As a household-name brand determined to continually repeat recent awards success for service brilliance, The Fragrance Shop knew its communications technology needed to better-respond to the sophisticated demands of today’s modern consumer. It knew traditional retail was changed forever and that those changes were inextricably linked to a new and still-evolving ‘palm of the hand’ shopping culture that voraciously leverages ever-smarter technology. With more and more of its time-starved customers buying online and over the phone, it knew they craved a rich, slick, and light-touch experience which would encourage them to return again and again. And, with its work-from-anywhere sales and service teams rapidly expanding in response to the seismic and ongoing shift in consumer behaviour, it also knew that it needed to join-up its multiple communication channels with its mission-critical Customer Relationship Management (CRM) platform. The challenges were multiple and complex. The existing telephony solution lacked sufficient queue management and Interactive Voice Response (IVR) functionality, which made for a clunky and dissatisfying caller experience. It also lacked call reporting functionality; preventing the historical and real-time analysis of call frequency, volume, duration, or quality that is necessary for efficiency-boosting strategic decision making, dispute resolution, reputational safeguarding, and employee training And, most significantly, the existing system lacked the ability to integrate with the business’ CRM platform critical to its marketing, sales and service initiatives and key to converting captured and curated customer engagement data into revenue.