SAP grows in CRM space in APAC region

BANGALORE: SAP Asia Pacific has enjoyed the year winning customers in the CRM

space for deploying mySAP CRM. This was attested by Frost and Sullivan’s

survey, which awarded SAP’s CRM solution as the second best in the Asia

Pacific region. Some of its customers in the past few months include, Optima

Computers, Australia, Unilever Philippines (Philippines), Cheil Jedang (Korea),

Tata Telecom (India), Hankuk Glass Industries (Korea), Jebsen & Jessen

(Singapore), DCM Sriram (India) and Asian Paints (India).

"In 2001, we achieved record CRM growth in Asia Pacific and successfully

narrowed the gap to become the number two CRM player in the region (Frost and

Sullivan CRM Market Report, June 2002)," said SAP Asia, director, Business

Development - CRM, Satyavrath Krishnaswamy. "While we are focusing on

securing new customer wins, we have an absolute commitment to delivering to our

current customers. This is clearly evidenced by the significant number of

successful regional CRM project 'go lives' over the past year. The best-run

businesses continue to recognize the value of SAP's open, connected and

collaborative e-business solutions."

Some of its customers view SAP’s CRM solutions as,



Tata Telecom - Building a Holistic Customer Profile through CRM. "The
successful go-live with SAP brings about a new way of streamlining business

processes for Tata Telecom. Although we are growing rapidly and have a good

foundation of Management Information tools in place, it is only with the

implementation of mySAP CRM that we are consolidating data across multiple

systems on to one common platform. We will now have a single view of the

customer," said, Tata Telecom, a Tata & Avaya Company, vice chairman,

Niru Mehta. "Tata Telecom has rolled out mySAP CRM across nine locations,

and plans to further deploy the solution across all its branches, over the next

few months." Tata Telecom's current CRM deployment covers its offices in

Mumbai, Pune, Bangalore, Chennai, Delhi, Kolkatta and Hyderabad.

Unilever Philippines - Realising Customer Returns in Three Months "Prior

to the mySAP CRM implementation, our customer and consumer care officers browsed

through thick books, brochures, various on-line databases and reports to respond

to customer inquiries," said Unilever Philippines, Commercial Director,

Elfren Samonte. "Now, they can click on any Unilever product on their

computer screen and data about the particular item automatically comes up. This

significantly enhances our agents' ability to respond to customer inquiries

fast, accurately, and completely. Previously, monthly calls peaked at 3,000.

mySAP CRM increased the company's call center capability immediately to 5,000

calls per month." Unilever Philippines went live with mySAP CRM as a

standalone application in January 2002 following a three-month implementation

period. The company has successfully automated two call centers and improved

customer service by integrating disparate product information into a single,

user-friendly and intuitive interface.

Cheil Jedang - Realising the Benefits of Enterprise-Wide Integration "A

critical factor in the choice of my SAP CRM was the solution's ability to

seamlessly integrate with our backbone ERP System. We viewed end-to-end

integration as the only way to realize more efficient corporate-wide business

processes and maximize cost-savings," said Cheil Jedang, Senior Vice

President and DNS Team Leader, Jong Hyun Kim. "To ensure that our CRM

deployment is customized to our business characteristics and internal

environment, we conducted a thorough review of other companies' failures and key

learnings to derive critical success factors. We are already seeing tangible

returns as a result of our successful CRM implementation with SAP, and will

embark on the remaining parts of the project, including supply chain management,

product lifecycle management and enterprise portals." As part of the

company's Digital Nervous System (DNS) Program, Cheil Jedang has deployed mySAP

CRM as a strategic platform to enhance customer satisfaction by unifying

multiple customer touch points and integrating its operations systems for

marketing, sales and service.

Jebsen and Jessen South East Asia - Building a People-Centric CRM Culture

"We chose mySAP CRM for its breadth of functionality and its ease of

integration with our existing ERP infrastructure. It is the most complete and

integrated CRM solution in the market today," said Jebsen & Jessen

South East Asia, executive vice chairman, J. Heinrich Jessen. "By

capitalizing on mySAP CRM to build a holistic view of customer information that

can be leveraged across all functional divisions, we are able to harness

customer intelligence to ensure consistency of customer interactions across all

touch points. " As part of its visionary Customer Care initiative, the

company has recently gone 'live' with mySAP CRM Internet Sales, Customer

Interaction Centre, Campaign Management and Mobile Sales for two of its

businesses in Singapore - Jebsen & Jessen Communications (S) and JJ-Degussa

Chemicals (S).