Promintel Group increases sales due to implementation of Microsoft Dynamics CRM

The Promintel group is the supplier of specialized machinery and equipment, largest in Tatarstan, for agro-industrial production and all types of construction. The company works with world leading manufacturers of special vehicles and the equipment. 5 enterprises are a part of Promintel Group: "Promintel-Agro", Reliable Machines, "Promintel-Zapchasti", Construction World and "Promintel-Avto".

"Promintel-Agro" specializes in delivery of agricultural machinery and also provides complex service, repair and sale of spare parts for the agro-industrial equipment. "Reliable machines" is engaged in sale and service maintenance of the equipment for road, industrial and civil engineering, carrying out utilities and production of construction materials.

"Promintel-Zapchasti" provides subsidiary companies of Promintel Group with spare parts, component parts and supplies of import production. The company also conducts active work with commercial and manufacturing enterprises of Tatarstan. "Promintel-Avto" specializes in sale of spare parts, oil and filters of the European and American production for import passenger and trucks, cars of special equipment, trailers and semi-trailers under the order.

"The construction world" is a trademark of Promintel Group under which the company works at the market of building materials. Since 2002 the company actively develops the direction wood-shaving laminated and fiber boards of the leading Russian manufacturers, edging materials and accessories.

Promintel Group in 10 years of existence in the market of deliveries of spare parts and supplies saved up enormous experience in this sphere and purchased numerous base of clients. Pursuing a task to be the first among the best, the group always aims to conform to high requirements of business – to offer the clients the wide range, high quality of products and the service level, reasonable prices. Increasing base of the clients every year, it became more difficult to company management to manage actions of the managers, to control and coordinate their work, and to managers – effectively to interact with the clients. Then in group the decision to implement a corporate CRM system was made.

Increase in sales volumes due to automation of actions of sales managers and increase in transparency and controllability of this activity for the management became a main objective of implementation of the CRM system. It was necessary to create uniform base of clients and contact persons in which it would be possible to conduct complete history of customer relations and to analyze efficiency of work with them. Also the group needed the effective tool for planning, carrying out and processing of results of marketing campaigns.

The management Promintel imposed the following requirements to future system:

• existence of convenient functionality;
  
• convenience and usability;
  
• possibility of accumulation of functionality of a system and flexible scaling of the solution.
  
  

Having studied all existing offers in the market of CRM systems, preference was given to Microsoft Dynamics CRM. Implement the project invited the NORBIT company having high professionalism and wide experience of process automation of customer relationship management in a segment of sales of industrial equipment.

As a project basis the NORBIT company used functional elements and business logic of own industry CRM solution for suppliers of special equipment.

The corporate CRM system was implemented for four affiliated enterprises of group: "Promintel-Agro", Reliable Machines, "Promintel-Zapchasti" and "Promintel-Avto". It provides separate maintaining customer bases of data and nomenclature reference books on each of the companies taking into account industry completions.

The functionality of the Microsoft Dynamics CRM system implemented in Promintel Group includes two principal components – sales and marketing.

A system allows the management of group to predict sales of each of subsidiary companies, to control their dynamics, to manage future income. The solution provides a possibility of control of activity of managers (on the client manager, on the client, for the period to time), efficiency analysis of their work. Using the CRM system heads can set tasks the subordinate, transfer tasks from one user to others and plan them on several employees. At commission of certain events and achievement of preset values the obligatory notification of a system comes.

To sales managers the solution allows to plan the actions in relation to the client: meetings, calls, e-mail. There is a possibility of fixing of dates of events of future periods for the subsequent reminder on them. At achievement of certain indicators on the supervised clients to them adequate notices come. "Sales process" prompts to the seller a technique of work with the client which more likely will result in success. The solution provides a possibility of creation of price lists and also automatic calculation of the amount of transactions. The reporting is prepared automatically according to the specified parameters, and the manager can focus on the primary activity.

In the field of marketing a system provides a possibility of customer segmentation by different criteria, the analysis of interaction with them from the first contact and before formation of new opportunities, planning and holding different marketing campaigns and also personal mailings.

Having implemented the CRM system, Promintel Group was succeeded to look in a new way at the organization of business sales processes and marketing in the company.

Result of implementation became:

• improving transparency in work of sales department in general and each manager separately,
  
• increase in controllability of sales, and as a result, increase in number of transactions.
  
  

Anton Melnik, marketing director of Promintel-Agro company: "Each subsidiary company Promintel Group has I howl specifics in the field of sales and customer service. Implementation of Microsoft Dynamics CRM allowed us to save the features of business characteristic of each company, using at the same time the unified information system of management".

Increasing volumes of the activity every year, Promintel Group plans further development and accumulation of functionality of a system, including the analytical module, management of cross-sellings, service addresses and also development of own call center.

The NORBIT company works in information technology field since 2000 and is in structure of LANIT group Competence Center on development and deployment of the integrated enterprise management systems on the basis of the SAP solutions ERP and Microsoft Dynamics AX (Microsoft Axapta) and also a customer relationship management system – Microsoft Dynamics CRM (Microsoft CRM).

The NORBIT company is a Golden Microsoft partner (Gold Certified Partner) and is engaged in creation of information solutions on the basis of Microsoft Dynamics AX and Microsoft Dynamics CRM since 2003. During this time specialists of the company accumulated considerable experience with the enterprises of different industry segments: production and processing of mineral resources, system integration, IT distribution, transport, telecommunications, food industry, professional services. In 2009 the NORBIT company confirmed the status of the member of Presidential club Microsoft Dynamics which integrates the most active and successful partners of corporation worldwide.

The NORBIT company works with the leading Russian enterprises among which there are large industrial holdings, business and production companies and also the state organizations. Regional offices of the company are located in St. Petersburg, Novosibirsk, Yekaterinburg, Orenburg, Kazan, Norilsk and Vladivostok.