Business Standard B-School Project Award 2011

1. “Relook at the CRM implementation at Asian Paints
and arrive at One View of the customer in light of the
changing business models”
Guided By Presented By
Mr. Deepak Bhosale Aditya Kaul
Chief Manager, Systems

2. Agenda for presentation
Project
Briefing Marketing Wishlist
Technology and
Project Process
Scheduling recommendations
and Key Designing
Milestones questionnaire for
Marketing
interviews
Overview of CRM at
Asian Paints
As-Is system
January 17, 2012 2

3. Project Briefing
 Objective
 Relook at the CRM implementation at Asian Paints and arrive at One View of the
customer in light of the changing business models
 Scope
 For End Consumer(Paint & Services),Contractors, AIDs and Dealers
 Key Deliverables
 Assessment of the As-is process and identifying gaps with regards to the One-View
 Getting the business Wish list for an Integrated CRM
 Benchmark study on CRM implementation in other companies which have adopted
One View
 Path forward to achieve One View Implementation giving both a technological and
business process point of view.
January 17, 2012 3

4. Broad level issues
One View Utilization of features
• There is no One View of the • Many features of SAP CRM
customer. There are a lot of especially in the SAP
duplications in the customer Marketing module are still
master data.
not used by the company.
SAP CRM
Fragmented systems Analytics
• Many processes still • The company is not able to
maintained outside the draw significant analytics
system manually or on excel from the CRM system to
sheets. take decisions .
January 17, 2012 4

5. Agenda for presentation
Project
Briefing Marketing Wishlist
Technology and
Project Process
Scheduling recommendations
and Key Designing
Milestones questionnaire for
Marketing
interviews
Overview of CRM at
Asian Paints
As-Is system
January 17, 2012 5

6. Methodology
STUDY AS-IS GATHER BENCHMARK RECOMMEND
INITIATE
PROCESS REQUIREMENT STUDY
1 Week 2 Weeks 3 Week 2 Weeks 1 Week
 Overview of the  Overview of the CRM  Identification of the  Identification of  Coming up with a
systems function and implementation at a customer sectors and business process and
the customer facing broad level. relationship lifecycle companies which technology roadmap
team  Identification of key and coming up with a need to be for future
 Project overview stakeholders for each questionnaire interviewed.
meeting with the of the applications.  Administering the  Coming up with a
mentor  Meeting each of the questionnaire to general questionnaire
 Defined scope of the stakeholders and each of the Brand around CRM
project gather a basic Managers. implementation
 Defined timeline for understanding of  Analyzing the  Visiting these
project these systems. responses and come companies and
 Visit to the customer up with a wish list of administering the
interaction centre at each of the Brand questionnaire.
goregaon Managers  Coming up with the
Benchmark Study
January 17, 2012 6

7. Agenda for presentation
Project
Briefing Marketing Wishlist
Technology and
Project Process
Scheduling recommendations
and Key Designing
Milestones questionnaire for
Marketing
interviews
Overview of CRM at
Asian Paints
As-Is system
January 17, 2012 7

8. Asian Paints Customer Universe
January 17, 2012 8

9. CRM Touchpoints
January 17, 2012 9

10. Agenda for presentation
Project
Briefing Marketing Wishlist
Technology and
Project Process
Scheduling recommendations
and Key Designing
Milestones questionnaire for
Marketing
interviews
Overview of CRM at
Asian Paints
As-Is system
January 17, 2012 10

11. Broad Level Concerns
Major Issues
Master Data • Text
Interaction with CRM Working in Silos CRM Adoption
• The master data for • Many data captured at •Some applications and • Interfaces are not
customers is not the CRM level does processes working in
very user-friendly for
present centrally and not flow to the silos.
internal
is distributed across applications its •Enough cross
employees, so
various processes connected to and leveraging of data
adoption is limited
• There are no proper similarly some data between applications
and use of excel is
interfaces to edit this from the applications not happening.
widespread.
master data does not come to •Difficult to cross-sell,
• Dynamic business
• Becomes difficult to CRM which causes up-sell etc for any
requirements and
capture meaningful loss of meaningful products or services
current system
transaction data data which could have
limitations results in
across processes been useful.
high development
TAT
January 17, 2012 11

12. Agenda for presentation
Project
Briefing Marketing Wishlist
Technology and
Project Process
Scheduling recommendations
and Key Designing
Milestones questionnaire for
Marketing
interviews
Overview of CRM at
Asian Paints
As-Is system
January 17, 2012 12

