“Salesforce checked all the boxes,” says Didwania. The deployment of Salesforce helped Praxis address customer needs at every stage of their journey.
Every customer interaction is captured in Salesforce – whether this happens in the store or on social media. So, when any customer walks into any one of their stores, the Praxis sales team has a record of all their previous interactions with the company, online and offline; enabling sales reps to personalise conversations and deliver smarter service.
Once a lead is converted successfully, all data related to the customer’s order and its shipping status flows into Service Cloud. “This provides the service team with full visibility into every order, helping them respond to customer queries, faster,” explains Mitra.
Praxis also uses Salesforce for omnichannel management of customer cases. A single screen that gives agents a consolidated view of queries across channels, without having to toggle between windows, boosts agent efficiency. This unified view has led to faster case resolutions, reducing average customer call time by 40%.
“We also use Knowledge Base, which, along with the 360-degree view of customers, helps our service agents speedily deliver the right answers to customers,” adds Mitra.
Further, to create an effortless customer experience, Praxis integrates logistics data with Salesforce to offer customers a self-service feature. Customers are now able to track the journey of their products themselves on hometown.in, and have full visibility into order and delivery status at any point of time.
“This self-service feature has led to a 30% reduction in call traffic, freeing up service agents’ valuable time to focus on resolving cases that require manual intervention,” says Mitra.
Delivering a delightful experience through the entire customer journey has led to an eight to 10 percent increase in Net Promoter Score.
Praxis has also deployed Salesforce Marketing Cloud to nurture customers, pre- and post-purchase. With a holistic view of the customer journey, the marketing team can personalise customer engagement at scale.
This use of granular customer data to develop a deep understanding of customer needs ensures that Praxis customers have a delightful and smooth experience from start to finish.