The Galika company uses Microsoft Dynamics CRM for sales management of industrial equipment

Galika company is the Russian representative office of the Swiss company Galika AG and more than 30 leading European manufacturers specialize in delivery of the metalworking and control and measuring equipment (Agie, INTECH, BREMOR, Charmilles, Brown & Sharpe and others). Galika also renders all complex of engineering services in the field of exact mechanical engineering and instrumental production, including selection, sale, commissioning and technical maintenance of the supplied equipment.

Branches of the company are located in many cities of Russia and the CIS countries - St. Petersburg, Nizhny Novgorod, Togliatti, Perm, Voronezh, Yekaterinburg, Novosibirsk, Kiev, Minsk and many others.

For ensuring effective work with customers Galika company organized own technical educational classes, the service center and also the show room in which the working equipment copies are provided.

Galika companies works more than with 30 foreign producers of the industrial systems, and the product line of the company is provided by different types measuring, electroerosive, grinding, milling and turning the equipment and also the equipment for laser-beam cutting and processing by pressure. In addition the sales cycle of the complex technical systems except processing of requests, formation of commercial offers, conducting contract work includes also control of payment schedules and supplies of equipment and also customer interaction before completion of all balancing and commissioning and training.

The lack of a single system of customer relationship management in Galika company in a situation when sales are conducted in 10 product directions, seriously complicated the procedure of management of work of the sales department and reduced reliability of forecast data on sales volumes.

For simplification of work of managers, standardization of sales processes, increase in efficiency of works on execution of transactions and also for the purpose of implementation of the convenient tool for the analysis of commercial activity of the company the management of Galika made the decision about developments of a corporate CRM system on the basis of the solution Microsoft Dynamics CRM.

The implementation project of Microsoft Dynamics CRM started in Galika company in September, 2006. The NORBIT company having extensive work experience in the development areas and implementations of CRM systems for process automation of sales and service in service, trading and distribution companies acted as the consultant for implementation and setup of the CRM solution according to technology of sales of industrial equipment.

To Microsoft Dynamics CRM it was recommended by specialists of NORBIT company as the platform for development of a corporate CRM system of Galika company as the solution of Microsoft gives ample opportunities on completion of a system without significant increase in costs for implementation and also allows to configure flexibly different business rules, report forms and system interfaces, at the same time a system has sufficient functionality for the solution of commercial and marketing tasks of large service company.

"We could get acquainted with Microsoft Dynamics CRM on the example of the test project solution developed by specialists of NORBIT company for the purpose of the presentation of opportunities of Dynamics CRM. By our estimates, in terms of functional and technological capabilities of Dynamics CRM fully answered the main objectives of development of the corporate CRM solution – automation of the main operations on work with clients, development and deployment of standard sales cycles for different groups of the equipment and creation of informative and convenient report forms for the analysis of the current situation. Naturally the cost of the implementation project of Microsoft Dynamics CRM played not the last role when choosing the solution".

The CRM solution of Galika company is implemented and is used in the sales department of the company and is intended for control automation by sales and supply of equipment and also for accounting and control of balancing and commissioning on the current projects of the company. The management of Galika and the leading top managers of the company use a corporate CRM system for receiving reporting and forecast sales informations, to transactions, the general situation in the market and activity of managers of the company.

The functional circuit of the CRM system of Galika company includes maintaining uniform base of clients, a hierarchical product catalog, storage of history of customer relations and also documentary providing transactions, including maintaining agreements and commercial offers, control of execution of payment schedules, delivery time of the equipment and carrying out balancing and commissioning.

"The corporate CRM solution developed for Galika company is an example of rather successful transfer of the operating business sales process in the Microsoft Dynamics CRM system. Actually for increase in efficiency of sales to sufficient it was optimal to organize work with information necessary for operational customer interaction and fast decision making, for example, to develop templates of specifications, mechanisms of updating of price lists and currency rates, automatic recalculation of cost of offers, a convenient hierarchical product catalog and other services".

As sales processes of Galika company have the features, standard opportunities of Dynamics CRM for sales management were expanded due to development of new services and setup of additional opportunities.

In particular for Galika company specialists of NORBIT company developed functionality of management of specifications, including a possibility of the simplified creation of commercial offers on the basis of templates of standard specifications. Use of templates of specifications allowed to accelerate and simplify the procedure of selection of positions on requests of customers as specifications already include some standard set of products which can be in case of need added for each specific commercial offer at the expense of positions from a product catalog.

