Manufacturing

Century Martial Arts picks Dynamics CRM

20 June 2008

Century Martial Arts Supply has selected Microsoft Dynamics CRM 4.0 to improve the detail of customer information.

With more than 300 employees based at its Oklahoma City manufacturing and distribution centre, Century is the world’s biggest supplier of martial arts, mixed martial arts, boxing and fitness equipment. It sells its products through catalogues, the Web and sporting-goods chains, and also supplies equipment, curriculum programmes, trade-show events and customised products to martial arts schools across the world.

“We wanted to get to know our customers better,” said Paul Webb, vice president of information technology at Century. “Considerable differences exist among our customers – for example, between a karate school and a jujitsu school. We wanted to know how to help them better with their businesses, and that meant we had to understand their needs and buying patterns over multiple dimensions – sizes, colours and versions. Dynamics CRM will dramatically improve our understanding of each customer on an individual basis.”

Century had examined historical purchases, buying trends, surveys and feedback from customers and focus groups to gather business intelligence, compiling spreadsheets, reports and analytics. However, it needed more extensive reporting in order to take a more proactive approach in suggestive selling to customers, and to increase brand loyalty.

The company considered Salesforce.com and SugarCRM open source software before deciding that Dynamics CRM would best meet its needs. “Besides being competitively priced, Dynamics CRM integrated into our existing Microsoft architecture, its functionality and ease of use were attractive, and other Microsoft Dynamics CRM customers that we interviewed gave it extremely high marks on productivity,” said Webb.

Century will work with Microsoft Gold Certified Partner Tribridge to plan the implementation of the Dynamics CRM’s marketing features, which will be used by the marketing and sales staff members conducting outbound calls and visits. The company expects to refine its marketing campaigns to ensure that they are reaching the right customers and prospects, that the marketing messages are timely, appealing and compelling to customers, and that they build the company’s brand.

“An organisation like Century Martial Arts, which operates as a manufacturer, distributor, wholesaler and retailer, requires a deep and individualised understanding of its customers,” said Michael Park, corporate vice president for US Dynamics business at Microsoft. “Microsoft Dynamics CRM provides the customer with intelligence and ease of use that make such a deep comprehension of customer preferences and buying patterns possible in a timely manner.”