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Cdc crmp gbcs_new_crm_system_us
1. New CRM system for 3000
sales agents
C A S E
Ahlsell implements Pivotal CRM—a new system to make
sales processes more efficient.
S T U D Y
Ahlsell is the largest wholesaler in the Nordic region, focusing
primarily on electrical, plumbing and HVAC supplies, tools and
equipment. The company has sales of over USD$2.7 billion
(SEK 20 billion), with approximately 4500 employees, 3000 of
which are in sales.
Market Challenges Results
Wholesaler for electrical, plumbing and Ahlsell has a motto that says, “Ahlsell makes Today, Pivotal CRM is at the center of the sales
HVAC supplies, tools and equipment. it easier to be a pro”. Living up to this motto and customer relations operations at Ahlsell.
and continuously making it easier and more Around 3000 sales agents have received a
Challenges
profitable for the hundreds and thousands of system that provides a 360˚ view of Ahlsell’s
• Changing the behavior of 250 sales
managers and 3000 sales agents
businesses and contractors to do business with customers as well as their habits.
Ahlsell required a new way of thinking.
• All costs and revenue that can be passed Pivotal CRM, or the Ahead project as it’s known
down to the customer must be distributed Over the past 10 years, Ahlsell has grown internally, had a return-on-investment (ROI)
• All key information about a customer must dramatically, acquiring over 50 companies. period of approximately 12 months.
be located in a single system Each company brought with it different
ways of doing business. Management “With Ahead, we can release the power in our
• Customers must view Ahlsell as sales force and channel it in the right direction.
made a decision to develop new methods
a professional supplier We are able to do this with assurance that
for making sales procedures more efficient
• Minimal effort for the sales force and to implement a system that could support individual sales agents are not restricted in
the new business methodology. their ability to develop creative solutions,” says
Solution Jonny Kohlström, Head of Business Processes
CDC Pivotal CRM – “Ahead”
Solution at Ahlsell.
Results Ahlsell decided to implement a new CRM “Our customers think that the external customer
• 3000 sales agents have been trained and system that would help sales agents and sales report is very interesting. The comments from
are using the system continuously managers at Ahsell be aligned with senior the head of purchasing and four purchasing
management objectives. They selected Pivotal agents at one of our most important customers
• Pivotal CRM retrieves data from seven
other systems CRM from CDC Software. were overwhelmingly positive; they were
interested in return orders, the amount due
• The system provides “Early Warning” Ahlsell selected Pivotal CRM because of the
report and all of the other statistics. They also
signals which produce proactive behavior system’s flexibility, the ease of integrating the
responded positively to the conversation around
• Market segmentation is now more efficient system with other supporting systems, and its
increasing the value of the average order
user-friendliness. The fact that Pivotal is based
• A “win-win” situation has been achieved by offering alternative energy-efficient items
on the latest Microsoft technology was an
between Ahlsell and its customers that reduce environmental impact,” says Åke
important decision-making factor.
Jonsson, FC Bygg Luleå.
• ROI for the entire project was achieved in
approximately 12 months.
”Ahead is much easier to understand, simpler
With Ahead, we can and has better information than I thought.
release the power that Simply super,” says Mikael Ingelsson, field
is inherent in the size sales agent Gävle.
of our sales force and Pivotal CRM collects information from many
channel it in the right different systems. “With ahead, there is no
direction. But also be longer any doubt about how we work with
able to do this with business-related processes such as customer
assurance that individual segmentation, following-up on bids, contract
sales agents are not management or feedback reporting,” says
restricted in terms of Jonny Kohlström.
their ability to develop
creative solutions.
Jonny Kohlström
Head of Business Processes
Ahlsell
