To drive continuous growth, Godrej Infotech Ltd (GITL) adopted Microsoft Dynamics CRM 2011, replacing its in-house developed e-CRM solution. The key driver was to adapt a best-in-class solution, which would provide access to customer information with dashboards and reports tailored to meet the unique requirements of the company. Microsoft Dynamics CRM has now enabled Godrej Infotech to follow best practices that strengthen business development and improve agility. The solution has enabled GITL to cut reporting time by more than 50 percent.
|By adopting Microsoft Dynamics CRM, we have developed a more structured, holistic approach that presents a competitive advantage and promotes sustainable, profitable growth.|
| Ajay Pimparkar|
Chief Executive Officer, Godrej Infotech Ltd
Godrej Infotech Ltd (GITL), formerly a division of Godrej & Boyce Mfg Co, is a software services and consulting company, providing a wide range of IT solutions covering software development and ERP implementation and support services. Headquartered in Mumbai, Maharashtra, it has sales offices in Delhi, Pune, Chennai, Bangalore, Sharjah, and Dubai.
GITL was using an in-house developed Customer Relationship Management solution, e-CRM, with Microsoft SQL Server 2005 as the backend database running on Windows Server 2003. With time, the homegrown CRM solution could no longer be supported. It had shortcomings that the company found necessary to overcome.
The adoption was low because of lack of flexibility and absence of a central customer database. This led to duplicate or inaccurate customer profile information and several master data issues, resulting in inaccurate data for decision-making. "We had to invest a substantial amount of time looking up information from innumerable databases. More than 40 percent of our endeavors would get stuck at some point because of mismatched master data and the absence of standard processes," clarifies KP Vinod, General Manager, Microsoft Business, GITL.
In addition, the system lacked a reporting mechanism. It was a time consuming and daunting task to prepare reports on key business metrics.
Longer sales cycles, inaccurate sales opportunity forecasts, difficulty in identifying obstacles, inability to quickly visualize the business key performance indicators (KPIs), absence of a comprehensive overview of the business from marketing results and sales performance were some of the drawbacks that adversely affected the business at GITL. Solution
To revamp the inept and ageing IT systems and processes at the company, GITL designed its new CRM strategy for future growth. It wanted to move to a CRM solution that required less customization and supported the company's long-term vision. Impressed with the 360-degree customer view and flexibility offered by Microsoft Dynamics CRM, GITL decided to implement the same. "We decided to deploy Microsoft Dynamics CRM 2011 partly due to hi-tech functionalities embedded in it to fit business requirements, and partly to improve user adoption due to a familiar look and feel of the solution," says Ajay Pimparkar, CEO, GITL.
|We have observed an increase in revenues by improving the lead to opportunity conversion rate by more than 75 percent and closing more sales.|
| Ashish Pandey|
All India Sales Head, GITL
GITL, Microsoft Dynamics’ partner in India, deployed the solution at its head office in Mumbai in April 2011. The solution went live within a short period of five weeks and the modules covered included sales and marketing.
The solution directly generates weekly, monthly, or yearly sales performance reports. These reports also classify opportunities by product. In addition, information such as marketing closed date with respect to forecast date, etc, is available, which helps realistic forecasting.
Besides this, dashboards and reports are configured and customized for a real-time view of the sales funnel, including forecasted and actual revenue for a given period. The dashboards further track the top opportunities and key sales performers. For each sales person, the solution tracks the targets versus achievement. Managers can slice the data by sales person, leads, and opportunities.
Portal integration is another important aspect where the 'Contact Us' page integrates with Dynamics CRM to capture and generate leads directly, turning it into a highly effective sales and interaction mode. Additionally, the ability to access CRM via mobile phones helps the sales team to immediately generate leads and later upgrade, qualify, and assign the same.
Use of Form level and Field level security features has been invaluable in facilitating a focused approach for employees. Benefits
Microsoft Dynamics CRM aligns with the organization's long-term strategy and produces a broad spectrum of results. It drives growth, helps to increase revenue, and boosts customer satisfaction. It also enables significant savings in operating costs.
Redefines Operational Excellence
|The sales team is now able to track their opportunities and the team leaders and management are able to get a complete view of these opportunities at the relevant stage in the sales cycle. This enables a more focused approach towards sales closure. Further, the data also helps in defining an appropriate marketing campaign for relevant sectors and regions.|
| Kingshuk Chatterjee|
Global Head, Sales & Marketing, GITL
Dynamics CRM has reshaped business processes to meet customer expectations. Standardized processes have redefined operational efficiencies. The customer interaction and proposals are being tracked by a 6-stage process of converting an opportunity to an order. A few minutes of training updates the new team and allows the members to continue interaction from the same stage. "We have observed an increase in revenues by improving the lead to opportunity conversion rate by more than 75 percent and closing more sales," says Ashish Pandey, All India Sales Head, GITL. Improves Frontline Efficiency and Effectiveness
Dynamics CRM balances effectiveness and efficiency by enhancing service levels and reducing costs and errors. It deploys new channels to reach new customers, penetrates under-served segments, shortens the sales cycle, and empowers employees to best serve the customers. “The sales team can now track their opportunities and the team leaders and management are able to get a complete view of these opportunities at the relevant stage in the sales cycle. This enables a more focused approach towards sales closure. Further, the data also helps in defining an appropriate marketing campaign for relevant sectors and regions,” says Kingshuk Chatterjee, Global Head, Sales & Marketing, GITL. Reduces Reporting Time by More Than 50 Percent
Microsoft Dynamics CRM allows rolling out dashboards that let the management drill down into information, replacing the erstwhile spreadsheet reports. Reports on key business metrics are generated faster with the help of SQL Reporting Services―within a few minutes by using the report wizard. One of the splendors of the solution is the drill down functionality available within the reports. Overall, this has reduced reporting time by more than 50 percent. Increases User Adoption Rate
Familiarity in look and feel to Microsoft Outlook attracts users, resulting in rapid adoption of the Dynamics CRM solution. As Hemant Savla, Project Manager, GITL says, "Integration with Microsoft's Office Outlook, one of the most popular email platforms, has drawn many users to the new solution. It offers an easy way to access information about clients, pipelines, opportunities, and leads from the same environment.” Moreover, it is flexible, configured as per GITL’s requirements, and can be used online as well as offline via Internet Explorer (intranet and internet).
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 For More Information
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For more information about Godrej Infotech, call (91) (22) (67964005) or visit the website at:www.godrejinfotech.com This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.