13. Customer Relationship Life Cycle
Quotation & Order Training
Marketing Planning Management
Management
Customer
Campaign Account & Contact Interaction centre
Satisfaction &
Management Management Management
Loyalty analysis
Opportunity Complaints & Return Warranty
Lead Management
Management Management Management
Marketing Questionnaire
January 17, 2012 13

14. Agenda for presentation
Project
Briefing Marketing Wishlist
Technology and
Project Process
Scheduling recommendations
and Key Designing
Milestones questionnaire for
Marketing
interviews
Overview of CRM at
Asian Paints
As-Is system
January 17, 2012 14

15. Summary of Marketing Requirements
A central customer account and capturing all transactions with customers.
A central Lead Management facility from where Leads can flow to and from various processes
An automated system for planning, executing and capturing campaign efficacy.
Bring all contractor loyalty programs under one system
A central system to capture training of painters, contractors for all processes and linking it with the
contractor master
A central complaint Management System with a dashboard of the complaints for business.
January 17, 2012 15

16. Agenda for presentation
Project
Briefing Marketing Wishlist
Project Technology and
Scheduling Process
and Key Designing recommendations
Milestones questionnaire for
Marketing
interviews
Overview of CRM at
Asian Paints
As-Is system
January 17, 2012 16

17. January 17, 2012 17

18. Technology Recommendation
 Upgrade to SAP CRM 7.0
 Solution to the One View Issue
 Keep the dealer introduction as it is.
 Use a combination of data quality framework and MDM for other customers
 All processes to use SAP Master Data for customer information
 Evaluate integration adaptor for Aspect, LivePerson and Lotus Notes
 Model all the contractor loyalty management programs using Loyalty Management
module.
 Use a combination of activity management and web channel UI for modelling
Signature Store and Training Management
 Use SAP Marketing module for segmentation, campaign planning and management
etc.
 Use Territory Management module to effectively manage Sales
January 17, 2012 18

19. Process Recommendations
 Marketing needs to come up with clear workflows for all processes.
 Clear roles to be defined for all users of the system.
 Marketing needs to be sensitized to ensure data quality
 A change control board needs to created with members from IT and
business who scrutinize all changes requested in CRM system
 Incentivize end-consumers for getting more data.
January 17, 2012 19

20. CRM Adoption
 Ensure senior management use and are seen benefiting from it.
 Business needs to have a relevant stakeholder for CRM who drives usage and works
with IT closely for issue resolution
 Provide user friendly interfaces to the business.
 Provide a central portal which contains links to various processes
 Ensure all managers use the system as the prime source of information when it has
been rolled out to their teams.
 Use the system information to manage – reports only work if the underlying data is
correct.
 Rewarding employees who efficiently adopt the system so that those not using would
get encouraged.
 A clear framework to measure ROI of CRM implementation
January 17, 2012 20

21. Implementation phases
Phase 1 Phase 2 Phase 3
• Migrate to SAP CRM 7.0 version • Create a central Lead • Model all contractor Loyalty
Management system and define Programs in SAP CRM
• Implement adaptors for multi- workflows for passing Leads Loyalty Management Module
channel co-ordination.
• Implement segment builder • Create workflows to link
• Clearly Define the attributes for module and create the segments customers satisfaction
each of the customer. surveys to appropriate
• Clean up existing Data. • Initiative management system to processes.
be built using campaign
• Define the new workflows of management and Marketing • Implement a central
customer data introduction to planning Modules to plan, execute complaint management
prevent duplication and evaluate campaigns process with a complaint
dashboard for business
• Create a training
management module for
contractors
Marketing Priority
January 17, 2012 21

22. THANK YOU
January 17, 2012 22

23. APPENDIX-1 => AS-IS Processes
January 17, 2012 23

24. Helpline  Multi-channel integration missing
 No system for capturing Project
Sales leads at helpline
 Dealer Master on Excels
 AID workflow on excel
 No BP number generation for chat
queries
 Enough attributes of End customer
not captured.
 No link with campaign
management.
January 17, 2012 24

25. ColourWorld Complaints
 High call handling time due to UI
limitations.
 Speed is also a concern.
 High dealer introduction time.
 No API with the vendors
January 17, 2012 25

26. Product Complaints
January 17, 2012 26

27. Dealer Health Card
 Employee Master in Excels.
 PDA sync is a major concern.
 Delay in updation between SMP/PDA and
CRM .
January 17, 2012 27

