How Senco Gold creates customer delight, in-store or online

Senco Gold and Diamonds, a prominent organization specializing in the manufacture and retail of gold and diamonds in India, has established itself as a leading brand over the past 50+ years. They combine handcrafted art and craftsmanship with technology, continuously embracing the latest digital advancements in the jewelry and retail sectors. With a presence in more than 13 Indian states and over 140 outlets nationwide, Senco serves a growing consumer base, catering to their diverse demands through an omni-channel approach.

Driven by their vision of "one customer, one Senco," the company aimed to achieve end-to-end digital enablement of the customer journey. One of their primary concerns was managing customer relationships effectively, including addressing queries, complaints, and responses from various touchpoints. To meet evolving customer expectations, Senco sought to create a seamless and personalized experience across platforms and channels.

In pursuit of this goal, the brand explored ideas to establish a connected consumer experience. This involved bridging the gap between online and offline purchase channels, implementing omni-channel support, executing targeted marketing efforts for specific segments, enabling self-service capabilities for customers in stores, facilitating below-the-line and door-to-door sales activities, and automating front-office processes to enhance the in-store employee experience.

Senco chose EY as its partner to achieve a connected consumer experience across sales, service, marketing, and employee experience in their stores. EY collaborated with Senco and utilized the comprehensive Microsoft ecosystem, which includes Dynamics 365, PowerPlatform, and Azure services, to successfully enable this connected consumer experience across all Senco stores throughout India.

Senco had prior experience with Microsoft solutions. In 2012, the jewelry retailer implemented Microsoft Dynamics 365 Finance and Operations, which was then known as the Microsoft Enterprise Resource Planning system. At that time, they were among the early adopters of Microsoft ERP solutions. Subsequently, the company upgraded to Dynamics 365 Commerce on the cloud, providing a comprehensive retail solution.

EY conducted a workshop to assess the current state of Senco's operations. This workshop involved peer benchmarking, identifying gaps, and understanding the existing processes. We then implemented Dynamics CRM to augment the effectiveness and efficiency of key departments such as customer services, sales, and marketing, ensuring a personalized experience across all channels.

We achieved efficient order management through the integration of CRM with Finance and Operations (FnO) and various other ecommerce websites. Senior management received custom reports and real-time dashboards, enabling them to make faster business decisions. The implementation of Customer 360 allowed for the management of customer profiling, considering factors such as demographics, service, loyalty, and behavior through integration with different systems. EY used workflow engines to implement security roles and delegate authority for different business processes.

Dynamics 365 provided Senco with a unified solution tailored to the needs of the retail industry. It allowed the company to stay up to date with technological advancements while delivering the best possible services to their customers.

EY utilized CRM and PowerPlatform to create a connected consumer experience, resulting in improved effectiveness and efficiency. The utilization of Dynamic 365 Business Suite ensured comprehensive business process enablement, enhancing organizational agility and intelligence.

Senco achieved efficient order management through the integration of CRM with FnO and multiple ecommerce websites. The provision of custom reports and real-time dashboards to senior management empowered them to make faster business decisions.

The use of mobile-based apps enabled mobility, automation, and smooth transactions for store employees and customers. EY employed Artificial Intelligence applications to drive personalized marketing campaigns, branding activities, and schemes. Additionally, Machine Learning aided in predicting customer behavior, identifying patterns, and determining the appropriate customer demographic. 

Collaborating with Microsoft 365 proved to be a transformative move for Senco, as it facilitated retail store analytics for the jewelry brand. Valuable insights were gained, such as understanding the factors that attract and deter customers from the store. This positioned the brand as a leader in the digital transformation of the jewelry industry, ensuring preparedness for the future.