CRM gets Premium Power’s motor running

New system integrates better

Integration with existing hardware and software was the key driver behind Premium Power’s decision to dump its existing CRM (customer relationship management) platform in favour of Microsoft.

Auckland-based Premium Power, a petrol engine and petrol powered products vendor, made the move from GoldMine to Microsoft CRM two years ago.

“We needed a system that more easily integrated with other facets of the business,” says Peter Macadam, manager of Premium Power. “From an ordering and purchasing point of view, the new CRM system has more potential than the old one had.”

Previously, the staff had to log into a separate system to get customer data and not all staff had access to it. Macadam says the company never used the old system to its full potential because there were too many barriers.

Because the company already had a Microsoft IT infrastructure the new CRM system integrated well, he says. The system can be accessed from a gateway in Outlook, making it easy for the employees to get information.

Premium Power has around 1,500 customers across New Zealand, and eight staff, all based in Auckland except for one sales representative who is based in New Plymouth. The company sells its products through local dealers throughout New Zealand.

“The system allows us to see what is going on in a specific territory,” he says. “For example, our sales representative in New Plymouth can access the system and take information with him on his laptop. He can make notes in the system that we can access.”

Macadam says that the CRM product helps the company respond to issues or requests in a timely manner.

“Nowadays, you have to respond quickly to all customers,” he says. “Really, to us the CRM system is a great timesaver.”

But Premium Power is not yet utilising the full capacity of the CRM system. “For the sales people it is sometimes a bit of a hassle to log all the information that is necessary,” he says.

“Logging more detailed and more up-to-date information, and updating the customer database, are areas that we need to improve on.”

The implementation took around six months and the greatest challenges during that time were training the staff and transferring information correctly. Macadam won’t disclose how much the system cost, but says it was an investment well made.

“Once the system is fully utilised, which we are working towards, it should be an excellent investment.”

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