Machwan Communication & Research (MCR) is a complete database solutions company built on quality principles of repeatability and reproducibility. The company provides multi disciplinary services under one roof. However, its data was distributed across several systems, and thus salespeople found it difficult to retrieve and record vital sales information, which resulted in inefficient sales and service processes. Due to lack of reliable data, the ability to make sound decisions based on facts had degraded. To solve these problems, MCR worked with Microsoft® Gold Certified Partner Religare Technova to develop a highly customized customer relationship management application based on Microsoft® Dynamics™ CRM 4.0. The solution provided quick and simplified collection of data, which resulted in better quality in the reporting system. Management now has much more sales information available for decision making. In addition, more efficient business processes have resulted in additional time savings and improved data quality.

1. Microsoft Dynamics
Customer Solution Case Study
Research Company Implements CRM Solution
to Improve Business Process
Overview “The improved ability to track sales activity,
Country: India
Industry: Marketing and Research
systematically follow up leads and target
Services communications has increased our chances of
Customer Profile
reaching the crucial step in the sales process thereby
Machwan Communication & Research increasing our revenues by 10 percent.”
(MCR) provides market research solutions,
T K Pandey, Managing Director, Machwan Communication & Research Pvt. Ltd.
along with data management, response
management, and HR services. The Machwan Communication & Research (MCR) is a complete
company has grown more than 75 percent
in revenue YoY and is one of the fastest
database solutions company built on quality principles of
growing companies in its domain. repeatability and reproducibility. The company provides multi
Business Situation
disciplinary services under one roof. However, its data was
Keeping in mind the growing business, distributed across several systems, and thus salespeople found it
MCR needed to nurture leads effectively
and efficiently. It needed an efficient CRM
difficult to retrieve and record vital sales information, which
system that could improve existing resulted in inefficient sales and service processes. Due to lack of
relationships with its customers and help
to increase the business in the future.
reliable data, the ability to make sound decisions based on facts
had degraded. To solve these problems, MCR worked with
Solution
MCR worked with Microsoft® Gold Certified
Microsoft® Gold Certified Partner Religare Technova to develop a
Partner Religare Technova to implement a highly customized customer relationship management application
customized CRM system based on
Microsoft® Dynamics™ CRM 4.0.
based on Microsoft® Dynamics™ CRM 4.0. The solution provided
quick and simplified collection of data, which resulted in better
Benefits
 Provides centralized data repository
quality in the reporting system. Management now has much more
 Increases revenue by 10 percent sales information available for decision making. In addition, more
 Improves quality of MIS reports
 Increases sales productivity by 20
efficient business processes have resulted in additional time
percent savings and improved data quality.

2. “As employees spend Situation responses was also a tedious task with Excel
Machwan Communication & Research (MCR) files.
less time searching for provides a full suite of custom business
information they now intelligence, database, and CRM solutions to To enhance market presence, MCR needed to
address their client’s critical business needs. nurture leads effectively and efficiently. “Our
focus on strengthening Started in 2002, MCR has grown more than goal at MCR is to enable customers achieve
customer relationships 75 percent in revenue YoY. Today, with more their goals faster by providing information
than 200 people and offices in Mumbai, that matters at the right time with highest
resulting in increasing Lucknow, Delhi, Hyderabad, and Gurgaon, quality and at the lowest possible cost,”
sales productivity by 20 MCR is one of the fastest growing companies explains T K Pandey. “With the growing
in its domain. business requirements, we needed a relevant
percent.” system that delivers high quality lead
T K Pandey, Managing Director, Machwan MCR offers quality research solutions tailored management, customer service, data
Communication & Research Pvt. Ltd. to meet their client’s needs and necessary security, and MIS reports.”
insights to help them develop effective
marketing strategies. The company provides To address these challenges, the company
multidisciplinary services under one roof needed an efficient CRM system that could
ranging from data management solutions, improve existing relationships with its
lead generation, tele prosecting, market customers and help to increase the business
research and loyalty programs. in the future. MCR thus decided to implement
a comprehensive, all-in-one solution that
“We have a large network spread all across would provide employees with quick access
the country that caters to our clients' needs,” to unified data and which could be used to
says T K Pandey, Managing Director, MCR. guide sales more efficiently.
“Our comprehensive capabilities, proactive
client service and ability to provide accurate,
actionable results set us apart from the rest.” Solution
Determined to resolve these issues, MCR
Project teams at MCR were maintaining leads decided to implement a new infrastructure
and follow-up details in Excel spreadsheets. based on Microsoft® Dynamics™ CRM 4.0.
Data files were not centralized, which “By choosing to deploy Microsoft®
resulted in accumulation of duplicate data Dynamics™ CRM 4.0, we knew that we will
and unauthorized data access. The system have a robust solution that will easily
had limited data management capabilities, integrate with the existing system and deliver
which meant information was not stored or best quality services that support business
used effectively. operations,” says T K Pandey.
There was a lack of transparency because With the help of Microsoft® Gold Certified
uniform data management was non-existent. Partner Religare Technova, MCR
Managers had no visibility into the sales implemented the technology solution to help
pipeline and therefore, compiling data for improve its sales process.
reports was a time consuming process.
Running campaigns and capturing their

