|The single most important benefit of Dynamics CRM is that it gives us a 360-degree view of our customers…The result is our employees are much better equipped to identify and follow up sales opportunities, and our customers can get a far more personalized level of service from our company.|
| Matthew Chu|
egaman (HK) Electrical & Lighting Ltd
Established in 1994, MEGAMAN® is a leading brand in the energy-efficient lighting technology industry. With its award-winning lamp designs, it has been at the forefront of the sustainable lighting movement for more than a decade. With headquarters situated in Hong Kong, Neonlite – the MEGAMAN® brand owner – has a global presence with agents and offices in more than 90 countries worldwide.
In recent years, there has been a marked increase in the awareness of the benefits of energy-efficient lighting in Asia and Megaman’s business has seen a corresponding growth. In Hong Kong, the company had been using an SAP Enterprise Resource Planning (ERP) solution combined with Microsoft Excel to handle customer relations.
“The solution was very limited in terms of functionality,” says Wallace Wong, Group IT Manager, Neonlite Electronic & Lighting (HK) Ltd. “It was proving inadequate in ensuring we continued to improve our customer service standards as our business grew in the region. Moreover, very few people could access the CRM module, which limited our ability to leverage the full expertise across our company in assessing sales and marketing performance and opportunities.”
Megaman’s Hong Kong decision makers also felt checked by the company’s ERP solution. “Information was buried in e-mails, files or even memos,” says Matthew Chu, Business Manager, Megaman (HK) Electrical & Lighting Ltd. “Management found it difficult to get the whole picture and understand what is happening in terms of our customer service and marketing efforts.”
The problem also extended to frontline staff. “Customers might call a hotline, direct line or a general line and each time would reach a different person,” says Chu. “Often, these frontline employees were not aware of the customer’s other communications with the company and this caused account overlap. Without a single, unified view of our customers, it was difficult to streamline our sales workflows and follow up on leads, let alone cross-sell and up-sell.”
To manage growth in Asia, Megaman began to look for a more advanced Customer Relations Management (CRM) solution. “We needed a system that would help us manage our sales teams and pipelines, and that would help us assess the effectiveness of our marketing programs,” says Chu. “Most important, we wanted a 360-degree view of our customers so that we could better understand how to keep increasing the quality of our services.”
In 2009, Megaman began studying different CRM systems. The company finally decided to deploy Microsoft® Dynamics™ CRM. “Most [CRM] solutions out there are function-rich,” says Wong. “So is Dynamics. However, Dynamics has an advantage over competing solutions in the level of integration it offers other products and systems, such as Office, SharePoint and SAP. Microsoft doesn’t just sell products; it provides a platform. The benefit for us is a greater return on our technology investments.”
|(Left) Wallace Wong, Group IT Manager, |
Neonlite Electronic & Lighting (HK) Ltd.
(Right) Matthew Chu, Business Manager,
Megaman (HK) Electrical & Lighting Ltd.
Megaman rolled out Microsoft Dynamics CRM to 26 users in its Hong Kong office. The deployment took only 4 months and the company found that the solution, straight out of the box, was adequate for their needs. “Dynamics CRM has been designed based on Microsoft’s wide experience in working with different industries,” says Wong. “We were surprised to find that no customization was needed.”
Currently, the company’s Hong Kong sales, marketing and administration teams are using the system and there are plans to extend it to up to 200 users across Asia.
Microsoft Dynamics CRM has enabled Megaman to meet the demands of its growth in Asia.
Enhanced customer insights: “The most important benefit of Dynamics CRM is that it gives us a 360-degree view of our customers,” says Chu. “Customer communications can be channeled to the right people every time, so that there is continuity and no overlap or conflicts. With a single view, our front-line staff can have a much better understanding of the company’s policies and the customer’s history, while management have entire and up-to-date visibility of the customer service situation. The result is our employees are much better equipped to identify and follow up sales opportunities, and our customers can get a far more personalized level of service from our company.”
Chu also identifies knowledge management as a benefit of the new system. “Sales and customer services are driven by people, not technology,” he says. “However, the technology enables the people. Previously, when one of our sales people retired or left the company, a lot of his or her customer knowledge would be lost because it was mostly recorded in Excel and not centralized. Now, we have a central repository for our collective customer knowledge and expertise. It ensures continuity and constant improvement.”
Better understanding of performance and opportunities: Microsoft Dynamics CRM also provides Megaman’s decision makers with better insights on the status of sales and marketing efforts in Asia. “It is now much easier for management to evaluate investment in new sales channels and markets,” says Chu. “This helps to inform future strategies. The same goes for evaluating sales team performance, which allows us to ensure that the right people are focusing on the right tasks.”
Increased productivity: “Dynamics [CRM] has helped us to reduce our workloads by 20% because it has minimized so many manual processes, such as data input,” says Chu. “We can make informed decisions faster than before because we no longer need to sift through a myriad of scattered files and e-mails to find the information we need.”
Megaman also credits the system’s integration with other Microsoft solutions, such as Outlook, with increasing productivity. “The high level of integration meant that there was a minimal learning curve,” says Chu. “The familiar interface allowed staff to get productive on the system very quickly. By combining [Microsoft Dynamics CRM] with SharePoint, we are also able to improve collaboration between different teams.”
Integration has also benefited Megaman’s highly mobile sales workforce when on the road. “The sales teams can access the system using mobile devices,” says Wong. “This has boosted productivity by reducing the back and forth communications that would previously occur between mobile workers and office staff.”
Enabling sustainable business: “As a company that champions environmentally-sustainable lighting technologies, we are highly conscious of the impacts all our business activities have on the environment,” says Chu. “We can see clear green benefits from deploying Dynamics CRM. Most notably, centralizing our customer information and integrating our CRM system with SharePoint has reduced our paper usage. But also, the increase in efficiency means a reduction in working hours, which translates into lower energy usage.”
Based on the success of Microsoft Dynamics CRM in Megaman in Hong Kong, the company is considering rolling it out globally and is exploring other Microsoft ERP solutions, as well as Microsoft Online Services.
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 provides your people with the business software tools that work like and with the tools they use every day, such as Microsoft Office. Furthermore, as a Microsoft product, it integrates seamlessly with other technologies deployed by your organization. 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/hk/dynamics