Microsoft DynamicsCustomer Solution Case Study

Helps sales persons concentrateon their own job

OverviewCountry or Region: KoreaIndustry: Professional Service

Customer ProfileAsiana IDT, established in 1991, has about 630 employees as of December 2009. Asiana IDT provides various services including system integration and IT outsourcing in various areas including airlines, the basic business of Kumho Asiana Group, logistics, construction, manufacturing, finance and leisure.

Business SituationIt started PI project to enhance the enterprise-wide capability as a part of advance preparation to create new market opportunities.

SolutionAs a result of reviewing a variety of implementation methods to systemize the advanced processes related to sales order derived from the PI, it introduced the comprehensive CRM solution enabling access to SFA, PMS, etc.

Benefits System-based sales Balance between bottom-up and top-

down business cooperation Creating new market opportunity Ease of sophistication to an analysis-

based system

“After CRM, information for business success is shared, and cooperation is possible throughout the entire schedule. Actually these sharing and cooperation are visualized one by one regardless of status or position. Especially, top down advice and cooperation are seen which hardly done in past bottom up reporting system.”

Im Gyehyeon, Deputy general manager, Asiana IDT

Asiana IDT is actively advancing internal capabilities to expand its dominance of IT service market. The first step was PI project started in 2009. At that time Asiana IDT pushed forward with exploring innovative way across entire business process including sales, service, etc. Since then, it has started dynamically to systemize sales-related part among advanced processes derived from PI project. That makes CRM-based sales order business automation possible. With a successful posting of advanced business process defined through PI based on Microsoft Dynamics as a basic framework, Asiana IDT could have systematic and transparent organized business flow compared to former staff-dependent way. And CRM related not only to customer management, but also to PMS, ERP and event to EIS enabled staffs to devote more time and effort to their main tasks as their burden of preparing and maintaining materials was highly reduced.

SituationAsiana IDT took steps actively in 2010. It is targeting to achieve 330 billion sales, enlarge 3 strategic initiatives and enhance 3 core capabilities including sales order/service/technology in 2010, which is called 3/3/3 management. This strategy is noticeable because it is not a simple slogan but crystallized direction resulted from thorough preparation. This preparation means PI (Process Innovation) consulting performed well during the past 2009, specifying innovation challenges of each business field based on it and investment for business process systematization. And CRM related project is the most attractive part of IT service industry.

Considering the trait of professional service industry, the Pre Sales has a great importance, but standardization and systematization of that process is easier said than done. In most cases PMS (Project Management System) or SFA (Sales Force Automation) approach is taken, but after PI was started, it selected CRM as a systematization tool for sales order-related business which is in a pre sales step. It observed many cases internally for best decision making until CRM was selected.

Regarding this, Im Gyehyeon, deputy general manager of sales support team, Asisan IDT said, “In the past, there was no common business procedure in the previous step of PMS. It means there was no standard with regard to creating and maintaining sales-related records and the action we have to take on each sales step. We defined this as a process after one year consulting. And then we had to

decide how to spread this to the sales staffs with a fast and efficient way after the new process was established. Finally we decided to introduce the CRM solution, as a result of internal discussing how to implement the related system.

There is some reason Asiana IDT chose CRM for systemizing the advanced process to enhance internal capabilities including sales order. Sales order is multi-dimensional and mixed process and if not with in-house development, CRM is the most appropriate one. Im Gyehyeon, deputy general manager said “Existing PMS also has a simple sales support function. But it’s not so much of reflecting the PI result. SFA approach is not appropriate for our process, either. Meanwhile we found CRM and had confidence that this was the most appropriate direction.”

He added, “CRM is not a thing restricted by a customer relationship management. It is a total solution covers all from sales automation to marketing and service activities. In other words, from wider point of view, this is a tool that enables innovation in sales depending on industry. For instance, professional service companies like us can utilize it for pre sales, and manufacturer for marketing."

SolutionAsiana IDT decided to put business process on CRM system to strengthen sales order capability through PI and proceeded to select the solution in the late 2009. Regarding that situation, Im Gyehyeon, deputy general manager said,

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“We reviewed all of major solutions and services and whether to meet our target standard was highly regarded than superiority of each solution. These two major evaluation points were tolerance of processes we had and connectivity with our backbone system.”

Microsoft Dynamics has the most perfect match with its two evaluation point which received good assessment for customization flexibility and seamless connection with its backbone system. Im Gyehyeon, deputy general manager said, “Microsoft solution is the most appropriate one in applying the result of costly, time-consuming PI.”

