CANIAS CRM Solution for Boyner's 'Back-Up' Service from its Personalized Products Division
March 2004 - IAS Turkey
The 'Back-Up' service from Boyner Holding offers its members services on such matters as road-side assistance, car rental, residential services, medical help, free parking, legal advice and medical consulting. The CANIAS CRM (Customer Relationship Management) system set up by IAS for the 'Back-Up' service offering provides an infrastructure that supports large customer numbers, is open to growth and integration, provides fast response times, can be customized in response to changes in work flows, and allows expedited reporting based on the collected data.
The 'Back-Up' service has been using CANIAS CRM for the last year to identify customer requests, issues, and expectations, the products and services purchased by customers, the dates of and the points of sale where the purchases were made, as well as the dates when the same purchases have been repeated. For businesses offering personalized products and services, such data relating to customers is an increasingly significant tool for determining the path for a company to follow.
The 'Back-Up' service has been operating using CANIAS CRM since the beginning of 2003, and has been managing its business processes through an information systems team that has been created which includes consultants experienced in CRM and ERP technologies. In this manner, responding to new requests and resolving problems are handled in much shorter time-frames.
Pinar Massena, General Manager of the 'Back-Up' service, said that using the CRM system from IAS, they are able to get to know their customers better, and combined with their application of their "unconditional customer satisfaction", this leads to customer loyalty which they in turn are able to convert to additional sales.
She added:
"For the Boyner Group, each customer is valuable, and Boyner strives to establish and maintain long-term relationships with its customers. 'Back-Up' establishes one-to-one relationships with customers, and uses the CANIAS CRM system from IAS to collect, store and further analyze the data in order to get to know its customers and to better understand them. We perceive CRM as a tactical application that can be utilized to shape the sales and growth strategies of a business. 'Back-Up' strives to increase its service quality by monitoring all transactions with customers including communications, sales and after-sales services. Naturally, this all requires a powerful CRM system and the accompanying operational capabilities. As an example, using the system, we are able to determine the cities where certain products and services are in demand."
"We are also able to track which products and services have issues, and what these issues are, so that we can not only resolve the issues to customer satisfaction, but also eliminate the problems from re-occurring in these products and services."
"We call our card holders who have never made use of their cards, try to understand why they have not used them, and encourage them to make use of their cards. We call our card holders who use their cards and ask them if they are happy with the service, and whether they have any suggestions for improvements. CRM is not a system to only be used for remembering customer birthdays so you can send them messages and birthday cards."
"Beyond obtaining new customers, the goal of CRM is to be able to get close to the individuals in our customer base, provide solutions to their problems on a one-on-one basis, and thereby attain customer loyalty. Through the integration offered by the IAS product, our sales and marketing department is able to re-organize sales strategies and techniques based on changing trends, and our product management department is able to evaluate and improve the choices of service offerings based on changing customer requests."
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