In March 2008 AnytimeCRM became Kiwi Finance’s main IT system. How did you discover the need to implement a CRM solution? What is Anytime used for? Today the quality of service makes the difference between success and survival. In any customer oriented company the sales and processes efficiency, doubled by a CRM, are a must, not an option. The efficiency of a CRM tool is given by the way it is used and choosing a CRM software is an important decision for companies. It is based on the understanding of how the data is captured, managed and accessed in a database and on the efforts to fully use the information and functionalities the system provides. Here the users' training plays an important role, as well as the way they proactively manage the client database and the existing information, in order to provide personalized and post-sale solutions and the way of generating and using reports for segmenting and optimizing sales activity. In this situation, the users’ technical skills are not that important.
Some of the key benefits of a CRM system are:
• providing the sales force with support and information about market, partners and clients;
• provides information and historical series for analysis and statistic purpose used for cross-sell and up-sell.
• the planning and personalization of client services
• control over the sales process on various channels;
• provides information about the operational flow and the history of client’s credit application
• automation of the sales and support processes provides for top-management support in generating reports, forecasts and budgets
• helps to identify the profitability for products, services and employees
• in and out incentives automation What are the immediate benefits you were looking to accomplish by implementing AnytimeCRM? One important benefit is the user specialization in efficient, consistent, coherent and unitary work with all the information Kiwi Finance gathered in 5 years of activity.
The immediate sales benefits are:
-planning to identify and enter on various market segments
-personalized communication with existing and potential customers
-efficiency in accessing the right solution, by eliminating hazard and long time unsuccessful attempts
-activities for clients retention
-computing the synthetic and analytic value of clients portfolio How long took to implement the system? How was your collaboration with Advantage Software Factory? The implementing period took for 6 months.
ASF’s communication skills and excellent business understanding lead to a CRM customization according to our requirements and the expected result. How the stakeholders did receive this solution? I would include here the management and the users. Some statistics say that 90% from CRM systems fail at implementing due to the general change resistance and users misunderstanding. A CRM can be considered successfully implemented when at least 80% of its functions are used by stakeholders. After 9 months, we consider the implementation a success, because we had the understanding, commitment and focus the efforts from the whole users: sales, back office, marketing, human resources, IT, management. At 9 months from production start, what did you see as clear benefits Kiwi Finance gained? The integration of the processing activity in the CRM raised the processing team efficiency and allowed us to monitor both the Kiwi Finance network teams’ activity and the partnership evolution with financial institutes from our portfolio.
The response time and tracking of the credit applications is now measureable and controllable, and the management of the portfolio and clients’ history increased the efficiency and activity planning for the sales force. Why did you choose AnytimeSales module from AnytimeCRM? A must have criteria in choosing a CRM system is the ability of the implementing team to understand the business specifics. ASF proved from the very beginning its expertise in the financial area and especially in financial brokerage area. Another factor is the system’s flexibility and scalability for next updates on company’s objectives, business lines and strategies. What are your future plans regarding AnytimeCRM extending to other departments? In future we see the need to extend the system in the front end area. This extension will have as main engine a tool for running the financial algorithms used by our financial partners in segmenting and qualifying the clients. | 
