Project Overview
Baltic Centre for Contemporary Art found that their customer data was fragmented across multiple platforms making communication and data management difficult. Our mission was clear, to establish a single source of truth for customer data within their CRM platform Salesforce.
Meticulous planning, strategic integration and thorough testing
To ensure accuracy, consistency, and accessibility across all touchpoints, we embarked on this ambitious project which involved several key steps:
- Meticulous Planning: We started with assessing Baltic’s existing complex data landscape, and identifying all platforms where customer data resides. This included systems like Shopify, Mailchimp, Eventbrite, and DonorBox.
- Strategic Integration: We connected various components directly to Salesforce to facilitate efficient data management and seamless customer communications through Customer.io.
This required:
- Custom Objects in Salesforce: We created custom objects to store various types of information, such as event orders and donations. This allowed us to track interactions efficiently, whether a contact had one or multiple engagements.
- API Connections: We established API connections for platforms like Eventbrite and Shopify to Salesforce. For systems without native integrations, such as DonorBox, we utilised Zapier to bridge the gap.
- Historical Data Backfill: We imported existing customer information from Shopify into Salesforce via an API and manually imported from a wide variety of sources, ensuring no historical data was lost during the transition.
- Thorough Testing and Optimisation: We replaced, updated and optimised communication preferences and forms, conducting extensive testing to ensure they subscribed and unsubscribed contacts automatically and responsively, in line with GDPR policies.
We initially built the unsubscribe and preference centre within Customer.io, but later integrated Jotform with Salesforce integration to ensure the CRM remained the single source of truth. This involved creating forms that updated preferences directly in Salesforce, which then communicated changes to Customer.io ensuring a complete cycle of updates to communication preferences.
To maintain Salesforce as the single source of truth, we implemented workflows to keep data current and accurate. We did regular updates to reflect new data and changes in customer preferences, ensuring the system remained reliable over time.
The results
Baltic’s data system has been transformed into a seamless and efficient setup. We’ve brought all their customer information together in Salesforce and streamlined their communication channels with Customer.io, making it easier for them to manage data and connect with customers more effectively.
Initially scattered across various platforms, the team heavily relied on Mailchimp for manual list management which lacked cohesion and consistency. However, through the implementation of workflows, automation and leveraging tools like Zapier, we successfully centralised everything within Salesforce. Baltic now have a unified system to manage its customers effectively.
Transitioning from Mailchimp to Customer.io required template redesign and careful data migration. Similarly, with Donorbox, we ensured seamless integration of configurations and data.
Baltic is now fully equipped to meet its data needs and drive its business forward. With a centralised CRM system in place, they can efficiently manage their data while gaining real-time insights into customer behaviour and overall business performance, setting the stage for future growth.
We are thrilled to extend our partnership with this exceptional team and you can read about our other levels of service and deep dive into the scope of our projects with the team here.
How WeDoCRM can help you
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