Selecting the Right CRM System at AVEBE Refik Kocak CRM Partners (on behalf of AVEBE) CUSTOMER

Dutch co-operative founded in 1919 Largest producer & marketer of potato starch Distributed teams – A Global Starch Company

Business Case for CRM Gap analysis - How do we run our business today? - How should we run our business tomorrow? Business requirements Selection of CRM tool

How Do We Run Our Business Today? Account Manager No. 1 Pain Disconnected & inaccessible account information e.g. call reports, contact details, s & service history. No. 2 Pain There is no system to manage and route account related tasks, post-sale action items and customer requests. No. 3 Pain There is no system to manage sales leads and opportunities. Sales Manager No. 1 Pain There is no system to manage sales process for a given sales territory. No. 2 Pain Sales teams do not have access to right information e.g. brochures, manuals, presentations at the right time. No. 3 Pain Ineffective follow-up of sales leads / opportunities / customer related tasks and communication of customer needs & threats.

How Do We Run Our Business Today? Marketing Manager No. 1 Pain There is no system to manage product launches and measure effectiveness of innovation process. No. 2 Pain Unable to mine customer data & gain insight due to lack of integration of data e.g. call reports, service history. No. 3 Pain Ineffective communication of product/competitor information, sales literature/tools to sales teams. Front Office Rep. No. 1 Pain Disconnected & inaccessible account information e.g. call reports, contact details, s & service history. No. 2 Pain There is no system to manage, route & queue account related tasks, post-sale action items and customer requests. No. 3 Pain There is no database to help resolve customer problems quickly.

Current Environment = Lower Performance 1.Poor sales productivity and slow response 2.Low sales lead & opportunity conversion rates 3.Communication of indifference towards target customers 4.Poor coordination of sales activities Lack of integrated and complete customer data/information Customer contact details Customer interface Sales leads, opportunities & customer related tasks Complaints, sales transactions & budget

How Should We Run Our Business Tomorrow? Account Manager No. 1 Pain Solution Disconnected & inaccessible account information e.g. call reports, contact details, s & service history. Link account information into a single database integrated with SAP customer information & make it available off-line. No. 2 Pain There is no system to manage and route account related tasks, post-sale action items and customer requests. Assign all tasks, action items & requests to owners, alert via in-box and then monitor using special reports. No. 3 Pain There is no system to manage sales leads and opportunities. Assign sales leads & opportunities to owners via in-box and then monitor using special reports. Sales Manager No. 1 Pain There is no system to manage sales process for a given sales territory. Organize sales activities into stages e.g. relating, discovery, supporting and advocating and monitor using special reports. No. 2 Pain Sales teams do not have access to right information e.g. brochures, manuals, presentations at the right time. Place and then manage the above information on an accessible (24x7) IT system. No. 3 Pain Ineffective follow-up of sales leads / opportunities / customer related tasks and communication of customer needs & threats. Organize sales lead/opportunity pipeline report; alert threats via in- box; monitor customer needs via call report database.

How Should We Run Our Business Tomorrow? Marketing Manager No. 1 Pain Solution There is no system to manage product launches and measure effectiveness of innovation process. Link sales lead & opportunity information with account data in a single database and generate reports for data analysis. No. 2 Pain Unable to mine customer data & gain insight due to lack of integration of data e.g. call reports, service history. Link account information in a single database having a query and search functionality. No. 3 Pain Ineffective communication of product/competitor information, sales literature/tools to sales teams. Organize product/competitor information, sales literature/tools into a single database and make it available off-line. Front Office Rep. No. 1 Pain Disconnected & inaccessible account information e.g. call reports, contact details, s & service history. Link account information in a single database integrated with SAP customer information. No. 2 Pain There is no system to manage, route & queue account related tasks, post- sale action items and customer requests. Assign all tasks, action items & requests to owners, alert them via in- box and then monitor using special reports. No. 3 Pain There is no database to help resolve customer problems quickly. Organize a knowledge base to help front office and sales teams, via shared expertise, to resolve customer problems quickly.

