Satel Oy, an internationally operating Finnish manufacturer of radio modems, needed a new ERP, as its current system no longer met the company’s business requirements. Satel chose Digia Enterprise ERP with integrated CRM. Cooperation between these systems opened up both a versatile data source and tools for comprehensive customer relationship management.
We’ve engaged in successful cooperation with Digia before. In our experience, Digia keeps its promises. This system is just what we needed – in terms of technology, quality and schedule.
Aulis Törmä, Sales Direcor, Satel Oy
How can you deepen your customer understanding while simultaneously developing your own business to meet future needs? Satel found an answer to these questions by integrating its ERP and CRM systems, so that customer-related data is now more widely available.
“We wanted an ERP that would meet all of our requirements. As well as CRM, we’ve also integrated other systems into the same ERP, such as e-commerce,” says Satel Sales Director Aulis Törmä.
“Data only needs to be entered once to be available to all departments and systems.
The ERP system supports order, delivery and invoicing processes, while the CRM system generates enriched customer data and supports sales, customer services and marketing in particular. An Enterprise ERP system and a Dynamics CRM Online system were the solutions chosen for the package delivered by Digia.
Satel decided to update its systems in 2015, when the company noticed that its existing ERP no longer provided the required level of service. One important criterion for the new ERP was the ability to introduce and integrate CRM. The result would be tools for comprehensive management.
“The system is currently working well and we’ve been satisfied. It was introduced in the summer, and now that we’ve broken it in, we’ve really been able to harness these tools. We get more done, both faster and better,” says Aulis Törmä.
Everything is built around customers and serving them in the best way possible. Satel’s key customer group is a worldwide network of importers covering about 100 countries. The company also has direct OEM customers, primarily major global companies. Satel also represents their products in Finland.
“There is vital development potential in how actively we can keep our customers informed about products, materials and campaigns,” says Törmä.
“Satel is a manufacturer, client and supplier that must also support importers’ own sales, disseminate information, and boost marketing.”
“These platforms can help us communicate much more effectively with our customers and provide services that meet importers’ sales needs. We want to promote real-time, proactive operations with our customers,” says Törmä.
From a business development perspective, the integration of the ERP and CRM systems generates considerable synergy.
Many companies are currently considering how to make better use of customer-oriented data that can be harnessed to develop new services. When data from different systems is integrated, you get a deeper and broader-ranging view of your customer’s situation and needs. This can be used as a foundation on which to develop more customer-oriented service communications, marketing and sales.
There is an increasing focus on comprehensive customer relationship management, in which data collected from all stages of the business process is used to improve customer understanding. Customer-related data is collated from a variety of different systems. Integration enables data to be used in a suitable manner in each system, and also enables lifecycle management. Industrial companies in particular have long-term customer relationships that involve a number of stages and levels over the space of many years.
The functions of many supplier organisations – sales, R&D, after-marketing and administration – can harness the same data source and add relevant information. From a usability perspective, moveable data makes users’ everyday lives easier, as they no longer have to fetch information from several different systems. Having a complete overview of a customer relationship generates added value throughout its lifecycle, cuts down on excess work, and provides valuable insights.
An increasing number of companies, Satel included, are now choosing a cloud-based online CRM solution.
Satel is currently using a basic Dynamics CRM Online system that has been integrated into its ERP, and this has enabled the company to build new operating models. Once Satel has gained more experience, its goal is to add customised features for even more effective customer management.
“We’re moving towards comprehensive customer management one step at a time,” says Aulis Törmä.
Satel Oy specialises in wireless data transfer. Both the radio modems manufactured by the company and the data transfer networks built from them are used in a very broad variety of industrial solutions. Satel has become the industry’s leading company in Europe, and is also highly ranked globally.
The company’s success rests on its clear strategy, market attentiveness, and investments in product development. Experience and skilful personnel are also a key to success.
The system supplied by Digia provided Satel with another success factor: a modern digital tool kit to support a broad range of operations.
“We’ve engaged in successful cooperation with Digia before. In our experience, Digia keeps its promises. This system is just what we needed – in terms of technology, quality and schedule,” says Törmä.
“And, with a professional and positive attitude, they also gave us a friendly kick to get us moving with our part.”
Once Satel has gained sufficient experience with the current system, the company is planning to further develop its CRM. A new website is also under construction, as well as some other projects relating to digital marketing.
“We’re taking this journey one step at a time, and it’s a joy to travel with a good companion,” says Aulis Törmä.