Information transparency for franchise partners

Industry: Bathroom & sanitary industry
Company size: > 40 employees
Requirements: Standardised analysis tool integrated into an individual portal solution
Users: approx. 40 users
Project category: antares analyzer

viterma AG is an Austrian family business that has specialised in innovative system solutions for bathroom renovation for 10 years. With the aim of installing a nationwide network of viterma bathroom consultants in the entire German-speaking region, intensive measures are being taken to expand the franchise system. Recently, the number of franchisees in the DACH region grew to 36 partners.

The viterma group used a BMD CRM solution as its basic technology. With the constant growth of the company, the need for a standardised analysis software has increased. The new application should enable the maintenance of the existing CRM solution as well as the access to data via web technology. This guarantees that all franchise partners can view up-to-date data regardless of time and location. The goal was to extract important information from the CRM solution and to present it in an analysed and visualised form, thus creating a central knowledge platform.

After a short selection phase, the decision was made in favour of the analysis software - antares analyzer. The fast procurement of information, the knowledge advantage due to the consideration of the information from different perspectives was ultimately relevant for the decision. With the increase in franchise partners, the evaluation of turnover and sales became even more important. By using antares analyzer, the planned and actual figures of the entire franchise group as well as the individual franchise partners can be evaluated individually. It is possible to show the sales success of each franchisee and to compare them with each other. For example, by looking at customer appointments, the preparation of offers, the resulting incoming orders and deliveries. This allows for a simplified presentation of the success rate, i.e. the effort required to turn customer enquiries into realisable orders. Furthermore, detailed customer analysis is of great importance. The categorisation of the numerous customer data into age structure, sales strength and communication as well as sales channel answers questions such as which marketing channel was used to attract attention? Which age group generates high sales figures? This makes it possible to define profitable target groups and concrete acquisition measures.

With the help of arcplan's highly flexible development tool, a special portal solution was added to the application in a very short time. The portal solution - adapted to the corporate design of the viterma group - represents a differentiated evaluation platform. Favourite evaluations are possible at the push of a button, such as the comparison of planned and actual figures of various franchise partners (quick info). Within this individual portal solution, franchise partners are compared in a ranking based on their operating success. This special incentive system helps to identify the need for action and to optimise cost centres.

First and foremost, the analysis software creates a central knowledge platform. The clarity of the application prevents data chaos and bundles diverse information in a self-explanatory look. The fast and detailed information retrieval generates an enormous knowledge advantage. Questions are answered right away: In what way are relevant target groups contacted? Which campaigns influence an order?

For this reason, the determination of sales and marketing measures is much easier. These are adapted flexibly and quickly to the needs of the target group. In addition, a detailed measurement of success is possible with the portal solution. Through the query and ranking of the current business success positions within seconds, the effort expended by the franchise partners for customer acquisition and care can be seen at first glance. Based on this, effective measures are developed within the framework of customer success.