Migros Centralizes Post-Purchase Service Across Its Super App on Salesforce
Migros is one of Türkiye’s largest and most established retail groups, with nearly 3,800 stores and more than 77,000 employees across all 81 provinces.
Its digital ecosystem includes Migros Mobil, the company’s Super App, which brings together services such as Migros Sanal Market, Migros Yemek, Migros Hemen, Mion, and Macroonline.
Veri Cloud initially implemented Salesforce Service Cloud for Migros Sanal Market and later extended the solution across the broader Super App. The first implementation was completed in 2.5 months. Today, the solution handles approximately 500,000 chats and 300,000 customer support tickets each month through dozens of integrations between Salesforce and Migros’ operational systems.
- ~3,800
- STORES
- ~500K
- CHATS / MONTH
- ~300K
- TICKETS / MONTH
01 / CHALLENGE
Post-purchase support data was distributed across multiple systems.
As Migros expanded its digital services, its post-purchase operation grew in both volume and complexity.
Migros Sanal Market customers contacted support about missing, incorrect, damaged, or spoiled products, returns, and order changes. However, the customer, order, and transaction data needed to resolve these requests was distributed across multiple operational systems.
When a customer called the contact center, a representative might need to access:
- The customer profile in one system,
- Order details in another,
- Service-specific operational data in a separate application,
- Previous support records on another screen.
In some cases, representatives had to move between three or four screens to resolve a single request. This increased average handle time, kept customers waiting while information was retrieved, and created additional coordination work for contact center and back-office teams.
Migros needed more than a new contact center interface. It required a service foundation that could:
- Manage high volumes of customer requests centrally,
- Present customer and order information in one workspace,
- Support workflows between contact center and back-office teams,
- Automate repetitive service processes,
- Work with existing Migros systems in real time,
- Expand as new services were added to the Super App.
Migros also wanted customers to complete eligible service requests directly within its mobile app without contacting the call center.
02 / SOLUTION
One service foundation across the Super App.
Veri Cloud redesigned the post-purchase service operation for Migros Sanal Market on Salesforce Service Cloud.
A unified workspace for customer, order, and service data
Dozens of integrations were established between Salesforce and Migros’ operational systems. Customer profiles, active orders, transaction details, and previous support cases were brought into a single workspace for service representatives.
A computer telephony integration, or CTI, connected Migros’ phone infrastructure with Salesforce. When a customer calls, the corresponding customer record automatically appears on the representative’s screen.
Representatives can immediately review active orders and existing support history without searching across multiple applications, allowing them to focus on resolving the request.
Centralized case management
Post-purchase requests from Migros Sanal Market were moved into a centralized case management structure in Service Cloud.
Requests involving returns, missing or incorrect items, damaged products, and similar issues can be:
- Matched with the relevant customer, order, and product,
- Categorized by request type,
- Routed to the appropriate contact center or back-office team,
- Escalated to another department when required,
- Tracked centrally through resolution.
Cases that cannot be resolved by the contact center can be transferred to the appropriate operations team. Ownership, status, and progress across departments remain visible within the same system.
In-app self-service
During the initial phase, an Einstein Bot was used to create guided self-service flows within the Migros mobile app.
Customers could select an issue such as a return, missing item, incorrect item, or spoiled product and proceed through the relevant resolution steps.
Through real-time connections with Migros’ order systems, the Einstein Bot could:
- Retrieve the customer’s recent orders,
- Display the products within an order,
- Identify the item associated with the request,
- Collect the required information,
- Initiate an eligible return process.
This allowed common post-purchase requests to proceed within the mobile app without requiring a call to the contact center.
Natural-language service with Agentforce
The self-service experience was later expanded with Agentforce.
Using natural language processing, or NLP, and contextual reasoning, Agentforce allows customers to describe a problem in their own words instead of navigating only through predefined menu options.
For example, a customer might write:
“The chocolate I bought yesterday was spoiled.”
“The soda was missing from my order.”
Agentforce evaluates the message against the customer’s actual order history. If the customer says “chocolate,” but the relevant item was a banana-flavored wafer, the system can identify the intended product. If the customer says “soda,” it can match that description with the sparkling mineral water listed in the order.
The system presents the relevant product for confirmation, collects additional information, and can request a product photo when required. Based on predefined business rules, it can then initiate the appropriate return or resolution workflow.
Expansion across the Super App
The solution was initially implemented for Migros Sanal Market and later extended to support the operational requirements of Migros Yemek, Migros Hemen, Mion, and Macroonline.
Rather than creating a separate customer service platform for each service, Migros connected the relevant operational systems to a shared Service Cloud architecture. Requests from different services could then be processed through the same case management foundation.
Extending Migros’ existing Salesforce footprint
Before the Service Cloud implementation, Migros was already using Marketing Cloud to manage customer journeys across email, SMS, and push notifications.
Service Cloud extended Migros’ Salesforce footprint into post-purchase service. The required data flows were established across Migros’ operational systems and Marketing Cloud so that customer communications and service processes could operate within the same Salesforce ecosystem.
Sales automation for Migros Yemek
The existing Salesforce environment was later expanded with Sales Cloud to support restaurant relationships and sales operations at Migros Yemek.
In addition to onboarding new restaurants, Migros Yemek offers restaurants advertising and visibility services such as:
- Featured placement,
- Sponsored positioning on the homepage,
- Promotional campaign exposure,
- Customer outreach through push notifications.
Sales Cloud centralized restaurant relationships, field visits, proposals, advertising sales, and the sales pipeline.
When visiting a restaurant, field sales representatives can review account history, open opportunities, and relevant services in Salesforce. Central teams can monitor field activity, proposals, advertising sales, and open opportunities through the same system.
03 / RESULTS
What changed in the operation.
- One workspace for service representatives
- Customer profiles, active orders, transaction details, and previous support cases were consolidated in a single workspace, reducing the need to move between multiple systems.
- Lower average handle time
- Immediate access to customer and order data reduced the time required to investigate service requests and the time customers spent waiting while representatives retrieved information.
- Centralized and traceable case management
- Service Cloud centralized request categorization, routing, escalation, ownership, and status tracking across contact center and back-office teams.
- In-app self-service
- Einstein Bots and Agentforce brought eligible return and product-issue workflows into the Migros mobile app, allowing customers to complete defined steps without calling the contact center.
- Service grounded in natural language and transaction data
- Agentforce can evaluate a customer’s natural-language request together with actual order data to identify the relevant product and resolution path.
- Multiple services on a shared architecture
- Post-purchase service processes for Migros Sanal Market, Migros Yemek, Migros Hemen, Mion, and Macroonline were brought onto a shared Service Cloud architecture.
- Expansion from customer service to sales operations
- Migros extended its Salesforce investment beyond customer service by adding Sales Cloud for Migros Yemek’s restaurant relationships, field activity, proposals, advertising sales, and pipeline management.
SALESFORCE PRODUCTS
CAPABILITIES
Is your after-sales service data spread across multiple systems?
Ilkay Tuna
Business Requirement Manager, Veri Cloud