An Internal Survey Validated Gap Analysis Improvement area AVEBE’s CRM business requirements 1 Customer data management Centralized & standardized customer data management e.g. contact details, call reports, sales opportunities & customer requests 2 Sales process management Access to historical customer interactions Management of sales leads & opportunities Management of customer related tasks Efficient collaboration & communication between sales, marketing and innovation teams Rapid, off-line access to customer data

Satisfying These Business Requirements… Should lead to improvement in: Sales, marketing, innovation & customer service performance Information analysis for more accurate decision making Better attracting, retaining and serving target customers CRM can help accomplish these goals - it provides set of tools and capabilities to aid sales, marketing, innovation and customer service efforts How?

Search for CRM Tool Was Based On… Selection CriteriaDriver 1Strategic IT fit Standardization of AVEBE’s IT platform on SAP & Microsoft 2Cost Maximization of ROI supported by mega theme - Financial Health 3Functional fit Optimal matching of business requirements helps to increase ROI 4Simplicity Ease of use increases user adoption rate and helps to increase ROI 5Industry usage High industry usage minimizes maintenance and switching costs and helps increase ROI 6 Ease of deployment Lower set-up and administration costs increase ROI

Mapping CRM Tool Against Business Requirements Improvement area AVEBE’s CRM business requirements 1 Customer data management Centralized & standardized customer data management e.g. contact details, call reports, sales opportunities & customer requests 2 Sales process management Access to historical customer interactions Management of sales leads & opportunities Management of customer related tasks Efficient collaboration & communication between sales, marketing and innovation teams Rapid, off-line access to customer data Microsoft Dynamics CRM      

CRM Solution Met Other Selection Criteria … the right fit for our business Selection CriteriaDriver 1Strategic IT fit Standardization of AVEBE’s IT platform on SAP & Microsoft 2Cost Maximization of ROI supported by mega theme - Financial Health 3Functional fit Optimal matching of business requirements helps to increase ROI 4Simplicity Ease of use increases user adoption rate and helps to increase ROI 5Industry usage High industry usage minimizes maintenance and switching costs and helps increase ROI 6Ease of deploymentLower set-up and administration costs increase ROI

Overview of CRM Program Alignment with strategy CRM team & Boundary Metrics Phase I configuration Customization

Publication Date: _______ ; Approved by: _______ AVEBE Commerce One-Pager Mission Vision Strategy Mega Themes Key Performance Areas (KPAs) Alignment With Strategy Strategy: Focusing on most important customers with core product range in selected countries Customer Relationship Management (CRM) vision To become acknowledged leader in attracting, retaining and serving target customers in chosen markets

Project Team and Boundary Commerce (Project owner) ICT Services CRM Implementation Partner

We Began with Measuring ROI… Phase I – ROI objective: Improve sales performance ROI AreaMetricFunction Contact Information Number of contact records/monthSales Call reports Number of call reports/monthSales OpportunitiesNumber of sales opportunities/monthSales Favourable trends in these areas should lead to improvement in sales performance and productivity gains over time

Call Reports, Opportunities & Contacts

Phase I Configuration Add  Call Report  Account Overview  Product List  Sales Tools Turn-Off – Invoices – Pricing – Customer Service – Services Management – Quotations – Marketing Campaigns Synchronization  SAP Account name (+)  SAP Product list  CRM

Customization Set Up −Principle: Using standard, out-of-box CRM functionality Key customizations −Call Report −AVEBE Product List −Account Overview −Sales Tools Workflow −Call Report: Account-Under-Threat

Key Features of the AVEBE CRM system Tight integration with Microsoft Outlook Ease of use Offline access Synchronization with SAP (primary data source) Ease of customization

Lessons Learned  Start simple  Involve users in development of functional requirements  Manage data (especially before roll-out…)  Conduct pilot study  Hit deadlines (while being sensitive to users’ business goals)  Select right business & ICT personnel for CRM team Business experience Process thinking Action oriented Infrastructure and programming expertise