Petrovsky Group of Companies, a multi-brand car dealer in Moscow and St. Petersburg, increased the conversion of leads into sales by more than 10% thanks to the successful automation of CRM processes based on the Russian low-code platform BPMSoft from company “LANIT Omni” (part of the LANIT group).
In order to remain a leader in its industry and quickly adapt to market demands, the company automated in a single end-to-end internal process both the key stages of car sales and and analytics of the effectiveness of marketing activities.
To optimize the work of employees, Petrovsky Group of Companies implemented a CRM system that meets the company’s requirements. As a result of a thorough analysis of the software products presented on the domestic market, the BPMSoft solution from LANIT Omni was chosen.
Thanks to low-code technologies, the BPMSoft platform was easily adapted to the company’s IT circuit: it is integrated with two databases, external telephony and SMS mailing service, as well as the automaker’s accounting system, from which the dealer also receives leads. Only one full-time analyst is involved in setting up the business logic of processes within the company.
Currently, more than 100 employees of the Petrovsky Group of Companies work in the CRM system on the BPMSoft platform: both internal sales and marketing departments and contact center employees. The latter monthly register thousands of incoming requests in the system, record data in the client’s digital profile and transfer leads to sales managers.
All sales in the company are accompanied by employees of different levels. Dashboards with analytics of the work performed are configured for each level. The CRM system implements an ML model for predictive lead scoring, which estimates the likelihood of successful completion of a transaction.
BPMSoft analyzes what happens to lead traffic from marketing campaigns, including direct advertising and SMS mailings. To achieve this, the system integrates with IP telephony and a call tracking system. It allows you to determine at the moment of receiving a call from which communication channel the client came.
Inessa Chernetsova, head of quality and customer service at Petrovsky Group:“The implementation of a CRM system based on BPMSoft has become a key factor in improving business efficiency. We pay special attention to employee discipline and responsibility. Now every call, every action is reflected in the system, which allows us to track the entire work process and identify areas for improvement. The margin from additional sales, “saved transactions” pays for the cost of licenses.”
Maxim Ilyukhin, director of sales for corporate clients at LANIT Omni: “Successful implementation of CRM at Petrovsky Group of Companies is an example of how the BPMSoft platform harmoniously adapts to the unique needs of a business in a short time. We strive to provide solutions that support the processes of companies of any size and field of activity, and the results of Petrovsky Group only confirm the success of this strategy.”
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