Expert opinion: CRM at the heart of customer experience

The need to customise and improve customer experience is pushing many companies to address their own digital transformation. The starting point, however, is still CRM. Spotlight on two client projects realised by blue-infinity.

The following are extracts from ICT Journal 'Success Story'.

Orsay: introducing an omni-channel path in fashion
Orsay wished to adopt a 360-degree approach and to strengthen their brand's value proposition. Dedicated to their customers, they wanted to provide a unique, continuous omni-channel buying experience across all points of sale. From Orsay's point of view, both digital and physical are intertwined in their client's shopping experience. Now their website, advertising, mobile app, points of sale and social media are all integrated to form a unique customer experience, and a stronger one, too.

A shopping experience at your fingertips
With the CRM in place, blue-infinity created a native mobile app connected to both the E-commerce system (based on Magento) and CRM (based on Salesforce). The app was first launched on the German market and the deployed in under four months.

A future oriented towards "Phygital"
The next step for Orsay is to efficiently deploy this mobile app in other markets. Five launches are planned up to mid-2017.

Kao: a competitive advantage for sales teams
Japanese group Kao is a world leader in the field of beauty and hair care. Its professional division, Kao Salon Division, is based on two international brands: Goldwell and KMS California.

Adoption: the key to success
The adoption of the solution was facilitated through a change management process involving the end-users directly at the Design stage, resulting in a perfectly adapted user-experience, adapted for the field.

Read more about blue-infinity's collaboration with Kao in the Our work section.

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About the author

Enrico Zelocchi

Enrico is a passionate, results-oriented and dynamic consultant capable of proposing technical solutions to different types of business challenges.