In order to streamline internal business processes, Associated Instruments Manufacturers India Limited (AIMIL), an instrumentation company, migrated to Microsoft® Dynamics™ CRM 3.0. The Dynamics CRM implementation in conjunction with Dynamics NAV has enabled the company to reduce its operating costs by approximately 15 percent, maintain better vendor and customer relationships and improve its cost and inventory resources. With the implementation of Dynamics CRM, AIMIL has achieved 100 percent accuracy in preparation of sales forecasts. The company has been able to recognize and develop new selling opportunities and even simplify marketing and sales processes.

1. Microsoft Dynamics
Customer Solution Case Study
Indian Instrumentation Company Reduces
Operating Costs by 15 Percent
Overview “Microsoft® Dynamics™ CRM v3.0 has simplified the
Country or Region: India
Industry: Engineering
marketing and sales processes, while giving us a
clearer perception of our customer’s requirements.”
Customer Profile
Sudhir Bhargava,, Information Technology Head, Associated Instruments Manufacturers India
Associated Instruments Manufacturers
Limited (AIMIL)
India Limited (AIMIL) was set up in 1932.
Today the company has presence in 28
Indian states and seven union territories In order to streamline internal business processes, Associated
with sales revenues of U.S.$22.2 million.
Instruments Manufacturers India Limited (AIMIL), an
Business Situation instrumentation company, migrated to Microsoft® Dynamics™ CRM
AIMIL had already implemented Microsoft®
Dynamics™ NAV. It now wanted to integrate 3.0. The Dynamics CRM implementation in conjunction with
business information within its presales, Dynamics NAV has enabled the company to reduce its operating
sales, service and marketing departments.
costs by approximately 15 percent, maintain better vendor and
Solution customer relationships and improve its cost and inventory
Microsoft Gold Certified Partner, Euroinfo
Systems Private Limited, AIMIL deployed resources.
Microsoft® Dynamics™ CRM 3.0 at its
head quarters in New Delhi and branch
offices nationwide. With the implementation of Dynamics CRM, AIMIL has achieved
100 percent accuracy in preparation of sales forecasts. The
Benefits
 Better competitive analysis
company has been able to recognize and develop new selling
 Improved customer relationship opportunities and even simplify marketing and sales processes.
 Inter-department administration

2. Situation explains Sudhir Bhargava, Manager IT, AIMIL
Associated Instruments Manufacturers India Limited.
Limited (AIMIL) is a leader in the Indian
instrumentation market. In the 1950s, it “All the data of our sales, service and
became the first Indian instrument marketing departments was fragmented. It
manufacturer to get its research and was impossible for the management to
development (R&D) department recognized collate and use this data to implement
by the Government of India. In the 1960s, effective business decisions,” says Sudhir
AIMIL set up the first calibration centre in Bhargava, Manager IT, AIMIL Ltd.
India. In the 1970s AIMIL addressed the
market through fundamental research  Sales: The company could not maintain
instruments. In the 1990s AIMIL became part history of all accounts. The accounts
of the digital revolution by addressing new department found it difficult to track and
technologies such as CDMA, SDH, ISDN, manage areawise information of all the
broadband fiber optic levels, ATM and is now managers, when they were working
moving towards virtual instrumentation. remotely. Also, the management wanted to
analyze the sales cycle and set a
In the telecom sector, AIMIL has moved into probability percentage against each sales
sunrise technology areas such as gigabit enquiry. The sales team found it difficult to
ethernet, next generation networks (NGN), track the status of all the leads.
triple play, next generation SDH, Voice over IP
and GPRS and 3G networks. The company  Service: The company personnel had to
has added new products to respond to the set reminders for the entire ‘service item’
quality requirements of laboratories in the product line category and maintain service
pharmaceutical sector. AIMIL is supported by information request lists via email and
50 channel partners and over 400 phone, etc.
professionals nationwide.
 Marketing: Earlier the marketing
AIMIL had implemented Microsoft Dynamics department was unable to maintain the list
NAV (earlier known as Microsoft Business of all the sales leads, track the daily
Solutions) as its Enterprise Resource activities of individual sales
Planning (ERP) solution. For customer representatives and manage reports of the
relationship management the company had marketing campaign.
developed and deployed an in-house
application using Microsoft SQL Server 2000.  Managing Security: The security roles
The Mumbai and Baroda branch offices were of the system had to be constantly
using this solution. However, it had limited changed, each time the top management
ability to capture data and lacked integration wanted to convey confidential in-house
with the ERP application. information to a particular level of
management.
“Earlier we did not have an efficient
application in place to cater to the needs of
our presales, marketing and servicing team,” Solution

