The Start Up That Transforms Customer Experience

Organizations are powerfully aware of the importance of creating digital channels (like websites and bespoke apps) that are accessible to their clients and that are focused on customer experience. Customer experience is currently at the top of an organization’s list of priorities, according to Ronit Ated, CEO of Elad Systems.

Atad spoke to us in advance of the Future of Omni Channel Conference, produced by People and Computers, which will take place tomorrow (Monday) in the Stucco Hall in Tel Aviv.

According to Ated, “Organizations today understand that they must fight for their clients. It is abundantly clear to them that they must meet their clients where the clients are and where it is convenient for the clients. Because of this, as part of their digital transformation, some of the first steps these organizations are taking is to become more client centered and more centered on business processes. These first steps are a way to take on the real task of digital transformation in a measured way, in steps, by reducing the risk and reducing the effects the change has on the client while it is undergoing.”

No more “we’ll get back to you”

She explained: “I joined Elad Systems after 17 years at Amdocs. While working at my previous job, I became aware of the necessity of addressing a few issues which, when solved, would have a great impact on business: reducing the number of conversations in the call center, minimizing the time of each call and providing communication during the initial service call, without a client reaching the “we will get back to you” message. Elad specializes in building CRM systems and call centers for large organizations. We have built more than 20 systems of this kind. We understood that to address the issue in an effective way, we needed to create a product that would provide real, transformative value to the multi channel industry. A solution that will respond to the modern client’s desire to meet an organization as is convenient to him or her – using the platform they prefer and at the time when the client is available.

To tackle this project, we created a start up within the company. We began with the definition of the product that we sought to create, components, a timetable, a marketing and sales plan and an intent to sell internationally. We recruited the best people for this special project, our top specialists. The initial development took about six months. Then, we developed a beta version of the product. We completed that process last July.

The product Atad is describing is SimpleChat. An omni channel product from Elad Systems, that is integrated into the heart of a company’s CRM. This solution, empowered to accomplish even more with AI technology, allows an organization to transform from communicating with their clients through only one channel, to one that can provide an omni channel experience, with all communication handled by the company’s Microsoft Dynamics CRM. With SimpleChat, organizations can interact with clients and provide responses on the channel that the client prefers and at the time that suits him or her. SimpleChat also allows for a unified customer experience throughout the communication channels which a company employs: conversations on WhatsApp, writing SMS texts, approaching them on chat, monitoring posts on social media, private messages on facebook messenger or on twitter. All the conversations, regardless of where they occur, are recorded on a single text screen within Microsoft’s CRM . We already have several clients using this add on, among them Sheba and Assuta Hospitals, The Shlomo Sixt Group, The City of Jerusalem, Altman and more.

According to Ated, “The product includes a business bot that incorporates an automatic responder. This responder can provide any message you require, based on the services and products of each individual organization. All this is accomplished from within the CRM, without requiring the involvement of a human representative.”

“We proved that it is possible to create a start up from within an organization.” Atad added. “Our projection for 2019 is that we will have grown to some tens of organizational clients because SimpleChat provides truly unique value to clients looking to progress to omni channel service.”

Concentration on the Client and on User Experience.

We, at Elad Systems, are indelibly connected to the trends of concentrating on the client and of the centrality of user experience,“ she said. “Our value proposition is all about improving connections with the client and, to this end, we have initiated internal processes to heighten the value we offer our customer base. For example, last September, we purchased the Israeli start up Fisha for millions of shekels. The company is active in the field of electronic commerce. We made the purchase in order to boost Elad’s digital and customer engagement offerings. Following this acquisition, we have been offering our clients a wide range of services including website construction, support and upkeep of complex online sales sites on the Magento platform. We provide integration with the company’s internal systems, to the PIM system and to leading international e-commerce sites, including ebay and Amazon.

This acquisition completes the 2017 purchase of Netcraft, which provides specification, design and development services for customer experience projects. Elad System’s Digital Department has grown considerably throughout the years and now employs over 150 professionals.