Customized Salesforce CRM Implementation for a Top Online Furniture Retailer in India

Success Story

About the client

The company is one of India’s leading online retailers of specialized home décor solutions. Since 2012, it has focused on more than just selling products. Instead, it helps customers transform their spaces into personalized and inspiring homes. Over time, it has built a strong presence in the furniture market, offering over 1,000 products across 25+ categories. Moreover, it enables urban homeowners to create curated spaces that reflect their style. Today, with an estimated valuation of nearly $100 million, the company plans to expand beyond its current operations in seven Indian cities.

Country:

India

Industry:

Retail

Business Situation and Requirements

The client, an online furniture retailer, was facing several issues with their Salesforce CRM. Service triggers weren’t working properly, new users were not being assigned correctly, and commitments were often missed. These problems made workflows inefficient and slowed down sales, marketing, and customer service operations.

Their goal was to streamline CRM processes, automate workflows, and add new features to improve customer engagement. They chose Unthinkable because of its strong Salesforce expertise and ability to handle the entire development and implementation process, ensuring a smooth and effective CRM solution.

Their key requirements included:

Optimize overall CRM workflows to improve efficiency and reliability.
Enhance order management on web pages and strengthen error handling.
Make the customer case resolution process compliant and automate escalations.
Implement comprehensive reporting and case tracking for better visibility.
Ensure smooth and cost-effective integration of external systems with the CRM.
Create ad hoc solutions to manage unstructured customer case assignments.

Solution

For any business, seamless CRM integration is key to automating customer query escalations and ensuring smooth operations. The system also needs to be intuitive so new Customer Service (CS) executives can quickly get up to speed.

Using their Salesforce expertise, our team made this possible for the online furniture retailer. Apex and Visualforce were used to build the CRM, while a visually clean and practical UI with Lightning Web Components helped flatten the learning curve for new users, improving efficiency and usability.

Some of the key improvements implemented by us were:

Automated and Streamlined Case Management

The system now assigns customer cases automatically using a round-robin method, saving time and ensuring fairness.
CS reps no longer need to assign cases manually.
Wulverine efficiently handles new user setup and case assignments.
Service re-triggering prevents API failures and keeps operations running smoothly and reliably.

Automated and Streamlined Case Management

Enhanced CRM Performance

Strong error handling allows CS reps to focus more on customers.
Pagination now allows more orders to be managed per page.
The team also fixed timeout issues in order management, ensuring smoother operations.

Dynamic Case Allocation and Transparent KPIs

The system assigns cases automatically based on region, improving overall organization.
It balances workloads across all development centers to ensure fairness.
Case management is more streamlined and efficient.
It clearly tracks user efforts and KPIs, supporting better performance across the team.

Enhanced CRM Performance

Strengthened SLA Compliance and Communication

Automated escalations and email alerts ensure that cases are handled on time.
The team now addresses unattended cases promptly to maintain SLA compliance.
The CS team can easily monitor escalations and work to reduce their occurrence.

Strengthened SLA Compliance and Communication

Enhanced Case Tracking and Reporting

The team has made case histories clear, detailed, and easy to follow.
They also use custom fields to capture key metrics for how each case is handled.
Team members can view case histories across different dashboards and reports.
They log all interactions, calls, comments, and emails, so they can be easily analyzed.

Enhanced Case Tracking and Reporting

Impact

By leveraging the expertise of our certified Salesforce development team, the client completed their Salesforce CRM implementation on schedule. The new system enables personalized and proactive customer service while streamlining overall operations.

As a result, the client experienced a 20% increase in order management capacity, a 30% boost in workflow efficiency, and a 15% reduction in order management errors.

They also benefited from faster case resolution and real-time access to accurate analytics. The next step involves modularizing with Sales Cloud to automate lead and opportunity capture.

Salesforce CRM Implementation for a Top Online Furniture Retailer

20%

Increase In Order Management Capacity

30%

Increase In Workflow Efficiency

15%

Decrease In Errors Associated With Order Management