About client

Since its launch in 2012, one of the principal online sellers of specialized home decor products has managed to establish a commanding presence in the Indian furniture retail industry. By offering more than 1,000 products in more than 25 categories, they assist urban homeowners in creating carefully selected settings. They currently have an industry-estimated valuation of close to $100 million with plans to aggressively grow beyond their present network of operations in seven Indian cities.

Business situation

Every company’s bottom line greatly depends on how well it makes use of its sales, marketing, and service opportunities. The online furniture retailer planned to move its Customer Relationship Management (CRM) processes to Salesforce in order to develop more automated sales and customer care strategies and configurable business workflows.

However, there were a number of implementation flaws, including incorrect service triggering, errors with new user assignments, commitment violations, and others. While looking for a seasoned Salesforce development specialist, they came across Unthinkable and opted to take advantage of its extensive experience and knowledge of the full Salesforce development and implementation workflow. 

Unthinkable was required to use Salesforce to implement several functionalities as well as a number of CRM process changes. Here are some of them: 

  • Enhance the pages’ ability to manage orders while sharpening the accompanying error handling. 
  • Increase compliance with the customer case resolution workflow and automate escalations as necessary. 
  • Incorporate thorough case tracking and reporting.
  • Facilitate the seamless and cost-effective linking of necessary external systems with the CRM. 
  • Create ad-hoc strategies to combat random customer case distributions.

Any firm today may succeed if they can figure out how to enable a seamless CRM integration that can successfully automate customer query escalations and is highly intuitive so that new Customer Service (CS) executives can pick up the skills quickly. This capability was enabled for the online furniture merchant because of the skills of the Unthinkable team. Apex Visualforce pages were used to create the CRM data for the company, while Lightning Web Components’ practical yet aesthetically appealing user interface lowered the learning curve for new users.

The core integrations and improvements facilitated by the Unthinkable team were the following:

-Improved Case Handling Workflow

Prior to the upgraded CRM, client cases had to be manually assigned to various CS personnel. Now, using a round-robin algorithm developed by the Unthinkable team, this is done automatically. An external system called Wulverine is used to create new users and assign cases, and services are re-triggered to ensure that there are no failing APIs which was an issue the client had earlier but not since the implementation of the new system.

-Performance Boost

The Unthinkable team has added efficient error-handling mechanisms to the CRM system so that customer service agents can concentrate completely on client happiness. More orders may be managed on a single page thanks to pagination, and timeout errors that were previously related to order administration are no longer an issue.

-KPI Transparency and Efficient User Allocation

Every time a new development center was set up in a given region, there were difficulties assigning region-specific cases to that center because they were going to a shared queue, resulting in uneven workloads for various centers. Automated dynamic allocation of logged cases based on the case’s location was used to remedy this. This facilitated the delegation of case management and the equitable distribution of duties among development centers. In order to optimize user efforts and performance, calculation, and KPIs—such as case handling time—have become more precise and clear.

-SLA Compliance and Communication

There were commitment violations that needed to be resolved in order for the client to honor several Service-level Agreements (SLA) with ease. Automated escalation and email notifications are used to ensure SLA compliance when the stakeholder assigned to a customer case fails to reply. The CS team is now able to efficiently manage escalations and limit their number.

-Better Case Reportage

Case history tracking is now more transparent. To record detailed metrics of how a case has been handled, custom fields have been established. Additionally, reports from several iterations of the chosen dashboards can be examined using the case history. Each activity can be viewed as a monthly, daily, or annual statistical report. All activities are recorded as calls, comments, or emails.


The client was able to implement the Salesforce CRM integration within the planned timeline by making use of the skills of Unthinkable’s certified Salesforce Development team. Customers of the furniture retailer could now receive more individualized and proactive services thanks to the newly connected CRM. Additionally, the client saw a 20% boost in the order management capacity, a 30% improvement in workflow efficiency, a 15% decrease in order management-related errors, a reduction in time to resolution, and real-time access to precise analytics. The next course of action is to leverage the Sales Cloud to modularize processes so that opportunities and leads may be captured automatically.

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