Next Generation of CRM from SAP @ Asian Paints

Mr. Deepak Bhosale, AsianPaints Mr. Nikhil Alulkar, SAP India. June 5, 2008

Agenda

1. About Asian Paints 2. CRM Today. 3. Future trends 4. Why we chose CRM 2007 ? 5. Road ahead

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Asian Paints Group

Indias largest & among top 10 decorative coatings, paints company in the world. Five Paint & two Chemical Factories in India and over seventy sales establishments. 3000 in India 1400 employees in International operations. 19,000 + dealers in India Has joint ventures in 22 overseas markets and operates through five corporate brands viz. Asian Paints, Berger International, SCIB Paints, Apco Coatings and Taubmans. Forbes Global magazine ranked Asian Paints among the 200 Best Small Companies in the World for 2002 and 2003 and presented the 'Best under a Billion' award.

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Agenda

1. About Asian Paints 2. CRM Today 3. Future trends 4. Why we CRM 2007 ? 5. Road ahead

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AsianPaints - CRM Vision

To emerge as a truly Customer Centric Organization wherein we understand and manage the ever-changing expectation of our existing and prospective customer in a profitable way.

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CRM @ AsianPaints
We think, CRM is
Not technology but an approach a company takes towards its customers. About setting up processes for interacting and building relationship with customers. Spans most of the customer touch-points Unified view of the company to the customer

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Customer touch-points in SAP CRM

APPLICATOR
Contractor Painter

SPECIFIER
Interior Designer Architect

DEALER

End Consumer
- End consumer of paints - End consumers of services

Asian Paints CRM Landscape

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CRM Touch points Engagements !!!

SPECIFIER DEALER PAINTER ACADEMIES CONTRACTOR LOYALTY PROGRAMS Contractor Interior Designer Painter Architect COLOUR NEXT FORECASTS APPLICATOR

FORESITE

HELPLINE

Color consultancy

End COMPLAINT MANAGEMENT Consumer

- End consumer of paints - End consumers of services

Screen test
CRM Landscape
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CRM Touch points Engagements !!!

Telephone I Internet I Point of Sale I Personal Interaction I. I

CHANNELS OF INTERACTION
Contractor I Painters I Interior Designers & Architects I..I Complaint Helpline AP Helpline Helpline services
n d s Ch u bo aign ser at ut p vic O m es ca
Signature stores

HOME SOLUTIONS PROJECT SALES

Loyalty programs

foresite

Customer Interaction Center

Email services Colour shoppe Website promotions

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S e SM rvic se

S el s se f rv i ce s

Painter Academy

Colour next

A typical customers touch points

Web Web

www.asianpaints.com www.asianpaints.com

Information Information

Telephone Telephone Personal Personal Interaction Interaction

Help line Help line

Assistance Assistance

Consumer Consumer

Home Solutions Home Solutions

Reassurance Reassurance Services Services

Point of Sales Point of Sales

Retailing Services Retailing Services

Influencers Influencers

Painter Academy Painter Academy

Need to maintain a unified view

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Agenda

1. About Asian Paints 2. CRM Today. 3. Future trends 4. Why we chose CRM 2007 ? 5. Road ahead

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Future Trends
Increased customer expectations. Exponential customer base.

Increased number of interaction channels. Information on all touch points for effective marketing

Accountability of every rupee spent Need for increased customer satisfaction/ customer loyalty

Complaint to opportunity
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Agenda

1. About Asian Paints 2. CRM Today. 3. Future trends 4. Why we chose CRM 2007 ? 5. Road ahead

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WHY CRM 2007 ?

Simple Flexible Comprehensive

High user adoption and user productivity

Flexible applications and deployment

Complete sales, Marketing, service processes

Ease of use

Choice

Innovation

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Simplicity drives Adoption

User Friendly User-interface. Personalization.

Higher acceptability. Intuitive interfaces and hence lower training effort.

Browser based access. Easy to deploy.

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Flexible Enterprise CRM

E-SOA enabled Ready to deploy enterprise services

Easy Customization of screens. Faster deployment Quick Report Creation

Rich Email, Calendar integration. Offline access using Adobe interactive forms Clear upgrade & migration from previous CRM release.

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Comprehensive SAP CRM 2007

Superior Customer Insights 360 degree view Key Stake Holders Tight integration between SAP CRM 2007 backed ERP to support for end-to-end business processes. Flexible to connect to other communication applications via web-services. Able to achieve seamless integration between customer channels.

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Innovation at Managing Dealers

World class Interaction Center CRM 2007 go-live shall achieve

Popup dealer fact-sheet even before an Agent pickup phone-call Convert Complaint to Opportunity Integration of CRM 2007 with telephony system Integration with SAP ERP. Knowledge Management Feedback to Production.

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Agenda

1. About Asian Paints 2. CRM Today. 3. Future trends 4. Why we chose CRM 2007 ? 5. Road ahead

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Road Ahead !
Phased deployment approach Expected Go-live of CRM 2007 by July, 2008. Exploring SAP CRM Business Communication Management to integrate with CRM 2007. Integrated Campaign Management Real Time offer Management Loyalty Management

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Thank you!

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