Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

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

2,515 views

Published on

Published in: Technology
  • Be the first to comment

  • Be the first to like this

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

  1. 1. Microsoft Dynamics Customer Solution Case Study HVAC Firm Empowers Outside Sales Team With Easy-to-Use Lead Management System Overview Country or Region: United States Industry: Durable goods merchant wholesalers—Machinery, equipment, and supplies wholesalers Customer Profile Unico is a St. Louis, Missouri–based manufacturer of air-conditioning equipment that uses narrow ductwork and high-velocity compressors specialized for custom homes and remodeled historical buildings. Business Situation Unico connected with its independent sales reps through Salesforce.com, but the application was too difficult to use and not flexible enough to meet the company’s business needs. Solution Unico switch to Microsoft Dynamics® CRM Online to make it easier for sales representatives, distributors, and even contractors to enter and update customer and sales data. Benefits  Increased stakeholder participation  Reduced costs  Better-targeted marketing  Improved customer service “We know that salespeople find the new system much easier to use. The rate of responses in our new system has increased by 30 to 45 percent over what it was in Salesforce.com.” Aisha Thomas, Marketing IT Manager, Unico Unico manufactures and sells small-duct, high-velocity heating, ventilation, and air-conditioning equipment. The company used Salesforce.com to track sales leads that it sent to its manufacturer’s representatives. Because Unico’s sales process involves several different companies, Unico lacked visibility into how and where sales representatives were selling its products. With help from Microsoft® Gold Certified Partner Quilogy, Unico deployed Microsoft Dynamics® CRM Online and integrated it with several of its business processes. Sales representatives have increased their usage of the new solution by 30 to 45 percent, giving the company a more complete view of its sales processes with more accurate, up-to-date information from sales representatives, distributors, contractors, and customers. Because of this, Unico can save money and target its marketing efforts more effectively.
  2. 2. Situation Headquartered in St. Louis, Missouri, Unico manufactures and sells small-duct, high- velocity heating, ventilation, and air- conditioning (HVAC) equipment for the residential and commercial construction industry. The company’s Unico System uses ductwork that is only 2.5 inches in diameter, which makes it easy to install in buildings that are being remodeled or retrofitted. “Our systems, which can fit inside existing walls or between floors and ceilings, have gone into historic buildings such as the Truman Little White House in Key West, Florida, and the Lincoln Cottage in Washington, D.C.,” explains Randy Niederer, Director of Marketing for Unico. “Our other target market is high-end custom homes because our systems have features that cost a little more, but deliver better results than conventional systems,” says Niederer. “The systems are more energy efficient, reduce humidity by 30 percent more than conventional systems, and can be incorporated into any custom design very unobtrusively.” Unico employs five sales managers and primarily sells its equipment through 23 firms of manufacturer’s representatives with about 150 salespeople. The sales representatives market the Unico System to dealers, distributors, and directly to general contractors or specialist HVAC contractors. Unico formerly used Salesforce.com to track leads that it received from its marketing efforts and that it sent out to the manufacturer’s representatives. But, the Salesforce.com application wasn’t flexible and couldn’t support Unico’s business needs. The independent sales representatives who worked with Unico found the application awkward to work with and salespeople had difficulty entering complete information about their contacts and the results of sales leads. “The system was voluntary because the reps are independent business people,” says Niederer. “We tried to make our system attractive to them, but it wasn’t flexible enough. It was cumbersome for salespeople to use because it required them to enter information on a number of screens, and even then, the salespeople couldn’t give us all the information we needed unless we added another costly module.” The Unico sales channel involves multiple steps—from the manufacturer to sales representatives, to dealers or distributors, and eventually to contractors or installers. Because the salespeople were the only ones entering data into the Salesforce.com system, it was sometimes difficult for Unico to know how or where its products were being sold or installed. “We would ship an air handler or a set of outlets to a distributor who would sell them to a contractor who would do the actual installation,” says Niederer. “We could track the SKU through the distributor, but we would have no way of knowing what happened to the products after that. Frequently, we’d find out about a sale to a customer only when the homeowner sent in the warranty registration card.” Solution Unico asked Microsoft® Gold Certified Partner Quilogy for help in identifying and deploying a customer relationship management solution that independent salespeople in the field “There were salespeople who were concerned that the new system would be difficult to use, but they’ve since come back to us and said the system is so easy that it will be much easier to follow up on leads consistently.” Randy Niederer, Director of Marketing, Unico
