Case Study

Dealer Management CRM sustainability case study

Company Overview

The objective of the dealer management firm is to provide sustainable manufacturing solutions for homes in terms of renovation and construction.

Choice of CRM Partner


With the clear objective to strengthen the business and sales network, the dealer management has integrated CRM solutions to define and launch different types of solutions with a futuristic purpose to connect with the dealers and non-dealers and enhance its Customer relationship management. CRM system need to have valuable ergonomics and reliable.

They chose Fynsis soft solutions private limited for its end to end CRM services as they found them to be very competitive for the value of money and their versatile CRM solutions. The dealer management firm was happy with prompt response and quality of support provided by Fynsis during the deployment of CRM and it has paved way for a long term association. The CRM experts of Fynsis have been constantly supporting the dealer management team by having continuous interaction in terms of setting up the CRM application based on specific needs, eliminating the risks and enhancing the user satisfaction. The CRM solutions were able to increase the performance of the dealer web application by creating simulations of user activity and eliminate all the bottle necks by effective monitoring. The modules were created with the involvement of the firm and Fynsis team in order to understand the basic hiccups during implementation of CRM system.

The problem statement


The dealer management firm had faced many challenges in automation of day to day tasks in order to reduce the time spent on manual entry and coordination. The Sales team wanted to focus more on reaching targets by generating leads and increase their chances of customer engagement. They wanted to explore user-friendly B2B purchasing solutions and also wanted to harmonize their goals using the B2B and B2C database by integration of CRM. The effective CRM solutions for Secondary sales, planning the meeting schedule of dealers and Non dealers and competitor handling was the primary requisite of the firm. The team wants to have connectivity with the non-dealers as well for business purpose and needed tagging process of a dealer and his non dealer. Earlier they were able to connect with only dealers and there was lack of transparency about the secondary sales process between the dealers and non-dealers.

The Proposed solutions by Fynsis Experts

  • Secondary sales modules focusing on a 360 degrees view on all their customers, dealers and non-dealers.
  • Competitor module focusing on bidding and Sales allocation.
  • Meeting planner module for scheduling the dealer and non-dealer visits and documenting the outcome of the meeting.
  • The CRM modules enabled the staff to understand the journey of customers and triggered them to offer better assistance with the goal of achieving customer satisfaction.
  • Effective mapping of Dealers and Non Dealers using an application interface in retail CRM by auto linking of sales.
  • Creating more avenues in CRM by enabling link ship to codes for new set of non-
    dealers and configuration of secondary sales with automatic reallocation.
  • Auto Updation of existing Ship to Non dealer records into CRM and invoice allocation based on updated relation into the CRM system.
  • Provision for uploading Manual secondary sales allocation

Fynsis CRM Action steps

Fynsis CRM Expert team created three basic action items focusing on

1. Dealers
2. Non- Dealers
3. SuiteCRM integration with SAP ERP System of Dealer management firm

Dealer management

Fynsis created a CRM for dealer management with open-source SuiteCRM and the dealer
management firm utilizes it for dealer management data, process and allocation. It allows the company to accurately and efficiently manage its main business relationships with wholesalers, distributors, and dealers. The CRM tool allows the Regional and Area Heads of the company to take charge of the company’s decisive process by automating, organizing and defining how and when decisive activities should be executed with tailored Meeting Modules for site visits and meetings.

The Zonal and Regional heads are presented with a greater overview of the company operations. The area managers on the field are given immediate access to every data that affects customer, vendor and prospect relationships. This, in turn, creates a 360-degree outlook of the firm’s business relationship.

Open source SuiteCRM integration with SAP Dealers module can give the company quick and easy access to prospects, leads as well as tools for quicker response time. The CRM tool also allows the company to work leads by email, phone, and text. There is also a 360 degree worker overview along with performance reporting. 

This has enabled effective secondary sales data Updation and retrieval, planning the visits and competitor Updation CRM solutions.

Management of Non Dealers

Non-dealers in Open source SuiteCRM for distribution and wholesalers are the group of customers that create lots of business, however, they are yet to be dealers in the SAP i.e. they are not formal dealers. Earlier, the non-dealers were instrumental in increasing the sales of the company products. The Regional and Area Heads of the company will take care and find out the non dealers in their allotted area and maintain in SuiteCRM. Mapping of non-dealers with the dealers will give product insights to the area head in terms products, banners and time of sale of the product. The payment is collected after sale and there is no need to pay in advance. While wanting an order they can say to surrender area dealers to order on behalf of you. It is because the dealers cannot order directly. They don’t have access to SAP. Once non dealers increase the sales at that time they have the access of SAP.

This is a big subset of customers who generate lots of business but they are not yet dealers in the SAP and not formal dealers.

SuiteCRM integration with SAP ERP System

SuiteCRM integration with SAP ERP System presents data on recent invoices and orders for dealers to assist area managers to maintain outstanding customer service at the same time improving sales and cash flow.  This manages financial transactions within enterprises. This SuiteCRM integration with SAP ERP system will help employees to manage data involved in any financial and business transactions in a unified system. It is very flexible and functions well in any type of economic situation. It is the ideal time saving solution for smaller organizations or a larger organization; SuiteCRM integration with SAP ERP system helps in consolidating data for diverse business transactions and legal requirements.

E2 (meeting, Events): Meetings and track site visits

SuiteCRM changes the sales team approach by offering a tool for tracking openings across the sales meetings. In the process of focusing their effort towards managing openings, the sales teams can deliver better results and create more value for the company. The SuiteCRM provides the information needed by the sales team in the form of personalized dashboards. This information can be used in various scenarios, which include conducting review meetings, preparing customer calls, among others.

Business outcome

With SuiteCRM robust dealer management tool, the dealer management firm was able to tailor its business relationships with wholesalers, distributors, and dealers to continue providing customer service and maintain quality. The customized reporting tool provides insights on the product capabilities, customer insights, dealer and non-dealer management, challenges and missed visits using CRM integration.