4-page Case Study - Posted 4/7/2011
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IT Services Firm Deploys CRM Solution, Gains Control of Sales and Marketing, Improves Efficiency by 33 Percent
To drive continued growth, Cybage—a leading name in the global IT industry—needed a new customer relationship management system. Cybage experienced challenges with its previous customer relationship management deployments, ACT! CRM, a rigid system
that had no scope for customization. The company chose to replace the system with Microsoft® Dynamics™ CRM 4.0, based on its intuitive interface, powerful built-in toolset, and integration with Microsoft Office Outlook. As a result, Cybage is deriving higher
value from its marketing campaigns and has improved efficiency of sales team by 33 percent. Additionally, there is a 40 percent increase in lead generation. With better business insight, employees are now empowered to do their jobs more effectively.
||Sales team efficiency has soared 33 percent with Microsoft Dynamics CRM Outlook client as 70 percent of the work is done through Microsoft Dynamics CRM auto-features…
| Amit Gajwani
Senior Vice President - Marketing and Business Development
Cybage Software Pvt. Ltd.
Cybage, a leading name in the global IT industry, provides a wide array of software services within the models of offshore, onsite and combinations of the two. These services are offered on the broad and comprehensive foundation of its ExcelShore® model. The
proven and demonstrable track record of the company empowers it to deliver value in each engagement, a fact substantiated by its ever-increasing client base. Cybage’s operational excellence ensures that each dollar that the clients spend on an outsourcing
engagement provides them an enhanced return on investment (ROI), which is both tangible and measurable. This win-win proposition has enabled Cybage to grow at a phenomenal rate surpassing most industry standards.
Until recently, the Cybage Marketing department was using ACT!, a CRM solution for all its marketing and sales activities. But as the team grew rapidly from 25 users to over 60, it struggled with low adoption rates and limited collaboration among sales and
marketing team members. The major pain point for the Cybage Marketing team was not only the rapidly increasing user base but also the inability to access ACT! over the Internet to track and report activities.
Employees spent a majority of their day using Microsoft Office Outlook messaging and collaboration client, and didn’t like jumping back and forth between Outlook and ACT! Further, the marketing and sales staff felt that using these two disparate applications
made for a clear duplicity of work, which prevented them from spending more time with customers. In addition, information management was an acute problem. Pulling together comprehensive reports was a difficult and time-consuming process.
As the company expanded its geographical coverage, it needed a way to coordinate both sales and customer service efforts. It sought a customer relationship management system that would enable information sharing across the company and make employees more
productive. A system that would empower people to do their jobs better.
In mid-2010, Cybage evaluated a number of potential customer relationship management solutions to meet its business needs. Finally, it opted to switch from ACT! to Microsoft Dynamics CRM 4.0 based on its ease of use and integration with core line-of-business
systems and desktop productivity tools.
Microsoft Dynamics CRM gives a comprehensive view of employees’ interactions with customers. It allows them to capture and track all customer details in one system, automating repetitive processes.
Being a Microsoft Technology Stack service provider it was easy for Cybage to adopt Microsoft Dynamics CRM. Perhaps, one of the main motivations to move to Microsoft Dynamics CRM was its tight integration with Office Outlook with a full-featured customer relationship
management system, which has out of the box functionality of running marketing campaigns effectively, while tracking responses and generating leads.
Though Microsoft Dynamics CRM brings a high level of mature marketing functionality; Cybage had its own processes to run campaigns, track responses, generate leads and various tasks and activities throughout the marketing and sales life cycle.
The Cybage CRM Center of Excellence (COE) incorporated the custom processes and first rolled out Microsoft Dynamics CRM to its marketing group. “Users really liked it,” says Deepa Ramchandani, Senior Marketing Manager, Cybage. “After the team got that going,
the solution was expanded to the business development and sales teams apart from the delivery managers and the leadership team.”
The CRM COE created workflows in Microsoft Dynamics CRM that automatically move and track sales opportunities and notify team members when an action is required or an event has occurred. According to Shekhar Jagtap, Senior Project Manager, Cybage, “Automated
workflows boost efficiency because users don’t need to track action items. They are prompted by the software. Additionally, the software takes care of time consuming tasks such as sending an email alert or a reminder.”
The CRM COE used the Microsoft CRM architecture to extend the marketing module. The COE developed several additional custom applications and extension points to achieve desired functionality.
Leads, meeting management and notification: Helps business development team to record the minutes of the meeting (MOM) against leads, opportunities and accounts at a granular level by capturing meeting date, type, location, attendees, key
points, details, action items and next meeting details.
