Korus Consulting automated marketing, sales and service processes at Akkermann cement

2020: Automating customer interaction

On January 14, 2021, Korus Consulting Group announced the automation of interaction with customers of AKKERMANN cement, one of the cement producers in Russia, using the CRM system. Thanks to this IT solution based on 1C-Bitriks24, the company has improved the quality of interaction with customers: collecting and storing up-to-date information, planning and controlling all activities, quickly calculating the cost of concrete mixtures, working with cases - all this happens in the CRM system and mobile application.

The IT solution consolidated all customer service data from different systems into a single database. Now in CRM, the customer card contains complete information about the company, contact persons, visits, concluded contracts, appeals, cement strength test protocols and other activities. The laboratory specialists create and populate the protocol in the CRM system, where the employee can find the necessary information on any parameters, for example, on the type of customer calls. Implemented CRM is always at hand - managers use the mobile version during face-to-face meetings with the client. All these capabilities help AKKERMANN cement better understand the needs of its customers - an important stage in building customer orientation.

In this CRM system, a product cost calculator has been developed: the manager introduces a brand of cement, crushed stone, gravel and other building materials, cost, quantity, availability of additives, and the IT solution automatically calculates the cost of a cubic meter of concrete mixture. This feature provided AKKERMANN cement with instant cost calculation for customers, while previously specialists did it manually.

In our company, the most important thing is our customers. The course on customer orientation has been taken for a long time and is only gaining momentum. IT solutions help you reach the highest level of service, improve employee communication, and reduce the time to answer any question. Preserving, consolidating and analyzing all information allows you to better understand the needs of customers and build a strategy for constantly improving the service, "comments Oksana Bocharova, sales and marketing director at AKKERMANN cement. - With the help of automation we managed to increase the efficiency of sales processes. Directly at the meeting with the client, experts easily find in the basis of strength tests the necessary compositions of concrete mixtures and demonstrate their savings.

The manufacturer plans to automate the preparation and formation of commercial offers directly in the CRM system. This will allow managers to quickly agree on prices for each client - just press one button in the browser or mobile application.

The CRM system helped AKKERMANN cement improve the quality of claims management: IT specialists set up the integration of the CRM system with mail, automated routing, ensured the ability to monitor the quality of responses and compliance with SLA.

Many companies are faced with the fact that at some point there are not enough standard tools - Excel and e-mail - for high-quality customer service, especially in the face of a shift in market focus from product to customer service. The introduction of this IT tool allowed AKKERMANN cement to take a step towards the digital transformation of the holding and build a client-centric strategy for interaction with consumers. The transition to this model will help the company remain competitive, open sales markets and increase profits by improving quality control and service, "adds Olga Gurskaya, director of the CRM department of KORUS Consulting.