GaininG a 360-DeGree View of the CuStomer
“we don’t paint walls, we style them.” that catchy slogan describes a key business initiative launched several years ago by asian Paints Limited, india’s largest paint company. instead of simply manufacturing decorative coatings, the company is increasing customer satisfaction and boosting sales by engaging with customers, dealers, and other partners to provide complete home painting solutions. to achieve the necessary 360-degree view of all stakeholders, asian Paints chose the SaP® Customer relationship management (SaP Crm) application to integrate customer-facing processes.
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the company deepens ties with end consumers by providing complete painting services instead of just selling paint. to enhance this end-to-end service model, the company chose the SaP® Customer relationship management application.
SAP Business Transformation Study – asian Paints
BuiLDinG a Better SerViCe moDeL
asian Paints Limited is a highly successful manufacturer of decorative and industrial paints. as the largest paint company in india – and the third largest in asia – it has achieved enviable growth by building a formidable presence in emerging markets. one of asian Paints’ most successful initiatives has been the development of a service brand – asian Paints home Solutions.
with this offering, the company removes much of the anxiety and legwork from the home painting process, giving consumers access to hassle-free professional services, style consultations, color recommendations, and even free samples. the offering combines all the professional services that a customer might need in the course of painting a home. in addition to end consumers, major stakeholders in the asian Paints home Solutions offering include interior decorators, contractors, and retailers. each of these stakeholders has different needs and different ways of connecting and communicating with asian Paints. to manage this complex network, the company had been using an early version of the SaP® Customer relationship management (SaP Crm) application plus a custom-tailored composite solution built on the SaP netweaver® technology platform. the custom-built solution supported delivery tasks associated with painting jobs – including appointment scheduling, ordering, billing, and reporting. the prior release of SaP Crm supported asian Paints’ call center, enabling activity management, lead management, and other customer-oriented processes.
Reaching the Limit
one barrier that prevented asian Paints from developing a more complete view of the customer was the lack of integration between the company’s telephony system and its Crm application. the goal: to give each agent immediate access to all relevant customer information as soon as a call comes in to a service center. “we want our agents to be two or three steps ahead of the customer so they can get a head start on resolving a complaint or suggesting a product,” says Deepak Bhosale. “with our old software, this was not possible.” asian Paints also wanted to reduce the amount of time needed to configure Crm functionality such as complaint resolution or loyalty program management. in addition, because some end users found the screens and navigation tools somewhat hard to master, Deepak Bhosale and his team were spending too much time training end users – at the expense of more vital it projects.
Putting the Pieces Together
while this blended it approach worked well, asian Paints recently concluded that the system needed to be upgraded in order to enhance the business processes supporting...