About Morning Fresh Dairy
- Industry
- Agriculture
- Company Size
- 51-200 Employees
- Established
- 1894
Company Profile
Morning Fresh Dairy is a small to medium-sized dairy operation specializing in home delivery services. The company has established itself as a prominent local dairy provider, distinguishing their business through an extensive tour program at their facility. This program serves as a key component of their customer acquisition strategy, offering multiple daily tours to engage potential customers and showcase their operations.
Challenges
Morning Fresh Dairy encountered significant operational obstacles in their prospect follow-up system, particularly after implementing their new tour program. The scale of their tour operations, which included 12 tours running weekly across three days with four daily sessions, created an overwhelming burden on their manual email follow-up process through MailChimp.
Their existing system demanded constant manual intervention at various touchpoints, from triggering email automations to tracking prospect-to-customer conversions and managing the removal of converted customers from prospect email sequences.
The situation was further complicated by their use of a specialized CRM system designed specifically for dairy delivery services, which, while excellent for their core operations, lacked native integration capabilities with their other tools. This combination of manual processes and disconnected systems made it increasingly difficult to maintain consistent and timely communication with prospects.
Services We Provided
Web Development, Custom API Integration, Marketing Automation
“For the past couple years, we had been struggling to consistently follow up with prospects after events. We are now converting more event participants into customers. The automation of onboarding has helped us increase our retention numbers. We can't thank Diggles Creative enough for the work they have done. They are an essential extension of our marketing team.”
Morning Fresh Dairy — Stephanie Giard
The Work
Custom API Integration
Our team approached the challenge by developing a comprehensive automated system that effectively bridged the gap between Bookeo (Morning Fresh Dairy's tour booking software), MailChimp, and their niche CRM. This solution required careful coordination with the CRM system's developers to ensure seamless data flow between all platforms, creating a unified ecosystem that could handle complex communication workflows automatically.
At the heart of the solution lies a custom Laravel program that serves as an intelligent bridge between Bookeo and MailChimp. The program performs sophisticated email matching to identify tour participants' customer status by cross-referencing their email addresses against MailChimp's customer database. This automated verification process determines the appropriate communication path: if the participant is an existing customer, no marketing sequence is initiated, while non-customers are automatically added to the marketing list, triggering a targeted automation sequence. The system was enhanced with a practical iPad interface that allows dairy staff to manually capture email addresses during community events, extending the automation benefits beyond facility tours.
The integration was further strengthened through collaboration with the niche CRM developer to establish a robust connection with MailChimp. This critical component ensures accurate customer status tracking throughout the entire customer lifecycle. The system maintains precise records of previous, current, and past customers, automatically managing their presence in appropriate MailChimp audiences. This sophisticated tracking mechanism forms the foundation for delivering precisely targeted communications at every stage of the customer journey.
Marketing Automation Workflow
The new system revolutionized their communication process by implementing a sophisticated, multi-stage workflow. This automation began with immediate thank-you messages to tour participants, followed by real-time customer status verification.
For non-customer prospects, the system triggered targeted email sequences, while simultaneously managing prospect-to-customer transitions and maintaining long-term nurture sequences for those who hadn't yet converted. This comprehensive approach ensured that every prospect received appropriate, timely communication without manual oversight.
Following the success of the prospect automation, we expanded the solution to include a comprehensive onboarding automation system for new customers. This addition proved particularly valuable during the COVID-19 pandemic when home delivery demand surged, allowing the company to maintain high-quality customer service despite unprecedented growth.
The Results
Complete Automation of Prospect Follow-up
The implementation of our automated system eliminated all manual intervention requirements in Morning Fresh Dairy's prospect communication process. What was once a labor-intensive task requiring constant oversight has been transformed into a seamless, automated workflow.
The marketing team was freed from routine follow-ups, allowing them to focus on strategic initiatives while the system maintained consistent, timely communication with prospects. This foundation of automation has opened the door for future process improvements and marketing initiatives.
Sophisticated Customer Journey Management
Our solution revolutionized customer status tracking across all platforms through seamless integration between Bookeo, MailChimp, and the dairy's specialized CRM. The sophisticated system ensures that every contact receives appropriate communications based on their current relationship with the company, from initial tour participation through customer conversion.
This precision targeting eliminated the common pain point of existing customers receiving prospect emails and created a more professional experience at every stage of the customer journey. The integration's success demonstrates the possibility of connecting even niche industry CRMs with mainstream marketing tools to create powerful automated workflows.
Scalable System Supporting Business Growth
The implementation of scalable automation proved transformative, particularly during unexpected market changes. When COVID-19 triggered a surge in home delivery demand, the automated onboarding system allowed Morning Fresh Dairy to maintain high-quality customer service despite rapid growth. The system's ability to automatically process new tour participants, manage prospect communications, and handle customer onboarding created a foundation for sustainable business expansion.
This scalability, combined with improved operational efficiency, positioned Morning Fresh Dairy for continued growth while maintaining personal connection with their customers through targeted, relevant communications. The success of this implementation has established a robust framework that can adapt to future business needs and continue supporting the dairy's expansion.