As Dunlop Aircraft Tyres expanded and globalised it became apparent managing customer data using disparate systems and spreadsheets would not suffice. In an effort to boost customer satisfaction, the company replaced its disparate systems with an Infor CRM implementation providing employees with access to 'one version of the truth' enabling them to build better relationships, improving customer retention.

In summary Infor CRM Online, has enabled Dunlop Aircraft Tyres to:

  • Implement a system that provides consistency across their global operation, allowing access to timely and accurate information about prospects and customers
  • Enjoy a complete view of every customer across their sales, marketing, customer service and support teams to maximise the impact of every interaction across the customer life-cycle
  • Benefit from a CRM system that has been built for their business with industry-specific capabilities resulting in unparalleled flexibility and control
  • Benefit from the Infor CRM Xbar, an add-on for Outlook, enabling users to work in a familiar environment while simultaneously adding data to Infor CRM

Eliminating geographic barriers with Cloud

Marketing Manager, Stuart Hawker, explains why Dunlop Aircraft Tyres made the decision to implement Infor CRM. “Up until March 2015 we’d been relying on a combination of separate databases and spreadsheets for our CRM. But as our business expanded and globalised, we wanted to bring in a more consistent way of working and to underpin that with some robust technology. So that’s why we decided to move over to a dedicated CRM system.

“We opted for a CRM system in the Cloud for the simple reason that we have multi-sites in the UK, US and China. A locally-based CRM system would have caused headaches in terms of placing the infrastructure and managing the connectivity. Infor already had a system in the Cloud which worked well and which we felt was appropriately scaled, tested and administered. We decided that it would work for us, from all angles, plus there was none of the hassle of having to host the system on site.”

Seamless integration with ERP

“We looked at a number of other CRM systems but what we like most about Infor CRM was its exciting development roadmap. The product seemed nicely configurable and the user-friendliness of the web interface appealed to us. We were especially impressed with the Infor CRM Xbar add-on because of its integration with Outlook. This would enable our teams to work within a familiar Microsoft environment and thus support user acceptance.

“We were already working with Infor on our existing enterprise resource planning (ERP) platform, so there was a natural synergy there. And when Infor brought along Xperience Group to the initial presentation, we were impressed with their approach, too.

“We went live with Infor CRM Online in March 2015 having scoped out the project with Xperience, so we knew exactly what was expected of us. There were no issues at all; it was just a nice, smooth, planned, orderly implementation.

“We haven’t rolled out the system as aggressively as some people might. Over the past ten months we’ve been running at a pace that suits our business, preferring to bring our teams along gently rather than risk leaving people behind. Yes, we recognise that this can be a slow-burn, but for us it’s important that people understand the benefits and why Infor CRM Online is just a better way of doing things. We might have started small but we never stop thinking big and Infor CRM supports our ambitions.”

Customer service excellence

“Already it’s translating well in terms of better customer service. We are able to manage customer information more effectively so that we don’t lose sight of anything that may impact on the customer experience.

“Infor CRM Online helps us to better support what we do and if we are doing things better, then that’s the key thing. Take, for example, the simple task of distributing pricelists. With Infor CRM Cloud we set up a clear road-map of activities to be completed by the sales managers. This meant that every member of the team could see the task and its level of completeness. All at a glance. No phone calls. No status reports. The data did the reporting.

“Infor CRM Online has also brought better visibility of contacts, their roles and interest segments. This can be spun against the market segments making it quicker and easier to create mailing lists for digital marketing activities. We only have to go to one place for customer information, rather than scouring different databases, spreadsheets, Outlook or even people’s heads. So we know exactly what needs to be done. This has made a massive difference.

“Infor CRM Online makes things better and clearer. We’ve already got to the stage where we are asking ourselves: ‘Could such-and-such be done better in CRM?’ And if we ever have any problems, we know we can depend on Xperience to fix things. They’ve been approachable, personable and they support our start small think big philosophy. We’ve got a good collaborative relationship.”

About Dunlop Aircraft Tyres

Based in Erdington, Birmingham, Dunlop Aircraft Tyres has been manufacturing aircraft tyres for over 100 years. Today it is the world’s only specialist manufacturer and retreader, supplying tyres for over 300 different types of aircraft in the civil and military aviation market.