“The knowledge we gain helps us refine our sales process, avoid making the same mistakes twice, and win more business.”

Eefje Vercruysse, Customer Service and Planning Manager, modulyss

modulyss—formerly Domo Contract Flooring—is a designer and producer of floor coverings. The company wanted to make it easier for employees to manage the sales process, and so it implemented the Microsoft Dynamics CRM 4.0 business management solution. Employees can now access data that supports their relationships with customers during the sales process, and helps them to win more contracts for the company. Business NeedsBased in the Netherlands, modulyss is a specialist floor covering business that sells fitted carpets and carpet tiles to building companies. It was established in 1989 as Domo Contract Flooring, changing its name to modulyss in 2010, and employs 120 people.

Much of the company’s business is secured through recommendations from other building suppliers, and it relies on a network of sales representatives to promote its products to contractors within the industry.

To win business, sales representatives need to develop relationships with people who influence the sales process, such as architects, subcontractors, and investors. Although these contacts often play a critical role in the sales process, the company didn’t store their details in a centralised database. Eefje Vercruysse, Customer Service and Planning Manager, modulyss, says: “We stored basic customer information, but our representatives held more detailed contact information on their personal digital assistants (PDAs). If they left the company, we lost this valuable data—and the relationship. In

addition, we sometimes missed out on business because sales people didn’t know who to target.”

modulyss also had limited visibility into the status of ongoing projects. Information was stored on spreadsheets, which needed to be manually updated by employees. “Project spreadsheets were difficult to keep up to date, and there was always a risk of human error,” says Vercruysse.

To create reports, spreadsheet data was manually consolidated by employees, which was time consuming. “We couldn’t create reports that focused on the performance of a particular product group, or see why we had won or lost an account,” says Vercruysse.

Solutionmodulyss engaged with Microsoft Gold Certified Partner Delaware Consulting to deploy Microsoft Dynamics CRM, a flexible customer relationship management (CRM) tool. Vercruysse says: “Delaware Consulting showed us how the Microsoft Dynamics CRM sales module would integrate with our existing SAP database, and this interoperability convinced us the solution was the right choice.”

Customer: modulyssWebsite: www.domocontract.beNumber of Employees: 120Country or Region: The NetherlandsIndustry: Manufacturing—Furniture manufacturingPartner: Delaware Consulting

Customer Profilemodulyss, the new name for Domo Contract Flooring, produces and fits a range of floor coverings, including made-to-measure carpets. In 2008, the company sold 5.2 million square metres of carpet tiles.

Software and Services Microsoft Dynamics

− Microsoft Dynamics CRM 4.0

Microsoft customer successes, please visit: www.microsoft.com/casestudies

Microsoft Customer SolutionCustomer Solution Case Study

Floor Covering Firm Improves Sales Process with Customer Relationship Management

Users log on to the CRM application using their computers or PDAs. “The interface looks similar to the Microsoft Office Outlook messaging and collaboration client, with which most of our users are already familiar. Through this interface, employees enter information about all key individuals involved in a deal, not just those directly engaged in the sales process,” says Vercruysse. Customer contacts stored in Office Outlook are transferred to the CRM application automatically.

Employees use the sales module to track all activities and interactions with accounts. Sales staff can identify the right people to target to win a deal, or discuss any potential problems with a project. Microsoft Dynamics CRM also makes it easier for them to see cross-sell and up-sell opportunities within an account.

Large customer projects are managed through the system. Team leaders set up workflows for employees to follow, with each team member receiving individually assigned tasks.

Employees use built-in reporting tools to configure reports directly from the Microsoft Dynamics CRM dashboard. Vercruysse says: “We use standard report templates included with the application to analyse completed deals. We also use the Report Wizard to guide us through reporting, so we can view the performance of a particular product line.”

BenefitsSince deploying Microsoft Dynamics CRM, modulyss has become much more responsive to leads and opportunities. Employees can now access valuable contact and customer information, which helps them establish strong client and customer relationships, and win new business.

Company is more responsive during the sales process. modulyss can make decisions quickly during the sales process because everyone has access to

accurate, up-to-date information. “By looking at our customer data, we can identify if a representative needs more support to close a deal, and expand the sales team as necessary. We can also respond faster to customer requests for more information,” says Vercruysse.

Transition between sales representatives is easier. “All customer information—including details about people not directly involved in the sales process—is stored centrally. If sales representatives leave, it’s easy for their replacements to pick up where they left off,” says Vercruysse.

Sales process continually improves. Vercruysse says: “We have enough data to analyse deals and understand how we won them or why we lost them. The knowledge we gain helps us refine our sales process, avoid making the same mistakes twice, and win more business.”

Project management is more effective. Microsoft Dynamics CRM gives modulyss an accurate overview of the status of all projects. Vercruysse says: “It takes a few seconds for us to see how current projects are progressing. We can see if a project is falling behind schedule and allocate more resources to make sure it is completed on time.”

Reporting is simplified. “It takes a few seconds to configure a report because the necessary information is readily available on the system,” says Vercruysse. “We can also create reports that focus on individual projects and products, helping us understand how every element of the business is performing.”

This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.Document published August 2010