Virši is a Latvian energy resource trading company with a convenient network of stores serving both individuals and businesses. One of the largest fuel retailers in Latvia with an aim to expand the presence beyond the national borders.
Powerful sales work and detailed observation of customer behavior with Dynamics 365 Sales
Experience Story of Virši. Together with ELVA since 2021.
Challenges and Needs
Enhance customer service efficiency while optimizing resource
Automate sales processes to accomplish more on a daily basis
Effectively track any sales and marketing processes
React more quickly to situations and attract customers sooner
Eliminate manually prepared sales proposals
Manage business resources in the cloud, leveraging the latest solution version
The Implemented Solutions
Dynamics 365 Sales
The Microsoft CRM solution is designed for active tracking of customer activities, as understanding what drives customer choices is crucial for the company. The solution enables tracking of every customer interaction, allowing for segmentation of customers and the creation of tailored sales campaigns based on collected data. The system provides reports that allow for viewing and analyzing customer behavior based on various parameters.
The plan is to implement Dynamics 365 Marketing for comprehensive organization of marketing activities, integrated with Dynamics 365 Sales.
Benefits
-
Enhanced customer segmentation and data quality
The solution enables effectively obtaining a precise view of customer behavior and patterns. It serves as a mirror, reflecting what is currently essential to the customer, how decisions are made, and choices are taken. The system accurately addresses questions covering consumption, regions, service availability, competitor activities, etc. This comprehensive information has significantly transformed the daily work and activity planning of the company's team in both the short and long term.
-
Deliberate planned sales without unnecessary actions
Each sales campaign is based on carefully analyzed data obtained from the system. Reports provide precise information about customers, such as their location, shopping habits, preferences, and regional activity levels. Every sales activity is evaluated, with the system assessing the achievement of campaign goals. Based on the results, the sales and marketing team makes improvements for future activities.
-
Quick response to ongoing events and more effective customer acquisition
The system allows tracking competitor activities and swiftly reacting to changes in customer fuel consumption habits. It's crucial to monitor customer interest in new products daily, be responsive to what's currently trending and in demand in the market, and stay informed about the latest events in the electricity market. With the available information, the sales department can develop the most advantageous offer based on demand. This is an effective way to attract new customers simultaneously.
-
Automated preparation of sales proposals
Previously, the time to process promotions in the system was 10-15 minutes, but now it's significantly reduced to approximately 1 minute, enabling the company to quickly access the most up-to-date sales offers. Collaboration agreements are also prepared much faster.
-
Synchronized sales work with marketing channels
Sales and marketing activities are synchronized with call center operations and email marketing. All actions are stored in a unified platform, significantly saving employee time. It allows for much more precise data accumulation. The system enables customer segmentation even based on the type of communication channel, such as where to send an email or letter via mail. Organizing processes in this way eliminates conflicts with the marketing team and its activities. The planned Dynamics 365 Marketing module will allow for even more precise offers to be made to the customer.
-
Rapid system adoption and integration into daily work
The Virši team mastered Dynamics 365 Sales within 1-2 weeks. Each salesperson in the sales team was able to quickly and effectively serve customers after two weeks. The rapid implementation of the system was also commendable, despite the large volume of data.
-
System integration with other data sources and systems
A significant benefit is the integration of Dynamics 365 Sales with Outlook: emails are automatically saved, they synchronize, and any action taken in communication with the customer is tracked. The system also successfully integrates with third-party solutions that provide information on customer creditworthiness, financial reports, etc.
-
Proactive customer service
ELVA experts can provide valuable support in developing, enhancing internal processes, and digitizing company resource management.
-
Extensive Dynamics 365 Sales functionality
The Virši sales and marketing team actively utilizes the advantages offered by Dynamics 365, particularly: automated email and SMS marketing; creating various campaigns; social media feedback measurement capabilities; organizing surveys and customer segmentation.
Virši reference of cooperation with ELVA
We found that the functionality of the old system did not meet our needs. The new system will allow us to achieve our goals faster. We are on the path to becoming the Top 1 fuel retailer in Latvia in the coming years, and we also aim to develop electricity trading for both businesses and individuals, as well as natural gas trading for end consumers. The new systems need to be tested - what you don't do today, you'll have to do tomorrow.
Klāvs Poriķis
Head of Sales at Virši
The origins of the name "Virši" trace back to the shareholder's residence on Viršu Street in Aizkraukle
75 retail locations
Electricity trading and electric charging stations
> 700
Employees across all of Latvia
Virši coffee made from Brazilian and Colombian coffee beans, roasted in Latvia
More than half of Virši stations have solar panels installed for self-consumption
