How We help Heineken Slovensko digitize internal processes using modern IT technologies

Implementation of Microsoft Dynamics 365 and its integration with already used systems has brought to Heineken Slovensko the following benefits:

• The CRM system has become a unified storage of all relevant data for effective customer care, what has increased speed and quality of the whole sales process and solving customer requests. Heineken has gained a 360-degree view on its customers.
• Dealing with customers´ requests via a telephone is now several times more efficient. There is no need to use physical phones anymore and the solution provides comfortable making and answering phone calls directly from the PC. A phone call with a customer automatically opens the customer file in the CRM system, where all important data for the operator handling the phone call or placing an order are available.
• All sales activities of sales representatives and information about customers recorded in CRM are available also for telesales operators during the telephone contact with a customer. Telesales can follow up on work of sales and vice versa.

• CRM as a unified storage of all the information provides immediate view of topical leaflet campaigns, sales campaigns targeted on customers as well as up-selling and cross-selling possibilities.
• Transparent reporting for the company management and new view of customers help to make more effective managerial decisions.
• Integration of the CRM system with the economic system saved a lot of money on software licenses, since Telesales employees use solely the CRM system.

The innovative application covered the entire process of approving business trips and at the same time preserved approval processes specific for Heineken Slovensko. Thanks to the application, the company has gained the following benefits:

• A central tool for submitting a request for a business trip approval, a request for pre-payment approval and business trip settlement.
• Digitization of the multilevel approval process.
• Automation of internal processes.
• Access to the application anytime from any electronic device.
• Interconnection between the cloud application and the accounting system, thanks to which all the data necessary for business trips settlement and calculation of per diems or entitlement to meal vouchers are automatically transferred into the accounting system.
• The possibility of accounting control.
• Availability of relevant data for managerial reporting.
• The possibility to insert various types of attachments into the requests (e.g. invoices, receipts, etc.)

Power BI serves for data analysis enabling creation of transparent reports. In Heineken Slovakia, it visualizes key data and brings broader perspective on sales evaluation via the customer call centre. At the same time, it´s also used to measure sales success rate of individual phone operators. With Power BI, Heineken Slovakia can visualize the following data:

• value of sold goods with packaging (VAT included) and without packaging (VAT included);
• sales targeting (average monthly sales vs. expected monthly sales);

• number of unique customers on daily basis with their orders;
• performance of individual phone operators against total sales;
• the average number of items per order or delivery.

Heineken Slovensko is considering further development of Power BI which would bring more comprehensive view on performed phone calls and other activities of the phone operators.

Heineken Slovensko continues in digital transformation. Since we had implemented Microsoft Dynamics 365 to Heineken Slovakia couple years ago, we suggested to build the new solution based on the same technology. After consultation with the customer, we opted for the “eshop” form, which was developed by adding CRM system functionalities and brought the following benefits:

• The internal “eshop“ has significantly speeded up and made transparent the entire process of ordering marketing products.
• Eliminated manual activities and reduced error rate when processing orders.
• Up-to-date product catalogue with visually displayed products and detailed product specification.

• Possibility of advanced filtration in the product catalogue and shopping cart with sorting by individual brands, classification, type of material and products.
• Monitoring of budget spending.
• Overview of current and future inventory – more effective planning.
• Detailed information on products in previous orders.
• Revision of orders from the coordinator PoS aimed to reduce costs.