Asian Paints implemented SAP CRM to improve customer acquisition, revenue, and process optimization. It enabled faster customer acquisition through improved lead management. Revenue increased as 17,500 registered for consultations and 5,000 signed up for painting jobs between 2006-2007. It provided greater visibility into customer interactions and needs. The system was also scalable, accommodating doubled cities without modifications. Key processes around financial controls, sales delivery, customer data management improved. Asian Paints plans to leverage the CRM system further through campaign management, expanding to new market segments, and developing a complaint handling system.
Asian Paints implemented SAP CRM to improve customer acquisition, revenue, and process optimization. It enabled faster customer acquisition through improved lead management. Revenue increased as 17,500 registered for consultations and 5,000 signed up for painting jobs between 2006-2007. It provided greater visibility into customer interactions and needs. The system was also scalable, accommodating doubled cities without modifications. Key processes around financial controls, sales delivery, customer data management improved. Asian Paints plans to leverage the CRM system further through campaign management, expanding to new market segments, and developing a complaint handling system.
Asian Paints implemented SAP CRM to improve customer acquisition, revenue, and process optimization. It enabled faster customer acquisition through improved lead management. Revenue increased as 17,500 registered for consultations and 5,000 signed up for painting jobs between 2006-2007. It provided greater visibility into customer interactions and needs. The system was also scalable, accommodating doubled cities without modifications. Key processes around financial controls, sales delivery, customer data management improved. Asian Paints plans to leverage the CRM system further through campaign management, expanding to new market segments, and developing a complaint handling system.
Asian Paints implemented SAP CRM to improve customer acquisition, revenue, and process optimization. It enabled faster customer acquisition through improved lead management. Revenue increased as 17,500 registered for consultations and 5,000 signed up for painting jobs between 2006-2007. It provided greater visibility into customer interactions and needs. The system was also scalable, accommodating doubled cities without modifications. Key processes around financial controls, sales delivery, customer data management improved. Asian Paints plans to leverage the CRM system further through campaign management, expanding to new market segments, and developing a complaint handling system.
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Business Process Transformation and Value Realized
Moving Asian Paints closer to Customers
Asian Paints has made clear gains in achieving its long-term goals, as follows.
Faster customer acquisition
The new online system for forwarding and following up on leads improved overall response times and reduced the time required to acquire new customers .
Revenue In the four years since the implementation went live, 17,500 persons registered for Asian Paints Home Solutions consultations, and of these, 5,000 signed up for painting jobs. Targeted revenue for the period 2006 2007 is US$8 million to $10 million, and the company crossed the 30,000 mark in cumulative number of customers.
Optimized visibility into customer needs
The new solution gives Asian Paints greater visibility into all customer interactions. As a result, the company has gained a deeper understanding of the needs of its end customers and has tailored its service business to meet these needs.
Scalability This new solution can accommodate Asian Paints continued growth well into the future. In fact, Asian Paints doubled the number of cities covered without modifications to the CRM system.
Optimizing Crtical Processes
The implementation of SAP CRM enabled Asian Paints to establish a direct link to its end customers and to meet customers need for a home painting service. The following table illustrates the processes that changed as a result of this implementation and the impact of these changes.
Processes Area Financial Controls
Problems
After SAP Software
Inability to monitor financial transactions between providers and customers or between providers and contractors
Ordering and accounting system used by all providers
Accounting transparency Optimized financial process controls Improved data transparency.
Visibility into all
financial transactions between providers and customers, and between providers and contractors The same sales delivery processes used by all providers Improved visibility into all customer interactions Centralized data management capabilities Improved visibility into customer needs Ability to profile customers
Improved customer satisfaction Reduced time required to service customers Created a direct channel to customer Increased employee Productivity
Sales delivery
Lack of consistent sales
delivery processes from lead and opportunity management to job estimating and scheduling Lack of visibility into customer interactions
Customer data management
Inability to collect and
manage customer data Inability to identify changing customer needs
Impact
Improved customer service
Improved customer acquisition and retention
Future Road Map
. Asian paints is growing rapidly throughout the world. In international market company is planning to introduce new & attractive products through its subsidiaries, like Berger, Apco coating etc. In domestic market company will concentrate on development of new products/ product systems. With improved supply chain
management. Through its implementation of SAP CRM, Asian Paints has established a
direct link to its end customers, and put in place processes to ensure that their high expectations will be met. In an effort to realize an even greater return on its IT investment, Asian Paints used its SAP CRM infrastructure to develop an e-recruitment platform. This platform allows employment agencies to review openings and upload job candidate information, reducing the time required to fill open positions.
In the future, Asian Paints plans to leverage its SAP CRM investment in the following areas:
Campaign management With improved customer intelligence, Asian Paints now plans targeted campaigns to its customers.
New market segments
Asian Paints plans to extend its CRM initiative to indirect customer influencers such as architects and interior designers.
Complaint-handling system Asian Paints plans to develop a formal complaint-handling system to tackle customer problems with both service and paint. By having selected a scalable system such as SAP CRM, Asian Paints has laid the foundation for its long-term growth.
Learning Asian paints have increased the capacity by setting up a plant in Rohtak Haryana. No other company has planned to increase its capacity; this has given Asian paints a competitive advantage in terms of pricing. It has widest product range in terms of products, shades , pack sizes and their pricing strategy is oriented to middle and lower end consumers. Asian Paints is a market leader with more than 50% market share.
SAP CRM enabled Asian Paints to build a service brand through Asian Paints Home Solutions. With its scalable CRM infrastructure, Asian Paints is poised to continue its expansion into the services market.
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