Case for custom CRM system development from scratch.
‘SELECT SPORT’ is one of the leading producers of hand-sewn balls. Innovative Dutch company with a long history produces approximately three million balls annually. It has offices in the key regions of the world. It also exports its goods to more than fifty countries.
Соntent:
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Goals and tasks of a Project on Automation of ‘Select Sport’ Company
Business needs determined the necessity to switch to a new system of CRM. A company already tested several CRM software solutions. Problems of each of tested program were:
High cost of finalization of a unique Customer Relations business process of ‘Sport Select’ (as a general principle, developed multifunctional web-applications and saas products are impossible to flexibly ameliorate and to change + there is cost for each additional user and necessity to realize permanent payment for him).
Unwieldiness of redundancy for ‘Select Sport’ functionality and complexity of already developed systems.
High cost and, in the majority of cases, impossibility of integration with its own EGR and with a financial system.
These reasons led to undertake the next solution: to develop a CRM system from scratch in order to realize specific functionality of company’s own and unique CRM process.
Pic. 1 An enlarged realized business process for ‘Select Sport’ in the framework of Project on Development of CRM System from scratch by Project Team of ‘TQM Systems’.
Client card creation. Clarification of contact information by the Head of Sales (HS) if a client can't be reached by a phone. Negotiations regarding script. Entering information into a Client card (CC).
Change of a client status in CC. According to status, Period 1 or 2 is determined for a repeated call. HS assigns a Responsible Manager for a potential client.
If lack of sales happens in a Period 3, HS takes a decision to extend a term of sale or refers a client to a Call center for phoning, taking into account current history.
A client automatically gets Existent status when a purchase is realized. In case of a repeat purchase during Period 4, the client becomes Existent Active. In case of lack of a repeat purchase during Period 4, the client automatically gets reassigned Existent status. In case of lack of purchase by an Existent Client during Period 4, HS assigns him a Potential status.
As a product for integration regarding download of data about financial operations, sales, returns and internal audit, EGR system was used. It was integrated with the developed CRM.
One of the most important requirements was realization of the Project on short notice: two months for the Project development were scheduled. After this term a real audit and usage of CRM had to start.
Description of implementation process of the Project on Automation of ‘Select Sport’ company, range of resolved tasks
‘Select Sport’ company had partially written technical task on system realization. In the process of cooperation at the stage of requirements clarification by a client and discussion of them with our Development Team a complete backlog of the Project was composed. As a durability of integration indicator, we chose week sprints with a retrospective every two weeks.
As the result of a chosen strategy, clearly formulated requirements and tasks distribution, with a small delay exploitation of the product started already in two and a half months.
Results of the Project on Development and Integration of CRM from scratch for ‘Select Sport’ and main aspects of successful Project implementation
All tasks imposed by a client were realized in the framework of the Project timely and according to allocated budget. ‘Select Sport’ company got:
Simple and easy to use CRM system,
which satisfies documented business process,
and is not aligned with costs of users,
the system that can be easily scaled in terms of quantity of users and in terms of input data volume;
one the key achievements is an integration with the financial system, that allows users to work on a unified interface.
Web API is used as a Back End. It allows to easily integrate business processes of the company into a unified informational-technological stack.
Integration system and audit mechanisms were realized on the basis of integration platform Genumis (iPaaS). Set and developed mechanisms of it provided a possibility to realize integration tasks in such short terms.
According to the conditions of Agreement exclusive rights on functionality of CRM system (Small Business) and on mechanisms of integration are owned by ‘TQM Systems’ company. It provided ‘Select Sport’ company a opportunity to get for perpetuity in short term and at a low total price its own CRM.
As of now, the system fully functions and is used by ‘Select Sport’ on an industrial scale. New non-essential refinements are oreded rarely.
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made by Yuliya Korgunyk, editor of TQM systems
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