Unified search: Provides a unified 360 ° view of lead, contact and account with related activities, notes, and MOM at a glance.
Lead response analysis: Captures the lead movement and a specialized questionnaire captures what went wrong. It helps immensely in deciding the future marketing campaigns and lead nurturing strategy.
Lead scoring matrix: Provides various parameters and weighted points using which one can devise the lead strength which helps in deciding follow-up strategy.
Email marketing analysis: Utilizes existing Microsoft Dynamics CRM marketing lists, email campaigns, and tracks the email responses using various custom features such as click-through tracking, sent emails, delivered/undeliverable, bounced
emails, opened emails, view all unsubscribed contacts, and export/download/print reports.
Response management with guided flow: Guides sales and marketing users through completing the appropriate steps when working on tasks.
Mobility extension: Accesses campaign information, marketing budgets, lead, opportunity and other information using web-enabled mobile device or through the offline capability.
“ Microsoft Dynamics CRM is a tremendous tool that increases the effectiveness of our sales efforts,” says Debasis Ray, Vice President, Cybage. “ We now have a dynamic platform to improve
customer service, sales, and business operations.”
By adopting Microsoft Dynamics CRM, a modern CRM system, for 60+ users, Cybage has significantly improved sales efficiency, improved business insight and gained instant feedback on marketing investments.
Riding on the current unmatched returns from Microsoft Dynamics CRM implementations Cybage plans to expand the user base to 100+ in near future for its various departments by integrating internal Management Information System (MIS) for account management
and information systems.
The business development team members started creating around 1,500 new leads per week with Microsoft Dynamics CRM, which is a 40 percent increase in comparison to ACT! “ Earlier it used to take 15 minutes to input the data
to create a lead into ACT! and send follow-up email through Outlook,” says Sujata Upadhyay, Executive Business Development, Cybage. “ Now employees can complete that within a couple of minutes. This is possible because
of the effortless interface of Microsoft Dynamics CRM, standardized emails and letters with workflows, and by automating their distribution at different touch-points in the sales cycle.”
Salespeople are able to make 27 percent more sales calls every day and more efficiently track their activities. Overall, Microsoft Dynamics CRM is an extremely powerful tool that helps Cybage employees perform better.
Thanks to automated workflows, a forecasting process that used to take 4 hours a week now takes few minutes a week and business development personnel access far more accurate data. According to Amit Gajwani, Senior Vice President - Marketing and Business
Development, Cybage, “Sales team efficiency has soared 33 percent with Microsoft Dynamics CRM Outlook client as 70 percent of the work is done through Microsoft Dynamics CRM auto-features. Our employees can use their time wisely and can better serve the needs
of our customers. We are able to see a significant return in terms of effectiveness.”
Better Business Insight
Cybage management takes a keen interest in sales activities, tracking deals and monitoring the sales pipeline. Managers now have far better insight into deal status and business health. They have an overview of where deals are at in the sales process, and
can apply pressure at the right junctures to keep deals moving. Managers also get a graphical dashboard view, lead score card, and lead strength report to analyze sales.
“With Microsoft Dynamics CRM, lead tracking with sales stage analysis has become more effective by 45 percent,” says Kaustubh Karnik, Head-Business Development, Cybage. “Our managers can see the pipeline information in the value chain immediately. It gives
them the business insight they need to make better-informed decisions.”
Better Marketing Intelligence
Previously, it was difficult for Cybage to segment prospect and customer lists for marketing campaigns and to track the success of its marketing campaigns. Now, Cybage can easily sort prospect links for mailings and link inquiries back to originating campaigns.
Marketing campaign management has become better by 10-12 percent.
Now that Cybage has a consistent approach to sales reporting, the management team has far more control over sales processes and its results. “We now have one consolidated customer database and one consolidated sales pipeline where everything gets reported,”
says Ashita Shah, Senior Marketing Executive, Cybage. “That was what we were aiming to achieve.”
Auto-generated weekly reporting mechanism updates the management on new leads generated, mailers send, and positive replies received by segregating the report on demography. Overall, the company sees reporting improvements by 20 percent.
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:
For More Information
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text telephone (TTY/TDD) services at (800) 892-5234 in the United States or (905) 568-9641 in Canada. Outside the 50 United States and Canada, please contact your local sMicrosoft subsidiary. To access information using the World Wide Web, go to:
For more information about Cybage Software Pvt. Ltd. products and services call 91-20-66041700 or visit the Web site at: www.cybage.com
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