4-page Case Study - Posted 4/24/2012
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IT Services Firm Improves Sales, Drives up Closure Rate by 40 Percent
Udyog Software, a pioneer in tax and business automation products, offers both direct and indirect tax solutions. The WinMax CRM in use at the company was inflexible and ineffective in supporting rapid growth. Inefficiencies in managing leads
and budgets, inaccurate results from campaigns, and insufficient data, led to inconsistent service. Working with Microsoft® Gold Certified Partner, Compusoft, Udyog Software deployed Microsoft Dynamics™ CRM 2011 Online. The new CRM solution has clearly defined
workflow processes, business rules, key metrics, and customer value drivers. By customizing the solution to improve efficiency Udyog Software has more satisfied customers and efficiently managed leads, revenues have increased by 30 percent within three months
of implementation. The closure rate has also gone up by 40 percent.
||...This has resulted in faster closure of opportunities by up to 40 percent. Closing deals faster through quicker and efficient responses to customers has also resulted in attracting new customers.
| Krishna Veerathu
CEO, Udyog Software (India) Limited
Established in 1993, Udyog Software (India) Limited is a global solution provider for business applications. It is a pioneer in providing tax automation solutions and is amongst the leaders in areas of payroll solutions, tax compliance, integrated solutions,
and ERP implementations. Today, the company has more than 100 employees and branch offices in six locations in India, apart from partner offices in another 15 locations, supporting 12,000+ and growing customers. Udyog has recently launched an aggressive plan
to double its revenue every year for the next three years.
The company was generating 2,000–4,000 leads annually from multiple sources (and through its partners), which included live events, campaigns, and websites. However, it lacked a comprehensive customer management system to manage its leads process and activities.
Its earlier system, WinMax CRM was not customizable as per the company’s requirements. As the information was unstructured and scattered at different locations, leads were haphazardly distributed and tracking them was a complex task.
The company launched multiple campaigns and participated in several events to attract more clients and hence to generate more business. But, it was finding it difficult to generate results pertaining to the win-loss ratio of clients from these campaigns.
“Even with a sales team of 20–30 executives, we lacked effectiveness,” explains Krishna Veerathu, Chief Executive Officer, Udyog Software (India) Limited. “Feedback from partners on deal closures, effectiveness of campaigns, and factors on which leads are
qualified or lost, was not available.”
As it was rapidly growing, Udyog Software needed to replace its existing system. The company envisioned a centralized solution for consolidating and accessing lead information. It wanted its entire team and partners to come together and work on a common
platform to facilitate tracking of leads and to meet aggressive targets of more than 100 percent growth every successive year.
The customer-centric organization was not ready to accept anything less than the best for its solution. “We wanted a customer relationship management (CRM) system that was relevant and also flexible, so that we could customize it to suit our needs,” says
In particular, the company wanted to deploy a complete system, defining procedures and programs to generate MIS reports and performance reviews. It wanted to determine the win-loss aspect of leads, define targets, evaluate business revenue, and much more,
using the new solution. The management therefore sought an efficient, integrated, and customizable internal business solution.
||Post Dynamics CRM, the effectiveness of the campaign is being tracked, providing measurable results and generating a large amount of leads. The sales team fully explores each lead until it converts to an opportunity, resulting in increased
sales and revenues.
| Krishna Veerathu
CEO, Udyog Software (India) Limited
In early 2011, Udyog Software evaluated multiple CRM solutions including Zoho, vTiger, Salesforce, and Microsoft Dynamics CRM. After an in-depth study of all, it opted for Microsoft Dynamics CRM 2011 Online. “We went for a cloud-based solution to save on infrastructure
and maintenance costs,” says Krishna Veerathu. “Being a product company, we know the importance of flexibility in choosing a product,” he emphasizes. “It was important for us to stay with industry leaders so that getting post-implementation support and services
was easy. Microsoft is definitely an industry leader. And most importantly, the solution is easily customizable and supports ad hoc reports and dashboard metrics.”
Microsoft recommended Compusoft, a Microsoft Gold Certified Partner with expertise in deploying CRM Online. In 2011, it deployed the sales and marketing for 25 users at the head office in Mumbai, and other offices in Hyderabad, Delhi, Pune, Nasik, and Vapi.
In addition, three external lead generation firms were included. As Udyog Software gradually rolls out the solution to its partners and lead generation firms, the number of licenses should increase in future.
The solution is customized to meet the functional and business requirements of the company. “What we used earlier were technically complex processes but now with Dynamics CRM, we develop our own dashboard without any programming and filter data, as per report
requirements,” states Krishna.
