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CASE STUDY

Luxury in the Cloud: Improvising Chanel’s Salesforce CRM for Scalable Service

About the Client

Chanel, the iconic French luxury fashion house, needed a thorough audit and optimization of its Salesforce CRM system used across the APAC region to manage customer operations. With high standards in client interactions and luxury service, Chanel sought to ensure its CRM could meet the demands of growing customer bases and maintain premium service quality. After conducting a full technical audit of the existing Salesforce setup, recommendations focused on enhancing system flexibility, scalability, and alignment with Chanel’s unique customer journey. Key improvement areas were identified, aimed at preparing the CRM for evolving user needs and operational requirements.

Description

In collaboration with Keyrus, Chanel’s Salesforce CRM system was audited and optimized to improve scalability, security, and service quality across the APAC region. The initiative streamlined customer operations and prepared the platform for future growth and evolving luxury service needs.

Work Details

Conducted a comprehensive audit of Salesforce CRM, assessing existing configurations, workflows, and technical customizations specific to Chanel’s APAC customer operations.

Evaluated data management practices to ensure customer information was securely and efficiently handled, meeting Chanel’s high standards for data protection.

Reviewed current process flows for customer service, loyalty programs, and marketing campaigns, identifying potential bottlenecks and optimization opportunities.

Assessed user roles and permissions, ensuring compliance with data access protocols and safeguarding sensitive customer data.

Recommended enhancements in automation for repetitive tasks, such as case management and customer follow-ups, to streamline processes and minimize manual workload.

Proposed scalable architecture modifications to accommodate future expansion and additional functionalities as Chanel’s customer base grows.

Identified best practices for process standardization across regions, ensuring consistency in service quality and CRM usage among Chanel’s APAC teams.

Developed a roadmap for phased improvements, allowing Chanel to adopt changes progressively without disrupting ongoing operations.

Benefits

Enhanced CRM flexibility and scalability, preparing Chanel’s system to support the brand’s future growth in the APAC region.

Increased process efficiency, reducing average response times for customer inquiries by 25% through automation of routine tasks.

Improved data security and compliance by refining user permissions and access controls, safeguarding sensitive client information.

Achieved consistency in service standards across regions, ensuring a cohesive luxury experience for customers regardless of location.

Reduced manual workload for customer support teams, allowing them to focus on high-touch, personalized interactions that align with Chanel’s luxury brand image.

Enabled faster decision-making and more accurate reporting through the standardization of processes and improved data management practices.

Provided a scalable CRM framework that can seamlessly integrate new functionalities and adapt to Chanel’s evolving customer engagement needs.

*Contracted with Keyrus.

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