Polymetal automates investor relations

On October 22, 2013 the Akelon company announced completion of control automation by investor relations of Polymetal group on the MS platform of Dynamics CRM 2011.

Situation

Interaction with the current shareholders and potential investors is performed by e-mail of mailings of information materials and holding specialized actions, as in Russia, and abroad.

All mailings and planning of actions it was performed in Microsoft Outlook and Excel. A large number of different mailing lists, temporary restrictions on sending materials and absence as such investor relationship management raised a question of automation of interactions before the company.

Selection

The product Microsoft Dynamics CRM 2011 in the best way was suitable for problem solving of automation of investor interaction. A system already contains basic functionality on automation of work with physical persons and legal entities and also has the module of marketing which almost completely covers tasks of formation of information mailings. Besides a system provides flexible tools for analytics that allows to use effectively saved-up data.

Task analysis

During development of technical specifications by representatives of business the following requirements to the developed solution were formulated:

• Maintaining reference book of individuals;
• Maintaining reference book of legal entities;
• Planning and accounting of meetings with investors;
• Performing mailings by e-mail;
• Integration with Microsoft Outlook;
• Preparation of analytical reports.

Platform

Microsoft Dynamics CRM is the system of the class CRM developed by Microsoft company, providing tools for customer relationship management. A system is directed to increase in productivity of employees in and out of the organization and simplification interaction of sales departments, marketing and customer service using the modern technologies integrated into a unified working environment.

Solution

For automation of investor relation, within the project reference books of the organizations and contacts were finished and also the new reference book on the history of investments which allowed to arrange constantly arriving information on investments of shareholders of the company is developed.

The module of marketing was adapted for business needs. In the solution the feature for formation of fast mailings on in advance prepared lists using one action was added that allowed to save significantly runtime of this transaction in comparison with basic systems capabilities. Besides the solution was completely integrated with Microsoft Outlook for providing an opportunity to the staff of the company to work directly from the usual interface of an e-mail client.

For information analysis the decision to use standard functionality of CRM on work with reports and reports based on Microsoft SQL Server Reporting Services was made. Reports on meetings and actions and also the reports on shareholders allowing to make the rating of shareholders, to estimate and keep track of dynamics of change of number of the actions which are at this or that investor were prepared.

Results

Implementing solution of Akelon company allowed to automate an investor relationship management process of Polymetal group fully. The complete structured information about investors is available to account managers now that allows to browse the history of interactions and to use individual approach for work with them. Also thanks to integration with Microsoft Outlook, the staff of the company continues to work from the interface, familiar and convenient for them, that considerably reduced terms of training of work in a new system.

Automation of mailings allowed to reduce time and to minimize quantity of errors when mailing information materials that was the crucial requirement of the customer during the work with media and investors.

Implementation of analytical reports allowed to use most effectively saved-up data for acceptance of management decisions that in general positively affected all process of investor interaction.

Prospects

The Polymetal company has a large number of clients worldwide, and, in connection with a field of activity of the company, each client is a large legal entity. In interaction with such clients individual approach for maintenance of long-term cooperation is required that creates premises for implementation of customer-oriented approach in the company. Implementation of the Customer Relationship Management System for automation of process of investor interaction became the first step in this direction.

Further for implementation of customer-oriented approach it is necessary to automate sales process that will allow to build mutually advantageous the relations with the client by interaction at all stages of its lifecycle (attraction, deduction, loyalty).

Improving competitiveness of the company and increase is result of use of strategy arrived as correctly constructed relations based on personal approach to each client allow to attract new clients and help to hold old.