Until recently, Taxmann Allied Services, a leading publisher, was managing its sales, services and marketing through separate applications and there was no integration between them. This resulted in poor collaboration between teams that led to longer sales cycles and higher cost of sales. The services team was not equipped to respond quickly to customer queries because of scattered information. To overcome these challenges, the company deployed Microsoft Dynamics CRM 2011 with the help of Godrej Infotech. The company has also integrated the solution with its ERP - Dynamics NAV that allows it to track the sales lifecycle from lead to billing. This empowers the management to take structured and strategic decisions. In addition, improved customer services at its call centers delivers higher customer satisfaction, and coordinated marketing campaigns add to the bottom-line. Real time data for all the teams improves collaboration and increases revenues, with more options for cross-selling and up-selling.
|Improved information sharing and synchronization also increase productivity, closure rates and sales performance. Up-sell and cross-sell campaigns for existing customers further added to the revenue.|
| Amit Bhargava|
Director ─ Taxmann Allied Services
Taxmann Allied Services is a leading publisher specializing in books on Indian taxation and corporate laws, accounting and auditing, banking, finance and management. It also prints a vast array of journals, web-based products and legal databases on DVDs.
Until 2012, Taxmann did not have any solution to automate and manage sales or service processes. “Our sales, service and marketing teams managed customer information such as call and comments in a diary or at times in Excel worksheets, based on personal preferences,” recalls Sumita Sharma, Head – Customer Care, Taxmann. The result was either duplication or data loss. Disorganized tracking and monitoring made the sales cycle longer than anticipated, thus resulting in a higher cost of sales and poor closure rate.
Taxmann also offers online subscription to journals and books and other content. Previously, if a customer contacted its call center, the representative did not have sufficient information to handle the calls effectively. Even simple issues such as activation, renewal and access, took time to resolve. In addition, there was no provision to log the customer and call details, or record the interaction. “Manual routing of calls, high wait time, and finding the right resources to resolve issues was a challenge. Resolution took 3─7 days, resulting in customer dissatisfaction,” says Vishal Gambhir, Team Lead – Customer Care, Taxmann. Sometimes customers would abandon the call due to the long wait time and there was no way to identify repeat callers.
The company wanted a robust and centralized Customer Relationship Management (CRM) solution that would help optimize business processes, effectively plan and track sales activities to shorten the sales cycles, increase closure rates and provide quality services to its customers, thus leading to customer satisfaction. Solution
Taxmann evaluated several CRM solutions available in the market, including Sage, Zoho, Salesforce.Com, Microsoft Dynamics CRM and Sugar CRM.
Taxmann approached Godrej Infotech, a Microsoft Gold Certified Partner to implement the solution because of its experience, expertise and on-time delivery record.
After much analysis, the team opted for the Microsoft Dynamics CRM 2011 solution. “It was imperative that the solution proposed consolidate all of the customer data into a single system and reduces overheads, duplication and rework,” says Hemant Savla, Delivery Manager, Godrej Infotech. ”At the same time, integration with other existing applications was a must.” Out-of-the-box features of Microsoft Dynamics CRM and integration abilities met all Taxmann’s requirements.
|We have improved the visibility of information and processes for more predictable and manageable business operations.|
| Sumita Sharma|
Head – Customer Care, Taxmann Allied Services
The deployment started in October 2012 and the solution went live in less than five months with all the three modules, Sales, Service and Marketing for 50 concurrent users. In March 2013, Taxmann started using its CRM solution at the head office and its two customer call centers in Delhi. It purchased 50 concurrent user licenses.
Taxmann now defines marketing campaigns, and assigns employees to specific customers. All employees add updates to the CRM solution, for example, sales persons will update leads and opportunities in Dynamics CRM. This generates a 360-degree view of the customers. A salesperson can also track a customer’s preferences, such as the preferred mode of communication, and the type of information and offers he/she would like to receive. This information helps the marketing team to deliver the right information via the right touch point to the customer. Taxmann develops new strategies based on the information available in Dynamics CRM to cross-sell and up-sell its products and services, thus increasing revenue.
Godrej Infotech also customized and integrated Dynamics CRM with third-party applications to fulfill unique business requirements. “Integration with SMS and email helps us to stay connected with our customers on their mobile phones,” says Vishal. Computer Telephony Integration (CTI) routes calls immediately to the technical team to resolve queries. If required, agents escalate the queries from one office to another, thus giving immediate response to customers and ensuring satisfaction. Call wrap-up capability for managing post-call operations in Dynamics CRM, such as adding notes, activity and case management helps the Taxmann management to understand its customers better.
Godrej Infotech configured the master data management, that set the policies, governance and management of the master data. In addition, it integrated Microsoft Dynamics NAV, the ERP solution at Taxmann with Dynamics CRM.
