CRM Implementation at ATE Case Study

CRM Implementation at ATE Case Study

Profile A.T.E. Enterprises Private Limited (ATEEPL) was established in 1939 and is headquartered in Mumbai, India. Dedicated to industrial sales, distribution, and service, ATEEPL operates in the domains of : Textile Engineering, Clean Technology, Flow Technology and Print and Packaging Solutions. A professional and dynamic organization certified under ISO 9001:2008, ATEEPL is distinguished for its domain expertise, innovative technology solutions from across the globe, representation of 50+ world renowned principals, over seven decades of impeccable customer service, pan India presence with a subsidiary at Dhaka in Bangladesh, and above all its 300+ professionals committed to Total Customer Satisfaction. ATEEPL offers a wide spectrum of services encompassing marketing, pre-sales consultancy, sales, distribution, after-sales-services. It also has expertise in handling turnkey projects. Most of the products and services offered by the company are for Indian market. The company also offers certain products in Bangladesh through its subsidiary, A.T.E. Technologies (Bangladesh) Private Limited, and certain products in other parts of the world.

Project Outline Number of Customers 4000+ Number of Products 400+ Sales Force 500+ Key CRM Requirement Sales On & Offline Marketing Online Quoting & advanced Pricing Field service Teleservice

Business Challenge ATEEPL grew rapidly since its foundation, increasing in number of products & services, offices & customers. The major challenges of this complex structure were: Manage increasingly complex products and product offerings. Increase the productivity of inventory Reduce operating costs & increase sales through Cross Selling Enhance customer satisfaction Improve agility and supply chain performance Enable greater flexibility to address changing market Conditions

Business Challenge (Contd.) ATEEPL Operational Challenges The complete sales data was captured in excel sheets which was loosely integrated. It was difficult to address client order or service call status because data was spilled over at different places. The other major problem was to consolidate data from different locations & Principals, using different formats, work on it and prepare a report for senior management. The major challenges faced were: Manage the sales & service of product master of more than half a million products. Streamline and update existing Sales and Service processes. Bring synergy between Sales and Services processes. Consolidation of humongous data coming from different data sources. Elimination of repetitive efforts of data consolidation and analysis. Creation of a central repository for the data accumulated over the years required for analysis. Automation of Sales and Services processes.

Evosys Role Evosys was responsible for Oracle E-Business suite Implementation including Oracle CRM from Dec 2005 to May 2006 & providing support for a period of 2 years. The role of Evosys was: Evosys helped in understanding the features and best practices offered by Oracle CRM To get an insight into the existing processes, Evosys studied all the existing documents Workshops were conducted with identified process experts to understand the existing business processes The re-engineered processes were automated using Oracle CRM Evosys provided training & support for stabilization of the CRM through advanced training methods using VPN & video conferencing for 8 Regional Offices

Solution Implemented Application Version Oracle E-Business suite Version 11i (10.2) Oracle CRM o Sales Online o Sales Offline o Marketing Online o Quoting o Installbase o Filed service o Teleservice Oracle HCM Complete Suite Oracle Financials Complete Suite Oracle Distribution Complete suite Oracle Advanced pricing Oracle Discoverer-Sales & Marketing Analytics

Business Benefit Delivered Order and Service call entry was enabled via Internet to respective Principals & Sales Representatives. Availability of database for Cross Selling & creating trading community. There was Standardization of Data Capturing and feeding process within organization, making reporting & consolidation easier. All the querying and reporting was made possible on a single system, enabling advanced analysis like Competition analysis & Loss analysis for intelligent decision making. It lead to knowledge sharing among employees about any process, experience or problems. Automatic e-mail escalation and notification was facilitated.

Business Benefit Delivered (Contd.) The implementation improved productivity and reduced maintenance efforts and costs, by eliminating repetitive efforts on data collection, consolidation and analysis, leading to improved service delivery and quality. Consolidated Customer database Effective & easier Cross selling with real time & accurate information Intelligent Analysis through business analysis tools for better decision making Quick Communication time & customer complaint resolution time Knowledge sharing Single information instance for reporting & MIS

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