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Ruukki

Winning with quick lead-to-cash in a complex industry

Ruukki makes steel-based products for walls and roofs, for both commercial buildings and private homes. Ruukki is a supplier of high-quality products, systems and solutions, developed sustainably and to live up to the highest demands on durability in harsh conditions.

For Ruukki, success is about being able to respond quickly to demands from a wide range of channels and partners: consumers, retailers, roofers and tinsmiths, house manufacturers and the heavy construction industry. When your business is about supplying roofs and building components, the entire lead-to-cash flow is complex by nature.

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Balancing a complex flow

For Ruukki, success is about being able to respond quickly to demands from a wide range of channels and partners: consumers, retailers, roofers and tinsmiths, house manufacturers and the heavy construction industry. When your business is about supplying roofs and building components, the entire lead-to-cash flow is complex by nature.

quote
Our customers have adopted the digital channel rapidly – we now get 75% of all orders online – and the feedback has been excellent.

Jouni Metsämäki, Senior Vice President, Ruukki

Solution

Complexity cannot translate into slow response times in sales: a key driver of customer satisfaction and conversion is being able to crunch out quotations faster than the competition. The next objective is to ensure efficient deliveries, where a quotation is effortlessly passed on to production, logistics and installation without hiccups or need for manual intervention.

We have worked with Ruukki over the past decade to continuously drive improvement of the sales and delivery process.

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Expertise used

Lead & opportunity management integrated with marketing automation
Configure, price and quote (CPQ) of complex roof designs
Accessory finder to match roofing designs
Status and shipment tracking
Sales reporting

Impact

"We leverage Commerce as a platform for continuous improvement of customer service as well as process efficiency. Our customers have adopted the digital channel rapidly – we now get 75% of all orders online – and the feedback has been excellent. A great achievement, which again opens up new areas of process improvement", says Senior Vice President Jouni Metsämäki.

Customers are not the only ones who are pleased. Benefits for retailers include the ability to produce quotations on the spot, while the customer is waiting, while house manufacturers have a quick design-to-quote-process based on design templates. On construction sites, installation documents, sizing and layout plans are easily available, as are detailed insights about incoming deliveries – who is bringing what, when, and how heavy is it?

Ruukki's sales management benefits, too, with improved conversion rates on leads, improved visibility into sales and increased sales of accessories.