|
Case study: CABC implements time-saving CRM
for commercial vehicle safety systems manufacturer
There are two sides to the Red Forge business – the manufacture and sale
of a range of products designed to monitor the safe loading of commercial
vehicles, and the after-care of these systems on a yearly basis.
“We need to maintain accurate sales records while keeping track of the
vehicles fitted with our kit so we can be proactive in managing the
recommended yearly maintenance schedules,” explained Red Forge Sales Office
Manager, Phil Bridge.
“Our problem was that these records were held in two separate systems –
Tracker 97 for sales and Access for aftercare. This meant that when speaking
with a customer via the sales database there was no easy way of seeing which
vehicles in that fleet had been fitted with our equipment as a basis for
discussing a recalibration schedule.
“We had to pause the conversation, open Access and work across two
screens – hardly ideal.”
This arrangement had arisen over time – one side organised by sales, the
other by maintenance – but the two systems remained separate. And at a time
when customer demands and expectations in terms of service and value are
continually rising, their replacement was overdue.
“CABC were one of several providers we invited to present to us and we
chose them because of their track record in delivering CRM solutions and the
professionalism of their approach,” Phil went on.
Matching a system to requirements:-
With their history as a Tracker 97 user, Red Forge favoured a Maximizer
CRM solution initially and CABC presented the pros and cons of adopting
either this or a Microsoft CRM system.
“We saw that Microsoft CRM would better resolve the issues of the two
databases,” said CABC’s Managing Director, Ian Wallace. “It was a case
of matching the right solution to meet Red Forge’s requirements.”
CABC managed the data transition from two systems into one. Phil Bridge
again: “The potential for losing data had been a concern for us particularly
that detailing the location of vehicles fitted with our systems. But CABC
watched over the integration, compared data throughout and ensured its safe
transfer.
“Overall the transition was very smooth. The system training was
effective and CABC’s response to any issues was, and continues to be, very
good.”
Red Forge’s move to Microsoft CRM has met all their expectations and has
effectively combined the two sides of its business. “The centralisation of
records has really made a difference,” added Phil. “We now have complete
traceability of data and that’s not only saved us time in looking up records
and accessing what we need when talking to customers, but it’s also
sharpened our customer service presentation.
Red Forge's verdict: “CABC provided an excellent solution for
combining our system records and our sales database into one
easy-to-understand package.”
Red Forge Website
 |
