CRM

Siebel Implementation at a Leading Automaker

The Client
A multinational automaker headquartered in Japan wanted to enhance its Customer Relationship Management (CRM) application to launch a new brand of vehicle in Europe.

The company's Siebel 7.7.2.8 eAutomotive application had call center management, opportunity management and campaign management modules. There were separate instances of the application for 'consumers' and 'fleet' business units.

The automaker sought to enhance the existing CRM application to include features such as prospect management, warranty and extended warranty management, road side assistance, customer management solution (marketing analytics), dealer management, product management and data quality.

The company wanted the new system to:

• Address the performance issues of the existing application by incorporating suggestions from Siebel Expert Services
• Support the launch of the new vehicle in Europe and incorporate features for service request lifecycle management for new vehicles
• Include robust customer database capabilities by building real-time and batch interfaces with external applications such as product website, tactical data marts, vehicle ordering system, prospect data repository, warranty and extended warranty, road side assistance, etc.
• Incorporate data cleansing and de-duplication features

Infosys helped the automaker to:

• Implement a single instance global solution and build interfaces to critical legacy applications in a phased manner
• Enhance the quality of its critical customer data by using Trillium to de-duplicate and cleanse the data. The data quality tool uses country-specific rules
• Streamline, automate and enhance the efficiency of service operations worldwide
• Capture, record and manage information requests, brochure requests, test drive requests, complaints, customer feedback, road side assistance and concierge requests

Infosys' solution realized several benefits:

• The new eAutomotive application supports service request management for the company's new vehicle in Europe
• The application provided a robust customer database through real-time and batch integration with external applications
• Central master repository stores data collected from a host of different sources
• Data de-duplication and data cleansing features were added to the system
• Infosys' Global Delivery Model reduced Total Cost of Ownership. A majority of the activities including analysis, design and production deployment validation tasks were undertaken offshore