Birmarket – Creatio Contact Center: Paving the Way to Customer Loyalty
In today’s world, where speed and service quality are critical to business success, companies are pushed to seek innovative solutions to boost operational efficiency. A negative customer experience can drive 67% of clients away — which makes reducing wait times and increasing service effectiveness more important than ever. Birmarket implemented an integrated solution based on Creatio Contact Center, enabling full centralization of communication channels and optimization of operator performance — resulting in higher productivity and improved customer satisfaction.
Client
Birmarket (formerly Umico) is the largest marketplace in Azerbaijan. Together with KapitalBank/Birbank and the payment service m10/MilliÖn, it forms part of the Bir Ecosystem — a digital ecosystem of services with over 1.5 million users and a total market reach of more than 5 million people. Birmarket holds a significant share of the market.Pain
Birmarket faced challenges caused by fragmented systems, which led to side effects such as difficulties in data processing. This made it harder to maintain communication history, slowed down request handling, increased operational costs, and ultimately created obstacles for analytics and personalization.Challenge
The challenge for Banza was to create a unified platform for Birmarket that would consolidate all communication channels and centrally manage data and analytics. The goal was to optimize processes, build scalable solutions, and enhance flexibility — enabling the business to effectively respond to rapidly growing demands and rising customer expectations.Solution
Customers are the foundation of any successful business — and automated contact center software is key to achieving high levels of satisfaction. We implemented the Creatio Contact Center module, which unifies all communication channels (telephony, email, chats, social media) into a single interface.While separate systems may work short-term, Birmarket needed a unified platform for segmentation, data collection, and analytics to scale operations. Disconnected tools failed to match the company’s potential. Limited analytics restricted data-driven decisions, and lack of customer segmentation hindered personalization.
What was done?
- Integration with Webitel telephony enabled full call automation and recording of every interaction.
- An AI-powered module transcribes calls into text, analyzes sentiment, identifies reasons for refusals, and captures key customer requests.
- All call and case analytics are automatically stored in the CRM, including summaries, checklists, and action triggers.
- There is no need for third-party tools or scripts — everything operates within a single system.
- Thanks to the no-code platform, we configured custom business events, data logic, and personalized formats — without development.
How it works?
The Creatio Contact Center system unifies all communication channels into a single interface, providing integration with Webitel telephony for convenient communication management. It automates call processing and collects analytics without the need for third-party software, which helps reduce IT infrastructure and staff training costs.
For us, the key to success was centralizing all communication channels into a single interface. We use the Creatio-based CRM solution together with Webitel telephony in our customer service operations — and we’re very satisfied with the system’s functionality and stability. The solution helps us manage requests more efficiently and improve service quality. It also significantly reduced the load on our IT team and boosted the overall productivity of the contact center.
Key products used in Contact Center automation solution
- AI-powered Full-Cycle Service Management Platform Service Creatio
- A powerful contact center platform Webitel
- Webitel call manager for Creatio which provides a complete set of tools to efficiently manage calls within the Creatio system
- Banza Conversation Scripts for Creatio to standardize dialogs depending on customer’s questions and answers
Key benefits of this solution
Contact center automation has seen rapid adoption in recent years. It helps personalize the customer experience, ease the load on service teams, and lower training and IT costs — all while being easily managed in-house, no coding needed.
- Centralized management: improves efficiency and reduces time spent switching between systems.
- Webitel integration: enables seamless handling of calls and other communication channels.
- End-to-end call processing: automated call handling and built-in analytics increase the speed and quality of request processing — no need for third-party tools.
- Cost optimization: reduced IT infrastructure, support, and training costs thanks to a unified platform.
- A unified platform centrally manages contacts, reducing data and client loss.
- Telemarketing with script usage: hundreds of calls are processed daily with dialogue history saved.
- Storing communication history allows tracking all customer interactions.
- Integration with the CTI panel increases operator efficiency.
- Customized blocks and consultation topics provide personalized service.
- Distribution of consultation topics by skills optimizes resource usage.
- Access to the knowledge base during consultations ensures quick information retrieval.
- A flexible object model allows configuring the system to the specific requirements of the company.
Result
>200
operators engaged
10,000
calls are processed daily
1
unified platform- Increased efficiency of the contact center’s operations.
- Storing communication history has reduced data and client loss.
- Operator productivity has improved thanks to the optimization of telemarketing processes and management of call scripts integrated with the CTI panel.
- Faster response to requests, and improved customer service levels
- IT infrastructure costs have been optimized.
- Management analytics based on CRM Creatio metrics and existing telephony have been implemented.
- Use of multiple systems
- Complex communication management
- High IT costs
- A unified platform
- Centralized management of communication channels
- Reduced IT infrastructure costs
Carefully selected implementation steps are key to the success of any transformation initiative. They provide a clear structure, minimize risks, and ensure that every phase aligns with business goals. By breaking down the process into focused, manageable stages, teams can stay on track, adapt when needed, and deliver results faster and with higher quality.
Implementation Steps
- Integration with telephony for seamless communication management
- Centralization of all communication channels in a single interface
- Dynamic extension of contact attributes for greater flexibility
- Setup of the contact center for both service and sales operations
In the short term, every system has its advantages — but for real scalability, you need a unified solution that can handle segmentation, data collection, and analytics. Fragmented tools didn’t match the company’s potential. Limited analytics capabilities made it difficult to make informed decisions, and the lack of customer segmentation restricted the ability to deliver personalized offers.
The integration of Creatio Contact Center and Webitel at Birmarket became a key step in transforming the contact center, enabling a reduction in IT infrastructure costs and an increase in operational efficiency. By abandoning fragmented systems in favor of a unified platform, the company achieved significant improvements in operator productivity and customer service quality, ensuring steady business growth and development.
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