The document discusses implementing a CRM system in manufacturing and distribution to address challenges around lack of visibility and planning alignment between sales and marketing. It provides case studies on how CRM can help integrate various functions like sales, marketing, and after-sales service to improve customer satisfaction, increase revenue and profitability, and provide better visibility across the value chain. The document argues that a coordinated CRM strategy can accelerate deals through the sales cycle and streamline business processes to yield improved efficiency and effectiveness across customers and sales channels.

1. CRM in manufacturing & distribution
Maliya F

2. Content
 Challenges
 Planning
 CRM presence
 Case Studies
 Forecast

3. Lack of visibility and approach undermines sales activity
Insight across sales & marketing is critical to maintain relevance in highly competitive market
with highly empowered customers demanding an evolving mixture of products/services/solution
Misalignment b/w planning
and execution.
! Lack of visibility into sales across
channel.
Inability to sell an evolving
product/service/solution due to
inadequate coverage to yield
revenue opportunity
!
!
Decreased customer satisfaction
ct
Customer can pull-out due to Dire mers
to
non availability of right product.
Cus
Error prone order impact revenue !
customer satisfaction ,suffering lack of
Unpredictable sale outcome l
ne
customer trust in the product services at
the end. an
Ch es
Sal
Lack of transparency lead to pipeline and revenue leakage.
Inability to real time access lead to lack of coordination
exposes key account to competitors.
Huge discount erode profitability and revenue
generation ,which limit assessment and validation of credit
risk .

4. Lack of end-to-end integration causes high cost of service
After sale service business often fail due to operational inefficiencies and lack o integration between
sale, service and marketing
! ! Lack of integration
Lack of installed base
between sales &
transparency
Implication marketing.
Slow response time. Implication.
Inefficient customer service process. Outdated & difficult access
No complete view of customers to keep information.
Limited ability to access terms of Limited ability to offer
SLAs. targeted products, services
Low first time fix rate, caused by and long term contract
lack of upfront visibility to skill,
tools and spare part needed to fix
the problem.
! !
Lack of parts visibility
Implications.
Operational inefficiencies Inventory not at the right place and or in right
Implications. quantity.
Inefficient scheduling of field service staff. No visibility across global part supply chain.
Inefficient deployment of technique. Inability to optimize storage and distribution of
Lack of availability of skilled technique to parts.
service specific equipment . Inability to effectively plan the entire part supply
Limited ability to access terms of SLAs. chain,colloborate with suppliers and customers.

5. Coordinated strategy accelerate deal through “The Sale Cycle”.
Streamlined business ensure accuracy, consistancy and coordination leading to improved
efficiency and effectiveness across consumers and sales channel
Capture “market” by
strategic planning
Benefits.
Identify and nurture small
opportunities with
solutions/services/pricing.
Target oriented planning across
sale s channels increases forecast
accuracy
Balanced demand chain
Benefits.
Flawless ATP based upon actual
fulfillment capabilities.
Full traceability of order till delivery is
made. Transparent process & qualified pipeline
Benefits.
Monitor pipeline performance by real time access and
respond immediately pertaining to the changing market and
deal condition.
360 degree view of sale cycle (Indirect or direct sale)
Clear boundaries and consistent erection boost sales
effectiveness.

6. Integrated after sales service unlocks profit potential
Aligned after-sales service operations help generate profitable growth
Customer satisfaction Revenue and profit margin
Benefits Benefits.
Higher first call resolution rate and
compliance SLAs lead to improved Increase revenue and margins.
customer satisfaction. Increase share of wallet among
Improved customer loyalty and installed base .
resolution. Ensure additional and repetitive
Decrease cost of service operation. revenues from existing customer
base
Cost efficient service deliveries On time part delivery
Benefits Benefits.
Reduce costs with efficient utilization Improve on time delivery
of available resources while meeting lower inventory holding costs,
customer commitment. operational cost including labor cost
Compliance to SLAs lead to improved
Compliance to SLAs lead to
customer satisfaction and avoidance of
contractual penalties. improved customer satisfaction
and avoidance of contractual
penalties

7. A simpler view…..
 More customer data will be available.
 Existing data to all and in better structured way.
 New data-contacts, activities, call visit etc.
 There will be more customer feedback collected.
 Loyalty management when B2C or B2B2C.
 Marketing will do smaller, direct and better targeted campaigns with a sales force.
 Sales will start to manage opportunities.
 Contracts and order management will change and there will be more connected channels to clients.
 Internet
 Call-Center
 Sales
 Partners
 Service will be automated, depending on sub industry and connected to rest.
 All process will be
 Connected
 Monitor-able and analyzable

8. A Closed CRM
Lead Generation
Segmentation
Client Retention, Lead
feedback Procurement
Campaign
Execution Contact
Management
Marketing
Activity
Service & Support Customers Sales Management
Campaign
Planning
Finance Opportunity
Management
Multichannel
Ordering Contracts

