Bilot provided Posti with the SAP Cloud for Customer solution. The new CRM system helps form an accurate overall picture of the customer by unifying the information and processes of sales, marketing and customer service.
Posti renewed its strategy and combined its logistics and postal service functions. Earlier, each department had its own CRM system, but now Posti was looking for a common, cloud-based solution, which could be integrated in the marketing automation and enterprise resource planning.
“We looked for possible solutions on a very broad front, and in the end, we opted for the SAP Cloud for Customer solution”, says Posti’s Customer Insight Director Tiina Härkönen.
Posti already had experience of several SAP systems. Another factor that affected the choice of CRM system was that Posti wanted to redefine its entire sales and marketing process.
“We wanted to follow the system’s proven process, so that it would not need to be adapted too much”, Tiina Härkönen explains.
Towards a genuinely customer-oriented business
The goal of Posti’s new strategy is to offer a better customer experience. At the same time, Posti directs customers to the web by offering new services. In order for the goals to be achieved, all information about the customers’ purchases, behavior and experiences must be gathered in the CRM system.
“The information the customers provide about themselves, how they behave online, what they buy. We want a complete picture of the customer, which we can use to develop our services”, Tiina Härkönen explains. “Posti is changing from a product- and production-oriented business to a customer-oriented one at a fast pace, and this is not possible unless we have access to consistent and accurate customer data.”
SAP C4C helps provide added value to customers
Since the market was opened for competition, Posti is, in practice, in the same position as other businesses. As the market situation has changed, collecting information about the customers has become increasingly important.
“Thanks to the information we get via SAP C4C, we will, in the future, be able to approach our customers in a smart and relevant way. We intend to gain enough expertise to make them feel that we produce a clear added value,” Tiina Härkönen says.
Posti’s broad scope of business activities and the heterogeneity of its sales pose challenges for the CRM solution. Telemarketing takes only a few minutes at best, while the process of selling outsourcing services can take several months or even longer.
“Now, we are able to handle customer data in a better way as the sales, marketing and customer service departments use the same tool and methods”, says Tiina Härkönen.
Cloud services are easy to use
Posti’s C4C project went very well and the system was put into use within six months. All tests were carried out quickly and skilfully, and Posti’s own key users played an important role in the project group. The users have said that the system is very easy to use.
“The difference between cloud services and traditional systems is that the cloud service solution is not even meant to be complete when it is put into service, but is continuously developed”, Tiina Härkönen explains. “When you use this kind of approach, it is crucial that you can trust your partners. We already had a good relationship with Bilot, and in this project, they have once again demonstrated that they are worthy of our trust.”