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yourtown is a charity organisation that aims to improve the quality of life for children, young people and families. They offer several services, including employment programs, domestic violence support, and Kids HelpLine.
Kids HelpLine, Australia's only free and confidential 24/7 phone and online counselling service for children and young people, primarily receives funding from the yourtown lottery. This lottery also supports other services and provides participants with a chance to win a range of prizes. In total, almost 60% of yourtown's funding comes from the lottery.
A New Customer Relationship Management System
Internally, yourtown spent a year developing a new Customer Relationship Management (CRM) and Digital Experience Platform (DXP) system, essentially creating an improved lottery system, customer data platform and enhanced user experience. Their ultimate goal with this new initiative is to benefit their company and deliver value to their customers by:
- Offering a centralised customer view
- Upgrading the digital experience
- Providing easy access and enhancing the payment gateway
- Increasing security measures
- Minimising tech debt
- Creating a strong foundation for future digital capabilities
In order to effectively achieve the above, yourtown made the decision to outsource the DXP services to a MarTech focused company. Driven by the need for more guidance in their strategic direction and Sitecore platform knowledge, they chose to partner with Triggerfish.
This decision stemmed from several benefits, including the range of services provided, a proposed budget that aligned with yourtown’s own, and Triggerfish’s flexibility and capabilities in supporting their ad hoc needs. In July 2023, with just six weeks left until their anticipated production release date, yourtown began working with Triggerfish.
Six Weeks To Launch
Considering the size and complexity of yourtown's lottery, which processes millions of transactions annually, completing this project in just six weeks was ambitious. This multifaceted project included architecture configurations and analysis, including regression testing, optimisation and automation for an entirely new system.
To allow Triggerfish to act with speed and certainty during a short delivery cycle, the Sitecore infrastructure environment is delivered by Sitecore with Managed Cloud. While Triggerfish generally work in a 90-day cycle, they were able to condense the project delivery timeline, optimising the platform’s infrastructure to achieve velocity in delivery.
The Triggerfish Experience
Collaboration is key during any partnership aiming for seamless synergy and impactful business results. To achieve a successful transformation, yourtown and Triggerfish developed a strong working relationship, creating an environment that was accessible and productive.
However, the experience was not without its complexities and challenges. The integration process was complicated by the short timeframe, requiring persistent logins, and with the project itself having many facets, prioritising was a challenge. Despite these complexities, they were able to create an environment that delivers a better digital experience for their customers.
Looking to the Future
yourtown now has an improved CRM and DXP solution that they are confident will increase customer turnout. This solution aims to offer a seamless experience for all users, an increased ROI and a solid foundation for future digital transformation.
With Triggerfish, yourtown has addressed Sitecore fundamentals of their system to optimise the customer journey by delivering automation, personalisation and a successful digital experience.
