Tata Technologies sought to replace several bespoke applications running across geographies with an integrated CRM solution. To establish a unified CRM solution, the company deployed Microsoft Dynamics CRM 4.0 and later upgraded to Dynamics CRM 2011. The CRM solution integrates formerly disparate data sources from territories worldwide, to create a common repository of actionable customer information and relationship history, while eliminating costly duplication and process delays. By providing access to the information needed to make strategic business decisions, Microsoft Dynamics helps accelerate sales at Tata Technologies.
|CRM has become the central cockpit for our sales pipeline for the organization. We have leveraged our CRM system to define, enable, and streamline our sales and marketing efforts worldwide.|
| V Balaji|
Chief Information Officer,
Founded in 1989, Tata Technologies is a global leader in engineering services outsourcing, product development, and IT services to the global manufacturing industry. It is headquartered in Singapore, with regional headquarters, offices, and delivery centers in the United States, India, and the United Kingdom. In 2005, the company acquired INCAT Plc, a world leader in engineering and design staffing. The combined global workforce of over 6,000 employees in nine countries serves customers in North America, Europe, the Middle East, and the Asia-Pacific region. The annual revenue of the organization in financial year 2011─12 was US$ 348 million (INR 1,667 crore).
Until 2010, Tata Technologies employed multiple legacy CRM systems indifferent markets. Teams in the United States and United Kingdom utilized CRM solutions such as Correlation and Goldmine, while those in APAC applied approaches ranging from Excel based trackers to Outlook based solutions.
Bringing quality standards across the company by consolidation and tracking of leads to closure, managing marketing campaigns, meeting service delivery standards, and satisfying turnaround time were the key challenges. These challenges were compounded by the fact that the multiple tools used for sales management did not share information. As such, cross-referencing was not possible, which in turn meant transactions could not be tracked through the sales lifecycle. More importantly, sharing information on large national, regional, or global customers was cumbersome or outdated due to lack of an integrated solution.
“Our goal was to take the learning from the pockets of excellence and make them a company-wide standard. We wanted a single tool to enable all customer and sales related processes,” comments Dan Miles, Vice President, iProducts, Tata Technologies.
Tata Technologies needed to consolidate information from different tools and repositories into a single global CRM system. “Given our presence in multiple geographies, it was essential that we deploy a global centralized solution to manage, monitor, and control sales and customer acquisition efforts,” states V Balaji, Chief Information Officer, Tata Technologies.
The company shortlisted a number of solutions including Salesforce.com and Microsoft Dynamics CRM. Upon evaluation, it selected Microsoft Dynamics CRM, primarily for its seamless integration with Microsoft Office Outlook and its online and mobile access model, which makes it easy for employees to check and update information while out of office. More importantly, the interface was so easy and familiar that employee feedback suggested faster and higher adoption.
Tata Technologies deployed Microsoft Dynamics CRM 4.0. The solution was implemented in April 2010 for approximately 250 people from sales, 20 users from finance, and around 60 delivery users at three offices in the Unites States, locations across France, Germany, and the United Kingdom and six offices in the Asia Pacific region. The modules implemented were Sales Force Automation and Marketing. The solution was later upgraded to Dynamics CRM 2011 in September 2011.
|With integrated and structured sales processes and associated reporting and governance mechanisms, we have enhanced sales productivity|
| V Balaji|
Chief Information Officer,
During deployment, the initial focus areas were sales force automation, customer support, lead generation, marketing, and integration with SAP ERP. Tata Technologies initially rolled out the basic CRM functionality and trained its entire sales team on how to use it effectively.
As part of the deployment, more than a hundred thousand customer contacts and records were transferred to the Microsoft SQL Server database. The de-duplication process took 21days and resulted in a 30 percent consolidation of customer data.
Tata Technologies customized the solution to create and standardize on a seven-stage Work in Progress (WIP) sales process. This allows sales managers to effectively validate the status of a particular customer in the sales cycle and thus improve forecasting.
