Looking to improve the way it meets the customized needs of thousands of martial arts schools, Century Martial Arts Supply, the world’s largest manufacturer of martial arts, mixed martial arts, boxing and fitness equipment, has selected Microsoft (News - Alert) Dynamics CRM 4.0 to provide customer information on a more detailed level than was available with its previous systems. Century provides supplies, equipment, curriculum programs, trade-show events and customized products to thousands of martial arts schools all over the world.

 

To gather business intelligence, compiling spreadsheets, reports and analytics, Century had examined historical purchases, buying trends, surveys and feedback from customers and focus groups in the past. The company felt it needed more extensive reporting, a more proactive approach in suggestive selling to customers. The company was also looking to increase brand loyalty for its customers.

 

To help the company implement the CRM technology, Century has selected Microsoft Gold Certified Partner Tribridge Inc. The marketing aspects of Microsoft Dynamics CRM will now be used by the marketing and sales staff members conducting outbound calls and visits. By refining its marketing campaigns, the company is looking to get various benefits, such as reaching the right customers and prospects, offering timely and appealing marketing messages, and building the company’s brand. Other perceived benefits from this partnership include support for company growth, improved return on marketing investments, time savings, enhanced reporting, improved data management and planning data, improved use of IT staff and integration across the company.

 

Microsoft Dynamics CRM provides powerful, role-based customer relationship management capabilities. It will be integrated by Century with the company’s current Microsoft Dynamics AX 4.0 business management solution and its Microsoft Office and Microsoft Exchange Server.

 

“We wanted to get to know our customers better,” said Paul Webb, vice president of Information Technology at Century Martial Arts. “Dramatic 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, colors and versions. Microsoft Dynamics CRM will dramatically improve our understanding of each customer on an individual basis.”