Experience: From Instant Messengers to Own CRM

Quests in reality are adventures that are recreated in a special room where you and the team (for example, a family or friends) reside as heroes, as in a movie. In November 2015, we had a little more than 10 quests, now 130. And I believe that the key to rapid growth in the quest industry is IT and marketing.

It all starts with instant messengers

An important part in our work is messengers, in particular Telegram.

The first year of work we used WhatsApp, creating chats with each partner in other cities. So we kept in touch, talked, shared links and answered questions. This is convenient for the partner, since the support team is right in your pocket on your mobile phone: you write to the chat, everything is fixed, everything is in the course of events. But WhatsApp does not have a normal desktop version, so programmers advised to switch to Telegram.

Later we learned that you can reduce part of the costs, thanks to Telegram-bots and an open API. After recording on the site, the client automatically receives a booking notification. Previously, we used regular SMS-mailings. But over time, expenses grew, and we decided to use the bot in Telegram, which notifies partners and administrators about the new game.

In addition to saving on SMS, it is very convenient, because you can notify about all changes, cancellations or transfers of games. Thus, each of our partners in 30 cities receives notifications about what happens to their recording on the quests.

On this we did not stop and created the opportunity to send information to all chats at once, thus we notify the news of the franchise of all partners simultaneously.

Over time, cities and quests became more and more, in the flow of communication it became difficult to track information from partners, which caused delays in responding to requests. Therefore, we introduced a special tag #ask, and each such request is recorded in a separate channel Telegram. Later, requests began to get lost and there, it was difficult to control the fulfillment of tasks.

In the end, we organize a helpdesk module in our CRM: every request through #ask gets into the CRM of the whole team, in accordance with the roles, the necessary employees take this request to work. When the task is completed, the bot notifies our partner about the execution. Requests are now not lost, the tasks are clearly distributed among specialists. We have a clean screen rule and now all the members of the team themselves control that the tasks are distributed and fulfilled on time.

Already added several innovations:

  • Automation of notifications: the administrator will receive a reminder 15 minutes before the quest to contact customers before the game, remind themselves of themselves, help to reach and so on.
  • Automation of notifications for partners on monthly reporting.
  • Automation of notifications for employees on daily tasks.
  • Organization of the knowledge base in Telegram. The required bot will, upon request, issue a list of articles (both for partners and instructions for employees).

What CRM consists of

CRM consists of several parts:

Reservation calendar . The module stores all the information about the booking, all the data of the players. They can be transferred, confirmed, commented, they record customer data and source. All information is used to manage the client database and records.

We introduced a single call center for all quests, we had to implement CRM for operators. Each booking creates the task for the operator to confirm the game. The customer can order a callback, and this also creates a processing task. If a person has talked, but is not ready to decide and register now, then you can create a reminder, and the ticket will arrive when the time comes.

The system is constantly being finalized, we have already divided the streams so that different operators are responsible for their cities, opened access to partners, for example, for Minsk, so that it would be convenient for them to use their own. The introduction of the call center increased the attendance of quests by 30% due to the rapid reaction to all requests from customers and partners.

When to create your own CRM?

I believe everything depends on the needs of the business.

At first it’s better to use the simplest things, starting from a notebook, then Google Docs (which allow you to use the data online), then you can search for services that suit your taste. The first six months – a year we used Yclients, which is great for booking and maintaining the client base. I tested a lot of different systems, but this one was the most convenient.

Of course, some businesses require immediately ready solutions, but at first you can only use your phone and write your customers to Excel. When you exit to a certain level, which allows you to pay for the work of a programmer or freelancer, you can develop the CRM for yourself. By that time, you already have an understanding of what you need. You can easily show an example to a programmer and write to him an understandable technical task that will save time, money and nerves.

Big tasks are better divided into small stages. It is necessary to describe the general structure, so that the picture appears between you and the developer, and then divide the entire process into stages, from the most important to the least significant, from simple to complex. Thus, the basic functionality can be implemented quickly enough. Be serious about programming, so that in the future it’s easy to supplement and expand CRM modules. For the calendar we use Active Admin, beyond which we have already grown, but the data is difficult to transfer, and new CRM modules are developed outside of Active Admin (analytics system, helpdesk module, call center module).

One of the latest innovations is module for the leader, since many tasks are repeated. And even launching a new quest or opening a site in a new city – all this consists of repetitive tasks. Now we are automating it so that the presence of the manager when opening new quests even in a new city is not required.

Each task is not only painted, but also automatically placed with the deadlines for each team. The system will allow you to get the leader out of everyday tasks and the module will replace it in the management of the team. So the role of the head nurse, the link link will be lifted. The creation of such a system will require considerable expenses and your personal time, since no one knows better what you need and what your needs and recurring tasks are. Basic things will take a month, and then depends on your wishes. For more than a year, we have automatically closed most of the tasks.

Write in the comments, if the article was useful for you, ask questions. In the next article, I’ll talk about how we organized a knowledge base for employees and partners, a training system, and an analytics module that allows us to understand what is happening to the company.


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