Customer service with CRM system 2012. Case and reviews from Zetta Kitchen employees
CRM, or Customer Relationship Management, is a customer relationship management system. CRM systems are used in any sales and are suitable for almost any business where there is a concept of “client” as such. At the same time, despite its versatility, there are a lot of types of CRM, they differ greatly, and it is important to choose a system for a business that will simplify its work and not complicate it.
My name is Georgy Navruzbekov, I was involved in the implementation of a CRM system for the Zetta Kitchen Factory. I’ll tell you how my colleagues and I managed to create an ideal CRM system for furniture production.
Work before implementing a CRM system
Before the system appeared, the company worked the old fashioned way – all kinds of Google spreadsheets, Excel, paper format. It was very inconvenient: a constant manual process, someone always forgets something, this inevitably leads to problems – orders are lost, customer complaints are lost. Of course, the level of customer service falls catastrophically as a result.
We spent a long time trying to find a suitable CRM system and carried out analytics. It was 2012, and the choice of CRM systems was extremely small. We needed the CRM system to cover the full scope of our business processes – all processes of interaction with the client, delivery schedules, installation schedules, automatic calculation of employee salaries taking into account the motivation system and a lot of other things. Unfortunately, other CRM systems either did not have these functions, or they were partially present, and still the systems required improvement.
Requirements for a CRM system for the Zetta kitchen factory
Easy to use and make changes
We chose a system based on “1C.Trade Management”, since it is quite popular and it is easy to find programmers for it. The implementation of the system took about a year, but throughout the entire period of using CRM we are constantly making improvements. On average, an update package and linear adjustments are necessarily implemented 1–2 times a month. These can be both decorative adjustments, such as adding new fields that simply add convenience to employees’ work, and adjustments to the essence of business processes – changing tasks, some instructions for tasks, employee functionality, and so on.
В итоге CRM-система, внедренная в 2012 году, не теряет актуальности - мы постоянно модернизируем и совершенствуем ее, вводим все новые алгоритмы, чтобы работать было максимально удобно. Важно то, что любой отзыв сотрудников о работе системы всегда будет учтен и при необходимости будет сделана задача на доработку.
Yes, the interface visually leaves much to be desired, but in terms of functionality the system is far superior to all CRMs from other kitchen companies.
Clear reflection of work results
Another very important feature of this system is that the work of each employee of any department – retail, service, purchasing, production or call center – is structured according to clear and understandable specific tasks, and each task has specific results.
For example, if I made a call to a client, then I have a certain set of 5-7 results of how the call ended. Depending on the result that I have chosen, the system will set the following tasks, not only for me, but also for the manager and the control departments of the company.
Options for how the call to the client ended, and those set by the system based on this choice of task
We have a separate division – a department for monitoring compliance with standards, which, at the level of the franchisor company, monitors each salon and controls how customer service standards are met – how calls are made, how commercial offers are sent, whether there are any errors or violations in business process.
This department provides independent feedback and assessment for each employee, each client, and the salon director. Even if it is a franchise salon, we monitor all of its employees and all clients in the same way and provide it with high-quality feedback on which units are lame and what and how the employees need to improve.
For example, There is a specific employee who is struggling with the issue of communication with the client, in particular, handling objections – we see this by listening to conversations that are recorded by the CRM system.
Another employee makes mistakes in the proposal, and a third does not take into account the needs of clients when making a proposal. The CRM system allows you to control all this, because it automatically sets tasks for control in those situations where it is required. We do not carry out continuous monitoring of all clients. We control those situations where there is a risk of losing a client, the risk that the sale will not be completed.
The screenshot shows an example of the admin part of the system, which shows the configuration of task results and business process conditions
At the same time, even the processes of the department for monitoring the implementation of standards are also tied to the CRM system: all actions of the employees of this department are monitored and regulated by tasks in the CRM system – this is not chaotic monitoring, but strictly systemic, everything is automatically taken into account and analyzed by the CRM system. We would love to show screenshots of this process, but for obvious reasons we cannot do this, because there will be real company data that constitutes a trade secret.
