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CRM deployment at Rockwool

1518
Helene Ribbink
Section Manager CRM

We were especially convinced by the flexibility and the easy handling. The opportunity to be able to adapt update quickly to suit various needs was especially important for our context.

A CRM for Big and Small

In a complex project, the Danish company the Rockwool Group is designing a global CRM environment for heterogeneous needs. Challenges include the various requirements and sharply-varying company sizes that must be accommodated in the group’s individual business segments. For the international introduction and upgrades, the CRM team is orienting itself according to clear success criteria and a change management strategy. By 2010, all 15 locations and divisions of this insulation specialist should be equipped with the update CRM system.

Areas of application: Sales | Marketing | Service
Number of users: Currently 770, planned: approx. 870
Current installations: 12 countries, including Denmark, France, Germany, the Netherlands, Russia, Poland
Solution: update.seven win and marketing.manager version 5

Result

  • Uniform solution company-wide adapted to various needs
  • Dedicated project management oriented towards product groups
  • Custom-tailored customer management for each area
  • Uniform offer creation processes
  • Close dovetailing with ERP system
  • More efficient use of the existing resources
  • Handling of technical documentation for the service area

Success criteria for CRM projects

The CRM team also have a sophisticated concept for involving the users in order to achieve acceptance of the software. “Precisely with smaller offices, which did not previously use a CRM system, there is some convincing to be done,” explains Helene Ribbink. The change management process refined by the Rockwool Group over the years especially includes a clear goal definition -- and clearly visible benefits. A list of success criteria is the basis for each new project - and is kept in mind before, during, and after the implementation. Prerequisites for a project are strong management support and a clear, traceable goal for the CRM introduction.

About Rockwool

The Rockwool Group is the world’s leading producer of stone wool - a material that improves the quality of life for millions of people and helps to alleviate environmental problems, such as the greenhouse effect, smog and acid rain. Rockwool insulation gives us pleasant indoor environments by keeping out the freezing cold. In hot climates, stone wool helps to keep indoor temperatures comfortably cool.

World-wide presence

The Rockwool Group was founded in 1909. At present, the Group employs more than 8,500 highly skilled persons. The Rockwool Group operates 21 factories in three continents and has a world-wide network of sales offices, distributors and partners ensuring that its stone wool products reach all parts of the globe. Group headquarters and the R&D and environmental departments are based in Hedehusene, near Copenhagen.

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