Cramo

Requirement and background

Cramo’s previous business intelligence system had long response times and was difficult to use. Other problems were that a large number of the processes were manual, and that data was not always consistent, as it came from different sources. The result was often individual interpretation.“Because the reporting system was complex, only a few people could use it. A lot of meeting time was often spent on interpreting and evaluating data, so the need for a common language and better overview within the organisation became imperative,” says Pedro Maltez, Group Business Controller at Cramo.

Focus on user-friendliness

In 2007, Cramo decided to renew its business intelligence system and began a joint project with Affecto. The aim initially was to define what requirements the system should fulfil, and implement a solution which could be rolled out in the Nordic countries. Because the main business consists of rentals, it was extremely important that the depot managers could always know which machines they had in stock, and which were hired out or being repaired, to minimise costs and to increase revenues.The objective of the new system was therefore to increase user-friendliness to enable the managers to monitor results simply and quickly. A more streamlined collection of data also meant that regional management, the accounts department and company executives had better business intelligence on which to base decisions.To define the requirements in the business, Affecto ran workshops for key personnel from Marketing, Finance, Procurement and IT. Using the requirement profile built up, a decision was made to retain the existing database and connect it to a business intelligence and CPM tool for budgeting and planning. In consultation with the management, a common definition of KPIs was also produced to make it possible to measure how different units and products were performing.

“Because the reporting system was complex, only a few people could use it. A lot of meeting time was often spent on interpreting and evaluating data, so the need for a common language and better overview within the organisation became imperative,” says Pedro Maltez, Group Business Controller at Cramo.

ABOUT CRAMO

Cramo provides customised turnkey solutions to fulfil the requirements of the building industry, public sector and businesses for machine rentals, equipment and portable accommodation by renting out a complete range of products, complemented by rental-related services and sales.

Strategic and operative benefits

The solution is now used by around 200 depot managers and others throughout the depot network and at the head offices in the Nordic countries. Web-based portals are used to give the employees access to the information relevant to them. For depot managers, this entails customised information on machinery stock levels, which makes it easier to monitor, follow-up and compile reports. The data from the various depots is summarised and used by the regional managers and head office personnel for such purposes as reporting and budgeting. Given that it is based on uniform principles, the data means that KPIs can be compared between Cramo’s other businesses in Scandinavia. Another positive effect is that the pricing strategy for existing and new customers has become more standardised.At the same time that Cramo replaced its rentals system about a year ago, the database was also updated. A Business Intelligence Competency Centre was set up with help from Affecto’s project manager, a steering group consisting of personnel from business development, sales, marketing, IT and controlling, to set up business intelligence systems at strategic and operative levels.“Thanks to the new system, we can utilise our resources more efficiently, and thus save time and money. By setting up a Business Intelligence Competency Centre, we have also gained more control of our business investments. Our vision now is to extend deployment further, and roll out solutions in several other countries. We will also add new sources, such as personnel and payroll,” explains Maltez.

“Thanks to the new system, we can utilise our resources more efficiently, and thus save time and money. Our Business Intelligence Competency Centre also gives us more control of our business investments. We will now extend deployment further, and roll out solutions in several other countries,” says Maltez.

SOLUTION

The database was developed in MSSQL 2005, linked to Cognos BI and Cognos Planning, and contains information on such aspects as sales, logistics and finance. Using the database, final reports on sales statistics, inventory and financial analyses can be compiled. Personnel are given access to customised information which means better monitoring and follow-up. Affecto has been involved as a consultant and implementer throughout the entire project, and helped prepare the ground for the Cramos Business Intelligence Competency Centre.

BENEFITS

Cramos has gained more control of its business investments, a more standardised pricing strategy and more reliable business intelligence.