Groupe Atlantic
Groupe Atlantic accelerates the collection of reliable customer data on the web thanks to real-time data entry assisted and controlled by DQE.
Groupe Atlantic is a French company that was founded 50 years ago, offering the widest range of thermal comfort products with equipment that is economical, intelligent, and connected. Its 13 industrial sites in France design and manufacture the Groupe Atlantic’s future products thanks to the know-how of highly qualified and motivated teams.
Since we’ve been using DQE’s real-time input qualification, we’ve seen a 20% to 25% dropout rate when creating online accounts.
Edward Tabet
Web Domain Manager - Atlantic Group
Use case
Issues
Groupe Atlantic is a European leader in thermal comfort, and operates on 4 continents through its various brands, including Atlantic, Thermor, and Sauter in France. It uses several hundred thousand BtoB data elements from its network of manufacturer, distributor, and installation partners, as well as from its corporate customers. In addition, 6 million BtoC data elements from individual customers are shared with its partners. All of this data is repatriated into its Salesforce CRM from the various collection channels.
Edward Tabet, Web Domain Manager at Groupe Atlantic, said, “In the past, the lack of customer data qualification in the database caused problems with poorly addressed communications, due to incorrect or outdated data over several years of sales cycles in our businessss.” In addition, on the company’s brand websites, the customer experience on contact forms was not optimal and suffered from inaccurate or incomplete entries. “In particular, BtoB customers had to wait 24-48 hours for us to manually validate their company information so they could log into their online account. This was a real black mark for the company’s most profitable customers,” explained Edward Tabet.
In 2018, Groupe Atlantic decided to equip itself with a data quality solution with three objectives: to improve the customer experience on its websites, to make contact information as well as deliverability more reliable, and to gain productivity on customer data management.
Solutions
Groupe Atlantic turned to DQE during a partner event. The performance of DQE’s quality assurance solutions was successfully tested on a sample of 100,000 email addresses. “We were also attracted to the simplicity of DQE’s integration, using a simple script, and by its support for our agencies in charge of installation,” added Edward Tabet.
Groupe Atlantic is now using DQE’s real-time data entry qualification solutions for last names, first names, email addresses, telephone numbers, and BtoB in France. The input help makes the filling in of forms more reliable with controlled data, including postal addresses standardized according to postal repositories. In addition, autocompletion speeds up data entry, particularly for legal data for BtoB customers, which is called up by simply entering the company name or registration number. Customers benefit from this input assistance at the key stages of online account creation and requests for quotes.
Groupe Atlantic is now using DQE’s real-time data entry qualification solutions for last names, first names, email addresses, telephone numbers, and BtoB in France. The input help makes the filling in of forms more reliable with controlled data, including postal addresses standardized according to postal repositories. In addition, autocompletion speeds up data entry, particularly for legal data for BtoB customers, which is called up by simply entering the company name or registration number. Customers benefit from this input assistance at the key stages of online account creation and requests for quotes.
Results
Abandonment rate reduced by more than 20%
Assisted data entry has made it easier for customers to create their accounts. For companies, real-time control of data entry replaces the manual step previously handled by Atlantic’s teams. Thus, BtoB customers can access their account online in real time at the time of its creation, a major advantage on the customer journey.
“Since we’ve been using DQE’s real-time data entry qualification, we’ve seen a 20 to 25% decrease in the abandonment rate at online account creation,” noted Edward Tabet. “The digital experience is much more engaging for customers who feel reassured, but they are also more likely to work with us afterwards.”
Improved customer contactability
DQE solutions allow Groupe Atlantic to control data entry at all collection points. This ensures that reliable, up-to-date, and contactable data is packaged in its Salesforce UCR. In particular, standardized postal address data is more easily integrated into the information system and Salesforce in a compatible format.
In addition, customers who make purchases over several years remain reachable, even if they have changed their address and contact information, thanks to updated data when they contact Groupe Atlantic. “For marketing campaigns, this increased contactability allows a better deliverability and a higher ROI,” Edward Tabet pointed out.
Increased operational efficiency
Working on reliable data generates productivity gains for all data users at Groupe Atlantic, as well as a reduction in associated management costs. Several processes are optimized, such as the deployment of data quality on the different brand sites of the company, which can be immediately duplicated with the DQE solutions.
Groupe Atlantic is now planning to rely on DQE’s solutions for the opening of its international websites in Europe, Asia, and the United States.
SECTOR
Industry
CHALLENGES
- Improve the digital experience of customers
- Reliability of data and deliverability
- Productivity gains in data management
DQE SOLUTIONS
ADDRESS
PHONE
NAME
B2B
BENEFITS
Optimized customer experience on forms
Improved BtoB and BtoC customer contactability
Increased operational efficiency
