Enhancing Wallan Trading Co.’s Lead and Customer Engagement Processes with Zoho Solutions

Wallan Trading Co. is a Riyadh-based automotive retail organization operating multiple dealership brands across Saudi Arabia. With high volumes of inquiries across digital touchpoints, social platforms, and customer service channels, the business required a unified approach to capturing leads, coordinating follow-ups, and managing customer concerns. FI Digital implemented a Zoho-based customer engagement stack to support consistent lead handling, streamlined service workflows, and improved visibility across teams - while aligning with existing dealership systems and channel operations.

The Challenge

Wallan Trading Co. set out to strengthen its lead management and customer service operations while maintaining brand-level differentiation.

Lead Management Challenges

  • Multiple Lead Sources: Leads needed to be captured consistently from websites, mobile journeys, email, social lead forms, chat, and dealership request forms (e.g., test drive, RFQ, service bookings, and complaints).
  • Structured Lead Assignment: Leads needed to be routed automatically based on origin/source to the right brand or team for timely follow-up.
  • Sales Follow-Up Visibility: Teams required a standardized activity structure to track calls, meetings, tasks, and status progression through qualification.

Customer Support Challenges

  • Omni-Channel Ticket Intake: Customer concerns were received across email, social interactions, and messaging channels - requiring a centralized ticketing workflow.
  • SLA and Escalation Governance: Support operations required clear response and resolution expectations, along with an escalation mechanism for aging concerns.
  • Brand-Level Service Workflows: Customer service teams needed a structure to manage multiple dealership brands while maintaining consistency in handling and reporting.

Channel and Integration Requirements

  • Social Channel Management: The business required a unified way to manage social publishing, monitoring, collaboration, and analytics across multiple brand accounts.
  • Telephony Alignment: Newly created leads needed to trigger outbound call initiation through the existing contact center/telephony platform, with call outcomes captured back in CRM.
  • System Interoperability: Qualified leads needed to be synchronized into the existing dealership CRM, while customer communications required integration with SMS and WhatsApp providers.
  • Multilingual Digital Engagement: Chat experiences needed to support both English and Arabic, aligned with channel preferences such as social messaging and WhatsApp.

The Solution

To meet these requirements, FI Digital implemented and configured an integrated Zoho solution centered on Zoho CRM, Zoho Desk, Zoho Social, and Zoho SalesIQ. The design prioritized omnichannel lead capture, automated routing, consistent follow-up, and scalable customer service operations.

Zoho CRM for Lead Management and Sales Follow-Up

  • Centralized Lead Capture: Configured the Lead module to store enquiries generated via API, social channels, email, e-commerce website, mobile application, and other web forms (including test drive, RFQ, contact requests, service bookings, and complaints).
  • Source-Based Lead Assignment: Implemented automation to assign leads automatically based on lead source, enabling structured routing across teams.
  • Telephony-Triggered Follow-Up: Enabled lead-triggered workflows to initiate outbound call requests through the telephony platform and capture call disposition details back into Zoho CRM.
  • On-Demand Call Details: Added a user action on the lead record to fetch call information when needed, supporting better visibility for follow-up activities.
  • Sales-to-Dealer System Handoff: Designed the process so that when a lead is marked as qualified, lead details are pushed to the existing dealership CRM via API for downstream processing.
  • Support Lead Conversion: Enabled users to convert leads into tickets when a lead is created for support purposes, helping unify sales and service workflows.
  • Activity Tracking: Calls, meetings, and tasks can be created under lead and customer records to standardize follow-up actions and keep interactions visible to relevant teams.

Zoho Desk for Customer Service Operations

  • Centralized Ticket Management: Implemented the Tickets module to store customer concerns generated via email, WhatsApp, social channels, and manual creation.
  • Customer Data Continuity: Configured the Customers module to sync customer data from Zoho CRM or create customer records when information does not already exist in Zoho Desk.
  • Automated Ticket Creation: Enabled automated ticket generation when new emails are received on monitored inboxes, and when interactions are captured from configured social channels.
  • Channel-Consistent Responses: Enabled agents to respond directly on the platform where the ticket originated, supported by notifications back to the sender.
  • SLA and Escalation Matrix: Implemented SLA configuration to define response/resolution expectations and support escalation for overdue concerns.
  • Operational Reporting: Provided reporting structures for ticket volumes and performance views such as source-wise, status-wise, and owner-wise analysis, with additional breakdowns (e.g., channel, priority, category, branch, make, and model) where applicable.

Zoho Social for Multi-Brand Social Management

  • Connected Social Channels: Enabled social account connectivity and management across major platforms (e.g., Twitter/X, Instagram, Facebook, TikTok, Google Business Profile, and YouTube).
  • Publishing and Approvals: Supported post scheduling, approvals, and collaboration across internal teams to maintain brand alignment.
  • Monitoring and Interaction Handling: Enabled social listening and interaction management to capture customer queries and route them into service workflows when required.
  • CRM and Desk Integration: Configured social integrations to generate leads from Facebook lead forms and create tickets from selected interaction types (mentions, comments, and page posts) across configured channels.

