Building distributed system of feedback processing via omnichannel platform Zendesk
What is «Miratorg»?
It is the largest agricultural holding of Russia, it is more than 30 manufacturers including livestock breeding, crop farming, fodder production, storage and processing, distribution centers and company management itself.
Every production has its own quality control departments, suppliers and customers (from wholesalers to retail and own distributors).
For the work with claims and requests of the customers and internal services there were implemented 6 different «Itilium» systems. As always in such cases manual requests input is used as well as manual search of associated missing information, a difficult or impossible process of problem resolving control, especially in case of cross-organizational routing of the request.
At the same time, the business is growing fast, especially in the most complicated segment of premium production where the question of quality is of primary importance for a sophisticated customer who has an opportunity to compare «Miratorg» production with world's best products.
From 2012 to 2015 «Miratorg» business grew in the segment of pork production almost by 30%, 40 times for beef production, thrice for poultry. The quality control issue with such dynamics of growth is becoming a key one and is just vitally important.
In August 2015 the company represented by marketing department ordered to start the project for creation a modern feedback system fully integrated into a universal system of business processes of production quality control at all «Miratorg» businesses.
The task was to deliver the project as soon as possible using the best world practices and opportunities of the modern digital communication environment.
Concerning the complicated and the organizational structures of the company as well as high requirements to the quality level of the key business processes execution, it was decided to choose an unrestrictedly scalable solution Zendesk Enterprise including Collaboration add-on to connect all the employees to the system.
During the implementation, a complicated system of dynamic requests routing was developed, the integration with the dozens of internal and external information systems of production quality control was carried out on the level of business processes.
In September already (less than in a month) the process of handling requests from the company corporate web site started, email channel was connected. Moreover, the solution was initially set up according to the requests flow from private individual customers (concerning their irregularity and diversity), and only then customers–legal entities were connected.
First time in its history the company started receiving and handling the feedback for its production using a universal business logic, a universal multi channel platform of cooperation with customers and a universal system of routing and execution control.
Next, based on Zendesk Insights solution (BI analytic tool) a system of analytical reports was developed which allowed to carry out online monitoring and generate offers on technological and business processes changes up to the preparation of a separate weekly event on the production quality for the company board of directors.
In 2015 the holding was included in the list of systemic companies of Russia.
From 2015 to 2018 «Miratorg» business grew in the segment of pork production almost by 20% more, thrice for beef production, 1.5 times more for poultry.
By 2019 the company opened 75 own shops and hypermarkets and 15 burger restaurants «Burger & Fries».
Early 2020 exports of high-quality beef started to Brazil market where the consumer is an expert in good meat.
All this would have been impossible if the company couldn't keep the premium quality of its production with the help of the developed platform of interaction with the consumer based on Zendesk solutions.