Improving the Digital Customer Experience Through a CRM Integration

The Integration Project

The team at Conversocial pride themselves on having dedicated, supportive and close partnerships with all clients. This instance was no different. From the start, Conversocial worked closely with the team at AEGEAN to fully understand what the drivers were for the project, identifying the success criteria and providing best practice recommendations for after-care.

Having considered an integration with Oracle Service Cloud, AEGEAN Airlines had a clear definition of their goal:  To arm their digital agents with the tools needed to do their job consistently, accurately and to the best of their ability.

An online customer’s identity is not always a true representation of who they really are－linking that identity to the respective CRM record creates secure visibility on each customer’s journey which opens up a world of opportunities, both for the AEGEAN customer service team, but also across the wider business.

Once all requirements had been gathered, the Conversocial engineering teams got to work; The main aim here was not replicating Oracle Service Cloud within Conversocial, but to create a window into the CRM, only surfacing what was important to their digital agents. Simplicity was key. In this instance, for example, only specific customer information was surfaced within the contact card in Conversocial from Oracle Service Cloud, such as Frequent Flyer Number, Tier Status, Name and Email Address. An agent instantly knowing a customer was a Gold Tier customer and tailoring their service accordingly could be the difference between service recovery or service disaster.

Post-development, the AEGEAN team received a sandbox environment with a live integration (in order to stress test it and validate developments). Both teams worked closely on this ‘iterative validate and amend phase’ to ensure all success criteria were met. Following on from this, all that was needed was for both teams to agree a timeline for production and deployment－AEGEAN’s integration was ready to go live.

The support however, did not end when the integration went live. With a regularly changing codebase, the Conversocial teams provide ongoing support and maintenance for all integrations to keep them working seamlessly, efficiently and reliably.

A CRM integration was very important for AEGEAN Airlines. It connects the traditional and social service dots, allowing AEGEAN to know who their frequent flyers are on digital channels. Loyalty programs are designed to harness customers loyalty. It works, and consumers have a natural preference when it comes to their airline of choice, for example. But this loyalty needs to be repaid.You have to know who your customer is, and what their preference is for service on any given channel. This means binding your historic CRM data with social, to build holistic customer profiles of high-value frequent flyers.