SOLUTIONS Today, almost every company talks about putting the customer first but few companies actually do as they say. For a progressive New Zealand company, Andrew Industrial — a manufacturer and distributor of chemicals, cleaners and industrial consumables — customer satisfaction and market leadership go hand in hand and are a fundamental part of its business strategy. As the first company in the world to install the Navision Siebel solution, Andrew Industrial is using the system as the cornerstone of its CRM strategy. “Before we implemented this solution, our biggest challenge was trying to share a lot of valuable customer information in a structured manner. We had all this great information about our customers but only a few employees knew about it or had access to it,” says Vinney Kumar, CRM manager at Andrew Industrial. “We needed a tool that would enable us to have a continuous flow of information to and from our customers and throughout our entire organisation.”
Today, all communication is logged and then answered by the appropriate person, depending on whom the activity is assigned to. The system enables employees to make sure that all activities are done before or by the due date. “Our customers notice immediately that the information they have communicated to one person is available to the other team members,” Kumar says.
Customers range from manufacturers — both large and small — to retailers. And some products are sold directly to end users. “Our customers expect us to know on the spot what they ordered last time, the product pack size, the price and delivery date of their current order. If we can’t answer their questions quickly and accurately, then they’ll go elsewhere,” says Kumar. “Now we can convert our strength to a competitive advantage.”
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