Safety Kleen Case Study by 43ZdcL50


									                                            Microsoft Dynamics
                                            Customer Solution Case Study

                                            Replacing CRM System Generates Large Savings
                                            And New Efficiencies for Green Company

Overview                                    “By a conservative estimate, we save at least $500,000
Country or Region: United States,
Canada, Puerto Rico                         per year in licensing costs, although we acquired many
Industry: Oil and gas—Oil refining
                                            more Microsoft Dynamics CRM licenses than we ever
industry; Process manufacturing;
Professional services                       had for”
                                                                                Carla Rolinc, VP of IT, Safety-Kleen Systems
Customer Profile
Safety-Kleen Systems provides cleaning
equipment and products and performs         Safety-Kleen Systems used several technologies, including
oil collection and re-refinery, waste, to manage customer relationships and sales.
management, and other services to help
companies succeed in their sustainability   Because of high licensing costs, employees outside of the sales
efforts.                                    force lacked access to It was also difficult to
Business Situation                          integrate it with other tools or adjust it to reflect evolving
Safety-Kleen Systems wanted to help its     business needs. Working with disconnected software tools,
field sales team work more efficiently,
give employees access to critical           however, caused inefficiencies and resulted in unreliable
information, reduce technology-related      information. The company replaced with
costs, and streamline the technology
environment.                                Microsoft Dynamics CRM and integrated it with other systems in
                                            a very fast implementation. Giving many more employees access
The company implemented Microsoft           to the solution, Safety-Kleen Systems still saves more than
Dynamics CRM as its customer                US$500,000 per year in licensing. With a single, unified tool to
relationship management solution to
replace and integrated it    work with customers, sales activities are vastly more efficient.
with key software tools already in place.   Decision makers have a single, reliable source of current
Benefits                                    information to direct the company.
 Save more than $500,000 annually
 Develop more valuable customer
 Manage an efficient, productive sales
 Facilitate business insight and smart
  decision making
Situation                                          systems to do their work and spent as
With the goal to “make green work,”                much as 40 percent of their time on
Safety-Kleen Systems serves customers in           administrative duties. This was a drain on
more than 270,000 locations throughout             their effectiveness, especially if you
the United States, Canada, and Puerto Rico.        consider they are all mobile, connecting
The company’s 4,500 employees work                 with company resources from remote
within a large network of branch offices, oil      locations.”
collection and processing centers, recycling
locations, oil refineries, recycling facilities,   Cost issues also were an important
and manufacturing operations. These                consideration for the company’s IT
offices run the largest re-refining capacity       resources. “We found that IT professionals
of used motor oil in North America and             who can program for
transform 400 million gallons of waste into        command a much higher hourly rate than
300 million gallons of usable materials per        those with Microsoft .NET skills,” says
year. They also manufacture cleaning and           Rolinc. “We already had Microsoft
oil products and provide services relevant         technology skills on our team but incurred
to waste management, emergency                     significant expense whenever we needed
response, compliance, and equipment. In            somebody to work on”
addition, Safety-Kleen Systems teams
develop innovative equipment for                   Process Inefficiencies and
specialized cleaning needs in many                 Lacking Integrations
different industries.                              In addition to, the field
                                                   accessed discrete software tools to create
Technology Restrictions and                        and record customer quotes, manage
Cost Concerns                                      orders, facilitate waste services, pass on
For Safety-Kleen Systems, the ability to           customer needs and opportunities to the
serve customers effectively and with               right person if the first responder was
optimal responsiveness is paramount. The           unable to address them, and ensure that
company employs a large organization of            national accounts received the right level of
field sales and service professionals,             responsiveness. Many salespeople used
including a national account team. To              Microsoft Outlook to track appointments
support the field, Safety-Kleen Systems            and communicate with customers through
used as the technology tool         email.
for managing customer relationships and
communications. However, the software              The company also owned a stand-alone
presented certain limitations and                  mapping application to help route sales
challenges. As Carla Rolinc, VP of IT at           leads to the right person. Cathy King,
Safety-Kleen Systems, explains, “Because of        Director of IT Applications at Safety-Kleen
cost concerns, we had to limit the amount          Systems, says, “In trying to overcome the
of licenses we acquired, which meant not           restrictions we experienced with
all of the people who would benefit from a, we created and acquired
customer relationship management system            additional software tools and came up with
had access to it. We also found it difficult to    workarounds to meet specific business
adjust for our business             needs. However, inefficiencies were
requirements or integrate it with our other        common, information was not always
systems. For that reason, sales team               consistent or reliable, and accountability
members had to navigate five different             could be obscure. For example, it was
possible to close out a customer request       spent two days at headquarters to become
and resolve customer issues in the software    proficient in using Microsoft Dynamics
tools without taking the actual, appropriate   CRM and then familiarized all other users
actions.”                                      with the solution.

