Mechanical and electrical engineering firm EIC has increased the proportion of contracts it wins by using a Microsoft customer relationship management system.
The company, which installs electricity systems in the retail, education and leisure sectors, started using Microsoft CRM in 2005, and upgraded to Microsoft Dynamics CRM at the end of 2006.
Nigel Thomas, the firm's business development and marketing manager, said that better understanding of its customers meant the firm's bid "hit rate" had improved from 20% before the CRM system was introduced, to more than 25%.
"CRM has helped adapt our strategy. It helps decision making because you can measure the level of existing relationship," he said. "Historical information is important. Tendering becomes more focused, selective and more profitable."
EIC selected Microsoft's CRM product with the help of IT services company SevenThree. Since upgrading to Microsoft Dynamics, Thomas said training had also become easier, raising the prospect of extending use of the product to all customer-facing staff.