Connecting configuration and automation
We assisted MCZ in meeting its needs by identifying a product configurator as the primary tool. This configurator was developed on the CMS combined with the CRM platform and integrated into MCZ's website. In line with the company's strategy of seizing the opportunities of digital transformation and differentiating itself through superior customer experience, this tool enables users to request a personalized quote by inputting a series of parameters related to both the heating environment and product features, such as self-cleaning brazier or control via app.
To ensure an engaging experience for all parties involved, we have designed the data entry process to mirror that of the interview conducted by MCZ retailers/installers with their first customers. This process is designed to gather the information needed to define which products to offer. Once the parameters have been entered and the customer has completed the special form, they will receive a quote via email. This quote will be navigable and will allow the customer to experience the product through photos, videos and environmental simulators. They will also be able to check the quote and contact the nearest specialist retailer. The configurator has been designed to offer content in different languages and to geolocate the nearest retailer, creating a match with the customer's location.
The integration of the configurator with the CRM platform enables the data entered to be used to create or update the customer profile. This data is then automatically entered into the sales pipeline, with the retailer responsible for closing the deal and the marketing and sales team acting as supervisors of the entire process. The processes are fully automated, allowing MCZ to manage the first part of the pipeline without the intervention of the sales network. This significantly reduces the time required for the purchase path, as it eliminates the time typically spent by the retailer contacting the potential customer. This makes it easier to capitalize on impulse buying opportunities.
Finally, the configurator we developed is capable of automatically generating hundreds of different bid combinations based on the following inputs:
- customer data;
- chosen product;
- price list;
- geographic location.
The serverless architecture of the CMS connected to the CRM platform enables direct interface with the company's management systems and automatic retrieval of the information and documents needed to prepare the quote. This is a significant advantage for the company, as it avoids the need to statically implement hundreds of quote pages.
