Implementation of a Modern CRM Platform Across 18 Countries - Exclusively Virtual

Eimskip needs a strong sparring partner to help them with their digital journey, which is focused on Dynamics 365 CRM and CE. The Dynamics 365 project involves 55 offices in 18 countries and a total of 1635 employees.

The goal is to create one global Eimskip team where processes and systems are adapted to provide the best service for the company and customers.

The first workshops between Eimskip and Context& were held in both Denmark and Iceland, but then Covid-19 hit, and from March 2020 all workshops were held virtually. The concerns that arose in the beginning were quickly dispelled, and the project went ahead at full speed with only virtual meetings.

The key ingredients for success were:

• Strong project rhythm with regular meetings and planned workshops.

• Close collaboration with Agile SCRUM, Teams, and Azure DevOps.

• Lots of trust and autonomy. The project was a partnership from the start, and all participants had the freedom to solve problems and try to find solutions with responsibility.

• Strong support from Eimskip's leadership with the CIO and CEO as important stakeholders.

The MVP was an implementation of the following features in Dynamics 365 CE and CRM:

• Account Management to handle accounts and contact information for both customers and leads.

• Segmentation for simple customer segmentation on different dimensions.

• Activity Management to track phone calls, emails, and appointments.

• Communication Reports to capture specific customer communication and knowledge sharing.

• Service Requests to support management and collaboration between service departments for customers.

• Bookings for employees to handle and get an overview of bookings of shipments and shipment services.

• Booking Templates for easy support of recurring bookings.

• Customer KPIs to display financial information for accounts in Dynamics 365 CE.

• Integration to SAP to access master data for accounts and shipments.

The key deliverables from the process were:

• AS-IS and TO-BE process diagrams in Norway, involving 10 top users in Norway.

• Customer journey map for Norwegian customers, involving super users and a core customer.

• Architectural drawings.

• RFP process, all meetings, demos, etc. conducted virtually.

• Virtual contract signing.

With close collaboration, trust and careful preparation, Eimskip and Context& have proven that a challenging digital journey can continue at full speed in a virtual environment. As always, change requires good communication, a greater focus on workshop facilitation, and embracing the opportunities that new virtual platforms such as Teams, virtual whiteboards, Planner, and collaboration on content, etc. can provide.

Eimskip's digital journey continues with a plan for the next three years, providing everyone with a clear overview of where the transportation company is headed. Context& will help establish a new global sales process and assist in implementing Marketing Automation on top of the CE foundation that Context& and Eimskip have built together.