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Dynamics 365 CRM for SAL, Saudi Arabia’s Leading T&L Provider

Dynamics 365 CRM for SAL, Saudi Arabia’s Leading T&L Provider

Logistics & Transportation
Dynamics CRM


ScienceSoft implemented Microsoft Dynamics 365 for a large player in Saudi Arabia’s logistics industry, bringing improvements to sales and customer support processes.


SAL Saudi Logistics Services (SAL) is a provider of integrated logistics services covering air, land and sea transportation. SAL is a leader in Saudi Arabia’s logistics sector handling about 99% of the country’s inbound and outbound air cargo.

Working with high-profile clients, SAL needs to maintain a high standard of customer experience. However, they used to lack 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.

CRM implementation

The challenges that SAL 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 the Customer 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 SAL’s clients prefer in-person communication, we complemented the tool with the call center functionality.

SAL 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. The Customer 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.

Shorouq Basnawi, Commercial Applications Sr. Analyst, SAL Saudi Logistics Services, says:

ScienceSoft’s team heard our requirements, did an amazing job investigating our processes and provided us with the exact CRM solution we needed. Now, the work of our sales and after-sales support teams is well-organized, and we don’t question the security of our business information.

Key value for the Customer

  • The time of case resolution is reduced by 30%.
  • Improved after-sales experience achieved by keeping customers updated on their case status.
  • A tool for customer feedback management.
  • Centralized organization and secure storage of sales information.
  • A unified sales process built on the best sales practices.

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