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CRM System Development and Data Migration for Health Tech Company
Under NDA
About the client
Our client is a health tech company that is changing how orthodontic treatments are done. The company believes everyone should be able to get affordable and easy, high-quality orthodontic care. Their main product is Invisible Braces, which are strong, don’t stain, and don’t have harmful chemicals like BPA or phthalates.
What makes the company special is that it uses the latest digital technology for the whole process. Its mobile app makes things even more convenient by reducing the number of visits to the clinic. Patients can also be monitored remotely by their doctor using the app, so they always have support during their treatment. They aim to help both patients and doctors embrace digitalization to achieve beautiful, healthy smiles.
Story Behind
The client approached us with several challenges on their hands. First, the app’s existing sign-up form was convoluted and lengthy, comprising multiple steps. This resulted in a high rate of form abandonment and frustrated potential customers. The complex sign-up process hindered user engagement.
Also, our client relied on various platforms and systems to manage critical business functions, including email marketing, CRM, ticket management, online forms, communication, appointment scheduling, payment systems, lab management, and customer reviews. However, these systems operated limited, lacking efficient integration with each other. This caused data inconsistencies, manual workarounds, and limited automation, ultimately hampering productivity and hindering business scalability.
Furthermore, the existing CRM solution, Freshsales, proved insufficient in meeting its specific automation and workflow requirements. The CRM lacked the features and customization options to optimize customer relationship management, track leads effectively, and nurture customer interactions. As a result, the company experienced a disconnect between its CRM system and other operational processes, hindering customer satisfaction and impeding growth opportunities.
Challenges
Integrations
The challenge included correctly selecting the necessary tools that fully meet the business requirements and, at the same time, can integrate with our CRM. Each integration required meticulous planning and execution to ensure a smooth workflow.
User experience optimization
To enhance the sign-up process, we embarked on a journey to rewrite the sign-up form completely. Our aim was to create a user-friendly experience by shifting the creation of user profiles from step 8 to step 2.
CRM’s system development
The client found their current CRM system, Freshsales, lacking the necessary automation and workflow capabilities. So, KITRUM needed to develop a custom CRM system to meet their exact needs, freeing them from relying on specific integrations and enabling growth and scalability.
Data migration and validation
In the migration process, we first need to extract all of the workflow and programmatic capabilities to separate backend applications, which are integrated with existing CRM, then move 3rd party integrations to our backend.
Testing and quality assurance
With significant changes made to the sign-up process and integrations, thorough testing and quality assurance became paramount. Ensuring the new system was bug-free, secure, and performed flawlessly across different devices and browsers required rigorous testing protocols and meticulous attention to detail.
Solution
The solution focuses on improving user experience, streamlining operations, and enabling seamless data flow across multiple platforms. KITRUM’s solution involved:
New sign-up flow
A comprehensive revamp of the sign-up process streamlining it for a more user-friendly experience and enabling users to retain their entered data even if they choose not to complete the form;
Customization of CRM System
We’ve developed a tailored CRM system that meets unique automation and workflow requirements. This customized CRM provides advanced features and customization options to optimize customer relationship management, lead tracking, and customer interaction nurturing. The company gains greater control over its operations by eliminating dependencies on specific integrations, improving customer satisfaction, and unlocking new growth opportunities;
Integrations
- Mailchimp for email management;
- Freshsales for CRM;
- Freshdesk for ticket management;
- Typeform for online forms;
- Freshchat for communication;
- Calendly for appointment management;
- Checkout, Tamara and Tabby for payment systems;
- Trello for lab management;
- Trustpilot for gathering reviews.
Migration of existing user data to the new system
We successfully migrated user data to the new system with a meticulous approach. Through thorough planning and rigorous testing, we ensured a seamless transition, preserving data integrity and minimizing potential disruptions.
Our team included a Project Manager and Business Analyst responsible for overseeing the project’s progress and requirements. It also included Technical Advisor who provided valuable insights as well as guidance throughout the development process. Besides, we assigned a Python developer together with a Front-End React.js developer to bring the technical aspects of the solution to life.
Results
By rewriting the sign-up form and moving the creation of user profiles from step 8 to step 2, the client now benefits from improved user engagement. Users can complete the form more efficiently, reducing the time required for registration. This strategic adjustment resulted in improved engagement and reduced form abandonment rates. The user-friendly sign-up process has garnered positive feedback, increasing customer loyalty and retention. This, in turn, contributes to the client’s long-term success and growth.
We successfully migrated the customer’s FreshSales CRM, extracting and relocating workflow capabilities to a separate backend application. In the process of migration, we seamlessly transferred third-party integrations to our advanced backend. As a result, the client experiences faster response times and overall enhanced performance of their CRM system.
