The
Company
CR Wireless, Inc., a wireless
communications company headquartered near Albany,
NY, has discovered the formula for success in its
marketplace. Recently expanding to eight locations,
Frank Grant and his team continue to plan and look
ahead into the future. Specializing in cellular and
paging equipment sales and service contracts for
businesses and individuals, CR Wireless is the highest
volume private retailer of cell phones and pagers
in the New York Capital District. CR Wireless is
a Cingular Wireless dealer as well as a Verizon Messaging
agent.
Before EXEControl®
Prior to purchasing EXEControl® Global Solution’s
retail software package, CR Wireless had been using
leading industry specific software to manage their
business. In specific, there were three programs in
use; POS software, contact management software and
an off-the-shelf accounting program.
Individually the programs were serving their purpose,
however, it was clear the lack of integration and flexibility
would soon become a stumbling block hindering the ability
to manage growth and location expansion effectively.
Eventually Frank Grant, President of CR Wireless, knew
he had to find a better solution or say goodbye to
his growth plans.
While on a sales call at EXEControl®’s corporate
headquarters, Frank was introduced to the EXEControl® Enterprise
Resource Planning (ERP) software with fully integrated
point of sale (POS), customer relationship management
(CRM) and full accounting capable of supporting an
unlimited number of store fronts.
Goals For EXEControl®
On the surface it looked
like a great match but Frank and his team had a list
of business objectives they wanted to make sure were
achieved. By achieving these goals, the CR Wireless
team could focus more on doing those things that
generated value for its customer base and the company
as a whole. The list of objectives included:
- Improved inventory management. They needed inventory
controls ranging from knowing which serial numbers
were at which store to an automated centralized inventory
reordering system, and from real-time inventory valuations
by store to inventory transaction history.
- Improved “cellular agent commission” management.
They wanted the ability to reconcile their cellular
agent commissions received, to what they were expecting
to receive. Increasing volumes made it increasingly
more difficult to verify their agent commissions
(earned from new activations and upgrades) were paid
accurately.
- Improved billing management. They wanted a system
that automatically setup the account billing based
on the data captured during POS transaction entry.
The manual process of selling pager services, and
then separately having to remember to setup the account
monthly service billing, left too great of a margin
for error.
- Improved contact management. They wanted to ensure
every customer received a series of customer satisfaction
and renewal follow-up calls. Their steadily growing
customer base and redundant data entry into a separate
contact management package caused them to spend more
time setting up the calls, than actually making them.
- Improved reporting. They wanted a system that made
reporting timely, accurate, and with virtually no
administrative overhead. Reports were manually created
at the branch level, faxed to headquarters and manually
consolidated. Their top management spent more time
shuffling papers and entering data into Excel, than
analyzing performance and reacting to information.
- Standardized data entry. They needed an integrated
solution. With three separate systems, every transaction
had to be handled at least three times.
The bottom line was that current procedures and systems
made it difficult for CR Wireless to have a solid grip
on operations and profitability, and EXEControl® appeared
to be the solution.
After demos, meetings and tours of existing EXEControl® user
sites, the decision was made to install EXEControl®.
Company President Frank Grant said, “We’re
investing in state-of-the-art technology to help us
maintain leadership in the regional cellular and paging
industries. It will make us more efficient, more profitable,
and better able to serve our customers.”
Point of Sale
CR Wireless’s business
revolves around the sale of pagers, cellular phones,
and airtime contracts. Capturing the correct information
when you make a sale is critical, not just for the
immediate sale, but for follow-on business. When
you sell a pager, for example, you want to record
the frequency and cap code for the pager, the serial
number of the pager, and whether it is going to be
a monthly, quarterly, or annual billing cycle. In
addition, it is important that the person handling
the sale offers the customer appropriate options
such as extended warranty and voice mail and that
the billing for these items is handled properly.
EXEControl® streamlines
the entire process by integrating the capture of information
at the point of sale and storing all of it in a single
unified database. When a sale is made, the software
asks the sales person whether it is a pager or cell
phone sale. Based on the answer, the sales person is
then interactively prompted to enter the appropriate
information for a pager or cellular phone. The transaction
cannot proceed until the necessary information has
been entered. Recurrent billing for an airtime contract
is set up rapidly from the point of sale entry through
a series of on-screen choices. The sales clerk is also
prompted to offer appropriate accessories and options.
If the customer chooses to pay by credit card, the
card is verified automatically from the point of sale.
All eight stores verify credit cards using just a single
phone line.
When Cingular cell phone service is sold, the commission
Cingular owes CR Wireless is automatically calculated
and recognized as a receivable. The salesperson’s
commission is also automatically calculated. When agent
commissions are received, EXEControl® reconciles
the payments and validates their accuracy to make sure
that none are missed. When a pager contract is sold,
the revenue is recognized in a deferred method over
the life of the contract. The EXEControl® system
also offers the ability to distinguish between new
airtime sales and recurring billing on financial reports
Inventory
Strong inventory management
tools are essential for businesses to reduce obsolescence
and shrinkage; also to maximize service, customer
satisfaction, and asset (cash) utilization.
CR
Wireless has been given a new level of control over
its inventory through the EXEControl® system, including
the ability to create new inventory items quickly and
easily, the printing of barcode labels, the ability
to create a pricing matrix structure for easy pager
pricing maintenance and the ability to print minimum/maximum
reports of inventory for each store. In addition, managers
have the capability to identify the value of the inventory
at each store, to perform inventory counts using system
generated count tickets, and to track loaners by transferring
them to a separate inventory location.
Purchasing of inventory has been improved with the
automatic creation of purchase orders when selected
products reach their prescribed minimum levels. When
invoices arrive, they are matched against purchase
orders to prevent duplicate payments and ensure quantity
accuracy.
Telemarketing and contact
management
A certain key to profitability
in the cellular communications and paging business
is customer retention for year after year repeat
business. To support this requirement, the “telemarketing
center” in EXEControl® generates for
each store a list of customers who must be called
the following day.
As the records are accessed, information about previous
calls can be viewed. As the customers are called, the
account status can be updated with call details and
the next call back date. In addition, managers can
easily print reports that show the percentage of follow-up
calls that are being made and how effective they are,
measured by the dollars of additional sales generated
per call. According to a cellular service industry
study, annual turnover is well in excess of 30% of
customers each year. CR Wireless admits its performance
is significantly better than the industry average.
The Bottom Line
A switch in software was
an absolute necessity to compete in a vast and mature
market such as cell phone and pager sales. Since
going live on the EXEControl® system in early
2002, CR Wireless has recognized 60% growth in store
locations. The EXEControl® system has “greatly
improved our repeat business” and “eliminated
our reporting redundancy allowing us to focus on
sales and profits.” (Mike Gourlay: Partner
CR Wireless, Inc.)
In broad strokes, the EXEControl® system has done
three key things for CR Wireless:
First, EXEControl® provides control, integrating
the business systems of all the stores with corporate
headquarters. It also provides the capability for remote
training to ensure consistency of customer service.
Second, EXEControl® improves efficiency, streamlining
the entry of information, saving enormous amounts of
time, eliminating the redundancy of duplicate data
entry into multiple software packages, and slashing
the opportunities for data input errors. The software
also makes it easy to setup recurrent sales of airtime
services at the same time that phones and pagers are
sold.
Third, EXEControl® delivers information to support
rapid business decisions. Company managers can see
a snapshot of any store’s business, including
sales of products and services, inventory, and telemarketing
activity at any time of day or night.
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