior CRM consultant, SMART business

The primary goal of the Parent Engagement Department in the British-Georgian Academy is to provide ideal feedback between the school and parents. Parents should be informed about changes and news, ask questions, and receive timely answers to all inquiries. As for new parents, their onboarding process should be as flexible and comfortable as possible. Correct and prompt communication management is an integral part of a successful training process, which was successfully ensured by using the SMART CRM Customer Care module.

Tornike Akhobadze

Marketing Director, British-Georgian Academy

Summary:

About implemented solutions

Opening during the war

• SMART Connector for Binotel
• SMART Chat
• SMART Easy Bot
• SMART Connector for eSputnik
• SMART Connector for GMS

The war also influenced the concept of the complex: it became necessary to introduce many changes to the mechanics of work and visiting, introduce additional rules, and equip shelters. After all, the initial idea was that parents would be able to leave their children in the entertainment area and visit the fitness center, cinema or relax in a restaurant on their own. Now, given the air raids and the threat of missile attacks, parents, in the event of such situations, must be with the children and be able to pick them up.

LEOLAND’s marketing team

More about each CRM tool

• Start and end time of the conversation,
• Number and duration of calls,
• Information about incoming and outgoing, new, unique and missed calls.

• Determining the client's priority in the queue depending on their waiting time,
• Possibility of parallel processing of several requests by the operator,
• Request processing by the operator in a Single Window through different channels, without switching between systems,
• Viewing the history of interaction with the client by all operators who communicated with him or her,
• Tracking the entire customer journey from the first contact and navigating to key events.

Despite a number of integrations, the entire workflow for the employee, and most importantly for the client, is as simple and clear as possible. Thanks to a carefully thought-out solution architecture, we can guarantee our clients a high level of service.

Anastasiia Nosulenko

Reconstruction Project Manager

Marketing automation and analytics in BI

The story of LEOLAND is a story of smart business practices. And about total automation. CRM, messengers, email and SMS mailing services, BI system – all this works in a single IT ecosystem with the single goal of making the customer journey as convenient, logical and comfortable as possible. This enables LEOLAND visitors to enjoy not only spending time in the sports and entertainment center, but also an impeccable level of service and communication. We are proud of LEOLAND, which, despite wartime, finds the opportunity to work, maintaining the physical and moral condition of its clients, and, thanks to automation, builds an effective business, giving employees the opportunity to work. In our understanding, thus, an important social function is fulfilled for the victory and construction of a new Ukraine.

Natalya Onyshchuk

СЕО of SMART business

Realities and plans for the future