9. BENEFIT OF IMPLEMENTING CRM IN AUTOMOTIVE INDUSTRY
CRM enable you to gain competitive edge by knowing your customers and transferring that
knowledge into successfully market strategy for future growth
Integration of SAP with CRM Enabling collaborative, customer centric business
Companies like yours can integrate both SAP and CRM to CRM solution integrate, support for key automotive
improve relationship with customer and dealers ,to enhance and business process including brand and customer
communication & increase profit. management, manufactured part life-cycle, distribution
In addition CRM suit can help global companies to understand interaction center, service part s management ,warranty
and adapt to shifting demands and service performance across management, dealer business management, analytical
all region. business process visibility.
This Software focuses on 360 degree of people, sales
and technology.
Better communication across all channels. Build brand equity and customer loyalty
Makes channel integration across al network, possible in a cost CRM solution help structured and highly individualized
effective manner & support key business process. customer treatment initiative across multi channel including
Using contact and vehicle management tools, you can incorporate cal centre, brand third party website & dealer network.
end-to-end customer information and history into sales process, With digital asset management tools all of your digital and
providing brand owners with a single comprehensive view into all rich media files such as broker-and-flyers will be available in a
information relevant to sale account. central repository. It also enable you to trace marketing
expenses using scenario planning and financial forecasting
Increase revenue and cut costs across the Value chain tools.
Increased efficiency and reduced friction between dealer and Closing Loop on customer interaction cycle.
brand operation. CRM Solution provide s a customer interaction center-
Improved brand & customer management by enhancing access to tailored for automotive industry ,that give you access to the
customer information across channels and access points. information which you need to implement case handling,
Better channel management, enabled by CRM to collaborate marketing campaign ,customer satisfaction surveys,
seamlessly from OEM to dealer point of sale complaint, appraisal, service request, cal back and accessory
sale.
You can also manage and track complaints to ensure proper
resolution and provide higher quality customer service
around the clock.

10. Our Team’s Global Experience
 MSCRM 4.0 Implementation for Singapore Servicemen Club
 MSCRM 3.0 Implementation for a Middle East Free Trade Zone
 MSCRM 3.0 & SharePoint for a Middle East Public Sector
 QlickView Business Intelligence - Singapore Deposit Insurance
 Siebel Upgrade to 7.7 for Leasing Company in Germany
 Siebel 7.7 Integration (EAI) for Leasing Company in Germany
 Siebel 7.8 App Support for Citibank in USA, UK and Singapore
 Siebel 7.8 EAI & Reports for major French Electric Mfg. company
 Siebel 6x Upgrade for Citibank in Japan
 Siebel 6x Implementation for Banks in Bangkok
 Vantive Implementation for Jurong Town Corp. in Singapore

11. Case Study # 1
LEISURE Club Mgmt. System (Singapore)
Customized MSCRM • MSCRM application to manage activities of a
network of clubs providing social, recreational,
MSCRM 4.0 | SQL Server 2008 | and educational facilities for military personnel
MS Excel | MS Word
• System had to be heavily customized to
accommodate several unsupported features
Landscape Overview • MODULES: Memberships - Interest Groups -
Insurance – Renewals – Automated Alerts -
AGM - Member Feedback - Payments
• Business requirement called for heavy
integration with other apps which was not
possible with the integration tool, Scribe
• Incorporated several custom modules using
ASP.NET for Integration with other systems
• Field level security was implemented for many
relevant custom entities
• Implemented 60+ workflows for business rules
including nearly 10 complex ones
• Customized the application to provide several
intuitive features that significantly enhanced
the usability and user productivity

12. Case Study # 2
COMMERCIAL PROPERTY
MARKETING
Free Zone in the Middle East
Sales, Marketing & Services
• The Free Zone was established with the
MSCRM 3.0 | ASP.NET | C# |
objective of providing a hassle free business
SQL 2000 | JavaScript | Word & Excel
environment to the investors
Landscape Overview
• Scanning facility provided to the members to
successfully incorporate the documents within
the same form
• Most advantageous in sending the reminder to
the members systematically using Email
Templates instead of manual process
• Auto email functionality implemented using
unsupported customization
• Implemented 25+ workflows for business rules
including nearly 10 complex ones
• Incorporated several custom modules using
ASP.NET and webservices

13. Case Study # 3
PUBLIC SECTOR Public Sector Benefits Mgmt
Citizen Benefits Administration
MSCRM 3.0 | SQL Server 2000 | ASP.NET • Comprehensive system for citizens that
Javascript | Sharepoint | Excel & Word effectively monitors and maintains the
modules such as Housing, Legal, Medical,
Landscape Overview Education, etc.
• Various documents pertaining to citizens
were digitized and maintained in a
Sharepoint server that was integrated
• Every citizen was provided with a portal
page that gave a complete snapshot of
details including entitlements
• Incorporated several custom modules using
ASP.NET for Integration with other systems
• Custom programming was done to enable
displaying of images
• Incorporated custom code to portray
complex relationships among citizen
households

14. Case Study # 4
INSURANCE Deposit Insurance App (Singapore)
Business Intelligence System • The entity collects premium contributions
Qlikview 10.0 | SQL Server 2008 | from scheme members, manage the
Microsoft IIS 7.5 | VB Script Deposit Insurance Fund, compensate
insured depositors and educate the public.
Landscape Overview • System was heavily customized to
accommodate several unsupported
features
• Involved inbound data feeds from
mainframe system and outbound
formatted report to external systems
• Reports confirmed to SDIC specifications
• Automated daily generation of reports
• Developed a special tool to logically split
Qlikview reports into multiple parts for
delivery to different individual users
• System resulted in big cost savings
• Wrote custom code to integrate Qlikview
reports with third party tools in order to
save the reports in user desired formats.

