Decathlon Streamlines Customer Service with Salesforce Integration

Thanks to the implementation of Salesforce, Decathlon’s Hungarian stores now operate under a unified customer service system. This system ensures that customers don’t have to repeat their stories or issues. Employees can assist with full compliance to legal requirements. During the initial phase of the COVID-19 pandemic, Salesforce also facilitated communication with customers. Today, the company has achieved unified reporting, which contributes to continuous process optimization across all areas of business. It also helps in employee evaluation and competency development.

Partnership Between Attention CRM Consulting and Decathlon Hungary

The collaboration between Attention CRM Consulting and Decathlon Hungary began in August 2019.

“Our main goal was to have a comprehensive view of customers contacting our service, regardless of the communication channel they used. We wanted to ensure that no one would have to repeat their entire story. The system was designed to notify us about ongoing issues and allow us to track the progress,” says Eszter Fináczy, Customer Service Manager at Decathlon.

Improving Internal Communication and Customer Issue Tracking

One of the key objectives was to channel internal communications through a shared system. This prevented information from being lost within the organization. It also allowed the team to monitor task volumes effectively.

“When I joined Decathlon five years ago, different departments, including customer service, logistics, finance, and marketing, didn’t use unified communication channels. While this didn’t cause issues on a daily basis, more complex cases could slow down issue resolution and negatively impact customer experience,” explains Fináczy.

Optimizing the Salesforce Solution for Decathlon’s Needs

The introduction of Salesforce aimed to address customer inquiries from central customer service and individual store complaints. This created a unified platform. The system helps capture complaint logs accurately, simplifying employee workflows. It also contributed to the development of a chatbot that handles customer requests.

A Custom-Tailored Customer Service System

Decathlon needed a system that could centralize all customer-related information and support efficient case management. The integration of Salesforce has helped build a customer database. It tracks every customer interaction, enabling quick access to relevant details.

“From scratch, we built a system that dynamically adapts to Decathlon’s evolving customer service needs,” says Fináczy.

Legal Compliance and Perfect Complaint Management

Salesforce also supports legal compliance in complaint management. In Hungary, strict regulations govern the documentation of customer complaints. The system ensures that all necessary information is captured to avoid penalties.

“Salesforce generates automatic templates for each case, guiding the employee through necessary steps. A PDF is then generated for both the customer and Decathlon’s back office. This ensures legal compliance and improves document retrieval and workflow efficiency,” says Réka Tóth, Project Manager at Attention CRM Consulting.

Enhancing Operational Efficiency and Employee Performance

By implementing Salesforce, Decathlon can now generate performance indicators. These indicators help optimize processes and evaluate employee performance. “We can track response times, approval processes, and identify inefficiencies in complaint handling,” adds Fináczy.

The Impact of Salesforce on Online Customer Service During the Pandemic

During the COVID-19 pandemic, Salesforce’s integration helped Decathlon handle the surge in customer inquiries. These included product availability and order status. The system enabled a smoother workflow across departments, from customer service to logistics and finance. This ensured swift issue resolution.

“Salesforce allowed every department to track the status of complaints and take necessary actions quickly, ensuring customer satisfaction even during peak demand,” says Fináczy.

Conclusion: Streamlining Processes and Improving Customer Experience

The implementation of Salesforce at Decathlon Hungary has led to more efficient operations, legal compliance, and improved customer service. With integrated reporting and a streamlined workflow, Decathlon is well-equipped to provide the best service to its customers while optimizing internal processes.