Unifying Customer Experience & Driving Growth for a Leading Middle East Retailer

Overview

A leading retailer in the Middle East, with over 30 department stores and a workforce of 1,000 employees, aimed to modernize and streamline its customer experience to maintain competitiveness. Despite investments in advanced technologies, the retailer struggled with a fragmented IT environment. The disjointed system architecture slowed operations and hindered consistent, high-quality customer interactions across channels. To unify systems and enable smarter, data-driven decision-making, the retailer partnered with Tellestia to build a connected and efficient customer experience platform.

The Challenge

To stay competitive, the retailer had adopted best-of-breed applications across various functions, resulting in a complex network of siloed systems. This patchwork affected operational efficiency and created friction in customer interactions. Lacking a unified customer view, the retailer faced challenges in delivering a consistent, personalized experience, missing opportunities for engagement and sales growth. A cohesive solution was needed to connect internal and external systems, provide a holistic view of customer interactions, and leverage data for strategic insights.

The Objective

Our client’s goals were to:

• Create a unified platform linking sales channels, warehouse, and order management systems.
• Achieve a single, comprehensive view of each customer.
• Enhance operational efficiency across all channels.
• Enable data-driven decision-making and personalized engagement.
• Uncover new upsell and cross-sell opportunities.

The Solution

Following a thorough assessment, Tellestia implemented a Customer 360 solution using the WSO2 ESB platform. The solution unified and optimized the retailer’s system architecture, focusing on key areas:

• 360-Degree Customer View

• Developed a centralized customer dashboard consolidating customer data into a single screen, enabling employees to view customer history, preferences, and interactions.
• Provided real-time visibility across customer touch points for personalized, consistent experiences.
• Integration of Sales and Back-End Systems
  • Linked sales channels with warehouse and order management systems for real-time product availability, tracking, and fulfillment insights.
  • Streamlined order processing and inventory management, enhancing synchronization, reducing delays, and improving order accuracy.
• Automated Data Synchronization and Consolidation
  • Centralized data collection from multiple sources, eliminating redundancies and manual handling.
  • Consolidated metrics and insights in one location, enhancing accessibility and accuracy for data-driven decisions.
• Real-Time Data Access and Insights
  • Provided marketing, customer service, and sales teams with real-time data access, empowering swift, informed decision-making.
  • Enabled actionable insights from customer data, optimizing targeted marketing campaigns and boosting engagement.
• Business Process Optimization and Rules Implementation
  • Configured business rules within WSO2 ESB to automate routine tasks, reducing manual effort and aligning with operational requirements.
  • Streamlined workflows across departments, creating a more agile and efficient environment.

The Impact

Tellestia’s solution delivered substantial improvements in the retailer's operations and customer engagement:

• Enhanced Customer Interactions: With a unified customer view, customer satisfaction scores improved by 25%, as employees were able to deliver faster, personalized service.
• Streamlined Operations: Automation of routine processes reduced operational delays by 30%, and error rates decreased by 20%, improving overall service efficiency.
• Data-Driven Insights: Centralized data allowed for a 40% increase in actionable insights, leading to 35% higher campaign effectiveness and more precise targeting.
• Increased Sales Opportunities: Improved understanding of customer preferences resulted in a 15% increase in upsell and cross-sell conversions.

By partnering with Tellestia, the retailer successfully transformed its IT infrastructure to deliver a seamless, efficient, and personalized customer experience—strengthening its market position and enhancing its competitive advantage in the region.