Digital Transformation in Eyewear Retail: Salmoiraghi & Viganò's Journey to 100% CSAT Scores
Technology Category
- Analytics & Modeling - Real Time Analytics
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- Cement
- Glass
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Chatbots
- Real-Time Location System (RTLS)
Services
- Cloud Planning, Design & Implementation Services
- System Integration
About The Customer
Salmoiraghi & Viganò is a renowned Italian eyewear and contact lens retailer, part of the Luxottica group. They have been providing luxury eyewear since 1870 and have grown into one of the largest industry leaders, winning the Luxottica “Brand of the year” award for the last 12 years consecutively. They offer a range of optical services and high-end eyewear brands, from Gucci to Ray-Ban, online and in over 400 stores across Italy. Their commitment to providing impeccable products with outstanding service is reflected in the historic success of their brand.
The Challenge
Salmoiraghi & Viganò, a leading Italian eyewear and contact lens retailer, faced significant challenges in providing customer service during the 2020 pandemic. The lockdown measures and store closures severely impacted their ability to provide in-person care and service to their customers. Their existing customer service solutions, which included an outsourced call center and email, were inadequate to meet the rising customer support demands. They experienced slow response rates for email queries, decentralization of data, and a lack of metrics to measure agent performance and customer support. These challenges hindered their ability to improve or personalize their customer service. Recognizing the need for digital transformation, they sought a cloud communication platform provider that could understand their business requirements and customer needs.
The Solution
Salmoiraghi & Viganò chose WhatsApp as the starting point for their digital transformation, given its popularity in Italy. They partnered with Infobip, a Meta Business Partner, to build an intuitive customer support solution that could be integrated into their existing systems. The solution comprised of three components: Answers (a chatbot building platform), Conversations (a cloud contact center), and the WhatsApp Business Platform. Infobip's local implementation experts and professional services team onboarded and trained Salmoiraghi & Viganò employees on the best contact center practices and helped them build an intuitive chatbot with Answers. The chatbot could answer simple queries in real-time, conduct pre-qualification questions to determine which requests needed to be transferred to a live agent, and provide services available in-store or online. The integration of Answers and Conversations into their existing systems gave Salmoiraghi & Viganò a unified view of customer data and conversation history, enabling agents to provide contextual and personalized support.
Operational Impact
Quantitative Benefit
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