How Sonak Group Transformed Its Customer Service with Salesforce Service Cloud

By Chiou Hao Chan, Chief Growth Officer at CRS Studio

In today’s fast-moving retail landscape, delivering excellent customer service and empowering in-store teams are key to sustainable growth. For Sonak Group, a leading retailer and distributor of sporting goods and fashion brands in Southeast Asia, the challenge was to unify support operations and enable frontline staff to work more efficiently.

With help from CRS Studio, Sonak implemented Salesforce Service Cloud and a custom-built iPad app—driving improvements across customer support and retail operations.

About Sonak Group

Sonak Group is a major player in Southeast Asia’s retail industry, with a strong presence in the Philippines and Singapore.

Representing more than 30 global brands—including ASICS, Molten, and Onitsuka Tiger—Sonak delivers a seamless omnichannel experience through both physical stores and e-commerce platforms.

The Challenge: Fragmented Systems and Limited Retail Tools

As Sonak scaled its operations, its support infrastructure struggled to keep up. Here’s what the team was up against:

• Disconnected support channels — WhatsApp, email, social media, and in-store queries were all managed separately.

• No unified customer view — Support agents couldn’t easily access order history or previous interactions.

• Manual customer service workflows — Leading to delays, inconsistent responses, and limited visibility.

• Retail staff inefficiencies — Teams lacked tools to access customer profiles, manage promotions, or track inventory in real time, reducing their ability to engage customers effectively on the ground.

  
  

These issues not only impacted response times and customer satisfaction, but also limited visibility for management teams trying to measure performance.

The Solution: Service Cloud + iPad App for End-to-End Enablement

CRS Studio worked hand-in-hand with Sonak to create a dual solution:

1. A connected customer service platform via Salesforce Service Cloud, and

2. A custom iPad app designed to empower in-store retail teams.

   
   

Connected Customer Service Platform via Salesforce Service Cloud

• Unified Case Management Enquiries from social media, email, and messaging platforms were consolidated into a single Service Console.
  

• 360° Customer View Agents accessed complete customer histories, order statuses, and past communications in one place.
  

• Automated Workflows Case routing, follow-up reminders, and escalations were automated—reducing manual effort and ensuring accountability.

  
  

Empowering Retail Staff with a Custom iPad App

To address operational challenges in stores, CRS Studio also developed a Salesforce-integrated iPad app tailored for Sonak’s frontline teams:

• Real-Time Customer Profiles Staff could view and update customer information on the spot.
  

• Live Promotions Access Store teams could instantly apply and manage in-store promotional campaigns.
  

• Inventory Management & Stock Transfers Staff could check stock levels across locations and initiate transfers directly from the app.
  

• Seamless Integration All app data synced with Salesforce—ensuring that both customer service and retail teams operated from a single source of truth.

The Results: Measurable Gains in Service and Store Operations

Following the implementation, Sonak saw significant improvements:

• Faster response times across all customer service channels

• Improved agent productivity through streamlined workflows and data visibility

• Enhanced customer experience at every touchpoint

• Greater efficiency at store level thanks to real-time data access

• Stronger loyalty and repeat business driven by more personalised and proactive service

“Our ability to provide consistent and personalised service across all channels through Service Cloud has enhanced overall customer experiences and led to greater loyalty and repeat business.” — Kabir Buxani, CTO, Sonak Group

Source: Salesforce Customer Story

Why Sonak Chose CRS Studio

Sonak partnered with CRS Studio for its deep Salesforce Service Cloud expertise and its ability to deliver retail-focused custom solutions.

By combining platform implementation with tailored app development, CRS delivered a solution that met Sonak’s operational needs today—and could scale with them in the future.

About CRS Studio

CRS Studio is a Salesforce consulting partner based in Singapore. We help organisations unlock the full potential of Salesforce, specialising in Service Cloud, customer engagement, and digital transformation.

Our agile team delivers fast, effective solutions across industries with a consultative approach.

Ready to transform your customer service?

Let’s talk about how we can help your business scale support with Salesforce Service Cloud.

Schedule a free consultation with CRS Studio and let’s see if Salesforce is the right move for your company.