Solution: B2B E‑Commerce
Industry: Wholesale

How Standardizing Commercial Policy Improved Customer Relationship Management

Consistent commercial decisions across the organisation
<sales.standardized>
A single customer view across all business lines
<customer.unified>
Data-supported sales decisions
<data.driven>

The Challenge

Grupa Wanicki operates across multiple market segments, including the sale and servicing of trucks, agricultural machinery and commercial vehicles, as well as spare parts. Over the years, the organisation has expanded steadily, adding new business lines and growing its network of branches serving customers nationwide.
A natural consequence of this growth was a large number of independent sales processes. Individual branches and business lines made decisions based on their own experience and local customer knowledge. Information on customer relationship history was scattered across systems and teams, making it difficult to build a single, organisation-wide view of the customer.
The aim of the project was to create a coherent model that supports data-driven commercial decision-making. The solution was intended to standardise customer analysis, streamline decision-making processes and give every organisational unit access to the same information.
The scope also included developing shared customer and product segmentation rules as the basis for further analysis and sales recommendations. One of the first stages was an analysis of historical data, which validated earlier assumptions and allowed the organisation to focus on the areas with the greatest impact on sales effectiveness.

  • Standardising commercial decision-making across multiple branches and business lines.
  • Creating a shared customer view, regardless of where the relationship is managed.
  • Reducing the fragmentation of knowledge between departments.
  • Increasing the use of historical data in sales representatives’ day-to-day work.
  • Establishing consistent rules to support the quotation process across the organisation.
Mateusz Będzieszak
Operations Director – Parts Division
Grupa Wanicki

"The project allowed us to look at our sales processes from an entirely new perspective. Thanks to data analysis, we have structured the way we make decisions and built a common approach to serving customers across the different areas of our business. We also value the partnership-based approach of the Univio team, who not only delivered recommendations but also helped us validate our business assumptions and focus on solutions that deliver real value."

The Solution

  • The project began with a comprehensive analysis of sales data and of how sales processes operate across the organisation.
  • The aim was to identify the relationships between customer relationship history and the business decisions being made.
  • Based on the findings, an analytical model was developed to support commercial decision-making.
  • The solution combines historical data analysis with data science techniques to generate recommendations for sales representatives and sales managers.
  • The model accounts for both customer and product segmentation, so recommendations are better tailored to individual customer groups and the solutions on offer.
  • A shared view of the end customer was established across all of the organisation’s business lines.
  • A unified customer segmentation model enables consistent analysis of relationship history, regardless of branch or business area.
  • A set of Power BI reports and dashboards presents key information on sales processes and supports monitoring of the agreed operating rules.
  • Built with Python and Power BI, the solution is designed to evolve alongside the organisation’s future business needs.

The Result

A unified approach to commercial decisions
The organisation has implemented a common model supporting sales decision-making across all business lines.
<sales.standardized>
A single customer view
Customer relationship history is analysed from an organisation-wide perspective, making it easier to build long-term relationships.
<customer.unified>
Greater use of data
Sales processes are now based on historical data analysis, supporting the decisions made by sales teams.
<data.driven>
Better cross-departmental collaboration
The project reduced information silos and made it easier to share knowledge between branches and business lines.
<organization.connected>
Greater process transparency
Shared operating rules have made processes more consistent and simplified the management of commercial policy across the organisation.
<process.standardized>
A scalable analytics solution
The model can be extended as new business needs arise and rolled out to further areas of the company’s operations.
<data.scalable>

The Technologies
/ Behind Solutions

Grupa Wanicki x Univio

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<performance.improved>  <data.centralized>  <process.automated> 

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