3. MCR chose to deploy Microsoft® Dynamics™ accessed for sales, marketing and service
CRM 4.0 because it best met their activities.
requirements for lead nurturing and  Improved e-mail campaign: It helps to roll-
marketing. The company found Microsoft® out targeted marketing campaign using
Dynamics™ CRM 4.0 as a perfect framework, Quick Launch functionality. Additionally, it
to build comprehensive and customized CRM also helps to collect and manage campaign
solution. responses efficiently.
Other factors that convinced MCR to select  Increased business opportunities: It helps
Microsoft® Dynamics™ CRM 4.0 include: to increase business opportunities by
 Sophisticated set of building blocks for tracking all potential customers efficiently.
sales, marketing and service  Improved business management:
 Flexible workflow that cuts across and ties Expanded capabilities such as end-to-end
modules together relationships and workflow have helped
 Role-based security across business MCR to improve all existing business
entities processes.
 Highly customizable platform  Increased market research: It provides
accurate information on leads,
The solution provided basic approach into opportunities, accounts, and contacts. This
lead management, opportunities helps MCR to quantify its market presence.
management, account and contact  Flexible and customizable solution:
management, marketing and campaign Flexibility of the solution empowers the
management, service and case management, company to build a sophisticated solution
and reporting automation. that reaches beyond the realm of customer
relationship management.
Data import/update web applications were
created for uploading data available in Excel Employees credit the exceptional integration
files into CRM which is a recursive task for of Microsoft® Dynamics™ CRM 4.0 with Office
MCR. In addition, many plug-ins were created Outlook and easy-to-use user interface with
for various business process like unique driving a full adoption rate. “One of our main
customer and account ID generation, lead reasons for choosing Microsoft® Dynamics™
nurturing ID etc. CRM 4.0 was the fact that the Outlook
integration was so tight,” says T K Pandey.
“Microsoft® Dynamics™ CRM 4.0, which is “That’s helped to drive a 30 percent user
used all across the globe by various adoption rate.”
customers for automating business
processes, met our biggest requirements of Starting on 1st June 2008, the project was
organizing, storing, and accessing customer completed in three months. It was
data effectively,” says T K Pandey. implemented at the Gurgaon branch for MCR.
The modules implemented were, Sales and
Some of the key features of the solution are: Marketing. However, most of the modules are
 Centralized data repository: It provides a using custom entities according to their
centralized data repository that can be business needs.