Zoho SalesIQ for Multilingual Chat Engagement

  • English and Arabic Chatbots: Implemented chat experiences designed for both English and Arabic engagement across key messaging touchpoints.
  • Lead Creation on Chat Start: Configured SalesIQ chatbot integrations so that leads can be created in Zoho CRM when a chat starts on supported channels (e.g., Facebook, Instagram, and WhatsApp).
SMS and WhatsApp Integrations for Customer Communications
  • SMS Workflows: Enabled SMS automation workflows to support operational messages such as appointment confirmations and branch location sharing.
  • WhatsApp within CRM: Enabled WhatsApp conversations and template messaging within the CRM experience via an approved provider integration, supporting audience creation and push notifications where required.

Omnichannel Customer Engagement Architecture

The solution was designed to consolidate inbound customer interactions into a single operating model. Lead sources such as web forms, mobile journeys, email, chat, and social lead forms feed into Zoho CRM for lead assignment and follow-up. Customer concerns received through email, social interactions, and messaging channels are captured in Zoho Desk, ensuring consistent ticket management and SLA governance. Integration points allow qualified leads and call activity to be synchronized with external systems to support downstream dealership processing and contact center workflows.

Implementation

1. Discovery and Process Mapping:

  • Aligned on lead sources, service channels, and brand/team structures required for the implementation.
  • Reviewed the required integration points with external dealership and contact center systems, as well as messaging providers.

2. Configuration and Customization:

  • Configured Zoho CRM modules and automations for lead capture, source-based assignment, and activity tracking.
  • Configured Zoho Desk structures for ticket intake, customer sync, notifications, and SLA governance.

3. Integration and Validation:

  • Validated end-to-end lead flow from digital sources into Zoho CRM and onward to the dealer system upon qualification.
  • Validated telephony workflows for call initiation and call outcome synchronization.
  • Validated social and chat channel integrations for lead and ticket creation.

4. Training, Go-Live, and Support:

  • Conducted role-based training focused on lead processing, follow-ups, ticket handling, reporting, and managerial oversight.
  • Supported go-live readiness and provided post-deployment support to stabilize operations and refine workflows.

Results

The Zoho implementation established a scalable foundation for Wallan Trading Co.’s lead and customer engagement operations.

Lead and Sales Operations:

  • Unified Lead Intake: Enquiries from digital channels and dealership request forms are captured into a structured Lead module with consistent source tracking.
  • Consistent Routing and Follow-Up: Automated lead assignment and activity tracking support a standardized follow-up process across teams.
  • Streamlined Handover: Qualified leads can be synchronized into the existing dealership CRM to support downstream processing and customer journey continuity.
  • Call-Enabled Workflows: Integration with the telephony platform supports timely outbound call initiation and visibility of call outcomes within CRM.

Connected Communications: Telephony, SMS, and WhatsApp

To support timely follow-up and consistent customer communications, the implementation aligned lead handling in Zoho CRM with the existing telephony environment and approved messaging providers. This enabled sales and service teams to initiate interactions and capture outcomes while keeping context available in the CRM record.

  • Lead-Triggered Call Initiation: New leads can trigger outbound call requests in the telephony platform, supporting prompt customer contact.
  • Call Outcome Visibility: Call information and dispositions can be synchronized back into Zoho CRM, giving teams better clarity on attempted and completed follow-ups.
  • Click-to-Call Support: Users can initiate calls directly from the lead record and track the related interaction.
  • Template-Based SMS: Operational SMS templates support common communications such as appointment confirmations and branch location sharing.
  • WhatsApp from CRM: Teams can initiate WhatsApp conversations, send approved templates, and manage audiences for messaging campaigns where required.

Customer Support Operations:

  • Centralized Ticket Handling: Tickets from email, social, messaging, and manual creation can be managed in one system with consistent processes.
  • SLA Governance: SLA configuration and escalation support improved oversight of response and resolution progress for customer concerns.
  • Cross-Team Visibility: Customer data synchronization between CRM and Desk supports continuity between sales interactions and service engagements.

Social and Digital Engagement:

  • Centralized Social Management: Social publishing, monitoring, and collaboration are managed across brand channels in a unified workspace.
  • Conversion from Social to Workflow: Defined social interactions can be routed into lead or ticket workflows to ensure customer interactions are tracked and actioned.
  • Multilingual Chat Engagement: Chatbots support bilingual customer engagement and can initiate lead creation from supported chat channels.

Reporting and Oversight:

  • Lead Reporting: Reporting structures support visibility into lead volumes and performance views such as source-wise, status-wise, and owner-wise analysis, with additional operational breakdowns where required.
  • Ticket Reporting: Reporting structures support similar views for tickets, including channel and category breakdowns to guide operational planning.

Conclusion

By implementing an integrated Zoho CRM, Zoho Desk, Zoho Social, and Zoho SalesIQ solution, Wallan Trading Co. established a unified framework for capturing leads, managing customer concerns, and engaging customers across digital and social channels. The solution supports multi-brand operations, structured follow-up, and scalable service workflows while maintaining alignment with existing dealership systems. This foundation also enables the organization to evolve reporting, automation, and channel coverage over time as business requirements grow.

Note: This case study summarizes the implemented solution at a high level. Specific configurations, credentials, and internal operational details have been intentionally excluded to protect confidentiality.