Microsoft India – Machwan Communication & Research Pvt. Ltd. Case Study

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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.

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Microsoft India – Machwan Communication & Research Pvt. Ltd. Case Study

  1. 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. 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. 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. 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. 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. 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

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