Orby Technologies is the #1 motor distributor in Ireland and was migrating from legacy systems to cloud-based Salesforce and other solutions to improve marketing automation, dealership sales support, and customer support capabilities. The project involved cleansing 300,000 customer and 600,000 case records from legacy databases and implementing new systems for dynamic segmentation, campaign management, case management, and more using an agile process with onsite and offshore development teams.

1. Orby Technologies
Orby Technologies
Migration from
Legacy System
to
Cloud CRM
Motor Industry
Case Study

2. Orby Technologies
Business Overview
#1 Motor Distributor in Ireland
100% Irish-owned and operated
Refocusing network from New Sales to After Sales
revenue
Using Mass-Personalisation to drive marketing message
with constant feedback
Providing Value-Add features to Dealerships

3. Orby Technologies
Project Scope
Migrate from Legacy
Systems to Cloud
• Vehicle Database on AS400
• Case Management System
on Windows
Cleanse &
Restructure Data
• 300K Customers
• 600K Cases
• 1.6 M Activities
Business Areas
• Marketing
• Dealership Sales
• Customer Support

4. Orby Technologies
Scope
Marketing
Automation
Lead gathering Channels
• Dealership Network
• National Events
• Web generation
• Direct Mail
• Email
Dynamic Segmentation
• Known Attributes
• Observed Behaviour
Campaign Management
• National Campaigns
• Dealer Controlled campaigns
Dealership
Sales
Marketing
• Local Campaigns
Lead Nurturing
• Walk-in
• Call-back and follow-up
Customer Surveys
• On-Boarding – demographic
data gathering
• Customer Satisfaction
Surveys
• Pulse Surveys across
Customer Base
Customer
Support
Case Management
• Warranty Claims
• Road-side assistance
• Complaint management
• Escalation
Channels
• Letters
• Phone
• email

5. Orby Technologies
Solution Selection
Salesforce.com
• Lead management
• Case Management
• Partner Portal
• Management Reporting
ExactTarget
• Dynamic segmentation
• Email marketing
• SMS marketing
Other
• DataTrim – Data cleansing
• Conga – Document Generation
• Planet Press – Mass Customisation Direct Mail

6. Orby Technologies
Project Implementation
Project Management
Workshops define overall scope
Agile process minimise overheads
Stakeholder management
On-site Development team
Requirement gathering
Prototype review
Data Migration and cleansing
Offshore Development team
Automation development according to specification

7. Orby Technologies
Project Personnel
Stakeholders
Marketing
Director
IT Director
Consultancy
CEO
Client Team
BA x2
QA x2
Implementation
Specification
x1
Data
Migration x1
On-shore x2
Off-shore x4