28. APHS Complaints
 No system present
January 17, 2012 28

29. Masterstrokes
 Gift Tracking system not present
 Central contractor master not present
January 17, 2012 29

30. Foresite
 Comprehensive customer data not captured
 Not being used for capturing Leads
 ROI for the service not calculated
 Spread of the service not captured
January 17, 2012 30

31. APHS
 Customer information given during lead
filtration not passed to TANTRA.
 Status of Site Activities not passed to CRM
 Customer Lead given during feedback call
not passed to CRM.
 Separate contractor Master Database
 No priorities given to contractors
January 17, 2012 31

32. Others
 Application used for placing order by dealers.  A portal specefically build for various dealer needs.
 No up-sell opportunity present  Currently being rolled out to 4000+ critical dealers.
 CRM interfaces include colorworld complaints, dealer
health card, demand generation, Home Solution
Leads, Competitor activity
 Stores setup by Asian Paints independently(T0) or with  Different type of schemes are inbuilt schemes, Trade
collaboration with dealers(T1) to give customers a feel schemes, Trip schemes, Special deals etc.
of their products.  Inbuilt schemes are maintained via SAP R3,Trade
 Setup and maintenance costs quite high. schemes via ILog Jrules Engine and rest via excels.
 No ROI calculation.  No interaction with CRM.
 Dealer score cards and color consultant scorecards  Valuable insights like schemes which are boosting sales
metrics maintained through excels. etc. cannot be captured
January 17, 2012 32

33. APPENDIX-2 => Marketing Interviews
January 17, 2012 33

34. Interactive Marketing (Business Attendees:-Channan,Arindam)
 Customer BP number to be generated for all processes.
 Automatic retrieval of previous transactions with customer
 More attributes of the customers to be captured so it is easier to
remove customer duplication.
 Customer BP Number to be sent as SMS.
 Dealer data to be sent as SMS to customers
 Track the customer interaction with Asian Paints across channels
January 17, 2012 34

35. AIDs (Business Attendees:- Srikanth, Nadeem, Sonal, Ashish)
 AID profiling and transaction to be captured in a system.
 Relationship Officer visit planner system required.
 Leads passed by AIDs should be captured.
 Complaint Management system required for AIDs.
 Status tracker for color tools ordered.
 Capture color quarterly subscription details in the system
 Track AID visit on Website
January 17, 2012 35

36. APHS (Business Attendees:-Vikram)
 Information handshake between CRM and TANTRA
 Customer information such as job profile, interests, referral
linkage etc of the customer should get captured.
 Capture contractor past performance and training in the system
 Appointment Tracker for SAs.
 A complaint and warranty management system is required .
January 17, 2012 36

37. Interiors,Color (Business Attendees:-Srikanth, Ashish)
 End Consumer segmentation based on internal data.
 Initiative management system for creating, tracking, executing and
measuring campaign efficacy.
 Complaint dashboard to track complaints on a real time basis .
 Capturing Color profile of consumer and regions based on information
collected via colourworld machines.
 Capturing basic information around competition
pricing, shades, initiatives, benchmarking information etc.
 A system to capture trainings of contractor across various regions
January 17, 2012 37

38. Masterstrokes (Business Attendees:-Samarth)
 Comprehensive contractor data collection
 Rule engine required for creating business rules easily.
 Secondary sales should be captured using the Loyalty Program.
 Gift Tracking system required for the dispatched gifts.
 Complaint management system required for lost gifts and warranties.
 Need capability to push communication (SMS, e-mail, phone) to
contractors based on segments created.
 To build linkages between trainings attended by the contractor
January 17, 2012 38

39. Project Sales (Business Attendees:- Hitesh)
 Central contractor database
 Integrated view of all Project Sales sites
 A system required for maintaining Contractor Loyalty
program(GBA.)
 Effective third party list management tool required.
 Site once completed should get re-activated for the next
painting cycle.
 Need a central complaint management and quotation
management system.
January 17, 2012 39

40. Media (Business Attendees:-Sanchita)
 Behavior of the customer clicking on our Ad link must be captured
 Pan-India campaign feedback in terms of input GRPs and the output scores like
ECT,BCT,CR and BR should be published to all BMs
 Response information of Regional campaigns and BTL initiatives to be passed on
to BMs which can act as input to future initiatives.
 Capture market visits by BMs in a central system, to get visibility into feedback
about one’s domain
 Storing digital assets & tagging it along with the campaign
 Relation between GRP & sales should be captured to further judge the efficacy of
the campaign/ initiative
January 17, 2012 40

