Budweiser Budvar wanted to digitalise its sales processes across the Czech Republic and Germany and establish a unified working environment for its sales teams.

Sales representatives needed convenient access to complete and up-to-date customer information while working in the field. The company also wanted to simplify customer visit planning, meeting records, order processing and the collection of information directly from customer locations.

Another priority was to consolidate sales data and create a reliable foundation for reporting, process automation and the future use of artificial intelligence.

LLP CRM, now part of DIGMATIX, implemented a Sales Force Automation solution built on Microsoft Dynamics 365 and Resco.

The solution brings the main field-sales processes into one connected environment, including:

• Planning and managing customer visits;
• Recording meetings and sales activities;
• Accessing customer information and communication history;
• Completing digital questionnaires and checklists;
• Recording and managing point-of-sale materials;
• Adding photographic documentation from customer locations;
• Creating and processing customer orders;
• Monitoring sales activities and performance;
• Consolidating data for operational and management reporting.

Resco provides sales representatives with a mobile application designed for efficient fieldwork. Microsoft Dynamics 365 serves as the central CRM platform, giving users a unified view of customers, sales activities, communication history and performance.

The solution was also prepared for two-way integration with SAP S/4HANA to support the digitalisation of order processing and the exchange of data between CRM and Budweiser Budvar’s enterprise systems.

The project was completed over approximately nine months. It began with analytical workshops involving sales teams from both countries. The solution was then introduced progressively - first in the Czech Republic and subsequently in Germany - allowing experience from the initial rollout to be applied during the second phase.

• Approximately 60 sales representatives and managers now work in one unified sales environment;
• More than 40,000 customer records can be managed through the solution;
• Sales representatives have a comprehensive 360-degree view of each customer;
• Customer visits, meetings, questionnaires, checklists and orders can be managed digitally;
• Sales teams can access the information they need through a modern mobile application while working in the field;
• Customer and sales data is consolidated, improving its availability and quality;
• Management receives more up-to-date information without relying on multiple disconnected systems;
• Digital data collection reduces manual administrative work during and after customer visits;
• The planned two-way integration with SAP S/4HANA supports further digitalisation of the order process;
• The platform provides a foundation for further improvements in reporting, automation and artificial intelligence.