Improving CRM Sales Cloud performance at Cerrad

CRM system optimisation

Cerrad, a leading manufacturer of stoneware and clinker tiles, understands the importance of an effective CRM system in optimising business processes and ensuring the highest quality of customer service. Cerrad has implemented CRM Sales Cloud in its organisation to manage the ordering and manufacturing of displays.

Cerrad cooperated with Craftware to conduct a comprehensive audit and optimise the implemented Salesforce Sales Cloud.

This case study shows how our efforts helped stabilise the system, improve processes, and increase operational efficiency, enabling the client to continue growing and succeeding in the global market.

Cerrad - our client

Cerrad is a manufacturer of stoneware and clinker tiles. After many years of presence in the Polish and foreign markets, Cerrad today occupies one of the leading positions in the ranking of the most dynamically developing manufacturing companies in Europe.

Cerrad products are recognized by customers in more than 50 countries worldwide. In addition to its operations in Poland, Cerrad Sp. z o. o. is affiliated with the following companies: Cerrad Holding s.r.o. in Slovakia, Cerrad Corp in the USA, and Cerrad GMBH in Germany.

What was the challenge?

In 2021, Cerrad implemented Sales Cloud, but the results were unsatisfactory. The system did not deliver the expected business value or meet user requirements.

Main issues:

Incorrect business process mapping made it impossible for users to work on a daily basis.
Errors in the production environment and problems with integration with external systems.
Problems with display order management and with the contractor portal.
Lack of documentation of business processes.

Actions taken by Craftware

Benefits

CRM system stabilization

Thanks to the analysis and repair of critical functionalities, the Sales Cloud system has been stabilized. Users can now use the system effectively in their daily work, which has increased their productivity.
Efficient order and display management

Reducing errors and streamlining the next steps in the process: ordering and producing displays, relocating displays, updating, disposing, and servicing displays
Facilitating the onboarding of new employees and reducing the time needed to achieve productivity

Documented business processes are a valuable training tool. They enable all employees to understand key processes, leading to more effective collaboration between departments.
Reducing downtime and costs associated with inefficient process execution

Mapping 12 business processes helped clarify key activities, identify needed improvements, and ensure that the CRM system fully covers these processes. This has resulted in increased efficiency, faster exposure manufacturing, and easier product delivery to B2B clients. Making it easier to track interaction history allows for faster issue resolution and better service to B2B customers.
Achieving ROI in 3 months

More than 100 users were able to do their work effectively. As a result, Cerrad could get a return on its investment in Sales Cloud, as this was not possible after the initial implementation
Improve security and code quality

Raising the quality and security standards of codes in the CRM system has minimized the risk of errors and data loss and reduced the possibility of future failures

Client feedback

Our client, Cerrad, appreciated Craftware’s professionalism and efficiency in stabilizing and streamlining its CRM system. Thanks to the changes, the company can manage its business processes more effectively, resulting in better customer service and higher operational efficiency.

Craftware successfully identified and resolved the client’s key issues, transforming a problematic system implementation into an efficient and stable system to support daily operations, such as managing the ordering and manufacturing of store displays.

Our work allows Cerrad to manage its processes better, improving efficiency and customer satisfaction.
By improving the CRM system’s performance, the client has gained a solid foundation for further development and optimization of its business processes.