New, integrated CRM system goes live at Electrolux

“Elimination of effort is the primary benefit that Talent [CRM software] gives us because of the depth of integration that’s achieved with our existing applications,” says Lyn Young, Solutions manager at Newton-Aycliffe-based gardening equipment manufacturer, Electrolux Outdoor Products. “Customers are having their enquiries dealt with more quickly, more professionally and more accurately with all the consequent benefits in terms of customer service and satisfaction levels,” she adds. The company’s initial implementation of CSL’s Talent CRM software went ‘live’ in November last year, across its 15-strong customer service department, but the firm is currently evaluating further roll-outs across its marketing, supply chain, accounts, procurement and IT departments. Young: “I can see a fit for Talent in every department at Newton Aycliffe. The ability to use scripts, create actions and track documents makes it a much more versatile tool than a straightforward relationship management application.” The new software is fully integrated with Electrolux’s existing, bespoke PRMS software running on an IBM iSeries eServer (AS/400) in the UK and Sweden, and with the company’s email server based in Luton. “We were asked to provide a solution to replace a legacy system and we looked primarily at AS/400 based systems as we felt it would fit the business standard better and help with integration with our existing applications,” explains Young. “The whole project has gone precisely to plan. We’ve developed a great working relationship with CSL from both IT and business perspectives and believe that Talent will add considerably to our business performance.”