Phocas Lights Up the Data of AEL Electrical Distributors

Established since 1981, AEL is an electrical distributor based in Aberdeen, Scotland. AEL specializes in the supply of control, automation and hazardous area electrical equipment to the oil and gas, marine, petrochemical, renewable and energy sectors. AEL has grown quickly and organically over the past 5 years and now includes offices in Houston; USA, Tema; Ghana, Baku; Azerbaijan and Atryau; Kazakhstan. Their main customers are drilling contractors, panel builders and offshore module builders. The lack of valuable information was hampering the ability of the management team and business development team.


This lack of valuable information was hampering the ability of the management team and business development team to:
•Organize the customers in tiers
•Report the sales
•Match the sales to specific contacts in the CRM system
•Analyze the customers sales and target marketing activity to the customer or sector
•Analyze AEL’s purchasing record allowing for better management of the store and stock


Because of this, AEL implemented Phocas’s Business Intelligence and CRM solutions. One of AEL’s most interesting and significant uses of Phocas is using the system to analyze their On Time in Full (OTIF) percentages. Their OTIF system works by taking the date from the sales order, the date from the line item, the date the item was receipted into AEL, the date receipted out to the customer and the invoice date. Phocas then uses these dates to work out whether the goods were received into AEL on time, late or early; and it also uses the dates to work out if the goods were received by the customer on time, late or early.


The benefit of using both Phocas CRM and Phocas BI for AEL is that the users can see sales figures and by clicking a button be taken to the person / account in the CRM system and vice versa. This allows the data to be linked and allows for tasks to be set for the business development team depending on the data received. This link makes the role of the business development team easier, as only one system is used, allowing for effective and efficient training.


To learn more, Visit the Phocas Newsroom.


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