"Vostochnaya Technica" together with Odyssey Consulting Group consulting company has completed the project of automation of customer service and technical support services
"Vostochnaya Technica" sales-distribution company together with Odyssey Consulting Group has finished the project of automation of customer service and technical support. The goals of this module implementation were improvement of distributor's customer service quality, evaluation of customer satisfaction and loyalty level, in-depth segmentation of customer database as well as identification of customer needs in service repair services, spare parts and components sales. The need for the project arose with an increase in the number of tasks to work with customers, the need to record and analyze the results of telephone conversations with them. In particular, the company created the position of internal representative for the sale of service and spare parts, whose responsibilities include technical support of existing customers and expansion of active customer base (telemarketing).
Odyssey Consulting Group specialists deployed the required solution based on the standard CRM functionality of Microsoft Dynamics AX. As a result of the project, the distributor received a convenient tool for online customer survey and was able to personalize their own offers to the different needs of customers. Prior to using the system, the employees of "Vostochnaya Technica" - both the department of customer service and technical support - made lists of outgoing calls by hand, in tabular Excel forms. Now such lists are generated based on the data contained in the ERP system about current customers. When generating customer call lists, various parameters are taken into account, such as sales volume of machines, spare parts or service, type and quantity of purchased products (machines, spare parts), manufacturer's name, etc. To speed up the process of calling, lists of contact persons are evenly distributed among "Vostochnaya Technica" customer service employees, which eliminates repeated calls to the same customer. Dialing is automatic, all information about the calls made including date and time, phone, contact person are logged in the system in the form of calls history.
The solution created by Odyssey Consulting Group has significantly reduced the time it takes to organize and conduct each call. The CRM module deployed by the project team includes a functionality to organize and carry out client surveys. For this purpose, all the lists of calls are accompanied by different questionnaires, which include closed questions or a series of judgments, which the company's clients have to evaluate on a ten-point scale. Such surveys are administered once a month by "Vostochnaya Technica" sales specialists. During the call-up, the ERP-system records questions and complaints from customers, for each of which specialists are assigned responsible for their solution, deadlines and plans to perform the tasks are determined.
Analyzing the results of the survey with the help of Odyssey Consulting Group solution functionality, "Vostochnaya Technica" CRM Group specialists receive customer satisfaction scores. At the same time technical support employees use the capabilities of the module to collect information on the quality of the machinery and equipment purchased by the customer, to identify potential orders and determine a number of appropriate activities with customers.
The technical support staff at "Vostochnaya Technica" can create new questionnaires or modify existing ones at any time if necessary, compile customer lists according to various parameters and conduct their own surveys. If a customer is interested in service and the purchase of additional spare parts, the technical support specialist uses solution tools to plan current and future activities with that customer. The results of work customer service and technical support specialists are reflected in the form of reports: completed questionnaires, received claims and additional customer requests.
Due to the tools of Microsoft SQL Server 2008 Reporting Services the data of these reports can be visualized in tabular form. Results of questioning are used for the organization of marketing campaigns and for improvement of sales process of "Vostochnaya Technica" products and services.
Valeria Pogarskaya, Head of CRM Group, "Vostochnaya Technica": The survey process is simplified: the contact person for the survey in the selected company is defined automatically, the necessary information about the customer and the purchased products is always at hand. It's convenient to record and manage survey results, generate necessary reports, create and distribute tasks among employees of departments. And the most important thing is that the customer's opinion received during the survey is immediately available to all employees involved in the work with them.
Maya Popova, internal representative for sales of service and spare parts in the department of technical support of customers of Central and Western Siberia, "Vostochnaya Technica", adds: The new tool allowed us to target our pre-segmented customer base and understand the dynamics of customer demand for our products and services. Microsoft SQL Server 2008 reporting tools helped us to provide full control over the division's performance. With the help of Odyssey Consulting Group solution we also get reports that help us to easily track and analyze our efficiency and profitability.
"Vostochnaya Technica" has been using Odyssey Consulting Group solutions based on Microsoft Dynamics AX for more than 6 years. Increasing the functionality of the ERP-system by introducing new modules is a reflection of the distributor's business development: as new areas of activity appear, there is a need for additional automation tools. The successful completion of each project at "Vostochnaya Technica" clearly confirms the flexibility and versatility of the chosen Microsoft Dynamics AX platform and the industry expertise of Odyssey Consulting Group in the sector of distribution of industrial equipment and machinery.
