M-PUL + (City-FM and Relax FM radio stations) (Microsoft Dynamics CRM)

Situation

CITY-FM and Relax FM radio stations appeared in the Russian market of broadcasting when that was already created. Musical radio stations by the time of a project startup of Relax FM were already presented at the market in a huge number and a variety. There were in 2006 and information radio stations. Therefore to new radio stations high requirements both in terms of radio content, and in terms of sale of their advertizing opportunities – the only source of revenues of radio stations were initially imposed.

Terms of reaching self-sufficiency of the SITI-FM and Relax FM projects starting in 2006 with a difference in 2 months were designated rather strictly – 2008. For the purpose of increase in efficiency of commercial work of the CITY-FM and Relax FM radio stations having uniform services of sales and marketing by the management of " M-PUL + Ltd (the founder of SITI-FM and Relax FM) the decision on implementation of the unified information system of customer relationship management on the basis of the solution Microsoft Dynamics CRM was made.

Choosing a Solution

Earlier for management of relationship with advertisers in commercial service of CITY-FM and Relax FM radio stations, along with standard office applications of Microsoft Excel, the system written specially under the order for maintaining the customer base of data was used. However neither separately, nor together these solutions could not provide full sales management of broadcasting advertizing time taking into account quality requirements, efficiency and accuracy of the information.

For increase in efficiency of sales the decision on implementation of a full-function CRM system was made. After carrying out the analysis of the CRM solutions presented at the Russian market the management of management company gave the preference to the Microsoft Dynamics CRM software product. Among the key factors which influenced the choice of Microsoft Dynamics CRM as a corporate CRM system of CITY-FM and Relax FM radio stations, the management of " M-PUL + Ltd were called: the low cost, broad functionality, integration about Microsoft Outlook and a possibility of implementation of flexible configuration of the solution according to corporate regulations of business sales processes and marketing.

Sales opportunity of the CRM project in 2-3 months that also was one of requirements when choosing a system, was provided by specialists of the NORBIT company which became the partner in implementation and the Microsoft Dynamics CRM setup on CITY-FM and Relax FM radio stations.

Solution

The implemented modules CRM:

• Sales management
• Management of marketing

In total in the Microsoft Dynamics CRM system 25 employees, including 15 specialists of commercial service of CITY-FM and Relax FM radio stations, 8 people from marketing department and also the management of " M-PUL + Ltd work.

Functionality of Microsoft Dynamics CRM, implemented in commercial service CITY-FM and Relax FM, includes storage of all information on advertisers, including the history of interaction with them, management of a contracted work (maintaining contracts, accounts, annexes to agreements and other) and also efficiency analysis of sales and financial performance of commercial work of radio stations.

For automation of corporate regulations of work of commercial service of CITY-FM and Relax FM radio stations in the Microsoft Dynamics CRM system additional opportunities were implemented, including: ensuring multilevel segmentation of advertisers on the industries and implementation of the automated tools for calculation of discounts, the VAT and total sums of transactions.

For the purpose of increase in efficiency of operational work of managers in the Microsoft Dynamics CRM system by specialists of NORBIT company developed functionality for maintaining monthly and annual plans of sales by radio stations, managers and departments of commercial service. Creation of the mechanism of automatic reminders on approach of crucial events in a sales management chain, somehow: end of validity period of agreements, lack of a payment on accounts, need of sending acts and other, allowed to increase quality and efficiency of work of commercial service and to improve control procedures of completion dates of works on the signed agreements.

Development of specialized reports for the analysis of financial performance of work of radio stations, including volumes and sales pattern of broadcasting time allowed the management of management company " M-PUL + Ltd to estimate authentically commercial opportunities of both projects and to develop optimal schemes for development of radio stations according to the delivered plans. For the most complete and critical evaluation of quality and efficiency of works on sale of advertizing time in a system reports for the analysis of activity of work of managers of commercial service were configured.

Results

Implementation of Microsoft Dynamics CRM in commercial service of CITY-FM and Relax FM radio stations allowed to improve the organization of works on sale of broadcasting advertizing time and to create conditions for the most effective development of service of marketing and sales, namely:

• provide information support of processes management of a contracted work due to consolidation of data on contracts and accounts and implementations of the automated instruments of calculation of discounts, the VAT and total sums of transactions;
• simplify work of managers, increase control of completion dates of works due to creation of opportunities of maintaining sales plans of broadcasting time;
• implement new management tools sales for increase in reliability of efficiency evaluation of customer service
• increase the accuracy of assessment of scales and volumes of commercial work due to maintaining detailed information on advertisers.

Prospects

Now the CRM system of CITY-FM and Relax FM radio stations includes standard functionality of the Microsoft Dynamics CRM system on sales management and marketing, additional developments and functional settings of a system which were made for the purpose of ensuring the most effective information support of sales processes. However in the future possibilities of the CRM system of CITY-FM and Relax FM radio stations can be expanded due to completion of functionality of Microsoft Dynamics CRM for management of work with radio listeners and holding specialized marketing actions. Additional information

Program resources

• Microsoft® CRM 3.0 – is used for customer relationship management
• Microsoft Windows Server 2003 Standard Editions of SP2 is server OS
• Microsoft QL Server 2005 - БД
• Microsoft Windows XP Professional SP2 is client OS
• Microsoft Office 2003 SP2 - the client software

Source

http://www.norbit.ru/company/clients/249.html