Case Study: Data-driven organization - CIECH Group
Industry
Indoor climate comfort solutions
Our role
Cloud-based CRM system implementation
Featuring
Purmo Group
Introduction
In today’s fast-paced business environment, companies are constantly seeking ways to enhance their efficiency, improve customer engagement, and drive business growth. For Purmo Group, one of the world’s leading suppliers of indoor climate comfort solutions, the remedy came in the form of a cloud-based CRM system. With the help of PwC Finland and Poland, Purmo Group successfully navigated significant challenges, modernised its operations, and positioned itself for future growth.
Purmo Group, based in Finland, supplies hydronic and electrical heating solutions, offering a full spectrum of products for heating, cooling, distribution, and control. Over the years, Purmo Group has grown by acquiring businesses worldwide, but this global expansion brought with it operational challenges. These challenges were compounded by the fact that the company’s sales, customer service, and marketing teams worked in geographically distinct clusters, often using different business processes and legacy systems.
The lack of standardised global processes and inefficient tools hindered collaboration, data accessibility, and overall process effectiveness. Purmo Group needed a modern solution that would unify these processes and provide a comprehensive view of customer interactions, enhancing sales, customer service, and marketing effectiveness. The company also sought a CRM system that would automate manual tasks, offer data-driven insights, and enable smoother decision-making across all levels.
Initially, Purmo Group began its CRM journey with a different vendor, but faced challenges in execution. The company then turned to PwC for a more holistic approach.
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Case study Purmo EN
Bridging the gap between business needs and technology
To tackle Purmo Group’s challenges, PwC assembled a team that combined expertise from both PwC Finland and PwC Poland.
By leveraging our long-standing cooperation with Purmo Group, we were able to understand the company's specific needs and provide a tailored, forward-thinking approach to CRM implementation.
By leveraging our long-standing cooperation with Purmo Group, we were able to understand the company's specific needs and provide a tailored, forward-thinking approach to CRM implementation
Within the first three months, PwC identified and addressed challenges, refining the CRM implementation strategy to account for technical, compliance, and security considerations.
PwC’s methodology placed a strong emphasis on understanding the business value behind the technology. The team made detailed efforts to understand Purmo Group’s processes, identified pain points, and proposed a CRM system that would streamline operations across sales, customer service, and marketing functions. Through continuous collaboration, transparency, and flexibility, PwC rolled out the solution in phases, focusing on benefits and risks for each country involved in the rollout.
A tailored global CRM system
Solution
The project involved the global implementation of a CRM solution based on Microsoft Dynamics 365 across 15 countries, with deployments tailored to meet local language and cultural needs.
Deployment
The CRM solution deployed by PwC included three key modules: Sales, Customer Service, and Marketing.
- Sales Module features include: a 360-degree customer view displaying all interactions; business rules ensuring that Sales Representatives capture relevant customer information; a "Lead to Order" process standardising sales opportunities; and contract management.
- Customer Service Module includes: email-based case capture; ticket tracking and resolution; claims management systems.
- Marketing Module supports: content creation; campaign management and consent management.
Each module was based on Microsoft Azure and Microsoft Power Platform and our solution enabled Purmo Group to benefit from a scalable and flexible cloud-based infrastructure.
PwC also provided extensive support in data migration, business and technical workshops, system testing, and user acceptance testing, ensuring that the system met Purmo Group's market-specific requirements.
Moreover, PwC's involvement didn’t end with the deployment. The team continued to provide solution development and Application Maintenance Services for all 15 countries, optimising business processes and ensuring that the CRM system remained fully functional and aligned with the company’s needs.
The initial rollout in the UK and Romania served as a successful pilot, offering valuable insights that were replicated in the remaining 13 countries.
The initial rollout in the UK and Romania served as a successful pilot, offering valuable insights that were replicated in the remaining 13 countries
Empowering global collaboration and growth
The implementation of Microsoft Dynamics 365 was a critical step in Purmo Group’s business transformation. By centralising data and improving data quality, the company now has access to real-time insights and better visibility into customer interactions. This enhanced visibility allows for more effective sales, customer service, and marketing strategies, ultimately improving customer satisfaction and business performance.
One of the most significant outcomes of the project is the global collaboration that has been fostered among the client’s teams across countries. With a unified system in place, Purmo Group’s teams can collaborate more effectively, share insights, and make data-driven decisions. This collaborative approach has also paved the way for identifying future business development needs and aligning them with strategic priorities.
There were a number of factors critical to the success of this project. First of all, professionalism and experience of PwC in delivering similar implementations. Additionally, the cooperation and collaboration between both sides were so effective that they allowed us to deliver on time, within scope, and budget.
There were a number of factors critical to the success of this project. First of all, professionalism and experience of PwC in delivering similar implementations. Additionally, the cooperation and collaboration between both sides were so effective that they allowed us to deliver on time, within scope, and budget.
The success of the first phase of the CRM implementation has led to further engagements between PwC and Purmo Group. With each phase of the project, the company continues to refine its processes and systems, ensuring ongoing improvements and realising long-term benefits.
Setting the stage for continued growth and innovation in the future
Purmo Group’s successful CRM transformation highlights the importance of collaboration, flexibility, and a deep understanding of business needs when implementing large-scale technology solutions. With PwC’s support, Purmo Group has not only modernised its operations but also set the stage for continued growth and innovation in the future.
This project supports our strategy and improves our organisational effectiveness. It enables Purmo Group to have a customer-centric approach and lays the foundation for our digital transformation.
This project supports our strategy and improves our organisational effectiveness. It enables Purmo Group to have a customer-centric approach and lays the foundation for our digital transformation.
As businesses around the world face similar challenges in integrating technology, Purmo Group’s journey offers valuable lessons in the power of effective collaboration and team work, as well as the importance of choosing the right technology solutions to drive business success.
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