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Omnichannel CRM Platform: the Batch technical implementation step-by-step guide

Data & Tech

9 Jan 2024 Written by Selma Bennamane

The technical implementation of an omnichannel Customer Engagement Platform (CEP) system is a transformative project for any business seeking to enhance its CRM strategy and streamline its services.

An omnichannel CEP like Batch provides the necessary tools and functionalities to not only manage customer interactions but to also deliver a personalised and cross-channel customer experience.

However, the success of such a system hinges on the meticulous planning and execution of its technical implementation.

Let's delve into the critical stages of the Batch CRM platform technical setup and understand what's at stake behind each step and its importance in the grand tapestry of CRM integration.

NB: this technical implementation is carried out as a part of a larger implementation project. For a broader context and information on implementation project governance, please refer to the dedicated article.

Step #1: Data Onboarding

At the onset, data onboarding is the CRM integration cornerstone. Workshops, proposals, and validation processes create a blueprint for data migration, ensuring that every piece of customer information is precisely mapped and transferred into the new system.

This meticulous planning is essential because it lays the groundwork for all personalised interactions that will follow.

Who is involved: Backend, Mobile, Website and CRM teams. What is organised: Activities like data mapping workshops, proposals, validations, and data collection on both server and client sides.

  • Data mapping workshop, proposal, and validation: This is crucial to understand which existing data is needed to address CRM needs and how it will fit into the new system. It involves identifying the sources, types, and formats of data, and planning how to transform and import them into the CRM platform. A workshop gathers all stakeholders to agree on definitions and structures, the proposal outlines the agreed-upon mapping, and validation ensures accuracy.

  • Server-side data collection (Profile API): Server-side collection is a secure and reliable way to send data as it ensures a unique and centralised source of information. It is also highly flexible as it operates independently of client-side issues. This is how Profiles and behaviours can be collected, which is essential for creating personalised customer experiences.

  • Client-side data collection (SDKs): This captures user interactions directly from the user's device. It's critical for real-time data capture, such as clicks, views, and other interactions that inform user engagement and preferences.

Step #2: Mobile SDK Implementation

As mobile interactions continue to dominate user engagement, the Basic and Advanced SDK implementation stages are crucial.

They allow for operating push notifications, In-App messaging as well as robust collection of user data and a seamless transition from old systems to new. This stage is pivotal in capturing real-time data and ensuring that the mobile user experience is both rich and tailored.

Who is involved: The Mobile team.

What is done: Basic and advanced SDK implementations, data collection, and removal of old push notification SDKs.

  • Basic and advanced SDK implementation: The Basic SDK setup covers foundational functions like basic data tracking, push notifications and In-App messaging whereas Advanced SDK implementation might involve more complex features like geolocation, notification centre, or integrating with other data sources/destinations.

  • Data collection: This is the process of gathering data from the mobile environment, which is vital for understanding user behaviour on mobile devices and tailoring the mobile user experience.

  • Remove former push notification SDK: Replacing old SDK integration to ensure compatibility, streamline operations, and perhaps take advantage of improved features and reliability in newer versions. This may come after an optional transitional phase where both systems run simultaneously.

Step #3: Web SDK Implementation

The web experience is enhanced through service worker integration and JavaScript tag implementation. They are key for not only tracking user interactions but also for leveraging the power of modern web applications to engage with users even when they are not connected through web push notifications.

Who is involved: the Website team. What is done: Includes service worker integration, JavaScript tag implementation, and data collection using the dedicated web SDK’s APIs.

Step #4: Email Setup

The configuration of sending domains, email templates design and IP warmup forms the backbone of an efficient emailing strategy. Adjusting to new privacy standards, such as Apple's Private Email relay, ensures that the business maintains trust and compliance, which is crucial in the modern data-sensitive environment.

Who is involved: Infrastructure/Backend and CRM/Marketing teams. What is done: Sending domains and email authentication setup through DNS configuration, configuration checks, support for Apple Private Email relay, email template migration and IP warmup.

  • DNS registration: This establishes the email sending domains and ensures their configuration is optimised for email deliverability.
  • Configuration check: Ensuring that all systems are properly configured before going live to prevent any service disruption.
  • Add support for Apple Private Email relay: This is important due to privacy changes that Apple has implemented, ensuring users' privacy while also maintaining email functionality.
  • Email template migration: Updating and optimising email templates to be compatible with the new CRM system, ensuring that communication remains consistent and effective.
  • IP warmup and progressive message migration: This is a deliberate process of building a good sender reputation with email service providers by gradually increasing the volume of mail sent from a new IP address.

Step #5: Connectors Setup

On average, Batch clients use six different Martech solutions. Batch natively connects with 45+ Martech tools, and is continuously expanding its integration.

Integrating these systems allows for a more comprehensive view of the customer and enables sophisticated marketing strategies like targeted campaigns based on customer data, location-based marketing, and personalised content.

Who is involed: To be defined, depending on the Batch customer martech ecosystem. What is done: Implementation of DMP/CDP, CRM, analytics, geofencing, image personalisation, etc.

Step #6: Backend Flows

These Backend Flows are essential for automating message delivery across different channels and ensuring user data protection through real time privacy request processing.

Who is involved: Backend team. What is done: integration of messaging APIs and data privacy requests management using the dedicated GDPR API.

  • Plug messaging APIs to Backend: Integrating messaging APIs ensures that the CRM system can communicate with customers across different channels in a cohesive manner.
  • Data privacy requests management: Management of user data access and deletion requests is essential for legal compliance with data protection regulations.

Conclusion

Batch's step-by-step omnichannel implementation remains a multidisciplinary team effort that integrates various elements from data onboarding to back-end processes. It involves meticulous data mapping, SDK integrations and email system setup to ensure data flows smoothly across all channels.

Connectors and backend API setups remain critical for future expansion into analytics and personalisation. This strategic approach is designed to promote a seamless user experience and prepare organisations to effectively engage customers across multiple platforms and through various sophisticated use cases.

Selma Bennamane

Senior Solutions Engineer @ Batch (Project Management Professional Certified)

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