At the top of the list for Nguyen is complementing the traditional offline shopping experience with an intuitive online offering, along with a personalised interior design service that makes good on BAYA’s promise to ‘turn your house into a home’. But he’s the first to admit that managing the multiple processes involved required a 21st-century makeover.
“Two years ago we didn’t have a good ERP in place, and our custom-built ecommerce platform was not functioning well,” he says. “Everything was basically run on people doing their best. Our sales team was functioning on Google Sheets, free crm software, and on their own cell phones. Salespeople were protective of their leads, and it was very hard to see what the numbers looked liked and how to bring in and convert more leads.”
The interior design service was also difficult to manage, explains Nguyen. “We’d put the customer in a social messaging group with the designer and salesperson, and send them PDF designs. The customer would make changes and we’d send a new PDF. There was a lot of back and forth." Now the team at BAYA uses Quip to boost productivity and collaborate securely across teams. As a result, the design process is faster and more efficient.
And with five to six different customer databases, leads were not being effectively tracked and unstructured data was not being utilised to improve customer service outcomes and sell smarter.
“If a customer walked out of a store, we lost them,” says Nguyen. “Customers filled in paper forms in-store, and these didn’t always get uploaded so a lot of that data was lost. We realised that our shortcoming was not having a single view of the customer. We needed everything in one platform so our whole team could see and manage the customer journey.”