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Case Study

Eltek’s CRMS: How It Is Facilitating


Business for the Bangladesh Office

Prepared for

A. T. M. Jakaria Khan
Lecturer
Institute of Business Administration
University of Dhaka

Prepared by

Group 13
Tanzim Tahmim Roll 16, MBA 55D
Md. Shahed Faisal Roll 27, MBA 55D

Institute of Business Administration


University of Dhaka

14 May 2017
Eltek is a world leader in high-efficiency power electronics and energy conversion. As a
global corporation, Eltek has customers in more than 100 countries across a variety of
industries including telecom, rail and infrastructure, power generation, power
distribution and solar energy. Eltek is a power pioneer with over 40 years’ experience
helping customers save energy and money while reducing their environmental impact.
Eltek is headquartered in Drammen, Norway and became part of Delta Group in 2015, a
leading power and thermal management provider.

In Bangladesh, Eltek operates as a leading telecom equipment and power solution


provider. Its primary customers are telecom operators, IIG service providers, ISPs etc.
and its products are used in mobile BTS and datacenters mainly. Eltek opened its
Bangladesh office in 2005 to serve its customers better and provide local support for its
products. The Bangladesh office works under the supervision of Eltek Singapore, the
regional headquarter of Asia Pacific region.

Eltek uses a cloud-based Customer Relation Management System (CRMS) for all the
countries it operates in. Its CRMS vendor is Microsoft and it is called Microsoft Dynamics
CRM. The CRMS focuses mainly on sales, marketing, and customer service. Dynamics
CRM is a server-client application, which is primarily a web application that supports
extensive web services interfaces. Clients access Dynamics CRM either by using a web
browser or by a client plug-in to Microsoft Outlook.

Figure 1: Main interface of Eltek’s CRMS


Eltek’s CRMS features a dashboard that shows a summary of key sales information and
customer activities, detailed sales data including opened and closed sales orders and
sales volume, customer details including customer ID and contact personnel, pending
and finished service requests, graphs and charts over a specified time range, report
generation, calendar etc.

In Bangladesh, the Business Development Manager, the Accounts Manager and the
Country Manager have access to the CRMS. They have different level of authorization in
the system. For example, only the Country Manager can view the dashboard containing
key sales information and customer activities of Eltek Bangladesh. However, he cannot
view any other country’s dashboard. The authorized manager of Singapore office can
view dashboards of all the countries under his supervision, including Bangladesh. The
Norway office can view any dashboard where Eltek is operating.

When the Business Development Manager anticipates a potential sale due to a customer
communication, he opens a ‘Lead’ in CRMS. It signifies that a potential sale may take
place in near future. When the customer asks for an official response regarding the lead,
it is qualified as a new ‘Opportunity’. A new opportunity contains detailed information
about the sale such as order description, estimated order value (in local or foreign
currency), estimated closing date, estimated margin, product category, scope of delivery
etc. The opportunity then goes through various stages namely RFI, RFQ, Bid Submission,
Shortlisting, Negotiation, Verbal Order and finally, Purchase Order, which seals the
opportunity and marks it as closed.

Figure 2: Sales order generation process in CRMS

Service requests are created in a similar way. The Business Development Manager also
generates customer ID and adds customer’s contact information whenever a new
customer is added to the system.
Eltek’s CRMS provides several benefits for the Bangladesh office:

 Sales Database: It holds a database of all sales data for Bangladesh office since
its establishment which makes it easier to find and filter historical sales data by
year, quarter or client whenever needed.
 Customer Database: It holds a database of customers Eltek Bangladesh has
done business with and their detailed information including sales volume and
revenue generated for each customer. It helps to ensure customer retention by
focusing on the most important clients, as well as, to look for potential new
clients by analyzing sales trends.
 Data Consistency: Managers have to insert data through specific input fields
and by following certain steps which ensures data consistency for whoever will
access the data later. For example, a currency must be selected when a lead is
qualified as a new opportunity and that currency is then used for all sales value
for that particular order.
 Data Availability: Since it is a cloud-based system, data is available 24/7. When
any information is updated in Bangladesh office, it gets updated everywhere
instantly. A manager from headquarter doesn’t always have to get into contact
with a manager from Bangladesh to retrieve any sales or customer related data.
 Data Accuracy: Many calculations are done on the system side. So, accumulated
sales data and graphs and charts give accurate scenario.
 Easy Access: Data is accessible from anywhere. When the Country Manager is on
a business trip, he can easily access new sales data and make important
decisions.
 Sales Monitoring: Country Manager can monitor the salesforce activities
through CRMS. At the same time, the headquarter can monitor Bangladesh’s
sales performances through CRMS. Analyzing sales performance becomes easier
as the sales data is readily available.
 Sales Forecast: Leads and opportunities give sales forecast for next quarters. By
analyzing past quarterly data a yearly forecast can be prepared.
 Production Forecast: Eltek’s main production plant is in China. They have to
maintain a tight schedule to meet customer demand throughout the year. They
regularly check for leads and opportunities to anticipate production requirement
over short and long term.
 Sales Report Generation: Reports, charts and graphs can be easily generated
through the CRMS interface. It also provides other useful tools like filtering and
export to excel for further analysis of data.

Today’s businesses are customer centric. Without a CRM system, it is difficult to focus
on the customers. In addition to making life easier for individual employees, Eltek’s
CRMS has also improved communication at the organizational level. If this system was
not in place, different salespeople would likely have tracked activities in different ways,
which would make it difficult for managers to piece data together to form a coherent
picture. This CRMS has made data entry uniform, allowing managers to easily combine
and analyze data to understand the overall sales performance. Storing sales data in a
consistent manner also reduces friction when passing a lead from one employee to
another or reassigning a departed colleague’s opportunity queue. In order to grow their
business, Eltek needs to be able to contact their prospects at the right intervals and
provide them relevant information at the right time, and they simply could not do this
effectively without the CRMS.

Reference

In-depth interview with:

 Md. Kamal Hossain


Accounts & Finance Manager
Eltek Power Pte Ltd
Bangladesh