Russian Leather Group includes six companies producing natural leather for haberdashery, footwear, automotive, furniture, aviation and other industries. Ryazan tannery of Russian Leather JSC is the largest supplier of leather materials in Russia, the company accounts for 35% of all leather production in the country. The company is also actively involved in international trade: products are exported to 31 countries around the world. The tannery's customers include the leading companies from CIS countries and abroad, such as: Among the clients of the tannery leading companies of CIS countries and abroad, such as: - "Kotofey", - "Unichel", - "Pinskdrev", - "Many Furniture", - Belwest, - IKEA and others.
The group of companies approached the necessity of implementing the CRM system with the following objective in mind: to reduce the production cycle by forecasting resource utilization more precisely, and, as a result, to increase the amount and efficiency of processing future orders. The accuracy of production load forecasting depends on many factors, including understanding the needs of current customers in future periods, as well as detailed planning of work with new potential customers. When choosing a platform, the company's management focused on proposals with extensive functionality, convenient analytical tools, and maximum potential for further development of the system. In addition, an important requirement was the ability to flexibly integrate the CRM solution into the constantly evolving IT infrastructure of the group of companies. Thus, the plant "Russian Leather" is currently automating the management of enterprise resources, and the interaction with the CRM is one of the next stages of the project. Choosing a partner Russian Leather company was equally careful when choosing a project implementer. The main requirements were, first of all, the company's industry expertise in the automation of production enterprises, including the experience of the CRM implementation team. As a result of the evaluation of all the characteristics and factors for optimizing the work with customers, the CRM system based on Microsoft Dynamics 365 was chosen, and the Odyssey Company was chosen as the partner.
The project team realized the key task of creating a unified information base for interaction with customers throughout the group of companies in the first stage of its work. At the same time an advanced form of customer questionnaire was set up, which was necessary for analysis of customer potential, planning of future orders, as well as targeted marketing activities. Creation of the customer questionnaire turned out to be a very interesting task. The questionnaire is essentially a structured checklist, which in the process of interaction with current and potential customers allows you to collect relevant information about the characteristics of customers, their processes, the scale of production and business in general. Such data gives an idea of the current and potential "capacity" of the customer and is recorded directly in the context of the production catalog of Russian Leather.
Not only does it help managers to make more accurate product selection for each customer, but it also makes it possible to understand and anticipate future customer needs
Russian leather catalog includes a huge number of items, the products can have many different combinations of characteristics, such as type of raw material, tanning type, configuration, color, thickness, etc. Unification of the catalog is designed to greatly simplify the work of sales managers. In addition, the solution makes it possible to keep track of competitors' products, taking into account the characteristics and cost of other manufacturers' products, and to compare this data with Russian Leather's offers on competitive deals.
Odyssey experts have optimized and configured key processes of interaction with current and potential clients: sales, service, and marketing operations, as well as planning, holding, and analyzing the results of participation in exhibitions and events. Already at the current stage of the project, sales and promotion specialists were able to work in the "field" - as part of communication with customers to enter information in the CRM from mobile devices. The accumulated data allow them to monitor and analyze the effectiveness of sales work and, most importantly, to predict the needs of customers.
Russian Leather managers and executives can now better understand the status of work with each client, set and track tasks, analyze the company's territorial presence, and determine KPIs for product promotion in specific business sectors, such as automobile manufacturing companies, furniture, footwear, or clothing manufacturers. At present, the Odyssey Care service is used to maintain and continuously develop the functional of the CRM system.
We are satisfied with the outcome of the first phase of the project. Together with Odyssey we have accomplished our goals within 4 months. We have added a time-consuming and very important task to the initial plan of the first phase of the project - to reflect our product catalog in the system. Now managers can correlate potential transactions with the existing nomenclature, which will allow to implement the planned - to increase the accuracy of production planning
The next step will be the integration of CRM-system with ERP functionality. Upon completion of this stage of the project sales professionals will be able to conduct all work with customers in a single window, from collecting information about the business of the customer to fill the data on the shipment of products, from the appearance of the lead to adjust production plans or to receive feedback on the order placed. All data can also be entered from mobile devices.
