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Integrated CRM brings business benefits
Technology Category
- Application Infrastructure & Middleware - Data Exchange & Integration
- Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries
- Electronics
- Equipment & Machinery
Applicable Functions
- Business Operation
- Quality Assurance
- Sales & Marketing
Services
- Software Design & Engineering Services
- System Integration
The Challenge
Extronics, a fast-growing specialist manufacturer and supplier of electrical and electronic equipment for hazardous areas, faced the challenge of managing customer relationships and integrating various business functions. The need for a robust and capable Customer Relationship Management (CRM) system that could seamlessly integrate with accounting, manufacturing, and back-office functions was paramount. The existing stand-alone CRM systems were not sufficient to meet the growing demands of the company, leading to inefficiencies and potential data silos. The company required a solution that could provide a comprehensive view of customer interactions, streamline the sales process, and enhance overall operational efficiency.
About The Customer
Extronics is a Cheshire-based company specializing in the manufacturing and supply of electrical and electronic equipment designed for use in hazardous areas. The company has experienced rapid growth and is recognized for its expertise in providing high-quality, reliable products that meet stringent safety standards. Extronics serves a diverse range of industries, including oil and gas, pharmaceuticals, and chemicals, where safety and reliability are critical. The company is committed to innovation and continuous improvement, striving to meet the evolving needs of its customers through advanced technology and exceptional service. With a focus on customer satisfaction and operational excellence, Extronics has established itself as a trusted partner in the industry.
The Solution
Extronics implemented the WinMan CRM system, which is integrated into a complete ERP solution, to address its challenges. The WinMan CRM system is task-led, creating task lists for individuals, functions, and departments against each opportunity or project. This integration allows for seamless management of customer information, quote generation, and order processing within a single platform. The system stores information in various ways, ensuring that data related to companies, contacts, and projects are easily accessible and linked appropriately. Support cases, including technical support calls and nonconformances, are logged within the CRM, providing sales staff with insights into potential issues. The CRM data is utilized for forecasting and analysis, enabling production to make efficient forward purchasing decisions and track quote conversion rates. Additionally, the integrated document management and engineering change control capabilities provide traceability and link back to customer-specific requirements.
Operational Impact
Quantitative Benefit
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