Hyundai BS&C managed the sales pipeline and reported the result to the board members. But, while doing so, there were difficulties of securing data integrity and freshness and identifying the sales record in preparing handwritten report. Another problem was that the stakeholders were not able to access data from the single standpoint, despite the best efforts of those in charge of sales to input the data required. Hyundai BS&C promoted a CRM project in early 2012, after taking on board the need to systematize the existing sales pipeline management workflows in order to amplify the company’s sales power. After Microsoft Dynamics CRM came online, middle management and executives have been greatly encouraged by the fact that they can see how business is going relative to the sales goals set. Microsoft Dynamics CRM is also changing the work pattern of executives and middle management. To sum it up, sales-related decision making process is now straightforward yet also brilliantly to the point.
“Only when users see the benefits of pipeline management system, it is possible to improve data accuracy, encourage active user participation and stabilize the system at early stage. With Microsoft Dynamics CRM, Hyundai BS&C was able to provide improved user convenient system with higher user satisfaction, thus increasing sales pipeline visibility"
-Kim Byeongchoel, Director of Hyundai BS&C-
Hyundai BS&C has tightened the sales pipeline management in order to create more sales opportunities and ultimately increase the sales and strengthen the relationship with clients. The company thoroughly managed the sales pipeline and reported the result to the board members. But, while doing so, Hyundai BS&C realized the necessity of radical innovation. In the background of this growing need, there were difficulties of securing data integrity and freshness and identifying the sales record in preparing handwritten report.
Another problem was that the stakeholders were not able to access data from the single standpoint, despite the best efforts of those in charge of sales to input the data required. In other words, the board members and sales managers were not able to arrive at decision from a single, shared view in predicting potential chances based on the present conditions identified by examining the records of sales activities.
Hyundai BS&C promoted a project in early 2012, after taking on board the need to systematize the existing sales pipeline management workflows in order to amplify the company’s sales power under the present system where each sector has its own business field and independently operates sales network.
Hyundai BS&C's goal was to integrate both structural and non-structural sales-related data in a single system and thereby access company-wide up-to-date sales information. Solution
In building the new system, Hyundai BS&C placed a firm emphasis on speed. Board members specifically requested that the system be built as soon as possible so that the users could have time to adapt to it. In considering which solution best suited the given requirements, Hyundai BS&C debated whether to use Software as a Service (SaaS) or to introduce a CRM solution. Hyundai BS&C weighed up the pros and cons of each approach and finally chose Microsoft Dynamics CRM. From the company's standpoint, there was a definite issue in any management of sensitive sales-related information by external parties. Also, the company determined that SaaS would be worse than the proposed solution in terms of flexibility for optimization, given the likely further integration of the pipeline management system with the Project Management System (PMS) and Enterprise Resource Planning (ERP) projects.
Hyundai BS&C insiders who had already been exposed to Microsoft Dynamics CRM, contributed significantly in choosing the Microsoft Dynamics CRM among many other CRM solutions. Because Hyundai BS&C is an IT service provider, many of its employees have tried different CRM solutions. According to their opinions, Microsoft Dynamics CRM is can easily be implemented in a short period of time and fully integrated with MS Office and it therefore allows easier user adoption.
Hyundai BS&C was thorough in checking various aspects of the solution; and it had witnessed through demonstration that the user can easily change process and layout using the Setup Wizard and manage changes made in reflection of new requirements. After completing the solution selection and a pre-verification, Hyundai BS&C initiated the project with TrueInfo, a Microsoft Dynamics Solution certified partner.
As forecasted, implementation went smoothly and was completed within the short period of time set. In building the system, though, Hyundai BS&C did not carry out a trial and error building method, as it would have posed a threat to on-schedule delivery. In fact, Hyundai BS&C had the expertise, built up over successful previous implementations, to avoid trial and error when building CRM-based pipeline management systems.
