goodwine: how Uspacy helped build a unified omnichannel contact center for premium customer service

When goodwine began building a unified contact center, the team faced a complex challenge. The company already had several separate business channels, including online stores, a mobile app, physical retail locations, and multiple customer communication channels. Each operated independently, with its own phone numbers, processes, and tools.

To handle a single customer inquiry, an agent often had to work across several systems at once: a telephony platform, a communications platform for messaging apps and social media, an ERP system, and the company’s internal services. As a result, employees constantly switched between different windows, searched for customer and order information, and had to put in extra effort when handing off inquiries between shifts. That’s why the team began looking for a way to bring all the information they needed into a single workspace.

Initially, the team was looking for a platform that could address its needs for telephony, omnichannel communications, and CRM in one solution. They evaluated several enterprise systems, including Creatio and Salesforce. While these platforms offered extensive capabilities, they required lengthy implementations, complex integration projects, and significant internal resources.

Uspacy was the solution that allowed goodwine to see results almost immediately. The company entrusted the initial implementation, system configuration, and integrations entirely to Uspacy partner Rubicon. The integration team helped define the technical requirements, configured the system around the company’s business processes, and completed all necessary integrations. This approach allowed the goodwine team to avoid pulling limited internal resources away from their core responsibilities and launch the contact center much faster.

"Implementing Uspacy for goodwine was an exciting project for the RUBICON team because it involved creating a convenient system for managing customer interactions and organizing orders within a single workspace.

We structured the support lines using lead pipelines, making the process of handling customer inquiries more organized and transparent. For the team’s convenience, we integrated the company’s accounting system so that orders are automatically transferred into deals, eliminating the need for managers to enter them manually. We also enhanced the Ringostat integration to make call routing more flexible and ensure that calls reach the employees responsible for handling them.”

Ivan Sydorenko

Director of implementation, RUBICON

Once the system was configured, the team was able to start working in it without a months-long automation project. Another advantage was the integration with NovaTalks, which its developer initially began developing specifically for Uspacy.

Today, Uspacy serves as the central workspace for goodwine’s contact center representatives. This is where team members handle customer inquiries, review interaction history, monitor request statuses, and access the information they need to resolve issues quickly.

The system integrates Ringostat telephony, the NovaTalks omnichannel platform, and the company’s internal information systems. As a result, representatives no longer need to search for information across multiple services—most of the data they need is available through a single interface.

The team uses Uspacy CRM to manage customer inquiries. Each request moves through defined statuses, from a new inquiry to full resolution. This allows the team to see representative workloads in real time, monitor all active inquiries, and hand them off between shifts without losing context. If an issue remains unresolved, the next representative can immediately see its current status and continue working on it without unnecessary back-and-forth.

For goodwine, service quality is one of the key factors that sets the company apart from its competitors. That’s why customer service representatives need to have complete information about a customer before the conversation even begins.

As soon as a customer reaches out, the representative can see the customer’s name, previous interaction history, and all relevant information in a single interface. This makes it possible to quickly understand the context of the inquiry, avoid asking questions the customer has already answered, and move straight to resolving the issue.

If a customer reaches out again or an inquiry is handed off to another representative, the new team member can simply open the inquiry record to see the full communication history. This means customers don’t have to explain their situation from scratch every time, while the team can maintain the personalized level of service that goodwine customers expect.

“Premium service is first and foremost about respecting people’s time and making them feel remembered and valued. With a unified customer context, we can simply pick up the conversation where we left off, without unnecessary questions. AI-powered tools take care of the technical routine, allowing our team to focus on what matters most—human warmth and genuine attention to every guest.”

Anna Voievodenko

Head of customer care, goodwine

One of the most valuable capabilities for the team has been Uspacy’s AI-powered features.

After a phone conversation ends, the system automatically transcribes the call and generates a brief summary. This means employees no longer need to listen through hours of recordings or manually reconstruct the details of a customer inquiry.

This capability has been especially valuable for first-line support representatives, who aim to resolve customer issues during the initial interaction rather than escalating them to other levels of support.

For most companies, contact center performance is measured by response times, the number of inquiries handled, or the level of service provided. At goodwine, the team decided to go a step further and understand the contact center’s actual impact on sales.

To do this, the company began tracking product reservations that representatives create after consulting with customers in Uspacy CRM. This gave goodwine its first opportunity to measure the volume of sales directly influenced by the contact center.

This provided a new perspective on the role of the customer service team. They don’t just answer questions or help resolve customer issues—they also actively contribute to sales by helping customers make purchasing decisions, place reservations, and complete their purchases. CRM has made this contribution visible and measurable.

After implementing Uspacy, the goodwine contact center gained a unified workspace that brings together telephony, omnichannel communications, and CRM. Representatives no longer have to spend time searching for information across different systems—all customer data, interaction history, and the current status of each inquiry are available in a single interface.

The unified system also changed the way the contact center operates. The team gained greater visibility into all customer inquiries and the ability to hand them off between shifts without losing context. Uspacy’s AI-powered features also reduced the time spent processing calls through automatic transcriptions and conversation summaries.

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At the same time, CRM became more than just a customer support tool for goodwine. The company began tracking reservations made following consultations with customer service representatives, giving it the ability, for the first time, to measure the contact center’s actual contribution to sales. This helped the company see the customer service team not only as a support function but also as an integral part of the sales process.

According to the goodwine team, however, the greatest value of this new approach lies elsewhere. Regardless of which representative handles an inquiry, they can immediately see the customer’s complete interaction history, address the customer by name, and continue the conversation without unnecessary questions. This continuity and attention to detail help goodwine maintain the level of service the company considers its standard.

goodwine doesn’t plan to stop with the changes already implemented. The team will continue developing its contact center together with Uspacy, gradually introducing new platform capabilities. The main goal remains the same: to provide representatives with everything they need to deliver fast, personalized, and seamless customer service.