British American Tobacco CRM system
British American Tobacco CRM system
British American Tobacco (BAT) is a cigarette and tobacco manufacturing company headquartered in London, England.
WEBSITES
SOFTWARE
Requirements
The BAT team approached us with a request to develop a CRM system. It’s worth noting that the client provided a detailed technical specification for the work. The main goal of the system is to enable BAT’s marketing team to conduct surveys and visualize research results for subsequent analysis. Consequently, BAT’s team developed not only the structural elements of the system, such as access roles and user base rules, but also the functional features of the surveys. This means that the future system should support employees throughout the entire research process: from creating and conducting surveys to presenting the results to management for decision-making.
Research
Back-end
Design
Support
Front-end
Research
Front-end
Support
Design
Back-end
Technology stack
Vue.js
MySQL
Bitrix
Git
REST API
GDS
Vue.js
REST API
Git
Bitrix
MySQL
GDS
Analysis and proposal
Our team thoroughly reviewed the business process specifications to ensure we understood the task at hand. As a result, several options for implementing the system were proposed. All of the options we presented met the client’s key requirements and the project’s goals. Ultimately, the decision was made to create a multi-user system with the ability to create, administer, and analyze surveys, as well as additional performance monitoring for employees administering them.
Functionality and design
When developing the system design, we adhered to the company’s existing brand book. Since the color palette and BAT branding must always be consistent, we implemented the system design in a way that emphasized the use of blue to draw users’ attention. And for those areas where font choice was at our discretion, we used a modern and attractive font to achieve the desired sense of freshness.
Even before we began implementing the system’s key functionality, the question arose of how to technically implement the legal restrictions stage. This stage involves verifying the age of the survey participants. Only adults had to be able to complete the surveys. We met this requirement by implementing the Regula API, which extracts data from identity documents. This solution automated the survey completion process and simultaneously verified age.
We’ve developed a CRM that runs on multiple platforms: Windows, MacOS, Linux, iOS, and Android.
The system includes several user roles with varying levels of access to system functionality. Administrators, for example, can create surveys of any complexity using the visual «Custom Slide» editor, which allows users to select layouts with photos and videos to complement the main content.
During use, supervisors can monitor the activities of those conducting surveys in the field in real time. Surveys can be sent to groups of employees based on location, and upon completion, the survey location is recorded using GPS and/or by the surveyors uploading photos.
To ensure data security, we decided to store the collected information in a modern Oracle Cibel CRM, which we implemented specifically for BAT. The database includes all data: completed forms, campaign results, data from interactive maps, etc. – everything will be stored in a system with high security standards.
Respondents’ identity is confirmed by a signature they enter directly on their mobile device during initial registration.
The final stage of the project involved developing a web application specifically for employees who conduct surveys, enter data, and generate reports for subsequent target audience analysis by the marketing department. The web application has an intuitive interface, making it suitable for use by specialists of any experience level.
Conclusion
We’ve developed a full-featured CRM optimized for market research. This cross-platform solution allows the entire team, from interviewers to layout department management, to collect and analyze data on potential audiences. The product also facilitates online sales through an integrated e-commerce platform based on location data and age identification of survey respondents—all within a single system.
The project was worked on
Business Analyst
UХ Designer
Front-end developer
Back-end developer
DevOps Engineer
Content manager
Project manager
QA Engineer
Business Analyst
Front-end developer
DevOps Engineer
Project manager
UХ Designer
Back-end developer
Content manager
QA Engineer
INDIVIDUAL CONSULTATION
WE WORK WITH BUDGETS FROM 10,000 EUR. THIS IS ENOUGH TO IMPLEMENT THE BASIC FUNCTIONALITY OF THE PRODUCT AND ITS FURTHER DEVELOPMENT.
