SSolid company, Metoplax Trademark. The company is multidisciplinary and offers its customers not only Metolpax products, but also turnkey finishing works, as well as manufacturing furniture using coatings. Metoplax is a special composition for metallization, which is intended for decorative and protective purposes and has no analogues in the Russian market in this direction. Externally, the metallized object is close to cast or stamped and is a solid metal object.
Purpose
- Creating a unified information space in the company
- Implementing CRM to improve the company's competitiveness
- Systematization of the client base
- Automation of internal processes related to sales, production, shipments, and document management
- Reduce costs and improve company efficiency
Decision
The following works were performed for the sales Department:
- CRM has been set up, including a system for distributing leads among employees.
- Automated CRM events, including those involved in document management. A system has been set up to notify management of missed actions in leads and deals.
- The directions of transactions by sales types are formed.
- External CRM communication channels are connected, and the company's websites are connected.
- Moved data from the client database that was previously stored in separate files.
- Reports on employee performance have been set up.
- Configured CRM-marketing formed by segments of the customer base, developed individual email templates for newsletters.
- Prepared detailed documentation on the use and configuration implemented functionality.
- Training of the staff involved in the work direction.
One of the interesting reports was the report on marginality in transactions. The marginality of each direction is calculated based on the bid set in the business process, and is adjusted manually if necessary. The report was created using the report designer. A similar scheme can be used to withdraw the bonus part of the transaction (a percentage of the transaction) for managers.
In addition to creating a notification system for missed actions by the Manager, CRM has introduced micro-automation, such as transferring a transaction to the next stage, setting tasks, etc. This functionality was implemented using standard Bitrix24 tools-robots and triggers. One of the challenges in creating such microautomation became automatic assignment of Lida next contact with the client. At first glance, the problem is simple and trivial, but it has its pitfalls.
The client's task was formulated as follows: "You need to use low-quality leads that belong to several categories. When closing a lead (in one of these target categories), the Manager must set a date for the next contact. And that date should appear in the Manager's to-do list for this contact. All these actions should take place with minimal actions on the part of the Manager."
For example: there is a lead that is completely inappropriate, such as spam, but there are leads that are not currently interested in the product, but they are potential buyers. With such a buyer, it is worth working further.
We faced a number of difficulties during implementation, which we successfully overcame. But let's take it in order.
- CRM has been set up, including a system for distributing leads among employees.
- For leads, we have set up the "negative outcomes" that we are interested in".
- Created a mandatory field "date of the next contact", requested when moving the lead to this "negative stage".
- Now it's time to create a robot or business process. The easiest way would be to create an event in the lead, but all events when closing a lead or transaction are completed without being saved in Contact.
- You can't create a contact and assign an event to it at once - business process commands are executed at different times in the cloud, and the contact was not formed when the event was created.
- As a result, the process has acquired the following sequence of actions: in a loop with a pause, a process passes that creates a contact and assigns an event to it on the date specified by the Manager.
Result
The company became systematic, all communications with customers were combined in one system.
- The number of missed leads has decreased significantly.
- The planned share of the profits was clear.
- Communication with segments of the customer base has become regular and systematic, and the cost of attracting new customers has decreased.
- Employees were freed from routine operations, and all information became transparent and accessible.
