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Business Standard B-School Project Award 2011

Business Standard B-School Project Award 2011

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  • Size of business quite large with approx 40,000 dealers,60000 contractors,18000AIDs and 15 lakh end customers all over India and a Market cap of around 60%.Paint Industry characterized by low involvement on part of End consumers
  • Possibility of customer segmentationCross sell, up-sell and repeat sell opportunitiesDriving sale of niche concepts/productsCapturing linkages across customer types and leveraging themUnified View of the CustomerEfficient transaction management workflows for each interactionControls and audit checks on certain critical processes to ensure logistical sustainabilityCustomer campaign management capability in terms of auto-response e-mails, response rate measurement, ROI of campaigns, etc
  • Business needs to appoint people to constantly update data in these systems. If data is not updated in these systems the purpose of having the CRM will be redundant.Helpline needs to be trained to ask spellings wherever required for collecting customer data so that quality data goes into the system.A change control board needs to created with members from IT and business who scrutinize all changes requested in CRM system
  • Hard ROI ApproachActual cash savings in terms of cost savings ,provable prodcutivity improvements, well-tested revenue generation opportunitiesIntangible Benefits/AssetsTry to measure brand equity ,knowledge capital etc. and try to correlate to future company performanceCompetitive AssessmentMeasure how competitors are interacting with the customers and either seek parity or exceed the customer’s capabilityValue DrivenMeasure economic value delivered to or derived from the customer.Instinct & Experience This approach uses manager’s individual experiences and intuitions about what CRM solutions to execute that may or may not be informed by additional facts.
  • Migrate to SAP CRM 7.0 versionClearly Define the attributes for each of the customer.Also put placeholders for all possible relationships with customer master data like complaints,interactions,trainings etc.Merge and clean the existing data of customers across processes and come up with a central database.Clearly Define and put in processes which will help in maintaining single view of customer and also try to implement Multi Channel co-ordination .Create a central Lead Management system and clearly define workflows according to which Leads should flow to a particular system.It should be seen that all attributes of the leads are passed to the respective process.Segment builder module should be configured to create segments using customer data created.Initiative management system to be built using campaign management and Marketing planning Modules to plan, execute and evaluate campaignsBring all contractor loyalty programs under Masterstrokes. Look at the possibility of using Loyalty Management module in SAP CRM 7.0 .Create workflows so that Customer satisfaction surveys in all processes are tagged to appropriate customers.Create a central complaint Management by combining all complaint processes, Give business a dashboard to view quick summaries .Create a training management module for contractors
  • No system for capturing Project Sales leads at helplineDealer Master on ExcelsAID workflow on excel.
  • AHT=2.5 mins can be reduced to 1.5 mins
  • PDA sync from IBM Server…..Real time updation not happening in the system crone job runs once every 24 hrsEmployee Master of Asian Paints regarding various TSOs ,AOs etc. is maintained in excels. Due to frequent changes it takes a lot of time to find the right person.
  • The points do not get blocked between the time the redemption is done and the verification call happensCurrently the liters are classified into three categories which would be changed to actual products in future. T he concern is that it would take a lot of time to accurately enter these details for each contractor.
  • More data of the customer can be captured here to create a customer master where segmentation and profiling can be done.Service can be used to capture customer leads wherin they can be asked if they have any painting needs.No provision of metrics wherin ROI of providing this service can be calculated.Utilization of this service by the dealers can also be an important metric where it can be captured which areas this service is being used and where it needs to be promoted
  • Leakage seepage,exteror/interior, hot,cold or warm
  • Information captured while Lead filtration should be passed to CRMFeedback captured at Tanta should flow back to the CRM
  • Feedback on the usage of the color toolsA system to capture all the trainings conducted across various regions across the country. The trainers must be provided some sort of a mobile kiosk where they can comprehensively capture painter information and linkage with dealers, contractors, AIDs etc.The feedback on projects done by contractor for APHS, APPS, Retail etc. must be captured which can help differentiate between proficiency of the contractors.Contractor recommendation module should be provided to the end-customers through website, APHS, APPSNeed tracking and analysis of budget, ROIs, customers touched, cost of acquisition, effective media, etc on marketing activities like- sample distribution, collateral, colour consultant, OTC schemes.This customer interaction information should be captured as leads for APHS, or at least feedback on product and contractor service used
  • Data captured about the contractor must be comprehensive which apart from regular contact details should include qualitative data like skill level, scale of contractor business, competitors business, other LP, painter info, etc .Should include a tagging of whether the contractor belongs to Home Solutions, Project Sales or retail contractor; and Tantra & Channel 20 should be enabled to add points to contractorsTs to be captured in Master Strokes: this linkage to be captured to evaluate a contractor and refer him to end-customers or APHS or APPS. raining needFeedback from end-customer to be linked to contractors; to be used again to evaluate contractor and refer him for trainings or for new projects with APHS or APPS or end-customer.Linkage of projects done can be captured to further review the contractor involvement and engage with him further.Need capability to push communication (SMS, e-mail, phone) to contractors based on tiers, geographies, etc for change schemes and other campaigns to reduce costs
  • Contractor database to be maintained centrally capturing comprehensive information of the contractor like his past projects, years in business, training information, feedback, purchase data, etc.Contractor Loyalty program(GBA) should have a central system in which points can be captured and gifts can be redeemed. Also the points should automatically get updated based on Project sales data.Third party lists, databases etc. bought for getting Project sales leads should get consolidated in a central database so that it can be tracked easily and passed on to respective PSOs based on geographical location.A systemfor tracking completed project sales sites so that painting cycle can be tracked and re-painting sites leads can come from the systemNeed a central complaint management and quotation management system.Can be linked with Master Strokes to have a common contractor loyalty program for all contractors in the system, a tagging would differentiate a GBA from a retail contractor.Should be linked with central training management of the contractors to finalize a contractor for a Project Sales leadForesite leads can flow into this system if they fall into the eligibility criteria of Project Sales, leads captured not of project sales potential can be sent to APHS, local dealers, contractors etc.integrated view of all the site for the builder prodcuts being used,rates being offered,common Id for key accounts link to sub-accounts in that.visibility of contractors materials under that particular account3)DVR entries can be appended to the project site
  • Digital media: information of customers clicking on our ad links must be captured to figure out a trend & profile; customer behavior profile to be created and his next steps to be capturedPan-India campaign feedback in terms of input GRPs and the output scores like ECT,BCT,CR and BR should be published to all BMsECT:element cut through (what do they remember)-birdBCT: Brand cut through (brand recall)CR (creative reach): story board from the ad (to identify) popularityBCR (brand creative reach)Response(banners,malls) 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 domainStoring digital assets & tagging it along with the campaignRelation between GRP & sales should be captured to further judge the efficacy of the campaign/ initiative
  • Free text search…..Enhanced web channel features….Web forms e-commerce functionality

