This case study is provided by Microsoft.
Topaz, one of the best known brand names in Ireland is a 100% Irish owned company. It employs over 1,600 employees across 350 stations and convenience stores. From serving efficient fuels, which offer up to 24km more per tank, to its Fairtrade coffee credentials, Topaz aims to do everything that little bit better for its customers.
Topaz is made up of multiple divisions serving a diverse range of customers with an extensive portfolio of products and services. These range from retail and commercial sales, finance, marketing and customer service. Each division operates with relative independence and often with different systems, solutions and processes for engaging with customers. This can present challenges, the biggest of which is maintaining a cohesive customer view across such a large scale operation with multiple divisions and touch points.
For Topaz a key strategic issue hindering growth was the inability to get a cohesive view of customers’ relationships across the business. It recognised customer satisfaction was potentially impacted upon as customers felt no one really fully knew or understood their account. As a result sales opportunities were being missed, as there was no collective view of what customers had bought or where an upsell opportunity might exist. Productivity was not being fully maximised as staff tried to manually piece together the customer insight they needed to drive engagement, retention, service and sales.
Storm Technology was appointed by Topaz to help provide a solution. It implemented Microsoft Dynamics which created a major cultural change for the business through a companywide CRM strategy. It delivered an overview of its customers, and their touch points across Topaz.
Most importantly, the new implementation enabled the integration of two separate ERP systems. It enabled Topaz to finally bring all its data from various sources (including staff held hardware), to one central point to monitor the business more effectively and make informed decisions faster.
The benefits for Topaz:
Improved Customer Engagement – The Topaz team, from sales to service, can better engage with customers in way that reflects the business and its customer-focused strategy.
Enhanced Customer Service – Topaz can now spot trends in customer feedback so they can take action accordingly to improve the service they give to their customers.
Improved Productivity – Centralised information within streamlined processes are easier to follow and ensure that management have a better overview.
Increased Revenue – Visibility into customer product portfolios provides the sales teams with the information they need to up-sell and cross-sell appropriate additional products driving new revenue opportunities for the business.
“Storm’s implementation of Microsoft Dynamics has changed how we how we think,” said Liam Mulcahy, commercial director, Topaz. “The impact on the business has been immense and we know we still are only part way down the path. But it’s a journey we are committed to continuing with Storm as our partner of choice.”
Subscribers 0
Fans 0
Followers 0
Followers