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Unico Update its Customer and Sales Data Easily With Microsoft Dynamics CRM Online Case Study






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    Unico Update its Customer and Sales Data Easily With Microsoft Dynamics CRM Online Case Study Unico Update its Customer and Sales Data Easily With Microsoft Dynamics CRM Online Case Study Document Transcript

    • Microsoft Dynamics Customer Solution Case Study HVAC Firm Empowers Outside Sales Team With Easy-to-Use Lead Management System Overview “We know that salespeople find the new system much Country or Region: United States Industry: Durable goods merchant easier to use. The rate of responses in our new wholesalers—Machinery, equipment, and system has increased by 30 to 45 percent over what supplies wholesalers it was in Salesforce.com.” Customer Profile Aisha Thomas, Marketing IT Manager, Unico Unico is a St. Louis, Missouri–based manufacturer of air-conditioning Unico manufactures and sells small-duct, high-velocity heating, equipment that uses narrow ductwork and high-velocity compressors specialized for ventilation, and air-conditioning equipment. The company used custom homes and remodeled historical Salesforce.com to track sales leads that it sent to its buildings. manufacturer’s representatives. Because Unico’s sales process Business Situation involves several different companies, Unico lacked visibility into Unico connected with its independent sales reps through Salesforce.com, but the how and where sales representatives were selling its products. With application was too difficult to use and not help from Microsoft® Gold Certified Partner Quilogy, Unico deployed flexible enough to meet the company’s business needs. Microsoft Dynamics® CRM Online and integrated it with several of its business processes. Sales representatives have increased their Solution Unico switch to Microsoft Dynamics® CRM usage of the new solution by 30 to 45 percent, giving the company Online to make it easier for sales a more complete view of its sales processes with more accurate, representatives, distributors, and even contractors to enter and update customer up-to-date information from sales representatives, distributors, and sales data. contractors, and customers. Because of this, Unico can save money Benefits and target its marketing efforts more effectively.  Increased stakeholder participation  Reduced costs  Better-targeted marketing  Improved customer service
    • “There were salespeople Situation The independent sales representatives who Headquartered in St. Louis, Missouri, Unico worked with Unico found the application who were concerned manufactures and sells small-duct, high- awkward to work with and salespeople had that the new system velocity heating, ventilation, and air- difficulty entering complete information about conditioning (HVAC) equipment for the their contacts and the results of sales leads. would be difficult to use, residential and commercial construction but they’ve since come industry. The company’s Unico System uses “The system was voluntary because the reps ductwork that is only 2.5 inches in diameter, are independent business people,” says back to us and said the which makes it easy to install in buildings Niederer. “We tried to make our system system is so easy that it that are being remodeled or retrofitted. attractive to them, but it wasn’t flexible enough. It was cumbersome for salespeople will be much easier to “Our systems, which can fit inside existing to use because it required them to enter follow up on leads walls or between floors and ceilings, have information on a number of screens, and gone into historic buildings such as the even then, the salespeople couldn’t give us consistently.” Truman Little White House in Key West, all the information we needed unless we Randy Niederer, Director of Marketing, Unico Florida, and the Lincoln Cottage in added another costly module.” Washington, D.C.,” explains Randy Niederer, Director of Marketing for Unico. The Unico sales channel involves multiple steps—from the manufacturer to sales “Our other target market is high-end custom representatives, to dealers or distributors, homes because our systems have features and eventually to contractors or installers. that cost a little more, but deliver better Because the salespeople were the only ones results than conventional systems,” says entering data into the Salesforce.com Niederer. “The systems are more energy system, it was sometimes difficult for Unico to efficient, reduce humidity by 30 percent more know how or where its products were being than conventional systems, and can be sold or installed. incorporated into any custom design very unobtrusively.” “We would ship an air handler or a set of outlets to a distributor who would sell them to Unico employs five sales managers and a contractor who would do the actual primarily sells its equipment through 23 firms installation,” says Niederer. “We could track of manufacturer’s representatives with about the SKU through the distributor, but we would 150 salespeople. The sales representatives have no way of knowing what happened to market the Unico System to dealers, the products after that. Frequently, we’d find distributors, and directly to general out about a sale to a customer only when the contractors or specialist HVAC contractors. homeowner sent in the warranty registration card.” Unico formerly used Salesforce.com to track leads that it received from its marketing Solution efforts and that it sent out to the Unico asked Microsoft® Gold Certified Partner manufacturer’s representatives. But, the Quilogy for help in identifying and deploying a Salesforce.com application wasn’t flexible customer relationship management solution and couldn’t support Unico’s business needs. that independent salespeople in the field
