Implementation of Amber CRM at Orlando-M

2016: Implementation of CRM system

The peculiarity of working with customers at Orlando-M is that the supply of products does not end the relationship with them, but only begins. And the main difficulty lies in controlling the sales process, which includes a large number of steps and branches: managers need to track the formation of orders in the warehouse, organize logistics, control the delivery of transport companies, and promptly remind customers of their replenishment. If all this is done smoothly, the client is satisfied, the transactions become regular and the company earns. While there were few customers, there were enough "primitive" tools. But with an increase in the number of new customers, the outflow of old ones increased. It became clear that the long sequence of steps can only be controlled automatically.

After an audit of Orlando-M's business processes conducted by AMBER team analysts, a pool of tasks was identified that were planned to be solved using AMBER CRM:

• Ensure uninterrupted delivery of products to customers.
• Increase re-sales
• Ensure that client data is exchanged with external systems used by clients, primarily with. 1C
• Fully monitor the work of managers, daily identifying all overdue tasks and outstanding KPIs for calls, meetings and revenues.
• Automate the work day planning process for employees.
• Be able to maintain all telephone conversations and control the quality of communication between managers and clients using the capabilities of Askozia IP telephony.
• Organize a "Knowledge Base" in a single information space for the exchange of experience.

To obtain automation results as quickly as possible, the project was divided into two stages after approval of the terms of reference:

• AMBER CRM license delivery, interface and dashboard setup, user training.
• Integration of AMBER CRM with 1C and with customer telephony - Askozia.

In the process of implementing the project, the team had some difficulties that were solved by transferring outsourcing services from different suppliers under the management of Hawk House Integration. The AMBER team took over maintenance of the server hosting the CRM system and support for the completed integration of AMBER CRM with Askozia IP telephony.

As part of the integration with IP telephony, a mechanism was implemented for a pop-up call card displayed to the manager responsible for the contact, configure call scripts depending on the employment of employees, connect call scripts for outgoing call managers and supplement the call card with mandatory fields that the manager must fill out during the conversation. In addition to integration with IP telephony, the project also integrated AMBER CRM with a mail server, website and online consultant.

Thanks to the integration of the CRM system with 1C: Trade Management 10.3, the initial unloading of counterparties, contacts and contracts from 1C to AMBER CRM was carried out, the reverse loading of counterparties, contacts and contracts from the CRM system to 1C in online mode was realized, and the upload of invoices, payments, shipments and invoices from 1C to AMBER CRM was set up on a schedule.

A special dashboard was created for the head of the company, in which the pie chart displays the actual plan of calls, meetings, sales for each manager and the company as a whole. As part of the project, a separate Knowledge Base section was also developed, which is a structured file storage with tag fields describing the knowledge area to which a particular file belongs.