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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 ed 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 ing system used by all providers

ing 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 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 of pricing. It has widest product range in 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.

WEBILOGRAPHY

1)http://www.asianpaints.com

2)http://www.sdn.sap.com