Implementation of a number of CRM tools to automate the work of a sports and entertainment complex in Lviv

LEOLAND is a unique project that combines child development, education, and sports. The sports and entertainment complex of a new format changes standard approaches to recreation, entertainment, sports, and education, because both children of all ages and adults will find activities to their taste here.

For active sports, the complex has a modern UNI FORCE fitness center with a swimming pool, a SPA center and a healthy food cafe, a LEOSPORT tennis club, a LEODANCE dance studio and an international football center for early childhood development FOOTBIK.

Children will be interested in visiting the interactive city of professions Kidlandia and KIGURUMI PARK of active entertainment. And the whole family can relax in the RE`LUX cinema restaurant from Cinema Planet or hold a mini tournament in the GP cyber arena.

Also in LEOLAND there are restaurants of Italian cuisine fami.Italy and Ukrainian-Asian cuisine fami.chefs, a burger restaurant fami.burger and a confectionery Mavka. And on the 3rd floor, there is a modern spacious event hall that can accommodate up to 500 people with a summer terrace on the roof.

LEOLAND has so many entertainments and activities that one of the visitors even noted on the Facebook page that if you go to the center in the morning, there is no chance of leaving earlier than in the evening.

Opening during the war

LEOLAND planned to open its doors in February 2022, but the war had a significant impact on the plans. The sports component of the complex (UNI FORCE fitness center, tennis club, dance studio and children’s football center) opened in the fall, and in March 2023, restaurants, a cinema and children’s entertainment areas opened their doors to guests. Interest and attention to the complex increased significantly: there was a significant increase in offline visitors and subscribers on social networks.

For Lviv and the western region of Ukraine, this is a very large-scale project, especially in view of the specifics of LEOLAND – children’s and family leisure. Of course, such a number of active locations implies a considerable flow of clients, each of which requires special attention. In addition, in order to expand opportunities for interaction with clients, informing them about changes in work schedules and availability of zones, the management of the complex chose a number of solutions from SMART business, namely:

• 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

Implementing automated solutions is not only a useful investment in business operations, but also stress for the team. Thus, as a representative of the marketing department notes, there were both positive expectations and concerns regarding the introduction of new tools. Successful automation aims to simplify the work of the team, systematize processes, and change the structure if the previous one was not effective. Operating a complex of this scale without implementing a CRM system and additional tools for interacting with clients is a challenging task.

The entire customer journey is implemented in the Microsoft Dynamics 365 Sales CRM system, for which SMART business has implemented a number of connectors.

SMART Connector for Binotel. This is the integration of Dynamics 365 and Binotel virtual telephony, allowing LEOLAND employees to timely and correctly consult the center’s visitors.

The solution automates the process of receiving calls and records the history of interaction with clients in CRM. Employees can not only call the client directly from the client card in the system, record the conversation and listen to it, but also receive detailed statistics on calls, namely:

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

Of course, this improves the quality of service.

SMART Chat. At the center of LEOLAND’s business are clients and caring for them. Therefore, communication with the center employees should occur in those channels that are most convenient for clients.

That is, in messengers familiar to people. After the user leaves his or her request in Telegram, the operator receives an instant push notification about the appearance of a new request and responds to the client directly from the CRM system interface. SMART Chat also includes the following features:

• 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.

And if a LEOLAND client’s request does not require a response from a “live” operator, but only relevant information that can be easily retrieved from the CRM, SMART Easy Bot is here to help.

The integration of CRM tools developed by SMART business in the LEOLAND project looks as follows:

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

All of the above tools are used to work with current clients. What about attracting new clients and working with leads?

For the convenience of LEOLAND marketers, SMART Connector for GMS was introduced to automate SMS and Viber mailings.

Microsoft Power BI is used to conveniently view marketing activity analytics. Company employees can view expense reports by marketing campaigns.

This makes it possible to draw conclusions about the effectiveness of marketing activities based on numbers, and not on guesses or assumptions. How many new customers did the promotion bring? Which channels work more effectively? Which business areas are in greatest demand? A report in Microsoft Power BI can help answer these questions.

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

Children should have a happy, carefree and active childhood. LEOLAND is a unique sports and entertainment complex, which was created primarily for children’s and family leisure. On the territory of the complex, you will not find stores of popular retail brands – only sports, entertainment locations and restaurants.

At the beginning of the war, Lviv hosted many people displaced from different parts of Ukraine. Now LEOLAND has a specific social mission and creates opportunities to support a happy childhood. Visits to the entertainment area for groups of children, which the complex’s management organizes together with charitable organizations, have become a common practice. Currently there is a special 20% discount for preferential groups.

The opening of a complex of this scale has become a real challenge in the context of modern Ukrainian realities. Despite this, LEOLAND’s top management notes that it has plans and expectations to popularize its own areas and locations in other cities and even countries. LEOLAND is a large-scale and exceptional project that can become an infrastructural pearl of any city in Ukraine and the world.