OMK's Customer Relationship Management (CRM) system emerged victorious in the "2025 IT Solutions for the Metallurgical Industry" competition.
Forward-Thinking CRM for United Metallurgical Company's SuccessApril 24, 2025, 17:02
Staying Ahead of the Game with CRM
Photograph: OMK
The United Metallurgical Company (OMK) has won the "Best IT Solutions for the Metallurgical Industry 2025" competition with its progressive CRM system—a feat achieved by combining homegrown ingenuity with cutting-edge technology.
Developed on a domestic platform, OMK's custom CRM system streamlines customer relationship management, sales, and deal coordination with timely dispute resolution and valuable analytics for decision-making. The system, initially implemented in 2019, has continuously evolved year after year, addressing a multitude of changing demands—from managing a multitude of customer requests, calculating deal economics, and meeting service and support deadlines, to promoting new products to top clients. With over 200 significant updates, the system now boasts a unified database housing nearly 70,000 potential and active clients.
"At OMK, we prioritize smart solutions that go beyond our products, reaching every nook and cranny of our operations," stated Alexander Parunov, Deputy Commercial Director for Sales to Energy Complex Enterprises at OMK. "Our custom CRM system ensures swift receipt, processing, and response to customer requests, and adapts to the nuances of supply chains. With features that extend beyond conventional solutions and analytics that empower informed decision-making and the implementation of best practices in customer regulations, our CRM system is integral to our success."
The system serves not only as a backbone for key commercial operations but also lays the groundwork for the company's ongoing sales transformation processes. Presently, the system supports over 450 employees from OMK's sales departments and related functions in coordinating deals.
The successful implementation of this advanced CRM system, based on the Russian low-code platform BPMSoft, enabled OMK to centralize management of complex sales processes and customer relationships, achieving complete transparency and traceability.
"The achievement does not only benefit OMK; this experience is likely to make a positive impact on the entire metallurgical industry," said Igor Savtsov, head of "OMK IT". "Important cases like these contribute to the overall digital maturity and act as reference points for other players considering migration to domestic software."
CRM in 2025: A Brief Overview
CRM is a versatile solution that automates internal procedures, organizes customer interactions, and collects data for insightful analytics in a variety of industries. In 2025, the metallurgical sector is stepping up its game by implementing CRM/ERP systems specialized for metals manufacturing. The following CRM platforms are popular:
- EOXS ERP: Praised for its native metals processing support, offering weight and dimension-based pricing and inventory management.
- SAP S/4HANA: A renowned enterprise-grade system that offers real-time analytics, comprehensive finance, supply chain, and operations modules, and robust compliance and global localization features.
- Microsoft Dynamics 365 Business Central: A cloud-based ERP solution integrating finance, manufacturing, and CRM-like sales tools for large manufacturers.
- Sage X3 ERP: A flexible and scalable ERP system ideal for complex manufacturing environments, featuring customizable workflows and strong financial and sales management capabilities.
The Advantages of OMK's Ahead-of-Time CRM System
With the top CRM platforms providing industry-specific features, improved customer engagement, operational efficiency, and data-driven decision-making, it's evident that OMK's cutting-edge CRM system is in line with these best practices. Key features include:
- Metals-Specialized Process Support: Handling complex metal products like pipes, rolled steel, and large fabricated products with weight and dimension-based sales and inventory tracking.
- Integrated Sales and Customer Management: Offering a unified view of customer interactions, sales pipelines, and order processing that cater to metallurgical products.
- Real-Time Data Analytics: Using in-memory data processing to provide instant insights into customer behavior, inventory statuses, and production schedules.
- Compliance and Quality Management: Ensuring product quality and regulatory compliance through integrated workflows.
- Scalability and Multi-Site Support: Capable of managing OMK's global operations, including multi-currency and localization features.
- Cloud and Mobile Accessibility: Allowing sales and service teams to stay connected with customers on the go.
Ultimately, OMK's sophisticated CRM system has led to enhanced customer relationship management, operational efficiency, real-time analytics, and a competitive edge in the metals manufacturing sector, underpinning the company's continued growth and success.
- Alexander Parunov, Deputy Commercial Director for Sales at OMK, stated that their custom CRM system is integral to the company's success, ensuring swift customer request handling, adapting to supply chain nuances, and promoting informed decision-making.
- With over 200 significant updates, the OMK CRM system, initially implemented in 2019, now houses nearly 70,000 potential and active clients in a unified database.
- In 2025, the metallurgical sector is leveraging CRM/ERP systems specialized for metals manufacturing, with platforms like EOXS ERP, SAP S/4HANA, Microsoft Dynamics 365 Business Central, and Sage X3 ERP gaining popularity.
- OMK's ahead-of-time CRM system features a metals-specialized approach, integrated sales and customer management, real-time data analytics, compliance and quality management, scalability, and cloud/mobile accessibility.
- The successful implementation of the advanced CRM system based on the Russian BPMSoft low-code platform has enabled OMK to centralize management of complex sales processes and customer relationships, achieving complete transparency and traceability.