Dynamics CRM manages the company’s entire leads generation process, pipeline management, activity management, and customer retention. It stores customers’ profiles and all transaction data associated with each customer. This helps teams to identify potential
clients and rank customers according to lifetime expected value. With readily available results from live events and email campaigns, lead generation has gone up by 30 percent. It improves campaign management and devises marketing strategies to generate more
leads. At the same time, it tracks customer responses along with the efficiency of the team to improve sales and revenues.
“The solution has been absolutely brilliant for us,” says Krishna Veerathu, CEO, Udyog Software. “Although all the features are not yet fully utilized, the solution still gives an insight into what each person is doing.”
Microsoft Dynamics CRM has streamlined the daily business challenges at Udyog Software. New business strategies help to understand business in a more refined manner. They also help to anticipate and respond to customer needs consistently.
Increases Sales and Revenues by 30 Percent
||... But now, the monthly activity (which was manual) is automated and data is readily available for management review. We now save five person-days a month on reporting.
| Krishna Veerathu
CEO, Udyog Software (India) Limited
Microsoft Dynamics CRM has helped the company to develop a more robust, coherent, and effective leads process. “Earlier we were not able to quantify leads due to lack of data generated from various events,” explains Krishna. “Post Dynamics CRM, the effectiveness
of the campaign is tracked, providing measurable results and generating a large number of qualified leads. The sales team fully explores each lead till it converts to an opportunity resulting in increased sales and revenues.”
Additionally, improvement in visibility of leads improves profitability by focusing on the most profitable customers and dealing with unprofitable ones in more cost-effective ways.
Saves Time with Efficient Reporting
Udyog Software’s senior managers can now view and measure real-time information. Ad hoc reports help them get a better view of the actual corporate operations and customer relationships, along with visibility across the process lifecycle.
With access to the broad reports as well as minor details, managers can quickly create and sort reports, view open projects, and simultaneously view the sales team’s activities. The relevant team members or management receive the reports on email. “Prior
to Dynamics CRM, data from an accounting database wasn’t accurate and needed to be cleansed for management review. But now, the monthly activity (which was manual) is automated and data is readily available for management review,” says Krishna. “We now save
five person-days a month on reporting.”
Improves Closure Rate by 40 Percent
Access to accurate and timely information about the leads process has greatly improved the company’s ability to close deals. Microsoft Dynamics CRM has set up a central database that is accessed by both, sales and marketing teams to improve ordering, sales,
and marketing efficiency. It has created specific territories so that each team proficiently manages its areas.
Krishna, CEO, Udyog Software, says, “With the simplification of marketing and sales processes there is a huge improvement in the effectiveness of our sales team. It is much more productive and better able to understand customer needs. This has resulted in
faster closure of opportunities by up to 40 percent. Closing deals faster through quicker and efficient responses to customers has also resulted in attracting new customers.”
Improves Customer Satisfaction and Retention
Udyog Software now has a centralized source for all customer information and interactions. With integrated communication channels, the information is instantaneously available, resulting in improved responsiveness and understanding, which helps build customer
loyalty. Enhanced customer satisfaction and retention ensures a good reputation in the market. “Repeat business from satisfied customers seeds the word-of-mouth publicity that spawns more new business,” says Krishna.
Krishna concludes, “Post Microsoft Dynamics CRM, we have experienced greater visibility and faster closures. Increasing business and value from delighted customers is attracting more customers. And more business at lower cost has helped us carve a niche
for ourselves in the tax automation market.”
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:
Compusoft is a software services firm specializing in IT software marketing, ERP development, business solutions, CRM solutions, business intelligence, and custom application development. Since the last 10 years, it has been catering to the IT needs of varied
industry, such as financial services, retail, hospitality, supply chain, wholesale and distribution, or manufacturing. The umbrella services of Compusoft consist of e-solutions development, consulting services, enterprise storage – security, licensing solutions,
infrastructure optimization, portal development, and document management. Compusoft is essentially forging CRM and ERP in India. With its concrete experience of more than a decade in the IT industry, Compusoft aims at maximizing its clients’ productivity by
providing innovative solutions and expanding the technology domain.
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 who are deaf or hard-of-hearing can reach Microsoft
text telephone (TTY/TDD) services at (800) 892-5234 in the United States or (905) 568-9641 in Canada. Outside the 50 United States and Canada, please contact your local Microsoft subsidiary. To access information using the World Wide Web, go to:www.microsoft.com
For more information about Udyog Software products and services, call (91)(22)(67993535) or 18004252383 (toll free number) or visit the Web site at:www.udyogsoftware.com
For more information about Compusoft products and services, call (91) (022) (25890100) or visit the Web site at:
This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.