With InfoServ CRM, SkyShop Bulgaria Drives Business Growth

SkyShop Bulgaria Increases Inbound Call Center Success Rate by Nearly 60%

SkyShop Bulgaria is one of the fastest-growing teleshopping companies and a leader in telemarketing in the country. Its business expands across multiple channels, including physical retail stores, but the heart of SkyShop is its call center, where more than 120 employees work.

Challenges and Choosing the Right Solution

Over the past five years, part of the company’s digitalization strategy has included selecting a functional CRM software. After market research, SkyShop chose InfoServ CRM Cloud, the cloud solution from Bulgarian company DAN Electronic. This system enables the company to track and manage its client communications across multiple channels—most notably by phone, the team’s primary channel, but also email and web chat.

The SkyShop team selected DAN Electronic’s technology, which allows telephony to be integrated directly into InfoServ CRM without routing through an internal PBX. This way, contact center operators use the built-in softphone inside InfoServ CRM.

For the Inbound Call Center team, InfoServ’s ability to recognize customers by their phone number and display their profile, complete with full communication history, is essential. Calls are automatically logged and recorded, and the system tracks missed calls and their status. The Outbound Call Center team relies on InfoServ’s telemarketing capabilities to organize, execute, track, and report outbound calling campaigns. The Complaints Department also uses InfoServ to manage and respond to customer requests. This centralizes and synchronizes the work of all teams in one system.

“Back in 2018, we were looking for software that could provide excellent tracking of what was happening with our sales agents in their work process, and that could handle KPIs to measure their performance. It was also crucial to cover the large administrative workload related to monitoring customer behavior and creating profiles to deliver better service,” says Samuil Stoyanov, Call Center Director at SkyShop.

Results Came Quickly

“InfoServ gives us complete monitoring of what employees do and the results they achieve,” says Stoyanov. “On a daily basis, we track time spent in the system, number of dialed and connected clients, and the success rate of each call. We can also monitor completed orders. Thanks to InfoServ, we analyze performance on a micro level—by day, hour, or globally, quarterly or yearly. This full integration gives us a clear view of the entire workflow, helping us identify weak spots and optimize.”

Managing multiple teams, some working from different locations, is extremely difficult without a centralized IT solution. InfoServ CRM addresses this need and enables SkyShop to handle high call volumes during peak hours. In the last quarter alone, the inbound call center processed more than 37,000 calls.

Why InfoServ CRM from DAN Electronic?

The solution is built on Microsoft Azure, giving SkyShop reliable server systems and infrastructure without dedicating resources for maintenance. Another advantage is that InfoServ works with all telecom providers—no separate PBX is needed. One of InfoServ CRM’s strongest points is that it integrates all communication channels (Phone, Email, Web Chat, Viber) in one system, consolidating customer communication history into a single profile for easy access.

“I spoke with many foreign companies, but DAN Electronic stood out—not just for InfoServ’s features but for their personal commitment. Today, few companies truly dive deep into your business and genuinely want to help it grow. Most just offer a template and expect you to adapt,” says Stoyanov.

After gathering technical and business requirements, DAN Electronic configured InfoServ CRM to match SkyShop’s specific needs and goals. The implementation included system administrator and user training for staff actively working with InfoServ.

“We started with a clear idea of what we needed, but DAN Electronic’s flexible approach allowed InfoServ to evolve with us. My vision of the optimal software gradually became reality through InfoServ’s features,” adds Stoyanov.

The first month of the partnership focused on fine-tuning the CRM system. During the support phase, regular updates are provided. DAN Electronic values feedback from real-world usage, continuously improving the software to meet actual business challenges.

Support and Reliability

“For 20 years, DAN Electronic has created robust IT solutions with rich functionality, helping businesses focus on their core activities,” says Victoria Dorovska, Head of Marketing & Sales at DAN Electronic.

When development, implementation, and support are handled under one roof, everyday issues and complex business-specific challenges can be resolved quickly. DAN Electronic works with both large enterprises and small to mid-sized companies.

Using Software-as-a-Service (SaaS) is no longer new for Bulgarian businesses.

“After more than 180 CRM and Call Center implementations and hundreds of client meetings, our experience shows that 90% of businesses struggle to manage and maintain the infrastructure behind such systems. In the cloud model, this burden shifts to the IT provider—us, and our team has the expertise to deliver high-quality service. This motivates us to keep investing in and developing our flagship product—InfoServ CRM,” Dorovska explains.

Cloud solutions are especially suitable for companies with a wide branch network, where connecting all offices can be a major challenge. These companies often operate in sectors like tourism, real estate, e-commerce, or manufacturing. Concerns such as data security and sensitive information often cause hesitation toward cloud solutions.

“If a client needs to comply with internal policies and prefers to keep data on-premises, we can offer a hybrid model, installing InfoServ CRM on the client’s own infrastructure or private cloud. My advice to businesses considering cloud migration is: don’t be afraid. Choose a partner who will adapt modern IT solutions to your needs without compromising security,” Dorovska concludes.

Additional Information

SkyShop Bulgaria is one of the fastest-growing teleshopping companies in Bulgaria. Working closely with major TV channels (Nova TV, bTV, BNT, Diema, Diema Family, Kino Nova, Nova Sport, BG on Air, Planeta, Balkanika, Fen TV, etc.), the company brings exclusive global brands to the Bulgarian market and leads the local TV marketing industry. SkyShop employs over 250 people across offices in Sofia and Plovdiv, operates 9 physical stores, and serves over 500,000 customers.

InfoServ CRM is developed by DAN Electronic, a Bulgarian software company with a 30-year history in designing and building business management systems. For the past 20 years, the company has specialized in communication technologies like InfoServ CRM, Call Center, and Helpdesk solutions. DAN Electronic’s clients include UniCredit Bulbank, CCB, Armeec Insurance, Groupama, Generali, BORICA, iCard, myPOS, InTime, Apollo 2000, Pamporovo, Albena, Wave Resort, Grifid Hotels, Grand Hotel Resorts, Top Rent A Car, Sodexo Pass Bulgaria, SkyShop Bulgaria, Barcode Systems Bulgaria, Address Real Estate, CT Gaming, Efbet, Palmsbet, Bulgarian Sports Totalizator, and many others.