Grein Holding, with the help of Akam, introduced a CRM system in order to modernize the work of sales departments

2022: CRM Implementation to Modernize Sales

On April 20, 2022, AKAM (LLC) announced the implementation of a project for Grein Holding, which decided to introduce CRM to modernize the work of sales departments in the areas of bread and flour.

In the implementation of the tasks, AKAM acted as a contractor in the CRM block project. Together with the company's specialists, the main goals of CRM implementation were formulated:

• form a portrait of the client in the directions of bread, flour and other
• Develop and enrich the customer base in CRM after transferring from historical systems;
• Digitize market demand (potential, segments, competitive environment, prices) to generate sales forecasts and recommendations to plants on output volumes and price policy;
• Build the sales process and supporting business processes
• Build analytics and control tools.

AKAM employees, together with representatives of the Customer, modeled and configured the following business processes in 1C: CRM:

• Processing incoming call call center
• Request processing and commercial bid generation, including deal profitability planning
• Closed tender
• Approval of commercial terms (marketing costs, bonuses, promotions, debits for 'own account')
• Bid and Bid
• Handling Receivables
• Registration of Claim and Gratitude
• Automated operation in several departments:
• Call Center
• Call Center Employee Desktop, which allowed time to accept the Order from the customer
• Registration of customer card with contact information for maintaining a single client base in the system
• Registration of the customer contract, which reflects the procedure for settlements and sales conditions.
• Register price lists for customers that allow you to control prices in Customer Orders, check prices for relevance
• Create a Customer Complaint\Question, Generate a Week/Month Consolidated Claim Report to Monitor Claims
• Generate a Sales Order Collateral Status Report "Order Analysis by Shipping Date" that monitors order status and identifies why customer orders have not been completed
• Marketing
• Registration of shares and accounting of commercial costs by client. This revision allows you to analyze average sales in the selected period, increase the number of sales and buyers, and keep records and control costs
• Highlight stock and stock-free sales for easy and quick sorting
• Record and summarize promotional stock for performance analysis
• Sales
• Split customer sales in different areas of bread and flour, analysis of revenue, debt and shipment in each sales area.
• Store each customer's assortment matrix to reflect a purchased item
• Set stock prices/discounts for selected customers on an item/item list for a specific period.
• Weekly sales report per customer, network sales report per item to analyze summary amounts from sales to customer
• The ability to monitor the sales plan daily in the context of managers.
• Customer Debt Report. The report shows the current state of settlements with customers and allows you to evaluate the general state of debt for buyers, to monitor the timeliness of payment of goods shipped on credit.
• Agreement with customers
• Create a customer complaint work plan, set the status of the customer complaint, and develop the cause of the complaint in more detail.
• Split customers into segments to determine the needs of each
• Registration of customer interactions (calls, meetings, arrangements), storage of customer relationship history
• Use business regions and filter customer base by these regions to adapt sales to the regions
• Reflection of customer transaction stages, understanding and analysis of customer dumps.
• Creation of a commercial offer to the customer for registration in the system of formal offer (sales conditions) to the customer on the purchase of goods.

A sales calculator has been developed that calculates the profit of sales of customers, taking into account all components. To avoid forgotten transactions with customers, monitoring of the states of interest, as well as control of the sales funnel, was implemented.

According to the customer's feedback, the system made it possible to register the client's dump during the negotiation/transaction process, indicating the reason.

Among the results of the project:

• Distribution of clients by managers to personalize the responsibility for maintaining the client and for each stage of working with it, assessing the contribution of each employee to the results of sales of the company, ensuring comfortable communication of the client with the company (the responsible person knows contact persons, needs, interaction features).
• Create a "Customer Dossier" to minimize the time required to collect basic customer information.
• Generate a Receivables report to analyze the evolution of the portion of overdue receivables by period.

The system allows you to issue orders to managers for analysis and monitoring. A staff motivation system has also been implemented.

As a result of the project, the customer received a digital platform that allows:

• Create sales plan and calculate KPIs of sales managers by product types, SKU, outlets, taking into account shares and prices
• To form and analyze customer experience in terms of customer's work with the company, to implement the best practices of the sites;
• Replace manual record keeping of complaints and thanks;
• Accumulate a knowledge base on customer relations by sites and regions of presence - CRM;
• Analyze the 'Ordered - Shipped' chain to manage the customer service level
• Monitor the receipt of money and analyze receivables;
• Plan the margin of transactions based on parameters such as direct cost of finished products, logistics costs, marketing and other costs, as well as indicators of the dynamics of competitors' prices, goods leaving the store shelf, planned sales volumes and others