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Global implementation of Siebel CRM solutions

The client

Australia's leading telecommunications and information services company offers a comprehensive portfolio of mobile, fixed and wireless voice / data services in all telecommunications markets throughout Australia. Its operations also extend to other countries in the Asia Pacific region.

Business need

No longer can a tradition of market monopoly guarantee a company continued market leadership. The client recognized that it had to get customer wise, in order to leverage the potential of every customer as a valuable resource to boost company profits.
The client already had in place a customer relationship management (CRM) solution that combined best-of-breed CRM capabilities with industry best practices. However, what started as an exercise to integrate customer information, soon evolved to encompass other supporting pieces in the enterprise like employees, partners and influencers.
Acknowledging this, the client felt the need to upgrade its existent CRM system to make it more comprehensive and to optimize its benefits. There was a clear need to enable both employees and partners to simultaneously access customer information. This involved an upgrade from the existent two-tier architecture to a web-enabled architecture.
The company also needed a comprehensive sales force compensation plan that was responsive to all the employee issues involved. It was looking at a CRM system with improved functionality and usability that would enable the client to serve customers faster, more efficiently and at lower costs.

The challenges

Infosys stepped in to provide a leg up to the marketing efficiency and partner capabilities of the client. However it encountered a few challenges on the way:

  • The company had a large number of legacy applications that created data silos and impeded the flow of information. This was a situation that had to be simplified
  • Customer information was spread across diverse systems and applications. To achieve improved efficiency and speed in handling customer relations, it was essential to first integrate this diverse information
  • Infosys project team had to handle aggressive timelines and complex business situations. The team, therefore, had to try and work toward managing changing requirements and yet deliver within the specified time frame
  • Enforcing a crunch in lead time when the technical upgrade was being implemented was tough. Multiple development teams and in different environments were working on various initiatives, sometimes in parallel on the same instance. Coordinating the activities and progress of all these teams was also a challenge. The company had to find solutions to support minor enhancement releases on the old instance to meet critical business requirements
Our solution

The telecom major had already put in place a Siebel e-communications solution, a telecom industry solution that combines the best CRM capabilities with industry best practices. This was aimed at integrating customer knowledge across the business community and partners, and to serve customers efficiently and faster in a cost-effective manner. Infosys was entrusted with the job of upgrading the existing Siebel applications to gain major improvements in usability and functionality. The brief was also to implement new functionality in marketing, incentive compensation, and partner relationship management.
Infosys took up the job with a two-phased approach to the implementation using its 4D methodology. The project comprised two phases, with Phase I focusing on the existing system architecture and functionality. Phase II focused on development work on various tracks like upgrade of Siebel to a higher version, optimization of code, and implementation of campaign management. The implementation was subjected to stress and volume testing to simulate extreme situations that might occur in production.

Strategy

A combination of the Global Delivery Model for solutions development and 4D methodology for Siebel implementation was the strategy Infosys adopted. This resulted in cost advantages and faster project completion. System analysis and high-level design happened at onsite locations. Meanwhile, detailed design and development was kicked off in the offshore development center. Infosys roped in the business project managers of the company for discussions and got the designs validated in design workshops conducted onsite. An independent group was entrusted with testing and certifying the application.

Phase I

The Siebel e-communications tool was already in place. In this phase of the engagement, Infosys took up the study of the existing system architecture and functionality. This was aimed at arriving at specific recommendations and system design.

Phase II
  • The Siebel version 6 was upgraded to version 7.5.3 in a bid to enable the client to use the Web. This move from a two-tier to n-tier architecture was critical to improving usability. Also, functionality of the upgraded product, multichannel capabilities and improved performance were the key areas of focus
  • Moving on, Infosys put in to work remediation, which involved optimization of code to improve system performance and scalability. This allowed multiple users to concurrently perform transactions on the system without dropouts or performance issues. Marketing and analytics were the next steps in the implementation of campaign management. This was targeted at helping the client to design, execute and manage marketing campaigns for different segments across voice and data products and email, fax, phone and the Web
  • Infosys then put in place incentive and compensation plans. This included variable commissions and bonuses, configured compensation workbooks and assigned plans for employees
  • Infosys then put in place a contract and bid management system. Such a system is a prominent feature of the vertical solution for the telecom industry. It helps sales personnel manage credit delinquencies and maximize receivables. Using various templates, the salesperson can quickly combine quote information, terms and conditions, and discounts applicable to close a sale
  • Infosys developed an Internet-based portal that allows the client to share customer information with partners in a secure and seamless manner
  • The Genesys contact center suite was implemented for handling telephony, email, fax, and Internet mail type of interactions

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