Delrus (Microsoft Dynamics CRM 2011)

The Tops Consulting company created complex front office support system of all sales processes for Delrus company — the supplier of the medical equipment. The project is implemented based on Microsoft Dynamics CRM 2011, Microsoft SharePoint and the analytical Deductor platform.

In order that it is correct to estimate requirements of health facilities and to interact more effectively with partners and clients within processes of purchases and contract performance, the management Delrus made the decision to implement the CRM system.

The created solution Delrus with clients and partners completely supports business logic of process of interaction and covers tasks of customer acquisition, participation in the tenders held by the medical organizations, to formation of the product offer and specification of delivery, pricing, implementation of sale, shipment for the analysis of performance indicators of activity and the further forecast of business development.

"The project in Delrus company allowed us to output our solution out of limits of classical tasks of CRM and to construct a full-fledged front office system based on products of Microsoft and deep integration between them — Vladimir Tarasenko, Microsoft Business Development Director of Tops Consulting company said. — At the same time top of the project is the multidimensional analytics on the Deductor platform providing support of development of strategy of the company".

From a function point of sight of CRM from Tops Consulting provides management of the uniform customer base, tasks and communications, sales and marketing. Thus, there is an opportunity to accelerate business processes and to create a transparent environment of customer interaction, to timely provide the staff of sales departments and marketing with the complete information.

Delrus, owing to specifics of the industry, participates in a large number of the competitions held by different medical institutions. Therefore in the CRM system the possibility of carrying out sales as in the form of tenders (first of all, at the enterprises of the state pattern of ownership), and in the form of direct sales within the signed agreements is provided. For quality improvement of customer service in CRM control of providing the client with supplies on the sold equipment is exercised.

According to developers, at a customer acquisition stage a system allows to record the complete information about treatment and prevention facility (key persons, the size and the list of departments) on the basis of which the manager estimates potential needs of the customer. Flexible price policy allows to apply the system of discounts depending on indicators of profitability, tender security and the amount of the commercial offer. At the same time process of approval of the price is regulated in CRM and considers powers of different employee groups on approval of a certain size of order cost. The large-scale storage of documents on the Microsoft SharePoint platform allowed to consolidate all business documents of the company in uniform IT space.

Business planning processes and carrying out marketing efforts new and maintenance of loyalty of the existing clients were developed by specialists of Tops Consulting on the basis of the recommendations of consultants for attraction Berner&Stafford. Also specialists of Tops Consulting carried out consulting works with the purpose of creation of a system of performance indicators of work of staff of sales department and marketing. Formation and visualization of KPI is made for the management on the basis of multiple factor analysis of data from the accounting systems and CRM, using the analytical Deductor platform of Base Group company.

During the project the analytical tool on the basis of OLAP technology was also developed. Users of a system depending on access rights receive analytics on such indicators as a funnel of sales, the rating of employees, overdue receivables, illiquid goods, arrivals/shipment and others. In general within the project 15 analytical reports available in a single window of CRM in the form of DashBoard online, 9 panels of monitoring are implemented.

Integration of CRM into the general information space Delrus became an important stage of the project. For creation of end-to-end business sales processes and customer service of the company the new solution was combined with systems 1C 8.0 and Microsoft Dynamics AX. As the integration platform the product Biztalk Server 2006 R2 which tuning was performed also by experts of Tops Consulting is used.