Terex Africa, a wholly owned subsidiary of Imperial Holdings, has implemented Microsoft Dynamics CRM to streamline its sales and marketing processes while providing user-friendly access to relevant customer information for reporting, analysis and forecasting purposes.
Terex Africa distributes construction, mining, road building and aerial working machines and equipment across sub-Saharan Africa. The company needed visibility into its sales pipeline for improved sales efficiencies and the ability to easily view, store and segment customer and prospect information.
The Microsoft-based CRM solution was implemented and customised by Microsoft Gold Certified partner IS Partners. “For a national company, it is particularly significant to have a centralised repository of information to ensure opportunities can be capatilised on for cross- and up-selling through the customer base,” says Heath Turner, CRM director at IS Partners.
The solution was implemented to maintain consistent execution of the existing sales methodology. “Terex can now better understand and analyse sales cycles, calculate probabilities and ensure new staff adopt set processes within the sales team. Sales teams across South Africa can also view activities from other regions relating to customers and prospects and also generate quotes and orders from within the CRM system,” Turner says.
Information about competitors can be easily tracked and understood, and customers profiled for campaign and event purposes. Reports are also easily generated and viewed from the system.
“Terex Africa sells through a team of approximately 25 sales people, situated throughout southern Africa,” Turner says. “The solution has given the sales team access to all their information, whether from their office PCs, or offline on their laptops.
“It has also enabled marketing to extract customer lists based on specified segments and criteria and so communicate more effectively. Management can now also analyse sales efforts and win/close ratios as well as manage the sales teams’ activities more effectively.”
Basic Complaint Management will further ensure that any queries and service related issues are captured against a customer and assigned to a responsible person. “Centralised access to information across all divisions has ensured more proactive management of Terex’s customer base,” Turner adds.