Efficient customer management at Gira
Efficient customer support is of the utmost importance for Gira Giersiepen Gmbh & Co. KG. The company from Radevormwald, Germany produces switches, plug sockets and a wide range of modern smart-home solutions that are installed worldwide. Since the products are not sold directly to end consumers, maintaining relations with the wholesale trade, architects, property developers and electricians is crucial to the company’s success. With the implementation of the SAP Sales & Service Cloud, Gira has paved the way to efficient and integrated customer management. Thanks to this system, the Sales, Service and Marketing departments have a 360° view of all customers and target groups. The resulting transparency gains allow Gira to consistently align its processes to the customers. Extensive evaluation and reporting options serve as a basis for efficient sales planning and control.
Gira previously used a self-programmed solution based on Lotus Notes that did not cover all processes and was insufficiently integrated into the existing system landscape. In addition, processes such as campaign management could not be mapped in the system and tickets were processed using a separate tool. As a result, company-wide transparency of all customer interactions was not possible. Collaboration within the organisation to handle customer processes was only possible to a limited extent using the tool. User satisfaction with the tool and system performance were equally low.
Replacement with the SAP Sales Cloud as a CRM system was planned – partly with the aim of increasing user satisfaction. The idea was that the new system would provide a standardised and comprehensive view (360° view) of the respective customer for all customer-focused units. This was expected to improve the data quality and resolve media interruptions. This improved data basis allows all customer contacts to be managed and evaluated efficiently and professionally across the individual departments. The reporting function provides Sales with an optimised foundation for annual planning and a transparent sales funnel. Service gains transparency about the processing times of tickets for customer requests and complaints. The increased transparency enables efficient control of the company with regard to an improved customer experience and increased revenues.
"With the new CRM system, we now have a consistent, homogeneous system landscape without media interruptions and a strategic tool for our company’s development. With this, we have laid the foundation for a consistent customer experience at Gira. In Sybit, we found a reliable and flexible partner throughout this process."
Janina Becker, Director of Marketing Services and Project Manager, Gira Giersiepen Gmbh & Co. KG
Numerous positive reactions from the users confirm that the new, integrated system has been widely accepted. Since the CRM system was implemented in January 2018, Gira has recorded around 20,000 opportunities in the data-base and processed 160,000 tickets. The master data quality has increased dramatically. Customer requests and queries are processed promptly and even emplo-yees who were not part of the original customer support can be involved. The SAP Sales & Service Cloud is inte-grated into the relevant existing systems such as ERP. The additional construction object add-on solution from Sybit allows recording of all information regarding const-ruction objects that is important for processing by the Key Account Management. For the Service department, the new tool means that all contact channels are now covered. Customer requests can be processed centrally. The tool covers all subsequent process steps, including those that involve different departments. Reporting functions help ensure the ongoing improvement of these customer-ori-ented processes. Marketing receives all the customer information that it requires for market development. Mar-keting campaigns are transparent within the system; mar-ket results are stored in the system in the form of leads allowing follow-up processes to be initiated seamlessly. For the Sales department, the tool provides the option to align its activities to the Gira customer value model and so tailor them to the customers. Reports provide assistance for efficient and effective sales planning and control. The new intelligence of the system pays off for Gira: gre-ater transparency allows even more successful customer support.
About Gira Giersiepen GmbH & Co. KG
Gira Giersiepen GmbH & Co. KG (www.gira.de) is among the world’s leading full-service providers of intelligent system solutions for building control. Gira’s products are representative of German engineering skills, of quality “made in Germany”, of perfection in form and function. The owner-managed company is active in 40 countries across the globe and maintains six national sales operations.
Headquarters: Radevormwald, Germany
Industry: Electrical engineering
Employees: 1,700 (corporate group)
Revenue: €330 million (corporate group)
Solutions: SAP Sales Cloud, Sybit add-on for construction objects
Application area: Sales, Marketing, Service
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