Functionality of the Zetta Kitchen Factory CRM system and employee reviews of the system’s operation
Our CRM runs on the basis of 1C: Trade Management on server equipment located in a data center. Everyone connects to the system servers. The functionality of the system reflects all business processes of the company:
Cards for collecting all basic information for each client (client’s request and needs, responsible employees – client manager, designer, who is the controlling director, and so on);
Customer card with maximum information
Accounting for how the order amount is distributed among the employees who worked on it — how much will go to the salon’s sales plan, how much will go to personal sales to the employee;
Integrated telephony MTS — we have corporate mobile communications, all records are automatically uploaded to the CRM system, and you can easily and quickly find any conversation with a client.
Electronic queue system for employees. WITHThe system has information about the performance of each employee – what their conversion rates are, what their customer load is over the last two months. Based on this data, the CRM system makes recommendations for the development of each employee, and builds a specific queue in the work: first Vasya takes the client, then Petya, then Masha, and so on. This completely solves the eternal problem of kitchen companies and retail in general – employee disputes about who will get the client who comes in;
What does the electronic queue of employees look like?
Accounting for all visits to the client, visits to measure the premises or acceptance of the kitchen;
Accounting for all service schedules – delivery schedules, installation schedules, complaint elimination schedules, production schedules;
Accounting for service schedules
Accounting for all payment schedules, accounts receivable control schedules, payroll calculations, and salon work schedules are also considered in CRM;
Accounting for archival data on all commercial offers made to the client;
Automatic system of interaction with the technology department;
Margin analytics – how much was earned from each sold kitchen, oven, countertop, and so on.
Thus, the system takes into account almost everything that is included in the company’s business processes.
Advantages of the Zetta Kitchen Factory CRM system
For most kitchen companies and furniture makers, CRM systems do not provide a clear and specific process – they are rather just advanced notebooks where you take everything into account and set tasks for yourself.
Данная же CRM, в отличие от классических CRM-систем, построена на модулях искусственного интеллекта, способных к самообучению.
She suggests and helps make a sale by setting specific tasks for execution from different entry points into the process. This is a very important difference, which allows us to keep both the quality of kitchens and the quality of customer service at their best.
What has changed in the work of “Zetta Kitchen Factory” after the implementation of CRM: feedback from employees and implementation experts
A very serious increase in the quality of service
Thanks to the fact that CRM records each client for a specific employee, the company has the opportunity to instantly receive statuses on clients, analyze sales and evaluate which of the employees is more effective and what gaps need to be filled by those whose efficiency is insufficient.
Full deployment of sales and accounting system automation
Automated sales accounting system, accounts receivable accounting system and salary accounting system. Even the salary calculation is carried out from start to finish by the CRM system – the accounting department only takes the finished figure and enters how much money the employee needs to send. The system manages all employees and all business processes of our company automatically.
Convenience for employees
For employees, working in the CRM system is very convenient. CRM operating algorithms are designed in such a way that the system, using artificial intelligence modules, offers employees optimal solutions for each client.
Она подсказывает сотрудникам, как довести клиента до продажи наиболее простым и эффективным путем. Сотрудник точно знает, что никакого клиента он не забудет, не пропустит никакой звонок и не просрочит никакую задачу.
He doesn’t waste time counting his sales—everything is counted by the system so people can focus on their work tasks. According to reviews from Zetta employees, the CRM system for them is an electronic assistant, secretary and mentor rolled into one.
Reminders from the system for the client
Summary
A CRM system for a furniture factory is a tool that gives the company a significant advantage in the market. Implementation of CRM at the Zetta Kitchen Factory had a complex effect – simplifying the company’s business processes, improving the quality of service and, as a result, increase in conversion and sales volumes by more than 2 times. This became possible thanks to the correct settings of the system, which made it a powerful tool for managing employees and sales.