Aditya Kaul Aditya Kaul Presentation Transcript

  • “Relook at the CRM implementation at Asian Paintsand arrive at One View of the customer in light of the changing business models”Guided By Presented ByMr. Deepak Bhosale Aditya KaulChief Manager, Systems
  • Agenda for presentationProjectBriefing 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
  • 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
  • Broad level issuesOne 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 CRMFragmented 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
  • Agenda for presentationProjectBriefing 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
  • 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
  • Agenda for presentationProjectBriefing 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
  • Asian Paints Customer UniverseJanuary 17, 2012 8
  • CRM TouchpointsJanuary 17, 2012 9
  • Agenda for presentationProjectBriefing 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
  • 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 TATJanuary 17, 2012 11
  • Agenda for presentationProjectBriefing 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
  • Customer Relationship Life Cycle Quotation & Order TrainingMarketing Planning Management Management Customer Campaign Account & Contact Interaction centre Satisfaction & Management Management Management Loyalty analysis Opportunity Complaints & Return WarrantyLead Management Management Management Management Marketing QuestionnaireJanuary 17, 2012 13
  • Agenda for presentationProjectBriefing 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
  • 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
  • Agenda for presentationProjectBriefing 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
  • January 17, 2012 17
  • 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 SalesJanuary 17, 2012 18
  • 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
  • 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 implementationJanuary 17, 2012 20
  • 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 PriorityJanuary 17, 2012 21
  • THANK YOUJanuary 17, 2012 22
  • APPENDIX-1 => AS-IS ProcessesJanuary 17, 2012 23
  • 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
  • ColourWorld Complaints  High call handling time due to UI limitations.  Speed is also a concern.  High dealer introduction time.  No API with the vendorsJanuary 17, 2012 25
  • Product ComplaintsJanuary 17, 2012 26
  • 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
  • APHS Complaints  No system presentJanuary 17, 2012 28
  • Masterstrokes  Gift Tracking system not present  Central contractor master not presentJanuary 17, 2012 29
  • Foresite  Comprehensive customer data not captured  Not being used for capturing Leads  ROI for the service not calculated  Spread of the service not capturedJanuary 17, 2012 30
  • 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 contractorsJanuary 17, 2012 31
  • 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
  • APPENDIX-2 => Marketing InterviewsJanuary 17, 2012 33
  • 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 channelsJanuary 17, 2012 34
  • 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 WebsiteJanuary 17, 2012 35
  • 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
  • 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 regionsJanuary 17, 2012 37
  • 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 contractorJanuary 17, 2012 38
  • 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
  • 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/ initiativeJanuary 17, 2012 40
  • APPENDIX-3 => SAP CRM 7.0 featuresJanuary 17, 2012 41
  • 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 programsJanuary 17, 2012 42
  • 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 timeJanuary 17, 2012 43
  • 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
  • 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 campaignsJanuary 17, 2012 45
  • 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 CRMJanuary 17, 2012 46
  • How ICICI Bank Maintains One ViewJanuary 17, 2012 47