    • would more readily adopt. Unico needed a mail piece, Microsoft Dynamics CRM creates solution that would capture data about the a contact entry in the database. results of sales leads and provide management with deeper, timelier insight The lead is automatically forwarded to the into purchasing patterns and the amount of appropriate manufacturer’s representative its HVAC products that the sales based on the location of the lead. The system representatives were selling. Quilogy sends that notification as a message that the recommended Microsoft Dynamics® CRM representative can read on a smart phone, Online for its ease of use and the ease with enabling them to reply to it even if they are which the partner could customize the out of the office, without an Internet solution to Unico’s unique hierarchical sales connection. model. Quilogy configured the solution and “The new system makes it extremely easy for then helped Unico convert its existing the sales reps to respond,” says Niederer. customer records from Salesforce.com to “They can enter a brief code in response to Microsoft Dynamics CRM Online. the e-mail message and hit ‘Reply.’ That’s all they need to do to let us know that they’ve “We knew that Unico needed a better received the lead and are acting on it.” They business process to manage its sales lead can then forward the message to a distributor tracking and its product delivery information,” or a contractor for additional action. says Rokas Varanavicius, a Senior CRM Consultant at Quilogy. “We worked to “There were salespeople who were understand the company’s needs and what concerned that the new system would be the different departments needed from the difficult to use, but they’ve since come back system. We were able to quickly build a to us and said the system is so easy that it system that supported Unico’s business will be much easier to follow up on leads operations in ways they never had before.” consistently,” adds Niederer. Unico chose to implement Microsoft The solution has automated reporting Dynamics CRM Online because the hosted features that help Unico sales managers work version offers a lower cost and a faster more effectively with the sales implementation time. representatives. “Our sales managers can meet with our reps on the road or in their Tracking Sales Leads office and, with one click, get a complete The user interface for Microsoft Dynamics report on what leads we sent them, what’s CRM Online, with fields tailored for Unico been followed up on, or what needs to be business processes, makes it much easier for followed up,” says Niederer. sales representatives to enter data in the system. When a potential sales lead is Flexibility to Match Business Processes created because of marketing activity, such The relationships between Unico and its as an inquiry on the Unico Web site, a phone independent manufacturer’s representatives call from a print ad in a construction industry and between the sales reps and the trade magazine, or a reply card from a direct- distributors and contractors who ultimately install Unico equipment is complex. But,
    • Quilogy and Unico were able to customize so convenient that they use it as their primary Microsoft Dynamics CRM Online to match lead-tracking system—even for products they existing processes, capturing vital information sell that are not manufactured by Unico. “We at every step in the process with enough know that our reps have broad product lines, security to let the company give access to the but they don’t carry any competing products, entire sales channel. so we’re happy to let them use our system to expand their businesses,” says Niederer. Unico now has forms on its Web site that are “The more they use our system, the more it automatically linked to the customer benefits both them and us.” relationship management solution. “Distributors, contractors, and even Benefits homeowners can enter data about their Unico now has reduced its sales purchases, serial numbers, and installation administration costs and gained much dates and all that information is greater visibility into the flow of its products automatically entered into the system,” says through its sales channels, including “The new system makes Niederer. This gives Unico a much more distributors, contractors, and customers. This it extremely easy for the complete picture of its sales cycles and visibility makes it possible to improve sales, customer data. offer targeted marketing, and resolve sales reps to respond. customer service issues more rapidly. They can enter a brief “Quilogy did a tremendous job for us,” says Increased Stakeholder Participation Aisha Thomas, Marketing IT Manager for Ease of use and working the way that Unico code in response to the Unico. “They talked to all our different sales representatives need to work was e-mail message and hit departments and our sales reps and found particularly important to the company out what they needed to make our system because its manufacturer’s representatives ‘reply.’ That’s all they work the way we wanted to work rather than are independent business people. By giving need to do to let us forcing us to work the way the software the representatives the freedom to use the wanted to work.” solution for managing other leads from know that they’ve unrelated product selling, Unico is confident received the lead and “We found that Microsoft Dynamics CRM that they will continue to use the system. Online would support our internal business are acting on it.” processes and support the business “We know that salespeople find the new Randy Niederer, Director of Marketing, Unico processes of our external sales system much easier to use,” says Thomas. representatives,” adds Thomas. “Some of our “The rate of responses in our new system has manufacturer’s representatives have their increased by 30 to 45 percent over what it own lead-tracking systems, so we made it was in Salesforce.com. It’s hugely important possible for those salespeople to enter to us that our sales reps enter that information in the system they’re comfortable information because tracking leads is the with and have that information flow directly lifeblood of our business.” into our solution.” Reduced Costs Although some Unico sales representatives Unico has already reassigned one staff still use their own lead-tracking or contact- member who formerly worked almost full tracking systems, others find the new system time entering sales lead data into
    • Salesforce.com and moving that information out to the sales channel. From such cost savings, Niederer estimates Microsoft Dynamics CRM Online to pay for itself within 18 months. Better-Targeted Marketing Unico now has detailed information about its entire sales channel and can target marketing efforts and even training programs at distributors or contractors depending on their history with company products. “We can identify which distributors have received our products and which contractors have installed a particular kind of system so that we can target them for a special promotion,” says Niederer. Unico plans to offer training programs to distributors and contractors so that they can upgrade the warranties on Unico products. With the solution, Unico can more efficiently target specific training programs to contractors with experience installing specific systems and launch other marketing or sales promotion campaigns to those contractors. Improved Customer Service With the expanded customer and sales information available in Microsoft Dynamics CRM Online, the Unico customer care department can respond to customer queries and problem reports more efficiently. Unico has a service that lets contractors, engineers, and architects give the company specifications of a construction or remodeling project, and the company will create an HVAC plan for the project. Those records are now linked to the solution. The customer service agent can quickly access those plans to give homeowners or installers a better-quality response to any problems that might occur.
    • For More Information Microsoft Dynamics For more information about Microsoft Microsoft Dynamics is a line of integrated, products and services, call the Microsoft adaptable business management solutions Sales Information Center at (800) that enables you and your people to make 426-9400. In Canada, call the Microsoft business decisions with greater confidence. Canada Information Centre at (877) Microsoft Dynamics works like familiar 568-2495. Customers who are deaf or Microsoft software such as Microsoft Office, hard-of-hearing can reach Microsoft text which means less of a learning curve for your telephone (TTY/TDD) services at (800) people, so they can get up and running 892-5234 in the United States or (905) quickly and focus on what’s most important. 568-9641 in Canada. Outside the 50 And because it is from Microsoft, it easily United States and Canada, please contact works with the systems that your company your local Microsoft subsidiary. To access already has implemented. By automating and information using the World Wide Web, go streamlining financial, customer relationship, to: and supply chain processes, Microsoft www.microsoft.com Dynamics brings together people, processes, and technologies, increasing the productivity For more information about Unico products and effectiveness of your business, and and services, call (800) 527-0896 or visit helping you drive business success. the Web site at: www.unicosystem.com For more information about Microsoft Dynamics, go to: For more information about Quilogy www.microsoft.com/dynamics products and services, call (636) 947- 9393 or visit the Web site at: www.quilogy.com Software and Services Partners  Microsoft Dynamics  Quilogy − Microsoft Dynamics CRM Online This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. Document published June 2009