OL is harnessing its technology to automate its own customer communications
Like many of today’s businesses, Objectif Lune was founded before the digital era. The Internet was in its infancy and we had no idea that technology would become as accessible and widely used as it is today.
Fast forward 20 years and we’re using a host of systems, including systems we used from the start. Over the years—and due to our flourishing business—we introduced other systems and digital processes. As a result, we work in an environment in which the software, equipment and processes are from different periods and respond to varying needs. And they’re not always compatible with one another. Many of our customers were facing the same situation, and the problem became fully apparent at OL when it came time to develop the e-commerce side of our business.
Combining information from different systems with OL Connect
Developing each of the components of the e-commerce platform was complex. But the real challenge was in managing the interactions between our three systems needed for e-commerce: the website that collects customer data, the third-party system that manages payments, and our system that generates licenses.
So we turned to OL technology to manage all customer communications related to transactions and the customer experience. When a customer purchases a product, OL Connect receives the information that a payment has been made. Next, the software needs to cross-check the information in three essentially incompatible systems.
It then aggregates the data to automatically produce an email with the appropriate design, using customer-specific information such as confirmation of the transaction, the customer’s license number, the location for downloading their software and links for training on the product.
The e-commerce advantage: immediate access to our product
Our venture into e-commerce responded to a need to make one of our flagship products available immediately online, with a single click: That product was PrintShop Mail Connect, an ideal candidate for e-commerce because consumers can buy it and use it all on their own.
By automating the purchasing process for our product, we enhanced the customer experience. We also became more efficient because we were able to reduce manual procedures and paper. Saving and archiving transaction records became automatic.
What we’ve learned by implementing our e-commerce solution
By developing an e-commerce side of the business, we were able to look at the process through the eyes of our users. If there’s a single tip we can give you, it’s that, as much as possible, you should focus on the ultimate goal, and not the internal constraints. For example, we had to deal with a number of technical requirements such as managing different languages and currencies. But you need to think of the experience from the user’s point of view and not from the viewpoint of those putting the process in place. If not, you run the risk of developing a platform that is comfortable for internal users but that does not respond to your customers’ needs. It requires plenty of testing and flexibility so that you can adapt to it.
Are you interested in switching to digital, at your own pace? We have the experience to help! Feel free to contact us to discuss the best solutions we have to offer.2