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Microsoft India – AIMIL Ltd. Case Study


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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.

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Microsoft India – AIMIL Ltd. Case Study

  1. 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. 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. 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. 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. 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: 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: 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 site at: . 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