OAO Severstal implemented a new SAP-based CRM system in cooperation with management and technology consultancy BearingPoint. The new SAP CRM is expected to enable Severstal to create more detailed sales plans, narrowing them down to a specific client, automate the performance monitoring of customer visits, and streamline event management, even correlating events with customer queries. The ability to import data from external sources was also implemented to generate a pool of potential customers and transactions.
The CRM development project has been recognised by Severstal as one of the companyâs most successful IT projects over the last few years. The project was developed as a continuation of the Severstal Business Standard Development Program, which included the implementation of a SAP CRM solution to enable the automation of an electronic trading platform. Sales and marketing processes were integrated and contact centre operations were automated during the CRM development project.
âBy implementing this project, we have been able to introduce new processes for managing relationships with both existing and potential customers and improve sales planningâ?, said Dmitry Goroshkov, marketing and sales director of the Severstal Russian Steel Division, summarising the project results. âWe have also automated marketing event management, which should increase customer satisfaction and identify new opportunities for enhancing our relationships with them.â?