OVERVIEW
Metrolla Steels Limited, a leading manufacturer of TMT bars in South India, has built a reputation for delivering high-quality steel products and advanced manufacturing capabilities. With 27 years of industry experience, the company has expanded its operations domestically and internationally. Its flagship brand, Metcon, is recognised for its strength, durability, and sustainability, earning Green Pro certification from the Indian Green Building Council (IGBC).
In a bid to enhance its competitive edge and strengthen stakeholder relationships, Metrolla Steels partnered with OHO Solutions to transform its onsite data collection and client engagement processes. Through the implementation of Zoho CRM, the company aimed to streamline field operations, improve accountability, and enable data-driven decision-making.
EXECUTIVE SUMMARY
Metrolla Steels faced challenges related to fragmented data collection, inefficient task management, and limited insights into field operations. Manual processes and scattered data storage hampered productivity and hindered strategic decision-making. OHO Solutions addressed these issues by implementing a tailored Zoho CRM system. The platform centralised data collection, automated workflows, and improved visibility into field operations. The result was a significant boost in efficiency, accountability, and operational transparency, enabling Metrolla Steels to optimise processes and foster better client relationships.
PROBLEM STATEMENT AND KEY CHALLENGES
Metrolla Steels encountered several operational inefficiencies that disrupted its workflows and client engagement:
Inefficient Data Collection: Field executives relied on handwritten notes and spreadsheets to record data, leading to inaccuracies and scattered information across multiple locations.
Accountability Issues in Field Operations: The absence of a verification mechanism made it difficult for management to monitor whether site visits were conducted as planned.
Inconsistent Task Management: Follow-ups with stakeholders were tracked manually, resulting in missed or delayed actions and reduced engagement quality.
Lack of Actionable Insights: Without a centralised dashboard, key performance indicators (KPIs) such as site visit counts and team performance were not systematically tracked, limiting strategic decision-making.
EVALUATION OF THE PROBLEM
The reliance on manual processes for data collection, task management, and monitoring field operations exposed several inefficiencies. Field teams lacked a unified system to record data, verify visits, or track milestones, which led to lost opportunities and a lack of accountability. Additionally, the absence of real-time insights into team performance and client interactions restricted Metrolla’s ability to optimise its resources and identify growth opportunities.
PROPOSED SOLUTION
OHO Solutions implemented a customised Zoho CRM system to address these challenges and revolutionise Metrolla’s field operations. The solution comprised several key components:
Customised Data Collection Layouts: Tailored forms were developed to capture essential details, including steel bar usage and stakeholder profiles, ensuring all data was centralised and easily retrievable.
Location Check-In Feature: The Zoho CRM mobile app enabled executives to log site visits in real-time, verifying their presence through GPS tracking and providing management with accurate visit logs.
Automated Task Management: Workflows were configured to generate follow-up tasks automatically based on triggers like site visits or stakeholder interactions. Notifications and reminders ensured timely completion of tasks.
Advanced Dashboards and Analytics: Custom dashboards provided real-time visibility into KPIs, including Metcon vs. non-Metcon site counts, executive performance, and engagement metrics, allowing management to make informed decisions.
Multimedia Data Capture: Field executives could upload photos, videos, and audio recordings directly from site visits, enriching data quality and enabling deeper insights.
IMPLEMENTATION
The implementation process was executed in a phased manner:
Customisation of Layouts: Forms were designed to capture critical field data with maximum efficiency.
Workflow Automation: Automated follow-ups and task assignments streamlined operations, reducing manual workload.
Dashboard Setup: Real-time dashboards were configured to provide actionable insights into field activities.
Training and Support: Comprehensive training ensured that teams adapted seamlessly to the new system, supported by ongoing assistance to resolve challenges.
RESULTS
The implementation of Zoho CRM delivered measurable benefits for Metrolla Steels:
Streamlined Data Collection: Centralised data storage improved accuracy and eliminated redundancies.
Enhanced Accountability: The location check-in feature ensured site visits were verified, building trust within the organisation.
Improved Task Management: Automated workflows minimised missed follow-ups and improved stakeholder engagement.
Actionable Business Insights: Custom dashboards empowered the management team with real-time visibility, driving data-driven decisions.
Rich Context for Decision-Making: Multimedia uploads provided comprehensive site data, allowing for better analysis and strategy formulation.
CONCLUSION
By implementing Zoho CRM, Metrolla Steels transformed its data collection, field operations, and client engagement processes. The solution improved accountability, streamlined workflows, and provided actionable insights, positioning the company for strategic growth. OHO Solutions continues to enable businesses like Metrolla Steels to optimise operations and achieve operational excellence through tailored Zoho solutions.