As Kim Byeongchoel, Director of Hyundai BS&C, said, "If you look at unsuccessful CRM cases, you will see that, in the majority, the cause of the problem was to blindly accept the advanced processes provided by the solutions and thus change the way people work. Unlike ERP, CRM has very clear user requirements and goals; it’s for this reason that you don’t need to make the way of doing things more complex with unnecessary processes."
With a clear underlying design principle to not force on users any unnecessary processes, but to reflect what board members and sales managers actually want, Hyundai BS&C commenced implementation in association with TrueInfo. First of all, the company collated and refined existing data found in sales pipeline documents and input those selected into the system. Hyundai BS&C organized a team exclusively responsible for this task instead of entrusting the sales managers in order to reduce the workload of key workers while still securing data integrity.
System customization was completed while refining and inputting the data, and was done with ease. "The customization done was at the level of simple business logic that took into account Hyundai BS&C's sales workflow and we did a few touch ups on the default pipeline screen provided by Microsoft Dynamics CRM," said Director Kim Byeongcheol.
Seamless integration between PMS and ERP
Meanwhile, Hyundai BS&C plans to use the pipeline management system as the main conduit for the company's entire sales data flows, whether in/out, further integration with PMS and ERP. The plan for integration between these systems is simple. The three systems exchange information as needed, eradicating the need for data conversion or restructuring from the pre-sales stage to the stage where product or service is provided, meaning more sales.
Easy to discover new business opportunities
Hyundai BS&C is expected to be more sophisticated in discovering new business opportunities along with managing business activities. Unlike the traditional sales pipeline that requires hands-on management, the new CRM-based system actually contains data, which allows the company to understand the initial relationship with the client, the current situation, and likely next steps. The traditional hands-on management approach is based on events, whereas the new system identifies the current situation and manages sales records in real-time. With this real-time system, business visibility is increased to the level where the company can now discover new business opportunities by combining past and current information.
Reduced workloads for sales managers
The biggest changes brought by the pipeline management system have been borne by sales managers. They now find themselves needing to do less report writing and manual data entry.
"In the past, sales managers had to carry out repetitive tasks, such as weekly reporting, sales pipeline list updates and monthly reporting. Now, board members can check on the business information that they want to see through Microsoft Dynamics CRM. For instance, in the past, when board members needed to make a decision and wanted to see such supporting data as the sales that exceed a certain amount or sales that have a higher possibility to be accomplished, managers were required to write a separate report for each request. Now, the board members do not have to direct the work one by one and the sales managers do not have to struggle in drawing up the reports," said Director Kim Byeongcheol.
Reliable data that makes business easier
After Microsoft Dynamics CRM came online, middle management and executives have been greatly encouraged by the fact that they can see how business is going relative to the sales goals set. They can now identify the current business situation and also make more informed predictions of likely business opportunities. Such informed predictions are primarily thanks to increased data reliability. "When implementing the pipeline management system, we often want to force processes onto users. However, enhanced processes do not in themselves mean that users are actually able to feed quality information into the system. Improvements in data accuracy, active user participation and early system stabilization are indeed only achieved when users actually feel the pipeline management system is of help. Hyundai BS&C has made the system more user friendly and increased user satisfaction through using Microsoft Dynamics CRM. It’s thanks to this that the company was able to secure increased visibility for its sales pipeline," said Director Kim Byeongcheol.
Complete sales management system
Microsoft Dynamics CRM is also changing the work pattern of executives and middle management. To sum it up, sales-related decision making process is now straightforward yet also brilliantly to the point. "In the past, we understood the business only in terms of numbers, but now we can check much contextual business information when we need. Plus, the company's sales management system works better as we now know exactly what to manage, such as those sectors that are showing poor performance relative to business goals," said Director Kim Byeongcheol. As evaluation and management are done based on objective information, business workflows are becoming more sophisticated and accurate. Meanwhile, Hyundai BS&C has experienced an actual improvement in its business, and is now looking to expand the application of the pipeline management system to its subsidiaries and further integrate the system with ERP and PMS.
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