4. The solution took care of the following
requirements of MCR: Increases Revenue by 10 Percent
 Creating a flexible, easy and instant With Microsoft® Dynamics™ CRM 4.0 MCR
reporting mechanism has a tool that amplifies its resources and
 Centralizing data which is secured in terms efforts, removes obstacles to growth, and
of user access and access/privileges takes full advantage of the company’s
modifications at any given point of time talented staff in meeting customers’ needs.
 Uploading excel file on frequent basis with
data update functionality “The improved ability to track sales activity,
 Connecting other branch offices with the systematically follow up leads and target
solution for instant data capturing in a communications has increased our chances
central place of reaching the crucial step in the sales
 Exposing some of the data over the process thereby increasing our revenues by
Internet for its clients 10 percent,” says T K Pandey.
By centralizing all of the company’s customer Improves Quality of MIS Reports
contacts, Microsoft® Dynamics™ CRM 4.0 The detailed reporting functionality in
provides MCR with the holistic view of its Microsoft® Dynamics™ CRM 4.0 allows
customer base that it previously lacked, and management to see exactly what is going on
has helped improve sales reporting and in areas such as sales process and
forecasting. performance at any given time. Increased
access to accurate, up-to-date and complete
information has dramatically improved
Benefits decision making and strategic planning.
Being built on a sophisticated line-of-
business application platform; Microsoft® The solution facilitates MCR to track and
Dynamics™ CRM 4.0 provides all required generate MIS reports faster and in turn
services and functionalities upon which reduces the turnaround time. The reports are
developers can build custom solutions more detailed and are available more quickly.
tailored to specific business needs.
Increases Sales Productivity by 20 Percent
Provides Centralized Data Repository MCR has increased employee productivity
Microsoft® Dynamics™ CRM 4.0 has replaced and improved customer service by
an array of spreadsheets, and documents to establishing a single reliable database. With
provide a single repository of customer data an integrated CRM system, sales
for users. The solution provides a centralized representatives and executives have a
data repository that can be accessed for all complete view of their customers with
sales, marketing and service activities. accurate, up-to-date information.
“With all sales data held in a central “With access to a comprehensive record of a
repository, our employees now have a 360- customer’s account, employees can answer
degree view of customer profile, history and customer queries quickly, and sales
purchases and can develop personalized executives can better target potential areas
products and services,” says T K Pandey. for cross-selling and up-selling products,”

5. For More Information explains T K Pandey. “As employees spend About Religare Technova
For more information about Microsoft less time searching for information they now Religare Technova Limited is the holding
products and services, call the Microsoft focus on strengthening customer company for the IT business of a large
Sales Information Center at (800) relationships resulting in increasing sales diversified Indian transnational business
426-9400. In Canada, call the Microsoft productivity by 20 percent.” group. The Religare Technova umbrella
Canada Information Centre at (877) includes Religare Technova Global Solutions
568-2495. Customers who are deaf or Ltd. (formerly Asian CERC Information
hard-of-hearing can reach Microsoft text Technology Ltd and Capital Market Solutions
telephone (TTY/TDD) services at (800) Pvt. Ltd.), a global leader in providing
892-5234 in the United States or (905) Enterprise Software Solutions to the Capital
568-9641 in Canada. Outside the 50 and Financial markets; Religare Technova IT
United States and Canada, please contact Services Limited, which provides Enterprise IT
your local Microsoft subsidiary. To access Solutions and Religare Technova Business
information using the World Wide Web, go Intellect Ltd., which provides Knowledge
to: www.microsoft.com Management Solutions.
For more information about Religare Currently with over 1500 employees and
Technova products and services, write to presence in over 10 countries, Religare
connect@religaretechnova.com or visit the Technova is poised to be a leader in the
Web site at: www.religaretechnova.com global IT space. The group entities have
partnered with IT majors, Independent
For more information about Machwan Software Vendors (ISVs) and Internet
Communication & Research products and companies to provide a broad spectrum of IT
services, call +91 11 45400818 or visit services, products and solutions to their
the Web site at: www.machwan.in customers. Religare Technova focuses on
clients in key verticals such as Banking and
Financial Services, Insurance, Capital
Markets and Health Sciences.
Microsoft Dynamics
Software and Services Hardware
 Microsoft Dynamics  IBM Server
− Microsoft Dynamics CRM 4.0  Processor – Intel Xeon 1.86 GHz (32 Bit)
 RAM – 3 GB
 Hard Disk – 146 GB
© 2003 Microsoft Corporation. All rights reserved. This case
study is for informational purposes only. MICROSOFT MAKES NO
WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
Partner
Microsoft, Example: Active Directory, Windows, the Windows  Religare Technova Limited
logo, Windows Server, and Windows Server System are either
registered trademarks or trademarks of Microsoft Corporation in
the United States and/or other countries. The names of actual
companies and products mentioned herein may be the
trademarks of their respective owners.
Document published January, 2009

6. Microsoft Dynamics is a line of integrated,
adaptable business management solutions
that enables you and your people to make
business decisions with greater confidence.
Microsoft Dynamics works like familiar
Microsoft software such as Microsoft Office,
which means less of a learning curve for your
people, so they can get up and running
quickly and focus on what’s most important.
And because it is from Microsoft, it easily
works with the systems that your company
already has implemented. By automating and
streamlining financial, customer relationship,
and supply chain processes, Microsoft
Dynamics brings together people, processes,
and technologies, increasing the productivity
and effectiveness of your business, and
helping you drive business success.
For more information about Microsoft
Dynamics, go to:
www.microsoft.com/dynamics