Wildcraft selects IBM’s CRM solution to better CX

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Bangalore: Wildcraft has selected IBM to deploy a CRM-as-a-service-platform to drive customer advocacy and enhance customer experience (CX).

Wildcraft is an Indian manufacturer and distributor of trek-to-travel solutions and products.

The IBM Services developed solution leverages Artificial Intelligence (AI) and Machine Learning (ML) capabilities. And analyses customer interactions with Wildcraft at multiple touch-points.

The CRM solution will enable Wildcraft to have a 360-degree view of every shopper and provide its customers with a personalised shopping experience across all its channels.

The CRM-as-a-service solution ties into ‘The Circle’, Wildcraft’s customer engagement program which provides consumers with a single-window to get all relevant information across its brands, products and services. This initiative is part of the company’s growth plan to drive higher customer engagement by understanding their preferences.

As part of this new CRM solution, Wildcraft is introducing a virtual chatbot on its website and via WhatsApp. This virtual chatbot will be available in English and eight Indian regional languages (Hindi, Marathi, Bengali, Kannada, Oriya, Telugu, Tamil and Malayalam).

The virtual chatbot will handle a high volume of inquiries, from general FAQ’s to questions about multiple topics including products, policies and procedures and even customer complaints.

“Partnering with IBM allows us a robust technology driven platform to understand our consumers and their wants. This will help us make our products better and customise them according to the larger needs,” said Gaurav Dublish and Siddharth Sood, Co-Founders, Wildcraft India.

“IBM’s CRM-as-a-service platform has equipped Wildcraft with a 360-degree view to map their customers’ journey – from prospect, to customer, to brand advocate,” said Kamal Singhani, Managing Partner – Global Business Services, IBM India/South Asia.

“Every customer will be nurtured at each stage to harness the real power of CRM, in today’s challenging times of the COVID-19 pandemic,” added Singhani.

The virtual chatbot will authenticate users and facilitate user-specific information and transactions. In addition to understanding customer conversation’s intent through natural language processing (NLP), it will analyse the sentiment of customer responses and transfer the conversation to a live agent, if need be.

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