41. APPENDIX-3 => SAP CRM 7.0 features
January 17, 2012 41

42. Improvements in SAP CRM 7.0
 UI Framework Enhancements
 Recent objects for faster navigation
 User guidance by Task based UI
 Drag and drop in UI Configuration Tool and in calendar
 Simple, cross-object and cross-system searches available with faster searches
 Help in increasing CRM adoption
 Loyalty Management Module
 Loyalty Program management enables set up and maintenance of loyalty programs
 Loyalty Reward Rule management includes setup and maintenance of loyalty rules and
conditions being processed by a rule engine
 Points accrued and redeemed are recorded within member’s point account.
 Loyalty Membership represents the participation of an individual person organization to a
specific program.
 The Loyalty Management Processing Engine a highly scalable Engine to process
member activities and tier transition evaluation
 Other features include collaboration, integration and Analytics
 Can be used to model dealer/contractor loyalty programs
January 17, 2012 42

43. Improvements in SAP CRM 7.0
 Improving Sales Performance – Territory Management
 Optimal Coverage, Assignment of territories to CRM accounts and authorization management
 Search based on territory for various CRM objects eg. accounts, transactions etc.
 Possibility to model & evaluate territory rules, using a rule engine – supporting inclusions and
exceptions..
 Provides mass update reports, which could be used to update territory/sales employees in
territory management and the associated business documents after territory re-alignments.
 Can be used to effectively manage the sales team and reduce development effort
 Data Quality Management
 This framework provides a set of powerful tasks designed to eliminate duplicate business
partner data records and ensure consistently high standard of data quality
 Integrated duplicate check as a technically integrated solution including duplicate
identification and duplicate merge
 Will help prevent duplication of data in real time
January 17, 2012 43

44. Other Modules in SAP CRM
 Marketing Resource Management & Budgeting
 Plan a Marketing Calendar to keep track of different events.
 Can be used to view, edit, interlink campaigns and promotions
 Will help Sales team to get real time updated plan of Marketing initiatives
 Plan, forecast manage costs ,budgets and control digital assets
 Budget Scenarios can be run with planning
 Can be used for Initiative management requirements given by business.
 Segmentation
 Segment builder can be used to build Target groups based on age, income, geographical
location, hobbies, buying behavior etc.
 Can access data from SAP NW,SAP ERP or related customer lists.
 Uses the SAP NW TREX(Text-Retrieval and information extraction) search engine for high
speed BP search.
 Features provided are predictive modeling, segment duplication, decision making, data
mining etc.
 Can be used to run targeted campaigns and will act as a precursor for campaign
management module.
January 17, 2012 44

45. Other Modules in SAP CRM
 External List Management
 Used to manage list data from third party databases, external lists etc.
 Mapping between source data fields and SAP CRM data fields.
 Duplicate check, data cleansing, address validation, measurement of list quality and
list analysis
 Can be used for managing third party lists used for AID contacts, Project Sales leads
etc.
 Campaign Management
 Setting up and running campaigns from start to finish beginning with Market Analysis
 Execute the campaigns and end with getting analytics which can be used for running
future campaigns
 Support for Multi-channel and Multi-Wave campaigns
 Tools like interaction script editor and Marketing mail form tools to help the agents
 Real time monitoring of ongoing campaigns which allows managers to adjust the
campaigns
 Can be used by different brand managers to setup ,execute and track campaigns
January 17, 2012 45

46. CRM Best Practice Study
 Companies researched were ICICI Bank, Marico, Colgate Palmolive ,CEMEX and Suzlon Energy.
 Most companies use the SAP CRM for their B2B customers and the data in CRM is introduced
from SAP R/3.
 Colgate Palmolive uses most features of SAP CRM comprehensively including segmentation and
campaign management.
 Suzlon Energy primarily use SAP CRM as an operational tool for their billing ,quotation and offer
management purposes
 CEMEX a cement manufacturing company has been able to comprehensively achieve One View of
customer using SAP CRM. The interaction centre is the single point of contact with the calls
coming being directed to right person in the organization.
 CRM system at CEMEX tracks all the call related data and attributes a customer account number
to each call
 CEMEX has also been able to put a framework wherein they are able to capture ROI of their CRM
implementation in terms of efficiency improvement and increased sale.
 ICICI Bank which uses Finnacle CRM combine with some internal systems also has a very
sophisticated way of maintaining One View as well as having cross-sell,up-sell and repeat sell
opportunities using their CRM
January 17, 2012 46

47. How ICICI Bank Maintains One View
January 17, 2012 47