If the coffee machine doesn't work in the office, even frugal colleagues become choleric. Avoiding such stress tests is part of CP Group GmbH's business. The "coffee plus" division of the Osnabrück-based trading company specialises in the sale of commercial fully automatic coffee machines. In order to offer the best possible service to the mostly small and medium-sized customers from Germany and Austria, the company introduced CRM software at the start of sales. Thus service technicians, customer advisors and selling are in the best way informed since the first day.
"coffee plus" focuses on the distribution of commercial fully automatic coffee machines, their products and accessories. However, the company attaches particular importance to high accessibility for customers and interested parties, as well as speed, convenience and flexibility in service and advice.
The most important success factor is therefore consistent customer orientation. Sales staff, service technicians and customer advisors should therefore be able to access comprehensive information and an efficient communication structure from day one.
In addition, it should be possible for the fully automatic coffee machines to automatically transmit daily updated data on filling levels and consumption (telemetry data) to the NAV system of the CP Group when required - a functionality with which some models are already equipped as standard. Customers who wish to use this technology can automatically generate subsequent delivery orders, send required (accessory) items as required and optimised for dispatch, and calculate service contracts.
By mid-2015, the retail company was therefore looking for suitable CRM software that was easy to use, already met most of the requirements in the solution standard and worked closely with the existing ERP system Microsoft Dynamics NAV. Points that the Microsoft Dynamics 365 overall solution could best fulfill. As with Microsoft Dynamics NAV, the contract for project implementation was awarded to TSO-DATA from Osnabrück.
"This was the optimal solution for us. After all, we knew TSO-DATA and knew what to expect. What was decisive was the fact that TSO-DATA was very familiar with both systems. This has enormous advantages, especially when it comes to system integration and setting up cross-program processes", Daniel Brüggemann looks back.
It was crucial for us that TSO-DATA was equally familiar with Microsoft Dynamics NAV and CRM. This has enormous advantages, especially when it comes to system integration and setting up cross-program processes.
During implementation, the project team opted for an agile approach: Central business processes were sketched in workshops and implemented promptly, while the project team was already scrutinizing the next process at the same time. "The close cooperation with the specialist departments helped us to understand the requirements and to design the processes based on them," emphasizes Steffen Hackmann, project manager at TSO-DATA.
In addition to customer and prospect management, the main focus was on mobile support for field staff. TSO-DATA developed an individual concept for CP Group GmbH in which the requirements for CRM Online with regard to mobility and subsequent connection to the existing ERP system Dynamics NAV were taken into account.
To provide all sales and service-relevant information on smartphones and tablets, the project team supplemented Microsoft Dynamics 365 with the Resco Mobile CRM App. All field staff can access the CRM system with their mobile devices, regardless of operating system and manufacturer, and work with the app both online and offline. The sales employee has the option of entering his sales opportunities directly in the app, creating new customers and editing them directly.
The documentation of individual customer requests or tailor-made offers is also carried out via mobile app. Service employees enter their assembly and installation work directly into the system via the app and benefit from mobile spare parts management and mobile time recording. All customer-related information is then transferred directly to the ERP system and billing can be carried out.
We always focus on the customer with his concerns and wishes - thanks to CRM Dynamics 365 it is easier for us to meet this high demand in the long term. We have a holistic view of all interested parties and customers and can track the entire customer journey down to the last detail at any time. This makes CRM Dynamics 365 an essential instrument for us to be able to provide our customers with advice and support.
Employees in Germany and Austria have been working with CRM since August 2015. For Dr. Marc Beimforde, transparency is one of the most important features of this mobile CRM software: "With Microsoft Dynamics 365, we have a holistic view of all interested parties and customers and can track the entire customer journey down to the smallest detail at any time. This makes CRM - Microsoft Dynamics 365 an essential instrument for us to provide our customers with advice and support." CP Group GmbH wants to use its comprehensive customer knowledge to tailor products and services to individual customer needs in the best possible way. At the same time, we succeeded in making central sales and service processes as efficient as possible. For example, inquiries from customers or interested parties are forwarded directly to sales via mobile apps. The aim is to reduce "paperwork" to a minimum and to be as fast and flexible as possible.
In view of the rapid success and high acceptance of this software solution, Osnabrück-based retailers are already thinking about the first follow-up projects: For example, additional marketing systems could be integrated in order to further advance the multi-channel strategy and provide the customer with as individual a service as possible.
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