iUM

Case

Overview

«Nebesna Krynytsa»
The company’s manual order processing and customer management limited efficiency and sales growth. To solve this, CRMiUM experts implemented Zoho CRM, Creator, and Analytics. The provided Zoho solution automated customer acquisition, pricing, and order repeat generation, while dashboards and reports enabled performance tracking. As a result, Nebesna Krinitsa streamlined operations and improved client satisfaction.

Problem Statement and Key Challenges

Work on accepting orders was carried out in 1C. The system was very crowded, and managers were uncomfortable to work
Attracting new customers was not automated; orders from new customers were transferred to the contact center on paper
Pricing was fully formed manually
Repeated orders were accepted in passive mode: the order was made only after the customer's request
Customer satisfaction was not systematically assessed; only incoming complaints were accepted
Cross-sales were only at the level of consciousness of the contact center operators

Executive Summary

Nebesna Krinitsa is a leading player in Ukraine’s bottled water delivery market. Founded in 2001 as a family-owned business, the company has grown into a large-scale trading network with its own bottling facilities. Today, Nebesna Krinitsa supplies drinking water to more than 10,000 offices and 50,000 households across Kyiv, as well as to schools, fitness centers, and medical institutions. Repeatedly recognized as the best in the water delivery sector, the company adheres to the highest quality standards and actively supports social initiatives.

Evaluation of the problem

Audited business processes across key departments, including sales and operations, identifying areas that could benefit from automation.
Analyzed the quality of the existing setup to determine where system behavior diverged from business goals.
Identified non-optimal processes, such as lead collection, customer inquiries management, commercial proposal creation, and departmental performance tracking.
Detected process bottlenecks in customer support that caused delays in processing their requests.
Evaluated data management practices and mentioned that the existing client data entry risked causing inconsistencies.
Based on the audit results, our experts determined that the key process gaps included:
— fragmented sales workflow with a lack of automation,
— absence of an integrated lead management system,
— limited analytical control across departments.

Proposed Solution

To resolve the client’s challenges, we integrated solutions that leverage core Zoho products and fully align with the company’s processes. Each system was selected to address existing bottlenecks and introduce automation-driven workflows.

Zoho CRM - became the central platform for the sales department, replacing fragmented manual processes with a structured pipeline. Its lead generation and qualification tools allowed the company to capture inquiries directly from forms, automate hot and cold outreach, and manage negotiations through a unified interface.

Zoho Creator - this solution digitalized customer support operations. It enabled full integration with 1C, the website, telephony systems, SMS providers, and Viber. Creator automated the receipt of calls and orders, enabled auto-dialing and reminder mechanisms, and supported scheduling for repeat deliveries. Additionally, the system introduced a connected customer geodata tool, which significantly improved logistics planning and routing accuracy.

Zoho Analytics - it consolidated data from CRM, Creator, and external systems into comprehensive reports. This empowered leadership to analyze performance, track KPIs across departments, and make effective, data-driven decisions.

Implementation

In the early stages of the project, considerable time was spent describing the concept, collecting historical data, and configuring integrations. The launch process itself took about 6 months. However, taking more time on these steps for this particular project was beneficial, as we thoroughly reviewed and automated existing business functionality. In the end, the project was successfully launched, and our team has continued to support the client.

Results

Automate the attraction of new customers: personal sales, mailings
Dashboards and reports have been introduced for both operational management and analytics
Sales planning is now automatic
Orders are accepted not only by phone, but also by website, mobile application, and chatbot
Automated cross-sale and upsell
Implemented the possibility of forming and printing route sheets
There is an automatic generation of repeat orders based on the frequency and volume of purchases
Set up processes for working with receivables and LTV client management
Automated pricing: price lists, individual prices, promotions, referral program, promo codes, special offers
Introduced customer satisfaction assessment and complaint handling