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MGA Entertainment - CRM
Overview
MGA Entertainment (MGAE) creates Bratz, the #1 fashion doll, and hundred's of other popular children's toys. Their large and loyal group of young consumers and parents look to the MGAE websites for fun and interactive utilities as well as new product information.
This group of customers also requires a high level of product and service support through MGA’s call center and corporate office. These two centers need the ability to combine reporting and share customer and support information. With a fast-approaching Christmas rush, MGA asked CPI to build a web-based CRM (client relationship management) system to meet these needs.
Challenges
| 1. |
Create a CRM and help desk system that allows the MGAE call center in Kansas to manage and share information with MGAE corporate headquarters located in California. |
| 2. |
Integrate existing MGAE.com website data and forms with a new centralized system. |
| 3. |
Quickly deliver a custom CRM and help-desk system in time for the Christmas rush. |
Solutions
| 1. |
CPI leveraged its catalog industry experience to design and architect a CRM and help-desk system that gave customer service agents a fast and efficient way to respond to customer service requests. |
| 2. |
Using data captured in the system, CPI created advanced reports that gave MGA administrators quick access to valuable customer information. |
| 3. |
Integrated the website order and customer support with the new CRM system for a seamless transition of information between visitor/customer and MGAE support staff. |
Results
| 1. |
Usability: Speed is key in a call center environment to handle the daily volume and customer needs. Created intuitive navigation to quickly find desired information. |
| 2. |
CRM: Developed a one-stop system to quickly manage customer information, orders, support incidents, product registrations, part orders, and product returns. A knowledgebase was developed to aggregate valuable product and support information for future use. |
| 3. |
Hosting: Operating a round-the-clock call center requires high-availability software and servers. CPI provided MGAE with 24/7 support and real-time website redundancy to ensure that operations could continue in the event of an emergency. |
| 4. |
Delivery: Planned, developed, and delivered the system under a rush schedule in 4 weeks to meet MGAE’s holiday consumer support requirements. |
Technology
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Windows 2000 |
| 2. |
IIS 5.0 |
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MS SQL Server 2000 |
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ASP |
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