Seeking Change                                 As part of the implementation project, and SAP, the company’s          PowerObjects produced several
system of record, exchanged updates in a       integrations for Safety-Kleen Systems:
daily batch process. People who used either     Of great practical importance for the
one of these systems lacked access to the         field, Microsoft Dynamics CRM integrates
other and could not be certain that               with Microsoft Outlook and offers a
information they reviewed was not                 consistent, familiar user interface. Sales
outdated. Company managers and the field          team members and others can manage
called for more meaningful information;           all their customer relationships,
consolidated, reliable reporting; and more        interactions, and activities within
efficient ways to work. When Safety-Kleen         Outlook.
Systems approached the end of its three-        Microsoft Dynamics CRM and the SAP
year contract with, Rolinc         system update each other every three
and company leadership decided to find            hours, providing almost real-time
another customer relationship                     information. “We did not want to strain
management solution instead of renewing           our servers, so we kept intervals in the
for another three-year term.                      Microsoft Dynamics CRM and SAP
                                                  updates,” says King. “In the future, we
Solution                                          may greatly reduce the time spans,
Building on skills and technologies already       however.”
present within the company, Safety-Kleen        Synchronization occurs every 10 minutes
Systems decided to implement Microsoft            between Microsoft Dynamics CRM and a
Dynamics CRM to replace           UNIX system, developed in-house, to
The implementation along with training,           manage accounts and orders for
integrations, and data migration took fewer       distributors in the used-oil business.
than 90 days, meeting the deadline              Safety-Kleen Systems’s sales-quoting
imposed by the end of the          system integrates with Microsoft
contract. Safety-Kleen Systems engaged            Dynamics CRM, so proposals, customer
with Microsoft partner PowerObjects, a            responses, closed deals, and business
team of highly experienced customer               outstanding are accessible in a unified
relationship management specialists, to           resource. In the near future, Safety-Kleen
complete the project successfully.                Systems is going to eliminate the
                                                  quoting software and replace it entirely
With more advantageous licensing costs,           with capabilities within Microsoft
Safety-Kleen Systems was able to make             Dynamics CRM. Already, duplicate data
Microsoft Dynamics CRM available to 1,500         entry in Outlook and the quote tool has
employees. They include close to 600 field        gone down by 80 percent.
salespeople, 300 branch administrators, 150     A new distributor portal enables Safety-
branch managers, and a combination of             Kleen Systems distributors to enter and
sales executives, sales support specialists,      review orders and check available
and customer service managers. Two                inventory. The portal integrates both
hundred employees from multiple locations         with Microsoft Dynamics CRM and the
  UNIX-based account and order                    list for the next phase of the Microsoft
  management tool for consistent,                 Dynamics CRM project has shrunk
  systemwide updates on customers and             substantially, because we delivered more
  their transactions. PowerObjects                capabilities to the organization than we
  technologists built this portal in standard     had planned. We could never have done so
  Microsoft ASP.NET, a programming                without PowerObjects and its unwavering
  language the developers at Safety-Kleen         commitment to our success.”
  Systems are familiar with so that they can
  easily make modifications.                      Employees quickly adopted the new
 Microsoft SQL Server Reporting Services         technology. As King comments, “Adoption
  integrates with Microsoft Dynamics CRM          of Microsoft Dynamics CRM is much higher
  to support reporting, data analysis, and        and happened much faster than I
  business planning.                              anticipated. People who were skeptical of
 Microsoft SharePoint Server integrates          new technology tools because of their past
  with Microsoft Dynamics CRM to give             experience wholeheartedly embraced
  access to research materials that the field     Microsoft Dynamics CRM and made sure to
  may need. In the future, Safety-Kleen           tell us, ‘This looks great! You more than
  Systems will take greater advantage of          delivered what you promised!’”
  this integration.
 Through integration with Active                 Benefits
  Directory, solution users are                   Following its extremely rapid, successful
  synchronized to Microsoft Dynamics              implementation of Microsoft Dynamics
  CRM automatically, including their              CRM, Safety-Kleen Systems has generated
  contact and organizational information.         large financial savings and found more
                                                  effective ways to work with customers,
As part of the implementation process,            manage sales operations, and drive
PowerObjects replaced Safety-Kleen                confident decision making. Rolinc states,
Systems’s hand-off tool with functionality        “With Microsoft Dynamics CRM, I am much
in Microsoft Dynamics CRM. The solution           more confident in the ability of IT to meet
now not only routes customer issues to the        vital business needs. Our increased
best person to follow up on them but also         flexibility and responsiveness guarantee
provides full account histories and helps         that I can deliver the necessary functionality
track all account events. The partner’s team      quickly. We have the expertise in-house
also eliminated the third-party mapping           and integrations will be straightforward.”
software and instead developed sales lead–        Danny Graham, Director of Branch
mapping capabilities directly within              Operations at Safety-Kleen Systems, who
Microsoft Dynamics CRM, together with             often finds himself tasked with ensuring
automatic, fast routing of sales                  that the solution follows initiatives from