“All the requisition orders and sales orders from Dynamics CRM automatically flow into Dynamics NAV and are added to the master data,” states Sunita Singh, ERP Head, Taxmann. For example, an employee can use the customer information that is in Microsoft Dynamics NAV, which is synchronized with Dynamics CRM, to fill in an order form that a salesperson creates in Microsoft Dynamics CRM. “It automatically synchronizes a customer’s account, contact, product, sales order and invoice information in both the applications, thus eliminating duplication of data.”
The solution also provides meaningful charts and dashboards, culling out useful reports using tools such as SQL Server Reporting Services (SSRS) and SQL Server Integration Services (SSIS – for CTI reports) and creating customized forms for individual customers. Additionally, it offers tools to improve its ability to predict market trends and requirements.
Taxmann plans to integrate its website with the solution in the near future. This will assist in capturing leads and opportunities from the website as well as service requests.
|We manage customer interactions more efficiently, and deliver superior, more responsive services to our customers.|
| Vishal Gambhir|
Team Lead – Customer Care, Taxmann Allied Services
Microsoft Dynamics CRM consolidated information in a centralized system giving a precise 360-degree view of every customer. It has effectively mitigated business challenges faced earlier. “We have improved the visibility of information and processes for more predictable and manageable business operations,” says Sumita. Improves Collaboration
Creating a cohesive common platform results in effective collaboration and strong communication between sales and marketing. Both these teams view each other as an integral part of the process, rather than separate entities, as they work from the same real time data. This helps improve and offer consistent, high quality services to the customers. With goals aligned across departments at Taxmann, teams work together to get more leads and convert them for customers to maximize revenue generation. Enhances Customer Service
The new solution, integrated to third- party applications, effectively addresses customers’ service requests. Service representatives get a 360-degree view of the customers, enabling them to assess any problems that arise, route the calls if necessary, eliminate duplication and errors, and reduce waiting time. “We manage customer interactions more efficiently, and deliver superior, more responsive services to our customers,” says Vishal. “There are negligible abandoned calls due to quick response at our call centers, which has dramatically improved customer satisfaction.” Increase in Revenue
Taxmann campaigns target customers with the right set of communication solutions. With this, the campaigns help convert more leads and obtain new customers. “Missed business opportunities are all in the past. We use dynamic marketing lists which target specific customers and reduce duplication and efforts,” explains Sumita.
With new insights into their customers, the sales team is empowered with the information that helps them turn leads into paying customers. At the same time, they save time by avoiding multiple calls to the same customer. “We have not only shortened the sales cycle but also controlled and monitored our expenses,” states Sumita. “Improved information sharing and synchronization also increase productivity, closure rates and sales performance. Up-sell and cross- sell campaigns for selling more to existing customers further added to our revenue.”
|Integration of CRM and NAV automatically synchronizes and updates data in both, providing organization-wide insight, thus improving efficiency.|
| Sunita Singh|
ERP Head, Taxmann Allied Services
Automated and streamlined business processes encourage efficiency and thus increase productivity. The organization has seen a significant improvement across all business processes, from the call center to sales, marketing and finance, as it reduces people dependency. “Integrating CRM and NAV automatically synchronizes and updates data in both, providing organization-wide insight, thus improving efficiency,” comments Sunita. Teams are able to access detailed business information such as payment history, pricing and product availability quickly. “We have successfully eliminated redundancies, reduced errors and improved employee productivity.” Microsoft Dynamics
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 About Godrej Infotech
Godrej Infotech Ltd. (GITL), formerly a division of Godrej & Boyce Mfg. Co. Ltd., is a software services and consulting company. Headquartered in Mumbai, Maharashtra, it commenced operations as a separate corporate entity in 1999. With offices in Delhi, Pune, Chennai, Bengaluru and Dubai, the company caters to overseas and domestic customers in both engineering and professional services industries. With a team of 450 customer-oriented professionals, state-of-art data centers and 24/7 helpdesk, GITL focuses on commercial application software development, e-business, education, IT outsourcing, enterprise resource planning (ERP), extended products implementation, and infrastructure and network management. Its quality certifications include SEI-CMM Level 4 and ISO-9001:2008 Quality Systems Certification. For More Information
For more information about Microsoft products and services, call the Microsoft Sales Information Center at (800) 426-9400. In Canada, call the Microsoft Canada Information Centre at (877) 568-2495. Customers in the United States and Canada who are deaf or hard-of-hearing can reach Microsoft text telephone (TTY/TDD) services at (800) 892-5234. Outside the 50 United States and Canada, please contact your local Microsoft subsidiary. To access information using the World Wide Web, go to:www.microsoft.com
For more information about Taxmann Allied Services products and services, call (91) (11) (45562222) or visit the website at:www.taxmann.com
For more information about Godrej Infotech products and services, 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.