  3. 3. would more readily adopt. Unico needed a solution that would capture data about the results of sales leads and provide management with deeper, timelier insight into purchasing patterns and the amount of its HVAC products that the sales representatives were selling. Quilogy recommended Microsoft Dynamics® CRM Online for its ease of use and the ease with which the partner could customize the solution to Unico’s unique hierarchical sales model. Quilogy configured the solution and then helped Unico convert its existing customer records from Salesforce.com to Microsoft Dynamics CRM Online. “We knew that Unico needed a better business process to manage its sales lead tracking and its product delivery information,” says Rokas Varanavicius, a Senior CRM Consultant at Quilogy. “We worked to understand the company’s needs and what the different departments needed from the system. We were able to quickly build a system that supported Unico’s business operations in ways they never had before.” Unico chose to implement Microsoft Dynamics CRM Online because the hosted version offers a lower cost and a faster implementation time. Tracking Sales Leads The user interface for Microsoft Dynamics CRM Online, with fields tailored for Unico business processes, makes it much easier for sales representatives to enter data in the system. When a potential sales lead is created because of marketing activity, such as an inquiry on the Unico Web site, a phone call from a print ad in a construction industry trade magazine, or a reply card from a direct- mail piece, Microsoft Dynamics CRM creates a contact entry in the database. The lead is automatically forwarded to the appropriate manufacturer’s representative based on the location of the lead. The system sends that notification as a message that the representative can read on a smart phone, enabling them to reply to it even if they are out of the office, without an Internet connection. “The new system makes it extremely easy for the sales reps to respond,” says Niederer. “They can enter a brief code in response to the e-mail message and hit ‘Reply.’ That’s all they need to do to let us know that they’ve received the lead and are acting on it.” They can then forward the message to a distributor or a contractor for additional action. “There were salespeople who were concerned that the new system would be difficult to use, but they’ve since come back to us and said the system is so easy that it will be much easier to follow up on leads consistently,” adds Niederer. The solution has automated reporting features that help Unico sales managers work more effectively with the sales representatives. “Our sales managers can meet with our reps on the road or in their office and, with one click, get a complete report on what leads we sent them, what’s been followed up on, or what needs to be followed up,” says Niederer. Flexibility to Match Business Processes The relationships between Unico and its independent manufacturer’s representatives and between the sales reps and the distributors and contractors who ultimately install Unico equipment is complex. But,
  4. 4. Quilogy and Unico were able to customize Microsoft Dynamics CRM Online to match existing processes, capturing vital information at every step in the process with enough security to let the company give access to the entire sales channel. Unico now has forms on its Web site that are automatically linked to the customer relationship management solution. “Distributors, contractors, and even homeowners can enter data about their purchases, serial numbers, and installation dates and all that information is automatically entered into the system,” says Niederer. This gives Unico a much more complete picture of its sales cycles and customer data. “Quilogy did a tremendous job for us,” says Aisha Thomas, Marketing IT Manager for Unico. “They talked to all our different departments and our sales reps and found out what they needed to make our system work the way we wanted to work rather than forcing us to work the way the software wanted to work.” “We found that Microsoft Dynamics CRM Online would support our internal business processes and support the business processes of our external sales representatives,” adds Thomas. “Some of our manufacturer’s representatives have their own lead-tracking systems, so we made it possible for those salespeople to enter information in the system they’re comfortable with and have that information flow directly into our solution.” Although some Unico sales representatives still use their own lead-tracking or contact- tracking systems, others find the new system so convenient that they use it as their primary lead-tracking system—even for products they sell that are not manufactured by Unico. “We know that our reps have broad product lines, but they don’t carry any competing products, so we’re happy to let them use our system to