How Microsoft CRM solutions help BROCARD find a personalized approach to 1,8 million customers

BROCARD can be proud of not only the best portfolio of premium and niche perfume brands, but also an equally impressive loyalty base. About two million Ukrainians regularly visit the company’s stores in 20 cities across the country to buy a luxury fragrance or cosmetics.

Building interaction with so many customers is not an easy task. The company’s management was looking for innovative solutions that would provide comprehensive and personalized communication with existing customers, as well as help to effectively attract new ones.

The SMART business team proposed an ambitious project to the network – to build a marketing ecosystem from a range of Dynamics 365 platform solutions.

We have been cooperating with BROCARD in other areas for a long time, so this proposal was a logical continuation of our partnership. Their trust in us as industry experts, as well as the convincing functionality of the products we offer, contributed to the fact that the network’s top management decided to implement the solution set we offered:

1. Dynamics 365 Sales
2. Dynamics 365 Customer Insights Journeys
3. Dynamics 365 Customer Insights Data
4. Dynamics 365 Customer Voice
5. Dynamics 365 Customer Service
6. SMART Connector for GMS

The Connector for GMS, which is part of the SMART CRM platform, was developed directly by the SMART business team. Such a connector is a very useful tool for a chain with a million customer base, as it allows you to set up and send both mass and triggered SMS and Viber campaigns, and analyze the results in the system itself.

An interesting fact: BROCARD chain became the first company in the Eastern European region to implement Microsoft Dynamics 365 Customer Insights Data.

What challenges should the new solutions address?

For effective marketing, the ability to maintain the most personalized dialog with the customer is critical. Existing tools did not give the network such an opportunity. Customer data was entered into numerous Excel spreadsheets, and there was no single consolidated database.

Therefore, it was simply impossible to set up complex detailed segments and build unique 360° customer profiles.

As a result, it was extremely difficult to take effective actions to increase customer loyalty. In addition, all communications with customers were distributed across different systems, which made the work of the marketing department much more difficult. This problem was solved by moving all processes to Dynamics 365 Customer Insights Journeys.

Our primary task was to consolidate the customer base and its detailed segmentation, which would allow us to more precisely target our marketing efforts to specific micro-segments and conduct personalized communication. In addition, it was necessary to continue to grow the database by collecting potential customer data from various sources and integrating it into a single system.

Oksana Medvedeva

Implementation Project Manager, BROCARD

Visual real-time customer journey designer in Dynamics 365 Customer Insights Journeys

Another problem that made it hard for the company’s employees to work effectively was the large amount of manual work. Implementing an ecosystem of marketing solutions also solves the issue of automating customer interaction processes. On the one hand, this allows employees to get rid of a significant amount of routine and focus on more creative tasks, and on the other hand, it greatly improves the quality of customer experience. It also makes it possible to respond quickly to customer actions, including traffic-generating events. And, thus, to better influence customer behavior and effectively form a loyal attitude towards the company step by step.

Why did BROCARD choose SMART business?

The reason BROCARD chose us was primarily due to the fact that Customer Insights Data made it possible to segment the customer base in a more flexible and detailed way than similar solutions on the market. It enables you to create a better comprehensive customer profile based on data from different systems. It also allows you to study it in various segments thanks to convenient built-in dashboards: analyze the history of interaction with the company, behavioral scenarios, communication results, etc.

Thanks to Customer Insights, we are able to take into account not only the socio-demographic data of customers, but also important behavioral factors such as the average receipt, frequency of purchases, reactions to our messages, favorite store, and brand preferences. We can also understand our customers’ attitude to our loyalty program: how interesting it is for them and whether we are getting the effect we expect.

Antonina Ogandzhanian

Marketing Director at BROCARD

Dynamics 365 Customer Insights Data combines all transactional, demographic, and behavioral data to provide a holistic customer view

At the initial stage of implementation, the company moved from one-off communications with its audience to a more effective integrated method based on building a Customer Journey Map. Omnichannel automated scripts were set up to interact with customers, and they continue to be improved. This is where SMART Connector for GMS came in handy, allowing us to launch SMS and Viber campaigns with subsequent analysis of mailings.

For even more effective communication with customers and additional motivation to make purchases, an automatic response to various events was set up. For example, to certain customer actions on the site, such as abandoned browsing, abandoned cart, etc. And if a customer’s birthday is approaching or they have very few bonus points left to earn to move to a higher level in the loyalty program, the system automatically sends them a message with an encouraging offer.

Another important functionality that allows BROCARD to study existing and potential customers better and manage their loyalty is a comprehensive collection and analysis of feedback about the chain. It was implemented thanks to the Dynamics 365 Customer Voice module. This module allows you to quickly process the results of surveys, including quick response to negative feedback. Before the automation of processes, such tasks had to be performed manually, which was inefficient and took a lot of time and effort.

The BROCARD chain was the first in the Eastern European region to implement an innovative solution from Microsoft – Dynamics 365 Customer Insights Data. We are grateful for choosing us as an implementation partner, which allowed us to confirm our competence in this area of business solutions. Among the features of the project, I would like to note the use of non-standard Viber and SMS channels for the Customer Insights Journeys product through a local provider, which was provided by our own development – the SMART Connector for GMS.

Denys Shevchuk

Business Development Manager, SMART business

Interim results and plans for further development

The implementation process is still ongoing, but the new solutions have already brought significant positive changes. The company has created a unified customer base. This made it possible to create complex segments, which allowed BROCARD to effectively set up personalized interaction with the network’s million-strong audience. In addition, automated Customer Journeys have been implemented. They already generate a significant flow of leads into the system, some of which are successfully transformed into new customers.

With the support of the SMART business team, the company intends to further develop its IT ecosystem. The company plans to implement machine learning algorithms to identify trends in customer behavior, launch a mobile application, and improve its loyalty program. Additionally, extensions for the Microsoft Power BI module are being developed to help analyze customer data more efficiently and use the results to make strategic marketing decisions.

I admire the way the Brocard team persistently implements the most advanced platforms to improve processes and customer experience. I can say that in terms of technology, Brocard is a role model for many Ukrainian businesses.

I am glad that together with Brocard and Microsoft we can implement solutions for any tasks and challenges of the turbulent present.

Kirill Rudnev

Co-founder and Managing Partner, SMART business

If you are also looking for innovative IT systems to improve the efficiency of your business processes, book a consultation with SMART business experts. We will carefully study the needs of your organization and offer the best set of solutions.