DYNAMICS 365 CRM CONSULTING

See How Lee Spring Optimized Their CRM for Highly Custom Manufactured Parts

Optimize CRM for Highly Custom Manufactured Parts Article Links

Challenges optimizing CRM
Optimize CRM Solutions
CRM Integrations
CRM User Coaching
Optimized CRM Outcome

Introduction to Lee Spring

Lee Spring has long been known for its commitment to quality and innovation in the custom manufacturing space and has developed its company to serve countless businesses and customers while working to optimize CRM processes. Their sales and operations cover the globe in countries such as the United States, Mexico, China, India, Germany, and the United Kingdom. Lee Spring has over 25,000 stock products and each of which has 25 quantity-break price levels in multiple currencies in each jurisdiction. Customers also have the customizable option to order springs that specifically meet their needs. Lee Spring is heavily customer-oriented and therefore requires a smart and efficient system that is able to maintain its customer engagements. Let’s dive into how to optimize CRM systems to drive efficiency and effectiveness.

Challenges in Efforts to Optimize CRM

The Legacy Challenge:

Prior to hiring Dominic Systems as a trusted advisor, Lee Spring required a strategic systems plan for efficiently managing all of its customer interactions. Lee Spring needed a system that would help its team excel in customer interactions while maintaining a smooth and efficient flow of operations. The system also needed to keep track of a large variety of projects. Dominic Systems was ready to help with a strategic plan centered around Dynamics 365 Customer Engagement, a Customer Relationship Management (CRM) system.

Lee Spring’s business involves highly custom manufactured parts, which require a flexible and robust CRM system. The initial challenge was to manage many customer requirements while maintaining efficient production and sales processes.

Evolving Demands:
As market dynamics shifted and product customization became even more critical, Lee Spring recognized the need to refine its CRM approach. To optimize CRM, the company also faced challenges like data complexity, real-time order tracking, and better system integration.

Optimized CRM Solutions

Tailored Functionality:

To begin this collaboration, Dominic systems implemented Dynamics 365 Customer Engagement and integrated it with SYSPRO so that all product information could be tracked alongside customer data, helping to optimize CRM processes from the start. Lee Spring allows custom spring orders, requiring a CRM to manage all variations. Each Stock Spring has 50+ specs, including diameter, length, and max twist.

Dynamics 365 was able to keep track of all the product variations, and even had features for measuring in imperial or metric units, along with a price breakdown of the springs by quantity. Dynamics 365 also supports multiple different languages and currencies within the system and even meets important regulatory requirements such as ITAR.

CRM Integrations

Integration & Automation:

To fit in with Lee Spring’s various customer touchpoints and optimize CRM performance, the system required extensive integrations with the SYSPRO ERP system, Lee Spring’s in-house Gatekeeper system in SharePoint, eCommerce websites, the Lee Design engineering and costing system, and other in-house systems. The Dynamics 365 Customer Engagement implementation would now be a central repository for all the data – ‘one version of the truth.’

CRM User Coaching

Improved Efficiency:

To begin the journey of Dominic Systems as Lee Spring’s trusted advisor, the CRM system was initially used by the Customer Service Team to optimize CRM operations. As time went on, the usage extended to the Marketing Team as well. To be noted, there were also several acquisitions of other spring manufacturers.

The Outcome of CRM Integration and User Coaching

Dominic Systems continues to act as a trusted advisor to Lee Spring to this day, after years of a successful relationship. Dynamics 365 is now vital, automating Lee Spring’s stock order processing with minimal human involvement.

Lee Spring praises the CRM: “The Dynamics 365 Connector for SYSPRO shares critical data across all departments. Accurate data improved our customer service quality and increased sales.”

Key Takeaways

Customization is Critical: In industries with highly custom products, a one-size-fits-all CRM rarely meets all needs.
Integration Drives Efficiency: Connecting your CRM with other systems is essential for reducing manual work and improving data accuracy.
Data-Driven Decisions: Enhanced reporting and analytics can significantly boost strategic planning and operational efficiency.
Future-Proofing: An adaptable and scalable CRM solution is key to long-term success, especially in dynamic manufacturing environments.