Magazine article CRM Magazine

CRM Integration Can Boost the Bottom Line: Global Industrial Increased Revenue by Integrating Its Front and Back Office

Magazine article CRM Magazine

CRM Integration Can Boost the Bottom Line: Global Industrial Increased Revenue by Integrating Its Front and Back Office

Article excerpt

Salespeople for industrial supply company Global Industrial were hampered by limited visibility. The division of direct marketer Systemax had previously used a legacy system that stored customer information generated by catalog and online campaigns in two different databases, both of which were rife with multiple entries. When sales reps dispensed a quote or entered an order, their visibility was limited to a price and a text description of the product the customer had spotted in Global Industrial's catalog or on its Web site.

Today sales representatives can see much more, including the same picture of the products that customers see, as well as each item's availability and inventory location. Most important, says Global Industrial Vice President Jeff Gregory, all customer information resides on the same database, and duplicate entries have been eliminated.

"The amount of information that the sales representative is able to give to a contact and the speed of its delivery is far greater than what we were able to do in the past," Gregory says. "When you enhance your service level, you automatically enhance the relationship and customer satisfaction."

Global Industrial was able to make these changes using ProfitCenter Software (PCS), a hosted suite with CRM, ERP, ecommerce, product management, and order-processing capabilities. PCS is a separate subsidiary of Systemax.

"When you introduce a new piece of software, people tend to be resistant," Gregory says. "But once our sales reps saw a demonstration [of PCS], they became anxious rather than reluctant. They asked, 'When can we have this? …

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