3. “On reviewing Microsoft® Dynamics™ application in Microsoft VisualStudio .NET
CRM 3.0, it was clear that this solution was version.
capable of meeting our prevailing and future
business needs,” says Sudhir Bhargava, Some added functionalities were also
Manager IT, AIMIL Ltd. required such as custom printing of quotes
and orders along with its line items. This was
Microsoft Dynamics CRM 3.0 was done by a custom built application also
implemented by Euroinfo Systems Private developed Microsoft VisualStudio .NET
Limited, a Microsoft Gold Certified Partner. version.
“Our experience with Euroinfo Systems was
very positive as they had implemented After the customization was validated, the
Microsoft Dynamics NAV for us earlier. testing phase was initiated. This also resulted
Therefore, wedecided to work with Euroinfo in complete knowledge transfer to AIMIL. The
Systems again for the Dynamics CRM training was provided at New Delhi.
implementation, “ comments Bhargava. The second phase of the implementation was
to provide for a single repository for AIMIL
Microsoft Dynamics CRM 3.0 was employees, in order to claim: travel expenses,
implemented at New Delhi (head office) and intercity travel expense, daily allowances,
the company’s branch offices in Mumbai, laundry allowances, conveyance expenses,
Chennai, Hyderabad, Bangalore, Kolkata and transportation expenses and local travel
Baroda. The implementation was completed expenses. This was accomplished by
in 22 man days. customizing the Microsoft Dynamics
CRM 3.0 along with an application developed
The implementation was initiated with a using VisualStudio .NET version.
detailed system study at AIMIL. The
functional requirement document (FRD) was After a requirement analysis, the sales,
signed off and a gap fit analysis was marketing and service modules were
prepared. Sudhir Bhargava and his team implemented. The requirement was to reflect
analyzed the gaps from the FRD study and the existing transaction codes in Microsoft
the Microsoft Dynamics CRM 3.0 solution. CRM 3.0. Each module was customized to
Euroinfo Systems used the conclusions of include such transaction codes.
this study to customize the Microsoft
Dynamics CRM implementation. For the Service module, the integration was
made between Microsoft CRM 3.0 and the
After the installation checks and mapping of existing Microsoft Dynamics NAV 4.0. Only
the necessary applications, AIMIL personnel the specified data, required by the Service
incorporated the customizations into team, was included from the Dynamics NAV
Microsoft Dynamics CRM 3.0. The primary database.
requirement of AIMIL was to integrate the
Dynamics CRM v3.0 with the existing
Microsoft Dynamics NAV. The integration was Benefits
made possible by developing a customized “We now have instant access to accurate
information in an integrated and consistent

4. format,” says Sudhir Bhargava, Head approximately 15 percent while accurately
Information Technology, AIMIL Limited. forecasting our sales.”
Better Competitive Analysis
“We can now access competitive data
analysis on a single platform. This critical
functionality enables us to respond timely
and effectively,” add Bhargava.
Improved Customer Relationship
Management
“We have improved our customer contacts
and relations, since all the customer support
groups are now logged on at the same time,”
explains Bhargava.
Track Customer Preferences
“With the implementation of Microsoft
Dynamics CRM 3.0 we are now able to track
and address every detail of our existing and
potential customers’ preferences and
requirements. This has enabled us to win
customer confidence and place us ahead of
the competition,” says Bhargava.
Instant Access to Customer Records
Every detail of the customer is now
accessible to the senior management in
terms of sales and support history, etc.,
which benefits effective business decision
making.
Inter- department administration
“Microsoft Dynamics CRM 3.0 has enabled
our sales, service and marketing
departments to work in unison with one
another. We are also able to connect all our
branch offices with the New Delhi Head
office,” reiterates Bhargava.
He concludes, “The Dynamics CRM has
helped us reduce operating costs by

5. For More Information About Euro Infosystems Microsoft Dynamics
For more information about Microsoft Founded in 1996, Euroinfo Systems is the Microsoft Dynamics™ is a line of integrated,
products and services, call the Microsoft leader and largest Microsoft Business adaptable business management solutions
Sales Information Center at (800) Solution Channel Partner in India. With over that enables you and your people to make
426-9400. In Canada, call the Microsoft 83 employees, Euroinfo has more than 7 business decisions with greater confidence.
Canada Information Centre at (877) years of experience in handling Microsoft Microsoft Dynamics works like familiar
568-2495. Customers who are deaf or Business Solutions–Axapta® and Microsoft Microsoft software such as Microsoft Office,
hard-of-hearing can reach Microsoft text Navision. which means less of a learning curve for your
telephone (TTY/TDD) services at (800) people, so they can get up and running
892-5234 in the United States or (905) Today, it has the greatest number of certified quickly and focus on what’s most important.
568-9641 in Canada. Outside the 50 Microsoft Business Solutions professionals. And because it is from Microsoft, it easily
United States and Canada, please contact The company has implemented over 50 works with the systems that your company
your local Microsoft subsidiary. To access projects worldwide on Microsoft Business already has implemented. By automating and
information using the World Wide Web, go Solutions in the finance, insurance, banking, streamlining financial, customer relationship
to: www.microsoft.com manufacturing, healthcare, retail, utilities, and supply chain processes, Microsoft
travel and leisure, media and publishing, and Dynamics brings together people, processes
For more information about AIMIL products telecom and ISP industries. and technologies, increasing the productivity
and services, call (91) (11) 3081 0200 or and effectiveness of your business, and
visit the Web site at: www.aimil.com helping you drive business success.
For more information about Euroinfo For more information about Microsoft
Systems Pvt. Ltd products and services, Dynamics, go to:
call (91) (120) 305 1900 or visit the web www.microsoft.com/dynamics
site at: www.euroinfosys.com .
Software and Services Hardware
 Microsoft Windows Server 2003  HP ProLiant ML150 Xeon Server, 3.0
 Microsoft SQL Server 2005 gigahertz, 1 gigabyte (GB) RAM, 72 GB
 Microsoft Visual Studio .NET hard disk drive
 Microsoft Dynamics CRM 3.0
© 2006 Microsoft Corporation. All rights reserved. This case
study is for informational purposes only. MICROSOFT MAKES NO
− Sales Partner
WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. − Marketing  Euroinfo Systems
Microsoft, Dynamics, are either registered trademarks or
trademarks of Microsoft Corporation in the United States and/or − Service
other countries. The names of actual companies and products
mentioned herein may be the trademarks of their respective
owners.
Document published November 2006