opportunities to the right representative.        company executives, says, “We are awed as
                                                  we realize what we can accomplish with
Safety-Kleen Systems is planning to               Microsoft Dynamics CRM and what
simplify its customer relationship                opportunities the solution offers. It has
management technology more and more,              already surpassed the expectations of the
consolidating on Microsoft Dynamics CRM.          leadership team for the effectiveness of an
“We accomplished much more than we                integrated customer relationship
expected in the very short time we had to         management system.”
pull this project off,” says Rolinc. “Our to-do
                                           Save More Than $500,000 Annually                into our customers now have access to
                                           By moving to Microsoft Dynamics CRM,            Microsoft Dynamics CRM with account
                                           Safety-Kleen Systems generated substantial      histories and communications. With a full
                                           financial savings even though the solution      view, it has become much easier to gain an
                                           is available to many more employees. “By a      understanding of customers.”
                                           conservative estimate, we save at least
                                           $500,000 per year in licensing costs,           When a new lead comes in, the solution
                                           although we acquired many more                  automatically assigns it to the right
                                           Microsoft Dynamics CRM licenses than we         representative by applying geographical
                                           ever had for,” says Rolinc. In   and other criteria. “Customers can receive a
                                           addition, the company is saving close to        prompt response today, without waiting an
                                           US$12,000 per year in no-longer-necessary       hour for systems and processes to identify
                                           licensing and maintenance fees for the          the right person to work with them,” says
                                           mapping analytics tool that was previously      Rolinc. “When you’re a customer waiting to
“With Microsoft                            in use, and avoided a one-time expenditure      talk to somebody, not having to wait an
Dynamics CRM, I am                         of $25,000 to have a programmer rewrite         hour can make a huge difference. Our
                                           the tool to work with Microsoft Dynamics        accuracy in following up on sales leads and
much more confident in                     CRM. In the near future, when Safety-Kleen      service needs has also increased by at least
                                           Systems eliminates a specialized software       30 percent, which means customers receive
the ability of IT to meet                  resource that the national account team         both a very prompt and a more helpful
vital business needs. Our                  uses and replaces it entirely with              response than in the past.”
                                           functionality in Microsoft Dynamics CRM, it
increased flexibility and                  will create additional savings.                 In communications and engagements with
                                                                                           customers, representatives rely on a
responsiveness                             Safety-Kleen Systems can use its own IT         unified, comfortable software environment
guarantee that I can                       professionals to manage Microsoft               for all tasks. Lisa Miller, Territory Account
                                           Dynamics CRM and adjust it for the              Manager at Safety-Kleen Systems, says,
deliver the necessary                      company’s business requirements. “Using         “What I enjoy the most is the integration
                                           our internal resources and their Microsoft      between Microsoft Dynamics CRM and
functionality quickly.”                    .NET programming skills costs us half of        Microsoft Outlook. I can use Outlook to set
    Carla Rolinc, VP of IT, Safety-Kleen   what we would have to spend to contract         and review appointments and send emails
                                Systems    with a programmer who can work with             to customers, and draw on Microsoft
                                 ,” says Rolinc. “That’s not       Dynamics CRM to review account histories
                                           even considering that working in the            and past exchanges with customers, all
                                           Microsoft programming environment is            from within a single tool. Many of my
                                           very efficient and tasks don’t take as long     customers, who also use Outlook, are quick
                                           to complete because of the simplified           to respond to meeting invites and
                                           technology stack.”                              reminders, and I feel I have much better
                                                                                           assurance that they will be there for our
                                           Develop More Valuable                           meeting.”
                                           Customer Engagements
                                           With Microsoft Dynamics CRM and                 Manage an Efficient, Productive
                                           integrated, updated supporting                  Sales Operation
                                           technologies, Safety-Kleen Systems              Across Safety-Kleen Systems’s sales
                                           employees can rely on a single resource to      organization, the company has taken
                                           understand and connect with customers.          advantage of Microsoft Dynamics CRM to
                                           Says King, “All the people who need insight     introduce efficiencies for representatives
and managers. For starters, accessing a         facilitate the comprehensive, consolidated
single software tool instead of five of them    reporting that leadership has demanded for
