Executive Summary

We successfully helped a multi-location retail company migrate their CRM data from a self-hosted legacy system to Salesforce CRM. The migration aimed to modernize their customer management processes, streamline sales workflows, and improve data accessibility while ensuring minimal disruption to business operations.

About the Client

The client is a growing retail business with a strong presence both online and in physical stores located across Canada. They manage a wide range of products and cater to a diverse customer base, including repeat buyers and first-time shoppers. The client relied on a legacy CRM system to track customer interactions, sales, and inventory. However, as their business expanded, they encountered challenges with scalability, data fragmentation, and integration with modern tools needed to deliver a seamless customer experience.

Problem Statement

The client’s legacy self-hosted CRM presented multiple challenges

Fragmented Data

Customer information was scattered across different sources, making unified insights difficult.

Scalability Issues

The system could not keep up with the company’s growing customer base and operational needs.

Integration Limitations

The existing CRM lacked compatibility with modern marketing and communication tools, limiting targeted engagement.

These challenges significantly hindered operational efficiency and the company’s ability to scale effectively.

Solution Overview

We implemented Salesforce CRM as the new customer relationship management platform. The migration process was structured to minimize risks, maximize value, and ensure a smooth transition. The key phases included:

Planning and Data Assessment

Identified essential customer data fields (e.g., purchase history, contact details, loyalty points) and prioritized workflows for migration.

Data Cleansing and Mapping

Cleaned and mapped the data to align with Salesforce’s structure while ensuring compatibility with the new workflows.

Migration Execution

Used Salesforce’s native tools for data import in phases, followed by thorough validation while minimizing downtime and ensuring operational continuity.

Customization and Training

The solution was designed to meet strict financial regulations, ensuring all reporting and data handling adhered to legal requirements.

Key Components

#1 Migration Strategy

Incremental Migration: Migrated data in phases to ensure minimal downtime and avoid disruptions during peak shopping seasons.
Data Validation: Validated migrated data to ensure completeness and accuracy and reliability for customer profiling.

#2 Data Transformation and Cleansing

Used Talend Open Studio to profile, clean, and standardize customer data including contact details, purchase history, and loyalty points, customer lifetime value (CLV) ensuring compatibility with Salesforce CRM.
Standardized other key fields such as campaign data, lead sources, sales pipelines, customer demographics, communication preferences, marketing attribution, sales conversion stages, abandoned cart data, and post-sale feedback.

#3 Salesforce Customization

Configured Salesforce Sales Cloud with retail-specific workflows, including custom lead assignment rules, automated follow-ups, and purchase behaviour tracking.
Developed tailored dashboards to provide actionable insights of best performing products for the sales and marketing teams.

#4 Minimal Tools

Leveraged Salesforce’s built-in Data Import Wizard and Data Loader for data migration.

#5 User Training and Support

Conducted role-based training sessions to familiarize employees with Salesforce features.
Provided post-migration support to address any issues and ensure successful adoption.

Results

20% Improved Customer Engagement

Automated lead management, follow-ups, and streamlined workflows boosted overall sales efficiency.

100% Unified Customer Data

Unified all fragmented customer information into Salesforce, enabling better segmentation and a 15% increase in campaign engagement rates.

100% Scalability Achieved

The scalable Salesforce infrastructure empowered the client to handle peak seasonal demand effortlessly.

Seamless Integration

Integrated Salesforce with latest marketing tools to implement email marketing and loyalty programs boosted customer retention rates.

90% High User Adoption

Trained over 50 employees, with sales and marketing teams reporting a 30% improvement in task efficiency

Tech Stack & Tools

Legacy CRM

Self-hosted system

New CRM

Salesforce CRM (Sales Cloud)

Data Transformation

Talend

Data Migration

Salesforce Data Loader, Salesforce Data Import Wizard

Validation

Salesforce Reports and Dashboards

Training Resources

Salesforce Trailhead, custom user guides

Team Composition

Project Manager: 1
CRM Consultant: 1
Data Engineer: 1
Salesforce Trainer: 1

Testimonials

Our Slam Book

Tony Lehtimaki

DIRECTOR - AMEOS

Spain

Very professional, accurate and efficient team despite all the changes I had them do. I look forward to working with them again.

Antoine de Bausset

CEO - BEESPOKE

France

They are great at what they do. Very easy to communicate with and they came through faster than I hoped. They delivered everything I wanted and more! I will certainly use them again!

Vivek Singh

MARKETING & SALES HEAD - VARMORA

Gujarat

I really liked their attention to detail and their sheer will to do the job at hand as good as possible beyond professional boundaries.

Nimesh Patel

DIRECTOR - COVERTEK CERAMICA

Gujarat

Excellent work, and on time with all goals. Communication was very easy, and knowledge of work was excellent. Will be working with them on upcoming projects. I highly recommend.

Craig Zappa

DIRECTOR - ENA PARAMUS

United States

"I would like to recommend their name to one and all. No doubt" their web app development services cater to all needs.

Neil Lockwood

CO-FOUNDER - ESR

Australia

Aglowid is doing a great job in the field of web app development. I am truly satisfied with their quality of service.

Daphne Christoforidou

CEO - ELEMENTIA