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Our Office in South Africa
Corner Church & Industrial Road,
Crown Mines,
2025, Johannesburg,
South Africa.
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Our Office in UAE
302, Al Durrah Commercial Tower,
Al Intifidah Road, Buhairah Corniche,
P.O. Box 45810, Sharjah,
United Arab Emirates.
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> reliance industries limited (RIL)
The Client
Reliance Industries Limited ("RIL"), the largest private sector company in India with assets of over Rs.931 billion (approximately US$ 21 billion) as of March 31,2006. RIL is the only private sector company from India to feature in the Fortune Global 500
Current System
In the current system all the phases of operation from customer acquisition to customer transaction were done manually
The manual system had the following disadvantages:
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Difficulty in updating of central database
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Inflexibility in the report generation
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Observed time lag between the follow-up report updation and it's entry at the central
database
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No option to capture the query from the customers
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The customer can not get all his required information about any product in one place.
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Being a manual system it's more time consuming and more prone to error
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Automated "Lead Management" not possible
The Requirement
RIL - Petroleum needed an application "Customer Value Management" for Industrial Marketing division which would track
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Potential customers for various products marketed by RIL
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"Prospective" customers at various stages
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Lead management
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Converting prospects into customers
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Customer satisfaction of existing customers
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Customer Contact management - for Field Force
Performance Requirements
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The system should be light and should be easily accessible on the net
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It should provide security at password level to ensure secure transaction
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It should have high processing speed
The Solution
CBT InfoTech customized its eCRM, application to meet the requirements of "Customer Value Management" of RIL. This was achieved by customizing eCRM application which is based on Microsoft.Net technology, answered the requirements of the client. We helped in design and develop System which had all the functionalities such as
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Web based application having facility for prospective Customers to create profile
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Create enquiries for various products which are available for sale thru B2B portal - facility for publishing detail product specifications, standard rates for RIL
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Facility for RIL Industrial Marketing division to track customers at various stage of interaction with RIL - Lead Management
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Customer classification for RIL
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Option for RIL field force to input customer details visited by them
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Facility for Customers for placing orders on RIL for supply of various products
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Flexi Query option for RIL management for MIS report generation
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Facility for creating outputs in MS Excel, Word, PDF and Text
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Connectivity option for SAP - customer data interfacing with existing SAP application using XML interfacing
Overview and Scope of the System
This system has options for
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Tracking of a customer details(personal, commercial and technical ) and define his prospective from the point of view of marketing
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Recording and responding to the various queries raised by the customer
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Preparation of various MIS Reports as required
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Provision for updation of summary of customer interaction by the employee of RIL
When a customer accesses the initial home page
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Brief description of the details of the company is displayed to him
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Existing customer is directed to the B2B Portal
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New customer accesses the product information and can get registered if interested
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Existing customers are directed to the B2B portal directly
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If interested any registered customer can order for the desired product
Customer Registration (Stage1)
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It captures the personal details of the customer with the contact addresses
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The customer has an option to click the products of his interest
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The initial log in and generated password are mailed to the customer
Customer Registration (stage 2)
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The interested customer from stage 1 registration is enrolled for stage 2 registration, Which captures the commercial, Technical and General Information.
SAP Customer Registration
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Customer gets registered in SAP and SAP registration no. is generated accordingly
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All the further transaction details are updated in the SAP by this no.
Lead Management System
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It traces the customer depending up on his status of interaction
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Customers are classified into following category
- Opportunity 1 (O1)[Initial enquiry]
- Opportunity 2 (O2) [logs in frequently and is in touch]
- Opportunity 3 (O3) [Some meetings have scheduled]
- Customer 1 (C1) [Done one transaction]
- Customer 2(C2) [More than a single transaction is done]
- Customer 2(C2) [More than a single transaction is done]
- Customer 3(C3) [Is eligible for a special customer status]
Customer Contact Management Reporting
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Industrial Sales Officer of RIL enters all the details of customer interaction through web
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It displays the history of visit and other related queries about the customer visited
Query Module
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It displays customer status, Sales Order details, Customer feedback reports on desired time frame, geographic regions and products ordered
Benefits of using the software
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It has the provision for fetching the details (personal, technical, commercial), of the customer and after verification customer can place the order online
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It eases the task of both the customer and the RIL
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Chances of error reduces as compared to manual system
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It directly gets connected to the B2B Portal
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Customer acquisition process will get faster
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Updation of customer status is done centrally at the moment it is updated anywhere. So at any moment the authority has an access to the very current customer status
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It generates various flexible MIS reports as per the demands
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It keeps a record of the customer queries and facilitates the customer to post their query/feedback on line
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It has the provision for circulating the newsletters or circulars in regular intervals
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Customer can get information about all the RIL product at one place
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At the time of traveling also employees can update the meeting details with the clients
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It provides role based access and hence is more secure to use
Technology Used
The following technologies are used for the development of the software
- Database used: Microsoft SQL database
- Front end: ASP.net Framework 1.1
System Users
Application is developed for
- Industrial Marketing team – HOD, Regional Heads and ISOs
- Product managers at Head office
- Unit heads
- Dealers and sub- dealers
- End Customers
Application & Infrastructure Architecture
(Representative Architecture)
Infrastructure Architecture
Application Mapping -
Customer Value Management
Infrastructure Architecture
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