NORBIT automated sales and marketing in "British American Tobacco Russia"

On April 9, 2019 the NORBIT company (enters into LANIT group) announced end of the main stages of implementation of the CRM system on the Microsoft Dynamics 365 platform in "British American Tobacco Russia" company.

Before "Russia" ("BAT Russia") announced British American Tobacco the output of the device for tobacco heating. The product demanded significant changes in the commercial and marketing strategy of the company: the direct personified communications with end consumers, use of technologies of internet marketing, development of agency model of sales. Due to these changes there was a need to provide specialists "BAT Russia" with an information system for the organization of processes of attraction, adaptation and a customer support of the company.

The increased requirements to data security of clients allowing to consider requirements of both the global strategy of the British American Tobacco group, and the Russian legislation became important feature of the project. The CRM system integrated several hundred thousands of clients from Russia. The personal data storage of clients is assigned to local data center, and through a global cloud of Microsoft Azure multifactor authentication of users is performed. In CRM different scenarios of communications and management of the customer base for call center operators and business development agents are configured. Users of a system can automatically fix the client requests arriving on different communication links: to e-mail, phone, the SMS and messengers, during the personal meetings. Employees could avoid double entry of information that considerably reduced quantity of errors during the work with clients.

For customer interaction in a system the active scenarios Consumer Journey using Click Dimensions service – the instrument of creation of marketing campaigns are configured. The technology allows to personalize activities and to offer special services. Integration of CRM with other systems which are responsible for sale of tobacco products was implemented. Such approach also allowed to optimize and accelerate the business processes directed to improvement of customer service quality.

Darya Grishina, the director of IT department "Russia" noted British American Tobacco:

We are happy with project deliverables: system implementation already effectively influenced customer interaction. In a system several hundred users who fix addresses, meetings, calls and many other things using the system of activity work. This system will become a part of business "BAT Russia". Thanks to modern CRM solutions we expect to increase profit on sale of devices for heating of tobacco by 10% and to reduce labor costs of specialists in sales by 30%.

Anton Chekhonin, the CEO of NORBIT shared:

Observance of security requirements of personal data became for us priority number one. The command of NORBIT implemented CRM according to global standards of British American Tobacco on support of IT infrastructure and security of information solutions.