Dynamics 365 CRM for Saudia Cargo, Saudi Arabia’s Flagship Airfreight Carrier

Summary

ScienceSoft implemented Microsoft Dynamics 365 for Saudia Cargo, a major player in Saudi Arabia’s airfreight sector, bringing improvements to sales and customer support processes.

About Saudia Cargo

Saudia Cargo (a part of Saudia Group) is a leading air cargo carrier headquartered in Saudi Arabia and operating to 800+ international destinations across 4 continents via 26 domestic hubs. In 2021, Saudia Cargo was named Asia’s Best Cargo Airline.

Working with high-profile clients, Saudia Cargo needed to maintain a high standard of customer experience. However, the company lacked a structured and technology-driven sales process, which led to longer sales cycles and a high impact of a human factor on sales success. The sales information was stored by each sales rep separately. CRM tools implemented by ScienceSoft helped the company automate and improve the stages of deal negotiation and after-sales support as well as provided for a central information repository.

Implementation of Dynamics 365 CRM Components

The challenges that Saudia Cargo faced are common for large businesses with no CRM in place. But despite the standard nature of the situation, our team started with the thorough investigation of end-to-end customer experience, from requesting the service by prospects or repeat customers to providing after-sales support. This helped us understand the core business needs and define optimal components of a future CRM – Dynamics 365 Sales for managing sales opportunities, Dynamics 365 Customer Voice for collecting customer feedback and Dynamics 365 Customer Service as a help desk tool.

Using Dynamics 365 Customer Service, we provided Saudia Cargo with a tailored case management solution and integrated it with the Sales module where client information was stored. We configured SLAs and set up automated follow-up emails with the call summary and notifications on case progress and closure. Now, customer support agents quickly access client information and provide truly personalized service. As Saudia Cargo’s clients prefer in-person communication, we complemented the tool with the call center functionality.

Saudia Cargo also got an opportunity to collect customer feedback easily. For that, ScienceSoft’s team enabled customer surveys in the Customer Voice application and integrated it with the Customer Service instance for automated distribution. Saudia Cargo is planning to use the first-hand data to further improve customer experience.

Dynamics 365 Sales was to become a major tool for 10+ sales reps. They would use it daily to record all their interactions with prospects and customers, so ScienceSoft’s goal was to modify the out-of-the-box system according to the sales practices established within the company. First, the business analyst studied a typical sales cycle and mapped sales stages. The developers used this plan to create custom sales entities and build the workflows. As a result, the sales team got a structured sales funnel and clear instructions for each sales step. Certain activities (like approval requests or quote generation) are automated saving the sales team’s time.

Key Business Benefits for Saudia Cargo

• 30% quicker handling of sales requests and customer support cases.
• Elevated post-sales customer experience achieved via keeping customers updated on their case status.
• An opportunity to drive continuous improvements in customer experience due to a robust toolkit for customer feedback management.
• Centralized organization and secure storage of sales information in CRM.
• Establishing a unified sales process built on the sales best practices.