Groupon Italy

Intelligently integrating voice into Salesforce increases employee productivity

The scenario

Groupon is a global leader in local commerce, making it easy for people around the world to search and discover great businesses at unbeatable prices. Launched in November 2008, Groupon enables shoppers to discover the best a city has to offer with Groupon Local, enjoy vacations with Groupon Getaways, and find a curated selection of electronics, fashion, home furnishings and more with Groupon Goods.

Business requirements

Groupon Italy had a basic telecom system and the Voice Over Internet Protocol (VOIP) system it was using was limited and unreliable. They needed a system that was going to support growth and they needed to be able to administer it internally without difficulty. Any new service had to integrate all calls into Salesforce, maximise call efficiency and increase productivity. It also needed to generate business intelligence from voice communications for improved reporting. Overall Groupon wanted to ensure the productivity gains of any service outweighed its costs.

Why Natterbox?

Groupon Italy implemented the Natterbox Voice Anywhere hosted PBX product and provided each user with Salesforce integration and a Computer Telephony Integration (CTI) component. The service runs over a logical internal network and the call policy design is handled by a cloud PBX service which is easily customised and updated.The Natterbox solution is tailored to Groupon’s exact needs and is able to meet all the requirements of a rapidly expanding company.

Key benefits

  • Groupon Italy is able to fully integrate all call activity into Salesforce making it fast and easy to log calls, report call data and monitor KPIs
  • The service is very easy for Groupon to maintain internally – there is no onsite hardware.
  • The system provides seamless integration with other European Groupon countries.
  • The Natterbox VOIP technology allows for unlimited calls and is very cost effective.
  • Natterbox provides full support for the unique Italian telephone dialling system.

“Natterbox is at the forefront of voice technology. Their team is dynamic and innovative, and always respond to what we need. Throughout our expansion into EMEA it was essential to find a solution that had the flexibility to meet our demands. We needed a system which would make calling easy and give us vital information about call activity. Natterbox provides the ideal solution.”
Tommaso Romagno, SER Salesforce CountryAdmin

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Groupon Italy’s vital statistics

  • Groupon Italy was launched in March 2010 and has since become a market leader in internet commerce.
  • With over 400 employees, Groupon Italy offers daily new deals across the country
  • It is the regional leader of ecommerce in the Southern Europe Region (SER) composed of Italy, Spain, Portugal, Greece and Turkey.

Key challenges

  • Improve the voice communication process for the Sales department by implementing a solution that captured all calls.
  • Setup a system in a dispersed office over many rooms and floors, in the middle of an office move.
  • Provide a seamless swap-over from the old system to the new system with no downtime.
  • Improve call quality using a VOIP service that could be highly customizable.

Key success factors

  • Zero downtime was incurred; users could make calls straight away.
  • Sales teams’ call activity is captured in a standardised way for detailed reporting in Salesforce at company, department and individual level, providing powerful business intelligence.
  • The CTI successfully reduced CRM interaction time when dialling and logging calls. It used to take 3 minutes to log a call and now it takes a matter of seconds.
  • Groupon can monitor how many calls are made and total talk time which has led to an increase in employee productivity.