Tehnosila has been in the Russian retail market for more than 20 years, and today is one of the country’s largest retailers: 85 stores in 52 Russian cities, 1.5 million monthly customers, and 5 million monthly visitors looking to make a purchase on www.tehnosila.ru. The company began moving to a multichannel business model in 2015 in an effort to offer better customer service and expand its online sales. That overall strategy demanded a number of moves, including automating the company’s contact center based on an enterprise-class and high-tech platform. The job was entrusted to NODA after previous work the developer had done automating the retailer’s IT support service. The functionality offered by Noda Contact Center and its powerful toolkit driving client support and growth was also the best fit for a multichannel business.
“Building our contact center on NODA technology was a crucial plank in our strategy for multichannel development and transformation, one that included launching a new type of store and optimizing the site. Our cutting-edge contact center gave us an additional sales and service channel. Clients can now decide how and when to buy: on the site, in a store, or by phone. They can even combine those channels as needed. Anyone who prefers to order by phone or needs to speak with a representative can call our contact center any time of day or night, as it is always available thanks to our reliable platform. And our customers enjoy everything that comes with great service, including quality consultations about products, convenient delivery times, and information about sales,” describes Anna Skuratova, director of the Tehnosila contact center.
Launching Noda Contact Center gave Tehnosila a wide range of tools, including a collection of statistics analyzing the work being done by the contact center (service duration, operator load, and so on), that it did not have when it ran on Asterisk. Chronological reports produced by the system let management keep an eye on how well and quickly calls are being handled as well as how busy the staff is. Empowered now with that full set of analytics, they can make more informed decisions on how to improve operations. The system also lets managers monitor operator statuses online.
The new contact center has leveraged the high level of performance offered by NODA’s platform to offer better customer service. Operators now call clients who have made orders on the site (or via the mobile version) to tell them about ongoing promotions, and also handle incoming calls made to ask questions about the company’s products, services, and prices. IVR is used to automatically inform clients about sales.
The retailer plans to expand their contact center, and the project team is currently working on integrating Noda Contact Center with 1C:Enterprise. That will include implementing a one-click mechanism for making calls to save time spent dialing in addition to functionality that will display client cards with purchase histories and other information when they call.
Its high-quality contact center and the new standard of customer service it brought with it, as well as a number of other improvements, have proven successful for the company. In 2016 Tehnosila won several professional competitions, including Online Retail Russia Awards 2016 for Anticrisis Breakthrough of the Year, and was named Best Omnichannel Product of the Year at CX AWARDS. It also won the Customer Rights title at RUSSIAN RETAIL AWARDS 2016.