Dudson integrates CRM and ERP to improve service

The integrated system – which is being used at its locations in Stoke-on-Trent, London, Toronto (Canada), Valencia (Spain), Rosebery (Australia) Paris and Digoin (France) and Raleigh (North Carolina, USA) – has empowered Dudson's sales force and improved managers' ability to monitor sales activity and performance. Kevin Barker, business analyst at Dudson, explains that K3 recommended installing the Dynamics CRM Syspro Integration module first into the UK business, thus enabling once-only data entry and allowing information to be accessed from anywhere. "We wanted to combine Syspro and Dynamics CRM so that we have one point of access for all our business processes," states Barker. "We wanted everyone to have instant and easy access to all the information they required all in one place," he explains. Dudson now has more than 80 CRM users, all with mobile functionality and multi-language support, enabling remote management of its sales force all over the world, following initial integration and testing in the UK. "The best thing about CRM is that everything comes to us through a Microsoft interface," continues Barker. "We are all familiar with Microsoft software, so using the CRM system is relatively simple. It is also easy to demonstrate to new staff." Incidentally, Dudson also went for cloud-based provision, with data hosted by K3 Managed Services at its secure and resilient data centre. Forthcoming updates will allow the firm to introduce dashboards and tablet PC functionality.