This world 2000, Ltd company (Microsoft Dynamics CRM)

For trade production company automation of interaction with a partner network has not smaller value, than the adjusted production process. Sergey Goryushin, the CEO of This World of 2000 company, told about how he to the leader of the Russian market of emergency lighting helps to develop TOPS Consulting business solution on the basis of Microsoft Dynamics CRM.

• Sergey Yuryevich what premises of the CRM project were? Why the company decided on it during an economic crisis?
• I headed management team of This World of 2000 company really in hard time – in 2009. In search of optimal business development paths during the crisis period we understood that it is necessary to ensure more effective functioning with clients, to increase the level of availability of information on sales.

Our company is accented on project sales, there is a large number of partners, but information on transactions was periodically lost, it was inconvenient to work in the manual mode. Often employees from the different cities therefore we felt the need for a uniform information warehouse and the systematized access to it work on one project. Without creation of the CRM system considering all range of relationship with partners, strategy implementation of development would be extremely difficult.

Together with shareholders of the company the decision not to spend resources for development of a "self-written" system, and to allocate funds for an implementation project of Microsoft Dynamics CRM was made.

• Why you stopped the choice on the Microsoft Dynamics CRM platform?
• First, we were convinced that it is the popular platform on the basis of which there are many successful projects, including among trade production companies. Secondly, in our company products of Microsoft are used: in addition to the software office suite, there are network solutions. Besides, the great value for us is played by support of vendor and perspective of development of a system.

• What was made within an implementation project of CRM?
• For the project we selected the specialized solution for trading houses and production companies from TOPS Consulting (then AND Project) based on Microsoft Dynamics CRM. During implementation the business processes connected with management of the uniform customer base and also project tasks and communications, construction objects and tenders in which our company participates in large volume are automated. Besides, the solution allows us to keep account of activity of competitors and sales points.

The CRM system is integrated with the accounting system of our company on unique ID of the client, the product directory and a number of financial performance.

• What problems does a system allow to solve?
• CRM allows to solve all range of the problems connected with sales: problem definition, minutes of meetings, ranging of events on time, tracking of business trips, building of customer relations, control of operational work, etc. Employees got used to bring all actions in a system because there is such rule: "If you did not enter information, so you did not do it". At the moment the system of motivation of employees is tied to KPI in CRM.

Thanks to the help of TOPS Consulting at us the main functionality and when we with assistance of consultants studied all features of a system, gradually could finish it independently became quickly enough available. In particular, the control system of performing discipline and the module of work with defective goods of the supplier were implemented.

• What gives to your business existence of a powerful management system for relationship with partners?
• A system supports the business growth as with its help since 2011 an opportunity effectively appeared to keep projects of any level, even the most difficult. For example, earlier all service of a construction object was conducted in Excel, numerous approvals were required, errors were inevitable. CRM allows to get a set of forms and to manage them, and now we have no works involving all hands and bustle with papers from an office in an office. In addition to the Russian divisions of the company, the Ukrainian branch is connected to a system.

• What analytical opportunities does a system give?
• Using Microsoft Dynamics CRM we receive detailed analytics on the company in different cuts - sales, clients, partners, divisions, regions, the directions of business, projects, products and other. It allows us to increase efficiency of our activity and it is even more successful to compete in the market.

• Whether it is possible to estimate cost efficiency of system operation of CRM?
• Estimate an indicator of ROI of this project extremely difficult. But it is obvious that a system paid off quickly enough as it allowed to reduce strongly time of an information access and provided the necessary level of convenience. It is always simpler to employee to conduct work when he can activate in read seconds the client's card with the complete history of interaction.

• Usually innovations in work are positively met not by all employees. How in your company did accept CRM?
• In general the collective accepted it normally, but there was also hidden resistance, first of all from a number of old residents of the company. The new staff of the company with interest met CRM and quickly enough mastered it. In more than two years of commercial operation we created a pool of experienced users, noticeable rejection we already at anybody do not observe. System implementation of performing control gave big effect – all employees understand that their KPI in many respects depend on correct work in CRM.

• Your recommendations about implementation of systems based on Microsoft Dynamics CRM? Against what errors would you like to warn other companies?
• By the beginning of the project it is important to define accurately what you want and to represent all systems capabilities. Also before implementation some time in the test version of a system is useful to work to understand to her logician.

• Share, please, development plans for a system.
• Studying the business processes, we estimate what of them still can be covered using CRM in terms of analytics. Completion of the solution regarding management of construction objects is planned (as much as possible to conform to the PMBoK standard). Also we study ability to integrate CRM with corporate telephony based on Avaya, the dealer portal and social networks. And the release of the new version of the Microsoft Dynamics CRM 2013 system should help us to use all advantages of a system during the work from mobile devices and to configure necessary marketing functionality.