Since the CRM implementation, there have been regular reviews and feedback sessions involving both management and sales team members with a view to assess and improve the system. New best practices have been incorporated from across the company such as Voice of the Customer, an automated customer survey solution, which enables sales teams to monitor and store customer satisfaction data within the CRM itself.
Similarly, CRM Analytics improves dash-boarding of sales key responsibility areas (KRAs) and management reviews. Integration with SAP allows seamless access to data up-to-the minute pricing along with historic financial data like invoices, sales orders, receivables, payment terms, and credit limits.
The marketing team imports leads acquired from third party vendors or generated from participation in various events. It uses the ‘campaign response’ and ‘leads’ entity in Dynamics CRM to accurately track the sales life-cycle of the lead and calculate the ROI on the lead source.
Service delivery organization is informed about potential deals in the pipeline through a combination of automated ‘earlybird’ alert workflows, manual request workflows, and customized views. This ensures ample collaboration and transparency between the sales and service delivery teams.
Upon the successful receipt of a customer purchase order (PO), the sales account manager updates the opportunity to WIP 7, which triggers an alert to the corresponding finance team to begin the billing process in the ERP. Benefits
“CRM has become the central cockpit for our sales pipeline for the organization,” states V Balaji. “We have leveraged our CRM system to define, enable, and streamline our sales and marketing efforts worldwide.” Delivers Consistency and Accuracy
“Dynamics CRM has allowed us to be much more consistent internally. We have been able to bring agility to our decision-making and add flexibility and nimbleness to the business,” explains Craig Radomski, Vice President, Product Lifecycle Management (PLM) Solutions, North America. He adds, “In addition, we enjoy the associated economies of scale that help bring down costs.”
Dynamics CRM is used for dash-boarding and reports, and ensures data integrity, sales reviews, and measures the success of marketing campaigns. Samir Yajnik, President, Global Services and Chief Operating Officer, Asia Pacific, Tata Technologies adds, “Dynamics CRM provides a workflow to track progress and report metrics that are aligned to the corporate business goals and propel the organization to achieve excellence.” Delivers High Return on Investment
Prior to this initiative, the sales team owned CRM processes. With Dynamics CRM, it has been steadily extended to revenue acquisition teams such as delivery and finance. The system is now integral to the contract maintenance and renewals processes. “We have worked systematically to increment the functionality, and increase usage to extract maximum return on investment,” comments Subhash Rao, CRM Lead Analyst, Tata Technologies.
Improves Revenue Management with Better Visibility
|Dynamics CRM provides a workflow to track progress and report metrics that are aligned to the corporate business goals and propel the organization to achieve excellence.|
| Samir Yajnik|
President, Global Services and Chief Operating Officer, Asia Pacific,
Real time access of the sales pipeline, forecast, and sales data improves visibility for all the stakeholders. With Microsoft Dynamics CRM, Tata Technologies can now enable relevant employees to instantly view the progress of any deal, obtain electronic ‘sign off’ on deals and flag problem areas. Global dashboards institutionalize sales metrics, using a single tool across teams, territories, and business units. “With integrated and structured sales processes and associated reporting and governance mechanisms, we have enhanced sales productivity,” explains V Balaji.
The management team gains transparency and an accurate view of the organization, while providing a common platform for sales, marketing, delivery, and finance to interact and support each other to meet customer needs. This helps Tata Technologies to increase employee strength in demand areas ahead of competition.
Similarly, the new CRM solution captures suspects, prospects, qualified leads, opportunities, contacts, and campaigns. It ensures a single and consistent set of marketing processes that improve efficiency, visibility of activities, and pipeline status, thus enabling previously elusive ROI calculation on marketing spend. This now allows Tata Technologies to re-invest in top performing campaigns while eliminating low performing ones. The solution offers analysis of historic sales data and presents a360-degree view of the customers in different territories. “We have up-to-date records of regular interactions with customers, products sold, contracts held, and services rendered, coupled with inter-territory interaction, generating opportunities to up-sell, cross-sell, or renew existing business,” explains Abhinav Khanna, Head – Strategic Business and Operations Global Services, Tata Technologies.
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:
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