Background
ALFA is a tradition in the flooring, tile and grass market in Colombia. They have several digital products within its website as well as different additional components.
Alfa
Work - CRM
What did we do?
Consulting
Link, focused on the loyalty plan called Alpha Creators. Therefore, an initial consultancy stage was executed, starting with an initial diagnosis to understand the current estate of the program.
After that, the program figures were reviewed. a A benchmark was executed to have deep understanding and general analysis of the context of the client's program and, likewise, the way in which other similar programs work..
After this initial stage, Link proposed a strategy, linked to sales goals and a complete restructuring of the benefit plan. A center point was, going from an accumulation of points to a methodology focused on the delivery of economic benefits or a rebate.
Finally, ALFA’s current platform was was restructured to generate a more efficient and precise client administrator.
User Experience
The client's customer journey was the starting point to improve the site's UX. Link executed a complete redesign of the front and back end.
This way, the entire user experience was improved based on the initial consulting, which was developed with key stakeholders that oversaw customer service, which in turn are focused on bringing the customer journey to the end user.
Implementation
Taking into account the entire road-map established in the previous processes, an implementation process was finally defined. A CRM was prioritized, showing the entire customer experience process from different channels: web, social networks, leads entering through the guidelines and management of WhatsApp channels.
With all the information that was obtained, we were able to properly channel all the management and conversion of contact leads, and, in turn, business opportunities were identified, aimed at closing orders. From there, they manage all the relationship with the client.
Integrations
Another issue that was a success story with ALFA from Link’s perspective had to do with the integration of SAP with Zoho CRM. Here, we carried out the automation through the aforementioned and well-known CRM of the entire management of PQR'S, unifying processes and achieving a much more effective and clear response before the client.
Databases
From the planning of the improvement processes with ALFA, Link has proposed the purging of databases, in order to improve the effectiveness of the campaigns that are carried out there.
The operation
Marketing
Link implements all the campaigns, generates visual pieces, creativity, copy and design for the different formats and social networks where ALFA has a presence, aligned with the requirements that arise from the ALFA Creators’ loyalty plan.
Events
For the issue of events, a training schedule was coordinated with training spaces focused on the professional segments handled by the client: Architects, Engineers, Interior Designers, Designers, Teachers and in general, the entire construction industry.
The focus is on technical issues, developing theoretical-practical training focused 100% on the product. On the other hand, there is a transversal training axis that is focused on administrative, financial, project management and other issues.
The events were held at a national level or through associations such as Camacol, Sena or the Universidad Católica (Catholic University), among others.
Analytics
In addition to events and marketing, Link also works on the analytical component through management reports from the ALFA Creators plan proposal, based on the database provided by the client.
With this input, reports are built that include sales reports and all RFM analysis, a concept that covers customer behavior from different fronts: how they buy, how often they go to stores and how many months they stop going. In this way, decisions are made in a timely manner.
Our Work
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