4-page Case Study
Posted: 11/29/2013
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Onninen Onninen Uses CRM Solution to Improve Customer Service and Support Commercial Partners

Onninen is a Finnish network of warehouses for electro-technical, sanitary, heating and ventilation installation products, operating in multiple countries, including Poland. It provides the highest standard of customer service, a modern Internet-based ordering system and efficient execution of orders with delivery to the customer’s desired location. The company also offers product training and professional technical consulting.

Onninen is not only a supplier, but above all, a commercial partner with rich know-how and many years’ experience in the field of building consumer and business relations. The company offers its customers the best solutions for managing technical materials. It also offers suppliers the most convenient means of product distribution.


What distinguishes the company from the competition is its top-level, customer service standard; a modern, Internet-based, ordering system and efficient execution of orders with punctual delivery to the desired location.

* The market we work in is exceptionally complex and our business processes are subject to dynamic changes. We needed a solution that was flexible and scalable enough to adapt to our specific needs. *

Rafał Pestkowski
Sales Director

Onninen is constantly evolving, which intensifies ongoing processes; including the execution of sales orders. Before implementing the new system, the company had a modern IT infrastructure at its disposal. However, information about customers, which was collected in as many as 7 different applications, was a problem. The company needed information such as telephone and address data, shopping preferences, purchase history, participation in marketing activities, investment activity and relations between customers to be gathered in one place and be available to all company employees.

Onninen also required the implemented system to support the company with regard to optimizing sales and distribution processes, to enable the deepening of knowledge about customers and to make it possible to create strategically-focused and dedicated marketing campaigns and promotional activities.

The company also required that the new solution be problem-free and integrate coherently with the company’s existing ERP systems. Information had to be integrated online or in "night mode", so as to ensure that data would be current.


The company decided to implement the Microsoft Dynamics CRM 2011 system and entrusted this task to Netwise S.A.

The implementation process was divided into stages. Each consisted of two meetings on the implementation of specific modules of the Dynamics CRM system. Stage I covered the introduction of functions for managing contacts, activities and operations; as well as of the so-called "360° view." Stage II, in turn, focused on the implementation of functions for managing the sales process and marketing activities; as well as tools and additional elements that enable management of customer information (e.g. circulation of credit applications), of activities related to customer or sales projects (investments) and of tasks such as reporting, support for loyalty programs, employee notifications, credit service and so-called pipeline management.

300 employees from the sales and marketing departments now use the system. Other users include employees from the Credit Control, Purchases, Finance, Logistics, Marketing and IT departments.

How does it work?

Microsoft Dynamics CRM supports company employees in everyday customer service, in execution of the entire sales process and in carrying out effective marketing campaigns.

* Considering the quality and amount of data available in the CRM, you can bet that before long 90% of all key activities will be registered in the system. *

Krzysztof Koniarski
ICT Director

The system was also adapted to Onninen’s business processes. Netwise implemented an investment module for managing commercial projects and functions for circulation and for approval of credit applications. It also developed tools for managing supplier and customer contracts and for effective promotional support.

Controlling and Managing the Sales Process
Microsoft Dynamics CRM ensures transparent sales processes and offers a standardized view of customer affairs. This is possible thanks to the implemented sales standard, easy access to all transactions concerning customers and the ongoing reporting capability.

The solution also enables effective management of sales plans. Thanks to access to the full history of the company’s interaction with a customer, full synchronization with Microsoft Outlook, stimulation of sales activities (through supervising contracts and limits and measuring customer satisfaction) and planning visits and contacts, employees gain the ability to prepare and manage a sales plan execution project based on historical data on the customer and past sales.

The implemented system manages sales opportunities better by defining a sequence of actions and target groups.

Improved Customer Service
The CRM system enables fast and effective responses to queries, thanks to access to complete data on customers, their contact history, executed orders or ongoing negotiations. The integrated knowledge repository increases the probability of solving problems during the first contact with a customer. The system also prevents unnecessary duplication of actions by sharing information among employees.

Support for Marketing Activities
The system makes it possible to create a cohesive repository for customer contact data. It also provides substantial support for promotional campaigns and loyalty programs. It contributed to systematizing all actions related to building and maintaining customer loyalty; both in a shorter period of time and with greater precision.

CRM enables segmentation of customers and precise focus of marketing activities. Employees can create exact, profiled marketing lists and attach them to specific campaigns. They can also execute mass distribution of emails through the APSIS program integrated with the CRM.


The company has gained a number of measurable benefits as a result of implementing Microsoft Dynamics CRM 2011:

  • extensive knowledge about customers, which enables the creation of dedicated sales offers and marketing campaigns that take into account customer preferences;

  • structuring information, previously distributed among 7 applications, in one cohesive system;

  • full access to customer information via a single solution;

  • support for direct sales processes and sales through a dealer network in one system.

"Considering the quality and amount of data available in the CRM, you can bet that before long 90% of all key activities will be registered in the system," remarks Krzysztof Koniarski, ICT Director, Onninen.

Microsoft Dynamics
Microsoft Dynamics is a line of integrated, adaptable business management solutions that enables you and your people to make business decisions with greater confidence. Microsoft Dynamics works like familiar Microsoft software such as Microsoft Office, which means less of a learning curve for your people, so they can get up and running quickly and focus on what’s most important. And because it is from Microsoft, it easily works with the systems that your company already has implemented. By automating and streamlining financial, customer relationship, and supply chain processes, Microsoft Dynamics brings together people, processes, and technologies, increasing the productivity and effectiveness of your business, and helping you drive business success.

For more information about Microsoft Dynamics, go to:

For More Information

For more information about Microsoft products and services, call the Microsoft Sales Information Center at (800) 426-9400. In Canada, call the Microsoft Canada Information Centre at (877) 568-2495. Customers in the United States and Canada who are deaf or hard-of-hearing can reach Microsoft text telephone (TTY/TDD) services at (800) 892-5234. Outside the 50 United States and Canada, please contact your local Microsoft subsidiary. To access information using the World Wide Web, go to:

For more information about Netwise S.A. products and services, visit the website at:

For more information about Onninen Sp. z o.o. products and services, visit the website at: http://www.onninen.com/poland/Pages/Default.aspx

This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
Solution Overview

Organization Size: 2800 employees

Organization Profile

Onninen services customers from the industrial and public sectors, as well as retailers from the electrical, heating and air conditioning fields. Onninen employs 2,800 persons in 8 countries.

Business Situation

Onninen manages relationships with customers and suppliers across many business units and geographies. It needed a consolidated CRM solution that allowed for timely sharing of current business data.


The company implemented Microsoft Dynamics CRM 2011 to support its sales, customer service and marketing departments. It also expected the solution to improve the quality of customer data gathered.

  • The system improved customer service by shortening response time to queries.

  • The solution made it possible to create one, cohesive, customer database; available to all company employees.

  • The system supported the company's marketing department in creating and executing marketing campaigns, as well as developing customer loyalty programs.

Software and Services
Microsoft Dynamics CRM 2011

Vertical Industries
Wholesale Distribution



Netwise S.A.