New telephone company (Microsoft Dynamics CRM)

Situation

The decision on implementation of a corporate information system of management was made in JSC New Telephone Company due to the need of creation of the convenient, flexible and productive tool for work at all interoperability layers with clients – from processing of addresses and check of technical capability before planning of marketing actions and an output to the market of new products.

System implementation was required in all NTK regional offices on customer service for the purpose of providing worthy service to clients in any point.

It was necessary to connect corporate call center and also financial and technical services of a back office of the company to a system. Integration with a billing system of CBOSS was required.

As a result in a system more than 150 employees of the company had to work.

Choosing a Solution

Requirements to a management system "of the Telephone Company" were created by Nova, proceeding from business needs and strategic plans of development of the company. By management estimates "Nova of the Telephone Company", the corporate information system should answer not only to the current tasks of management, but also give opportunities to develop organically according to features of market situation and perspective tasks of management.

The main selection terms of a corporate information system of management "Nova the Telephone Company" was become:

• wide functionality for customer interaction of the company at all levels;
• user-friendly and intuitive user interface;
• possibility of fast and convenient expansion and scaling of a system;
• acceptable cost of licenses and services.

Solution

Functionally the CRM system of NTK provides maintaining a subscriber profile and data on charges and also allows to perform processing of addresses, including connection and blocking of services, check of technical capability and change of tariff plans. Systems capabilities extend to sales management in corporate and VIP-segments, holding address marketing campaigns, requirements analysis and the segmented work with a subscriber base.

Project Steps

The implementation project of Microsoft Dynamics CRM 4.0 in "Nova of the Telephone Company" passed in two stages. In the beginning functional design of a corporate system was carried out. Further the solution was integrated with a billing system and call center of the company. In total in a system by the time of project completion more than 150 employees from among specialists of commercial, service and marketing divisions of the company, including IT specialists and the management of NTK worked. Besides the management system "Nova of the Telephone Company" was integrated with the CBOSS system.

Gilyazetdinov Timur, IT director "Nova of the Telephone Company"

"Telecom business imposes very strict requirements to the organization of processes of customer interaction, and we calculate that implementation of the CRM system will allow us to provide key components of customer service in a telecom – efficiency and quality of works at the controlled cost level. Thereby we will have an opportunity to manage directly profitability of the company - to reduce outflow of the current subscribers, to lower operating and marketing costs, to reduce receivables and to increase volumes of involvement of new clients".

Results

Implementation of a corporate system of management of Microsoft Dynamics CRM from the first days of work in a system allowed "Nova to the Telephone Company" to receive the effective tool for increase in controllability and efficiency of the structural divisions which are responsible for marketing, sales and customer service. Bilateral integration into the CBOSS system allowed operators to work with billing information directly from the interface of the CRM system that considerably increased performance and service quality.

Among the main results of implementation of Microsoft Dynamics CRM:

• increase in productive cross-sellings twice;
• sales growth in corporate and VIP-segments;
• the time share increased by cross-selling of additional services twice;
• quality improvement of the serviced subscribers:
  • decrease in holding time of subscribers;
  • decrease in holding time of a request of the subscriber from 5 to 3 days;
  • quality improvement of service of addresses;
  • the time share was reduced by search and information analysis by 2.5 times;

• decrease in outflow acting and reduction of number of the blocked subscribers.

Now the Microsoft Dynamics CRM 4.0 system is implemented in all NTK regional offices on customer service, the corporate sall-center and also in financial and technical services of a back office of the company.

Yudina Natalya, commercial director "Nova of the Telephone Company"

"We rather actively work in a system since June, 2009 when work of call center was automated, and we note increase in volumes of cross-sellings, increase in efficiency and service quality of subscribers, growth of a customer loyalty".