This document discusses a presentation given by Babu Harikrishnan, Ivor Whibley, and Steven Koppens of New Zealand Bloodstock about their customer relationship management (CRM) and finance systems. The presentation provides an overview of NZB, demonstrates how their Microsoft Dynamics CRM and Axapta systems work together to manage horse auctions and customer data in real-time, and discusses the benefits their customers experience through an integrated system. It also highlights some of NZB's most successful racehorses that were sold through their auctions.

1. Where winning begins
New Zealand Bloodstock – Project Carbine – Benefits Realization
Babu Harikrishnan, Ivor Whibley and Steven Koppens
Date 16/10/2013

2. Your presenter/s
Babu Harikrishnan
Ivor Whibley
Steven Koppens
Business Analyst
Consultant
Solution Architect

Telco background

CRM specialist

AX Specialist

Multi disciplined

20+ years experience

Innovative thinker

CRM User Group Committee
Member

Lots of grey hair

Ironman just for fun
Horse owner

I do go on a bit

Grolsch

Steinlager Pure

Amstel Light

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3. Our agenda
Intro from NZB: Babu Harikrishnan
System overview CRM and AX in the Bloodstock world
Intergen auction (A little fun, because we can)
The SDCA and AX, the heart of the system
Finance in the bloodstock world
The customer experience: Mission critical systems
Questions

4. Who are New Zealand Bloodstock?
NZB
@KarakaChat
 Established in 1927
 NZB are unique leaders in Bloodstock in the thoroughbred world
 One stop shop for buying or selling
 Its’ where winning begins
 Yearling Sales 1000’s of horses
 On hammer drop seamless process in the background
 Source of racetrack legends: Race winners worldwide
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5. Our Winners
NAME
YEAR OF SALE
PRICE
PRIZEMONEY
ACHIEVEMENTS
PHAR LAP
1928
160 Guineas
£66,738
Won 37 of 51 race,
greatest NZ horse of all
time
TULLOCH
1953
750 Guineas
£100,000
Won 36 of 53 races, & a
stake earning record of its
time
KIWI
1979
$1,000
$549,839
13-time winner, the only
horse to win G1
Wellington Cup &
Melbourne Cup double
BONECRUSHER
1984
$3,250
$2.6m+
9 Group 1 wins, 1st horse
to win over $1m in
prizemoney
DARCI BRAHMA
2004
$1,100,000
$1.2m+
5 Group 1 wins, NZ
Champion 2Y) & 3YO, now
a stallion
MUFHASA
2006
$50,000
$2.7m+
9 Group 1 wins, former NZ
Horse of the Year
$8.4 m+
9 Group 1 wins, World
Champion Middle Distance
Horse in 2010, 50% share
acquired for $30m+
SO YOU THINK
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2008
$110,000
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6. Lets see this system working…
 Sophisticated industry needs sophisticated systems
 We are going to show just some of the complexity
 This was a big project working together with Intergen
 I will share some benefit realisation after the demo
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7. System Overview
Lots of moving parts, both CRM and AX
 It’s an auction system
 It’s a marketing system
 It’s an event management system
 It’s a logistics system
 It’s a finance system
 It’s a customer management system
Primary benefit realisation is that these systems are easy to use
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10. A closer look at a Lot
This is the horse that is for sale
 Entry activities: Capture details in CRM
 Linking and checking activities: Insurance, tests etc.
 Receiving activities: Horse on site
 Auction activities: Horse is sold, insurance, airfreight, tests etc.
 Financial activities: Invoicing, multiple buyers
 Consigning activities: Right horse on right transport
Appropriate details in both CRM and AX to facilitate these activities
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11. Time for an Auction

12. Auction Rules
You can all bid, please obey the rules
 Bidding forms on the tables in envelopes
 Your maximum bid is printed on the form
 Top bidders may win a prize
 Tip – don’t bid high at first
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13. Demo “Lot” from CRM
to AX

14. Entering the sale to CRM
Simple screen, fast entry
 What was the price?
 Who was the buyer?
 Any extras selected?
 Rapid entry and data capture
 Details transferred to AX
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15. Demo SDCA

16. Sales Day Counter Application
SDCA
 Only one screen to use
 Ability to add buyers and other products
 Consignment and airfreight all bundled
 All of the financial postings handled seamlessly
 Integrated in the background
 Standard AX financial accounting views and enquiries
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17. AX - CRM Integration
Working away in the background
 Finance is handled in AX, horse and customer in CRM
 We have both Real-time and transactional integration operating
 Business logic: where should it reside?
 Objective of ease of use for customer was paramount
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18. AX Finance
Flexibility was the key,
 Multiple buyers and sellers of the same horse
 Part payments (scheduled payment functionality)
 Individual insurance rates for individual customers
 Return trip bookings and finance
 SDCA was the game changer
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19. Customer Experience

20. The Customer Experience
 Mission critical systems
 Working with real time analytics
 Customer management at racehorse speed
 An integrated approach CRM and AX
 The SDCA from our perspective
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21. Data, testing, go-live and Intergen
 Advanced find in CRM, looking for data
 Interdependent parts of the whole made for tough testing
 Data and go live
 AX is single source of financial truth
 Microsoft CRM user community, working on the committee
 The Intergen team
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22. Any questions?

23. Thank you