expand their businesses,” says Niederer. “The more they use our system, the more it benefits both them and us.” Benefits Unico now has reduced its sales administration costs and gained much greater visibility into the flow of its products through its sales channels, including distributors, contractors, and customers. This visibility makes it possible to improve sales, offer targeted marketing, and resolve customer service issues more rapidly. Increased Stakeholder Participation Ease of use and working the way that Unico sales representatives need to work was particularly important to the company because its manufacturer’s representatives are independent business people. By giving the representatives the freedom to use the solution for managing other leads from unrelated product selling, Unico is confident that they will continue to use the system. “We know that salespeople find the new system much easier to use,” says Thomas. “The rate of responses in our new system has increased by 30 to 45 percent over what it was in Salesforce.com. It’s hugely important to us that our sales reps enter that information because tracking leads is the lifeblood of our business.” Reduced Costs Unico has already reassigned one staff member who formerly worked almost full time entering sales lead data into “The new system makes it extremely easy for the sales reps to respond. They can enter a brief code in response to the e-mail message and hit ‘reply.’ That’s all they need to do to let us know that they’ve received the lead and are acting on it.” Randy Niederer, Director of Marketing, Unico
  5. 5. 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.
  6. 6. Microsoft Dynamics Microsoft Dynamics is a line of integrated, adaptable business management solutions that enables you and your people to make business decisions with greater confidence. Microsoft Dynamics works like familiar Microsoft software such as Microsoft Office, which means less of a learning curve for your people, so they can get up and running quickly and focus on what’s most important. And because it is from Microsoft, it easily works with the systems that your company already has implemented. By automating and streamlining financial, customer relationship, and supply chain processes, Microsoft Dynamics brings together people, processes, and technologies, increasing the productivity and effectiveness of your business, and helping you drive business success. For more information about Microsoft Dynamics, go to: www.microsoft.com/dynamics For More Information For more information about Microsoft products and services, call the Microsoft Sales Information Center at (800) 426- 9400. In Canada, call the Microsoft Canada Information Centre at (877) 568- 2495. Customers who are deaf or hard-of- hearing can reach Microsoft text telephone (TTY/TDD) services at (800) 892-5234 in the United States or (905) 568-9641 in Canada. Outside the 50 United States and Canada, please contact your local Microsoft subsidiary. To access information using the World Wide Web, go to: www.microsoft.com For more information about Unico products and services, call (800) 527-0896 or visit the Web site at: www.unicosystem.com For more information about Quilogy products and services, call (636) 947- 9393 or visit the Web site at: www.quilogy.com This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. Document published June 2009 Software and Services  Microsoft Dynamics − Microsoft Dynamics CRM Online Partners  Quilogy
  7. 7. Microsoft Dynamics Microsoft Dynamics is a line of integrated, adaptable business management solutions that enables you and your people to make business decisions with greater confidence. Microsoft Dynamics works like familiar Microsoft software such as Microsoft Office, which means less of a learning curve for your people, so they can get up and running quickly and focus on what’s most important. And because it is from Microsoft, it easily works with the systems that your company already has implemented. By automating and streamlining financial, customer relationship, and supply chain processes, Microsoft Dynamics brings together people, processes, and technologies, increasing the productivity and effectiveness of your business, and helping you drive business success. For more information about Microsoft Dynamics, go to: www.microsoft.com/dynamics For More Information For more information about Microsoft products and services, call the Microsoft Sales Information Center at (800) 426- 9400. In Canada, call the Microsoft Canada Information Centre at (877) 568- 2495. Customers who are deaf or hard-of- hearing can reach Microsoft text telephone (TTY/TDD) services at (800) 892-5234 in the United States or (905) 568-9641 in Canada. Outside the 50 United States and Canada, please contact your local Microsoft subsidiary. To access information using the World Wide Web, go to: www.microsoft.com For more information about Unico products and services, call (800) 527-0896 or visit the Web site at: www.unicosystem.com For more information about Quilogy products and services, call (636) 947- 9393 or visit the Web site at: www.quilogy.com This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. Document published June 2009 Software and Services  Microsoft Dynamics − Microsoft Dynamics CRM Online Partners  Quilogy

×