Customer Solution Case Study
/ Integrated customer management and practice development on CRM platform
Overview
Country or Region: Korea
Industry: Professional Services
Customer Profile
Deloitte Anjin LLC (Jaesul Lee, CEO) is a Korea member of Deloitte Touche Tohmatsu Limited (DTTL), one of the world’s largest accounting groups, which has 2,000 employees.
Business Situation
In 2009, Deloitte Anjin LLC started information strategy plan (ISP) as a part of management innovation. Among the 10 challenges derived from ISP and PI, customer management and practice development scattered across several systems were decided to be integrated.
Solution
Deloitte Anjin LLC decided that CRM would be the most proper platform to integrate customer management and practice development on and they started to automate a series of workflow ranging from sales development to practice and service management.
Benefits
· Implement CRM in less time
· High User accessibility
· Increase the analytic ability
· Streamline report creation and transfer / “Judging by the number of PD registration and connection, 20% of system usage rate in Q4 2010 was raised up to 70% in Q1 2011, and now, August 2011, it ‘s getting higher. Unifying the PD works into the single point called CRM without need of accessing several systems unlike traditional process can be one reason, and I think making Outlook as the final user environment for CRM successfully worked as well.”
Yoonmee Lee, Manager of Deloitte Anjin LLC
In 2010, Deloitte Anjin LLC, a Korea member of Deloitte Touche Tohmatsu Limited which is one of the world’s largest accounting groups, started full-scale operation of CRM system. Through the ISP, Deloitte Anjin LLC derived the necessity and the way of integrating customer management and practice development which were scattered across the several systems before. It was ‘integration in data level and automation of workflow’ to improve the inefficient process which was done by the way of coming and going on several systems to make a report and submit it to executives. Deloitte Anjin LLC joined with Asiana IDT and Trueinfo to unify all input/output points of the customer and sales order-related data into the Microsoft Dynamics CRM, enabling systematization of entire workflow from sales development to contract finalization, constancy in work process, and aggregation of customer-facing activity data. Successful deployment of CRM enabled the practitioners to enter and view consistently the basic customer information, order executing and service offering information. Executives also have line-of-sight visibility of order executing by segment and person and key customer details. It made all members’ business convenience and intuition increased.
Situation
Deloitte Anjin LLC is constantly growing with its capability of one stop offering of finance consultation and company risk consultation services for the highest rank of managers called C-level beyond the accounting, audit, tax consultation which are the traditional areas of accounting firm. Continued effort for innovation is behind these growing into new regions and development.
Since Jaesul Lee was appointed to CEO, Deloitte Anjin LLC drove ISP plan in 2009 to find an answer for growing to be a total knowledge service group. Among the tasks through this, a project which would raise its capability of sales and customer management was driven to become the main concern of industry.
In 2009, Deloitte Anjin LLC promoted the introduction of CRM with the goal of improving integrated customer management and practice development process. It has managed the customer and sales information in a number of systems around ERP. This storing and managing customer information in a number of systems made data consistency unguaranteed and transparent and systematic management of process from business development to contract finalization difficult.
Besides, managers and partners also have expressed inconvenience over PD (Practice Development) which means sales order management from sales opportunity mining to contract finalization. Yoonmee Lee, Manager of Deloitte Anjin LLC said, “Practitioners used to make Excel document with PD related data and send it to strategy planning team, and this document was summarized and transferred to the executives as a regular report form including current state of practice development.” And she added, “As the data was transferred by a document form, executives could not have the visibility of enterprise-wide PD state, and practitioners had to waste their times in data input/output across several systems.”
To essentially solve these problems, Deloitte Anjin LLC has driven the technical review of the CRM with a strategic goal of defining concept of integrated customer management and practice development and setting its process derived from ISP.
Solution
After careful consideration and assessment, Deloitte Anjin LLC chose CRM solution. Then, solutions came up for reviewing were Microsoft, SAP, Oracle, public DMB and service solutions like salesforce.com. And among these solutions, Microsoft, SAP and salesforce.com competed desperately.
Yoonmi Lee, Manager said, “We have to consider the alignment with our legacy systems. Microsoft’s Dynamics CRM holds a dominant position in alignment with basic work environment like portal, messaging and office.” For reference, Deloitte Anjin LLC’s ERP environment was based on SAP, and enterprise portal and messaging were based on SharePoint Server and Exchange Server.
