Kerstens gives some telling examples of why things had to change, and why the OneCRM plan was imperative. Because of the diversity of legacy systems and lack of collaboration, sales teams selling façades (for example) did not communicate with the teams selling fire protection, leading to obvious lost business opportunities and inefficiencies in areas such as post-sales service.
The legacy systems not only prohibited cross-department collaboration, but were also a technical mess. Employees either had no access to a mobile CRM app, or a limited tablet app that was bolted on to the main system and would break anytime the device's operating systems were updated.
A Deloitte-Etex team set to work implementing the Cloud4M solution over a series of sprints that culminated in a phase-one launch for 550 users. And finally, beating the 18-month deadline by several weeks, the new companywide CRM system went live to the full suite of 2,000 users in 34 countries. Etex continues to enhance the system and has added a custom mobile app that is fully integrated into the platform.
COVID-19 reared its head at the tail-end of the work, forcing meetings, and subsequent user training sessions, into the virtual realm. But the organisation has emerged stronger, and ready to ride its transformation into the future with confidence.
The OneCRM system leverages Cloud4M’s advanced digital capabilities to generate the rich data and insights that enable Etex employees in any location or division to manage each customer, from lead generation to sales, order fulfillment, subscription creation, project and account management, through to post-sales service and maintenance.
Another point of impact: The integrated, pre-built nature of the technology enables projects such as this to be completed in a shorter time frame, saving organisations considerable time and expense.
The digital transformation has not only vastly improved the company’s ability to reach and talk to customers with one global voice. The advantages it brings to the daily work experience have also greatly increased employee engagement and satisfaction, and, of course, productivity.
“It’s been a big step forward for us, saving a lot of money, time and resources,” says Kerstens. Indeed, Etex has achieved record financial results for the past two years—the last one even in the midst of the pandemic.
“In terms of commercial excellence, this project really contributed to make sure that globally, they have one sales approach, one marketing approach, and one way to service their customers—and ultimately, they have become much closer to their customers,” says Debrabander.