After solution choice, the project was performed actively in October 2009.Asiana IDT made Microsoft Dynamics as a framework for sales order automation, and implemented a system in a way of reflecting process defined by PI on it. The process put on that system covers all sales process from finding business opportunity to sales order, and this flow is connected from CRM to backbone system. Im Gyehyeon, deputy general manager said, “Sales order enhancement, from the perspective of business flow, means a management of sales pipeline from pre sales to actual project contract with the united customer information which was scattered before. From the point of view of administrative procedure, it makes the support of prior approval, evaluation and meeting possible in system level. And from the point of view of data flow, it means the information is stored in CRM and transferred to the backbone system which was stored in sales persons’

desktop and reported by document before.” The most difficult but easily solved problem on implementation of this was connection between systems.

In this project Asiana IDT considered 3 systems PMS, ERP, EIS (Executive Information System) for connection with CRM. When a variety of information was entered depending on sales order process, the most sensitive part was SAP ERP to make this information flow seamlessly into the backbone system. “At first, we worried if the connection could be worked as expected. But this was a batch connection, not a real time interfacing, so the work could be done with no problem. Enterprises using SAP ERP shows a great interest in interfacing problem when introducing CRM, and we found that the natural connection between Microsoft Dynamics and SAP ERP is possible throughout this project,” said Im Gyehyeon.

Benefits

System-based sales

The best result of this project was systematization of non formal business flow. Creating and reporting information was performed on standardized process without human intervention. Im Gyehyeon, deputy general manager said, “As CRM running, the business pattern itself is changing. Information scattered on offline media has been combined in one system. As a result, everyone can easily monitor a history of business activities or sales order situation. This change was not just limited to working

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group. As the sales activity is formalized by close down, executives can also make decisions without requesting a separate report.”

As the system-based sales activity was stabilized, unnecessary tasks of workers also significantly decreased. Im Gyehyeon, deputy general manager said, “Preparation tasks for reporting are decreased, which makes workers concentrate on their own job, sales. Our ultimate goal is holding a meeting with the direct reference of data on online system, not on offline."

Balance between bottom-up and top-down business cooperation

Another change is emerging with the CRM’s operation. Business communication is taking roots to the sales field. “Before CRM, communication in business cooperation was not good because of vagueness of each sales step procedure. After CRM, information for business success is shared, and cooperation is possible throughout the entire schedule. Actually these sharing and cooperation are visualized one by one regardless of status or position. Especially, top down advice and cooperation are seen which hardly done in past bottom up reporting system. The effect of communication is appearing, which proves the unity of organization. For instance, if someone posts sales difficulties on system, team leaders or executives can introduce someone helpful or give direct solution," said Im Gyehyeon, deputy general manager.

Creating new market opportunity

For Asiana IDT, Microsoft Dynamics is not just a choice to strengthen the internal capability. As a professional IT service company, it also helps it turn its experience into products and create new market opportunities. Im Gyehyeon, deputy general manager said, “CRM has a sufficient market value. When the system was equipped enough, then the enterprise take an interest in the CRM for higher value-added. The impression in our own implementing is that Microsoft Dynamics is a solution well reflects the characteristics of Korea. Especially For a small to midsize businesses having demanding differentiated processes for each customer, it can be easily suggested from the perspective of cost and customizing convenience. We plan to spread it with the supplement of experience based on best practices per industry."

Ease of sophistication to an analysis-based system

One of the benefits we obtained from Microsoft Dynamics is the economy of system sophistication. Regarding this, Im Gyehyeon, deputy general manager said, “By 2011, we can have one-year data on CRM. By using it, we plan to increase system utilization through the behavior pattern analysis of enterprise-wide sales activities. We introduced SQL Server 2008 for CRM database, and we are expecting that it enables system sophistication with the minimum additional investment when implementing analysis-related functions."

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Microsoft DynamicsMicrosoft Dynamics is a line of familiar, adaptable enterprise resource planning (ERP) and customer relationship management (CRM) solutions designed to meet almost any business need and help your people make important business decisions confidently.www.microsoft.com/dynamics

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For More InformationFor more information about Microsoft products and services, call the Microsoft Sales Information Center at (800) 426-9400. In Canada, call the Microsoft Canada Information Centre at (877) 568-2495. Customers in the United States and Canada who are deaf or hard-of-hearing can reach Microsoft text telephone (TTY/TDD) services at (800) 892-5234. Outside the 50 United States and Canada, please contact your local Microsoft subsidiary. To access information using the World Wide Web, go to:www.microsoft.com

For more information about Asiana IDT products and services, visit the Web site at:

www.asianaidt.com

This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.

Document published August 2010

Software and Services Products

− Microsoft Dynamics CRM 4.0

− SQL Server 2008− Windows Server 2008 Standard