is much easier for mobile users in the field.   a long time. It’s also great that we can do
“Today, salespeople are free to sell,” says     this efficiently now, with a turnaround on
Rolinc. “By navigating a streamlined,           reporting and other integrations that is at
integrated customer relationship                least 30 percent faster than it used to be.”
management system, they can reduce the          Graham, who works with the customer
time they spend on administrative duties.       relationship management team to translate
On average, these tasks now demand              executives’ needs into technology
between 10 to 15 percent of a                   capabilities, is at the forefront of these
salesperson’s time—less than half of what it    efforts. “Microsoft Dynamics CRM is a great
used to be. In producing customer quotes,       insight tool and very easy to use,” he says.
sales representatives, on average, spend 20     “Having overcome the frustrations and
percent less time than they used to.”           restrictions of our previous technology, it’s
                                                very gratifying to build any view that
For sales executives, the ability to review     somebody might require and help decision
their sales teams’ appointments and             makers rely on trustworthy, complete
customer records in Microsoft Dynamics          information based on real events. As
CRM and Outlook is of great value in            regards the enablement of our people in
managing the sales operation. The               sales, sales management, branch
workflows in Microsoft Dynamics CRM help        management, and executive roles, we have
all solution users to consistently take the     entered a whole new world.” For Graham,
right steps in serving customers and record     that enablement often means he now can
the progress of customer engagements            be more effective in supporting the field
accurately. As King comments, “Sales            managers. “I use Microsoft Dynamics CRM
managers now can review the pipeline of         throughout my day,” he explains. “When I
leads and prospects for a single                receive a call from one of our field
representative or an entire group and know      managers, asking about customer or sales
what goes on in the field. They can review      territory issues, the solution provides me
how representatives resolved customer           with immediate access to all of the
concerns, reassign resources, or take action    information I need to help resolve the
when they see an opening for mentoring or       issue. Prior to having Microsoft Dynamics
training.”                                      CRM, I would have to access multiple
                                                applications to accomplish this.”
Facilitate Business Insight and Smart
Decision Making                                 Additional Resources
Integration of Microsoft Dynamics CRM            Review videos and case studies of
with other critical software tools, including     Microsoft Dynamics CRM customers.
the company’s ERP system, delivers more          Find out about Microsoft Dynamics CRM
than efficiency. It also fosters a decision-      Online.
making and planning environment that can         Join and listen to conversations in the
draw on current, reliable information. Says       Microsoft Dynamics CRM community.
Rolinc, “Microsoft Dynamics CRM will be
more and more pivotal in providing
strategic data to the company. With data
feeds in all directions and close-to-real-
time, automatic updates, we can finally
For More Information                                  Microsoft Dynamics
For more information about Microsoft                  Microsoft Dynamics is a line of integrated,
products and services, call the Microsoft             adaptable business management solutions
Sales Information Center at (800) 426-                that enables you and your people to make
9400. In Canada, call the Microsoft                   business decisions with greater confidence.
Canada Information Centre at (877) 568-               Microsoft Dynamics works like familiar
2495. Customers in the United States and              Microsoft software such as Microsoft Office,
Canada who are deaf or hard-of-hearing                which means less of a learning curve for
can reach Microsoft text telephone                    your people, so they can get up and
(TTY/TDD) services at (800) 892-5234.                 running quickly and focus on what’s most
Outside the 50 United States and                      important. And because it is from
Canada, please contact your local                     Microsoft, it easily works with the
Microsoft subsidiary. To access                       systems that your company already has
information using the World Wide Web,                 implemented. By automating and
go to:                                                streamlining financial, customer                                     relationship, and supply chain processes,
                                                      Microsoft Dynamics brings together
For more information about Safety-Kleen               people, processes, and technologies,
Systems products and services, call (800)             increasing the productivity and
669-5740 or visit the website at:                     effectiveness of your business, and helping                                  you drive business success.

For more information about                            For more information about Microsoft
PowerObjects products and services, call              Dynamics, go to:
(612) 339-3355 or visit the website at:     

                                                       Software and Services                            Technologies
                                                        Microsoft Dynamics                              − Active Directory
                                                         − Microsoft Dynamics CRM                        − Microsoft ASP.NET
                                                        Microsoft Office                                − Microsoft SQL Server Reporting
                                                         − Microsoft Outlook 2010                          Services
                                                        Microsoft Server Product Portfolio
                                                         − Microsoft SharePoint Server               Partners
                                                                                                        PowerObjects

This case study is for informational purposes only.

Document published January 2012

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