15. Case Study # 5
Actuate – BI Publisher
LEASING
Migration
Sales Application
• Siebel Sales application used by Sales &
Siebel 7.7 | Actuate Version 7 | Marketing
BI Publisher Version 10.1.3.4
• Application was implemented in German
language and Actuate was used for
Landscape Overview Report generation
• Since Oracle withdrew support on Actuate,
Client opted to migrate the reports to BI
Publisher. A Migration tool was used to
convert basic reports
• About 20+ complex Actuate reports were
re-developed in BI Publisher
• All aspects of the Actuate reports were
covered in BI Publisher without any
compromise
• Used Utility to convert Report Objects to
Integration Objects and also to convert
.BAS files to .RTF files

16. Case Study # 6
MANUFACTURING COMPANY Siebel Integration (EAI)
Call Center Application • A Siebel Call Centre app was used to keep
track of sales and service for UPS units. The
Siebel Call Centre Application 7.8 |
application is integrated with Oracle Apps.
Actuate Ver 7 | MySQL Database Actuate is used for Report generation. A
resource scheduling software (“Scheduler”)
was used for fulfilling service reqs
• Business objective was to integrate the
Scheduler with Siebel Application to enable
Activity Scheduling for service reqs
• This enabled the Siebel users to send all
activity related data for a customer to the
Scheduler application
• Once the Scheduler allocates and schedules a
resource, a message with relevant status was
sent back from Scheduler to the Siebel
application
• Created Inbound and Outbound Webservices
to send/receive information between Siebel
and the Scheduler

17. Case Study - Siebel - iPad Integration
Project Background:
Building a new interface between iPad and Siebel Pharma Application allowing bidirectional exchange of data. Siebel
Pharma was rolled out as a common back end where the crucial business process takes place. The vital entities (Account,
Contacts, Activities and Products) were requested from iPad to Siebel as Master Data Downloads. Siebel provided the
Corresponding data in XML format for the entities as Response message. The transactions happened in iPad application
was pushed to Siebel application as XML, and was subsequently saved in Siebel database.
Challenges: Solution:
•Though experienced in integration Provided assistance to client in generating the correct Siebel Schema
between Desktop applications and Siebel structure to get the Updated Transaction Data.
applications , this is first Integration
occurrence between iPad and Siebel
Benefits:
application
•Improved Product quality and Compliance
•Significant revision of Schema structure in
•Increased Customer centricity
iPad application to match with Siebel
•Enhanced end - end communication between any of the Mobile devices
structure for transaction processing.
with Siebel applications
•Effective usage of Customer resources
•Provision for changing the Sales plans, Activity Plans and Route Plans
dynamically.
•Cut the Operational Costs by 20%

18. Case Study – Continued
MOBILITY INDUSTRY Siebel 8.1.5 | Oracle 11g Siebel Pharma application used by Pharmaceuticals, Medical
IIS Server 7.5 | MS office 2010 and diagnostic industry. Application was implemented in
Pharma Application
English language.
Landscape Overview Siebel-iPad apps Integration (EAI Solution)
• Siebel receives the user Id of the Medical
Web Service Layer
Representative as a request from iPad application to
Webport
invoke the web service call for the master data
Request downloads like Account, Contact, Activity and Product.
• The Master Data for the user Id is queried from the
Siebel Database and sent back to iPad application as
SOAP/
WSDL
HTTP Response message
Publish Transaction :
• User Creates new record or updates the existing data in
Administration
Administration HTTP iPad application and submits the data.
Invocation
Service
Siebel
Screen Listener
Layer
• The data is sent as a web service request to Siebel.
Siebel creates a new record / Updates the records as
necessary in Siebel Database and sends the row Id of
the corresponding records as the response message.
SIEBEL
Business Process
Workflow
Database
Layer
DATABASE
Transactions
Master Data Sync

19. Customer Voice
“
Appreciation from
the Practice head
of a top-5 global
I want to express our
”
consulting firm
deep appreciation for all the hard work
you and your team have contributed to the
Siebel engagement of our key client.
I particularly appreciate InDemand Infotech making this
engagement successful and smooth in a very short notice and
address critical issues we had in Reports and Integration.
We also thank InDemand Infotech in establishing their
expertise in Siebel CRM with our client stakeholders and
for continued remote support from Chennai.
I hope to count on InDemand CRM consultants for our
Siebel needs in the future.
Best Wishes,
Siebel Practice Head

20. Let’s Partner ……
Contact Us….
InDemand InfoTech Pvt Ltd.
5th Floor, JVL Plaza ,501, Mount Road
Teynampet, Chennai - 600 18
India.
Phone: +91 49017555/7590
www.indemand.co.in