Optimizing customer management through a complete CRM overhaul

Context: Rethinking an aging tool to better support commercial operations

Ekino’s expertise was called upon to support the sales teams of a client who had been using the same CRM system for over 15 years. Originally deployed as a generic off-the-shelf solution not tailored to the logistics sector, the tool had undergone numerous ad hoc modifications over time. Despite these adjustments, the application currently addresses only 10% of the sales teams’ actual needs, making it cumbersome and ill-suited for day-to-day operations. Faced with this challenge, the client had to choose between further adapting the existing tool or developing a fully customized solution from the ground up.

Objectives: a high-performance tool aligned with on-the-ground realities

• Enhance operational efficiency for sales teams by delivering a CRM solution specifically designed to support logistics-related business processes.
• Standardize commercial practices through a unified, user-friendly platform that simplifies appointment scheduling and customer follow-up.
• Reduce licensing and maintenance costs by investing in a flexible, scalable, and custom-built solution.

Challenges: Translating field needs into actionable features

One of the project’s main challenges was deciphering the often-informal feedback from the sales teams and converting those insights into relevant and scalable CRM functionalities. The project also required a complete reevaluation of internal processes and the integration of industry-specific workflows—without adding unnecessary complexity to the user interface or compromising usability.

Our Approach: Service Design and collaboration as catalysts for change

To tackle these challenges, ekino facilitated a service design workshop bringing together technical stakeholders, sales representatives, and the project team. This collaborative approach provided a deep understanding of the client’s ecosystem and helped define the key features of a CRM truly aligned with operational use. Through in-depth analysis of business workflows and the collective intelligence of participants, we developed a Proof of Concept (PoC) that validated the value of a bespoke solution.

Our Solution: A full CRM redesign tailored to business needs

Following the workshop, we opted for a fully customized foundation. Building on the insights gathered during the PoC phase, our teams designed a bespoke CRM solution that is simple, intuitive, and perfectly aligned with our client’s specific requirements. The new platform features a redesigned interface, optimized customer tracking functionalities, and a clear, coherent data structure.

Outcomes: A fit-for-purpose CRM and tangible operational gains

Thanks to this complete overhaul, the client now benefits from a CRM that has boosted sales team efficiency by 15% and reduced licensing costs by 20%. The platform provides enhanced data management, a streamlined user interface, and the flexibility to scale and evolve with future business needs.

This tailor-made solution has significantly strengthened the client’s customer relationship management capabilities while streamlining internal processes to better prepare for the future.