Standing at the crossroads, Deloitte Anjin LLC checked several points including making forms with real solution internally and inspecting response flexibility when adding workflow. And they also asked other companies using this solution for advice in the middle of inspecting its functional pros and cons.
Regarding this, Yoonmi Lee, Manager, said, “One of executives’ most wanted requests is that they want to do CRM work based on Outlook.” And she added, “In this respect, Dynamics CRM was the most ideal one.” Conviction gained through reference tour also has influence on their choice. Yoonmi Lee, Manager, visited Dynamics CRM reference sites like Asiana IDT, and she said that in case of Asiana IDT’s CRM environment, the large portion of it was similar to what Deloitte Anjin LLC aimed for. In case that Asiana IDT is designated to be an implementing partner, there are lots of advantages in explaining process established through ISP and having experience in connecting with SAP R3.
Choosing Dynamics CRM, Deloitte Anjin LLC promoted 2-phase CRM project in 2010 and 2011. The reason of 2-phase process is they have to implement CRM first in accordance with moving their existing SAP R3 instance in head office to the server in domestic data center and align ERP with CRM after transferring SAP.
The most distinguished among participants in this project were Asiana IDT in charge of system architecture and analysis and Trueinfo, the CRM expert company, joining in module development. Asiana IDT designed system architecture with the cooperation of Microsoft’s CRM expert consultants, while making use of their experience. And Trueinfo, they developed modules optimized for business development, customer management, and practice development without delay, while utilizing basic modules of Dynamics CRM like task activity, schedule, report, sales development and sales resources.
Benefits
Implement CRM in less time
In case of in-house development, it is easier to reflect requests but implementing time and maintenance burden would increase. On the other hand, solution can be built in a short time, but has restriction in customization. Deloitte Anjin LLC selected Dynamics CRM which enables the company to be free to develop for applying its own business process, while enjoying advantages a solution delivers.
Yoonmi Lee said, “For reflecting all PD works to Dynamics CRM, the newly developed, beyond basic features, reaches 60% out of a total range of development, but Trueinfo flexibly responded to our demands for development. Especially, it’s impressive to satisfy our demand without delay.”
High User accessibility
By the high accessibility of CRM, it shows high usage rate from the early stage of system operating. Yoonmi Lee said, “Judging by the number of PD registration and connection, 20% of system usage rate in Q4 2010 was raised up to 70% in Q1 2011, and now, August 2011, it ‘s getting higher.” And she also said, “Unifying the PD works into the single point called CRM without need of accessing several systems unlike traditional process can be one reason, and I think making Outlook as the final user environment for CRM successfully worked as well.”
Yoonmi Lee also said, “People usually don’t like to open the browser every time to get into the system.” And she added, “Without burden of opening new windows or learning new features, they can use CRM with a familiar outlook menu regardless of time and place, which makes the system usage rate higher.”
Increase the analytic ability of sales and customer information
Deloitte Anjin LLC realized PD workflow automation and unified customer information management took a major step forward in terms of operation and support of marketing, sales and service as well as analysis of the related information.
Yoonmi Lee said, “In the past, we couldn’t maintain the related information in one place and find out the reason of PD dropping in the middle of working either.” And she said, “Now, since all enterprise-wide PD activity information which is working on or dropped were gathered in CRM, we can analyze all the sales and customer related issues and check them in case a new PD is ongoing.”
The analytic capability of PD managers in Deloitte Anjin LLC will be expected to be improved. IT division of Deloitte Anjin LLC guided PowerPivot feature on the employees who are good at Excel. When the users of this high-level technique like PowerPivot increase, it can be expected to be used as the analysis CRM which plays a role of an integrated customer management and practice development platform in BI (Business Intelligence).
Streamline report creation and transfer
In the past, information was shared in the way that once PD workers send information to the strategy planning team, and they made report to transfer it to the executives. But under the CRM system, reports can be processed automatically without unnecessary steps.
Yoonmi Lee said, “Practitioners need not to do duplication of effort required for I/O works and approvals.” And she added, “Once practitioners registered their activities to the CRM, report creation from various angles is possible. And executives can see the practice development state by division and person in a weekly report transferred to.”
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 systemsthat 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