iUM

CASE

OVERVIEW

ÉLAN’s previous CRM system no longer met the company’s needs, and manual business workflow management and a lack of synchronization within departments slowed operations. To solve these issues, CRMiUM experts implemented Zoho CRM, Finance, and Inventory, customized with Nova Poshta and 1C integrations.

Problem Statement and Key Challenges

The company’s existing CRM system, Bitrix24, no longer met its operational needs.
It was necessary to implement the transition to a secure and adaptive CRM system as soon as possible, without changing the usual business processes
There was no quality control in the warehouse at one of the branches in the UAE
Customer service managers were spending more time on order creation and delivery tasks than on the sales process itself
They had a high volume of online orders through the website.

Executive Summary

ÉLAN is the first Ukrainian brand (est. 2015) to develop and manufacture professional-grade products specifically for brow-artists and lamimakers. Today, the brand is officially represented in over 40 countries worldwide. Their products are produced at the company’s own manufacturing facility, ÉLAN KIMYA, certified according to international GMP and ISO standards.

Evaluation of the problem

At the business audit stage, our BAs evaluated ÉLAN’s existing operational workflow and the problems it was facing.
Provided a comprehensive audit of business processes across sales, logistics, and customer service to assess how automation could improve daily operations.
Analyzed the existing CRM system (Bitrix24) and found that it no longer met the company’s security and scalability requirements.
Discovered non-optimal processes in key areas, including order processing, payment handling, waybills generation, and delivery tracking.
Detected operational bottlenecks in customer service managers' workflow, as they were spending excessive time creating orders instead of focusing on sales.
Evaluated warehouse workflows and revealed the absence of a proper quality control mechanism at the UAE branch.
Based on the audit results, our experts determined that the key process gaps included:
— Manual order management from the website to delivery;
— Lack of integrated accounting systems for online transactions;
— Absence of warehouse synchronization between branches;
— Dependency on non-secure CRM software (Bitrix24).

Proposed Solution

To address the Élan’s challenges, the CRMiUM team implemented a set of solutions within the Zoho ecosystem:
Zoho CRM became the central platform for managing customer relationships and the entire sales cycle.
Zoho Finance enabled the synchronization of payment data, ensuring accurate financial reporting and eliminating missing information across departments.

Zoho Inventory allowed the company to maintain precise warehouse records and automate inventory tracking for all incoming and outgoing goods.

Additionally, integration with Nova Poshta (Ukraine’s national shipping service) enabled automatic generation of shipping labels, order tracking, and delivery status updates directly within Zoho CRM.

Implementation

The full implementation of Zoho CRM was completed within the planned timeline, with weekly checkpoints and a structured delivery plan.

One of the most challenging stages was developing a custom integration with Nova Poshta services, as no ready-made solution or widget existed on the market at the time. For ÉLAN, this integration was critical, as their operations depended on stable shipping automation. Our team built the first version of this widget entirely from scratch.

The Nova Poshta solution had to cover several complex requirements, including synchronization with website orders and their corresponding statuses, support for multiple senders, and bidirectional communication with the website and the accounting system. Additionally, a key operational challenge was maintaining accurate pickup-location data for Nova Poshta post offices, which are constantly added, updated, or closed.

Despite the complexity and the absence of prebuilt components, the full Nova Poshta integration, including development, testing, bug fixing, stabilization, and training, was delivered in approximately one month.

Results

The team implemented a fully automated business workflow by integrating the company’s website, payment system, shipping service, and accounting software with Zoho CRM.
Website orders are now transferred directly to the Orders module in Zoho CRM, where each new request automatically includes product details, total amount, customer data, and payment method.
Integration with Nova Poshta allows automatic TTN generation through the carrier’s API. Once payment is confirmed, a shipping label is created and attached to the order record, so that the manager can send it to customers via email or SMS.
The CRM also provides real-time delivery tracking, updating shipment statuses automatically. If a package remains unclaimed, the system sends customer reminders, alerts managers for follow-up, or initiates a return process when necessary.
Through SMS integration, customers receive instant updates such as order confirmation, payment approval, shipping details, and delivery reminders.
Synchronization with the 1C accounting system ensures seamless financial data exchange between platforms and departments. All accounting information is reflected automatically, eliminating manual entry.

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