Developed for simplification of work of managers of the company with commercial offers of NORBIT in the environment of Dynamics CRM the mechanism of automatic recalculation of cost of offers depending on the number of the equipment and the selected currency type, at the same time the commercial offers created in a system can be unloaded in a template, standard for the company, in the Microsoft Word and Microsoft Excel format. Specialists of the company can conduct updating of currency rates as in the On-line mode, and manually.

In the CRM solution for Galika company the standard product catalog was also modified that allowed to perform search of the necessary positions not only in the article and the name, but also in types (measuring, electroerosive, grinding and other), and to groups (machines, parts, the equipment, tools) of the equipment, and it in turn significantly simplified work with the directory.

At the expense of the program of import of the prices developed by NORBIT, Galika had an opportunity to quickly update price lists according to information sent by the head Swiss Galika AG company. The program of import is designed in such a way that allows to update only the prices in case of coincidence of article numbers, and in case of lack of the article – automatically to add new positions to the price list.

Possibilities of maintaining agreements according to transactions were significantly finished that allowed not only to fix in a system all general information under agreements, including number of the commercial offer, cost of the agreement, including the equipment, training and balancing and commissioning, but also to control execution of payment schedules and terms shipping and balancing and commissioning.

The CRM system of Galika company also allows to book audit of all changes in a system and in addition to standard report forms includes also additional settings for maintaining analytics:

• the sales forecast on months;
  
• report on the number of the current incomplete transactions with a binding to responsible managers;
  
• analysis of the reasons of cancelled transactions;
  
• the report on a status of performance of agreements and delivery time of the equipment taking into account the payment schedule;
  
• the report on total sums of sales on months and types of the equipment.

Development of a corporate CRM system in Galika company allowed:

• integrate information on clients and the current transactions within the unified information system in all areas of work of the sales department;
  
• increase the processing speed of incoming requests and execution of transactions due to setup of convenient forms of search in a product catalog, development of standard templates of specifications and setup of opportunities for work with commercial offers and agreements;
  
• increase update rate of information, crucial for carrying out transactions, – price lists and currency rates, due to development of automatic instruments of import of data;
  
• increase efficiency of sales managers due to use of opportunities of maintaining relevant plans for working tasks and access to all necessary information for customer interaction;
  
• adjust operating control of work of the sales department due to development of convenient report forms and obtaining all necessary analytical information on commercial activity of the company;
  
• increase efficiency of forecast sales informations and to transactions due to increase in reliability of original analytical informatin.
  
  

"Now Microsoft Dynamics CRM supports work of all divisions of commercial service of the company, the leading top managers and administrative department specialists, in total in a system 26 users are registered. Thanks to implementation of the CRM system we could formalize and significantly optimize business sales processes in the company that should allow us to increase effective management of commercial work and to bring customer service to higher qualitative level".

The further directions of development of a corporate CRM system of Galika company are not defined yet, however the company management discusses a possibility of expansion of the operating CRM system due to implementation of the module of Service maintenance of Microsoft Dynamics CRM as in addition to sales and setup of industrial equipment the company provides the whole complex of service on warranty and to service maintenance of the industrial technical systems.

The NORBIT company presents the leading examination on development and deployment of CRM solutions on the basis of the Microsoft Dynamics CRM software product at the Russian market of CRM. The NORBIT is the only Russian Microsoft partner having the status Premium Partner in the Microsoft Dynamics CRM direction and the winner of competition of Microsoft Dynamics CRM Awards 2007-2008 "5 Stars".

In a company asset three largest implementations of Microsoft Dynamics CRM in Russia - VSK Insurance House, the Energy balance group and Afisha company and also industry CRM projects for the leading players of the Russian business: LANIT group, Alpina Business of Axle Boxes Publishing house, CITY-FM and Relax FM radio stations, KA of "DOMELI" and others.

Industry CRM competences of the company are concentrated in the industries information technologies, personnel services, insurance, power, trade and distribution, publishing and media industry. Specialists of NORBIT company also have experience of design and implementation of information CRM solutions for the trading and distribution companies, the investment and financial sector, telecommunication companies, advertizing agencies, realtor business and car dealers.