MS Case Study Kingfisher by xk67u1


									                                                 Microsoft Dynamics
                                                 Customer Solution Case Study

                                                 Manufacturer and Distributor Improves Channel
                                                 Management with Dynamics CRM

Overview                                         “Now we have fewer people who just crank the handles
Country or Region: Australia
Industry: Manufacturing and Distribution
                                                 and more people delivering sales and marketing.”
                                                 Bruce Robertson, Technical Director, Kingfisher International
Customer Profile
Kingfisher International is a global
manufacturer and distributor of fiber optic
network testing equipment. Based in
Melbourne, Australia, Kingfisher                 Kingfisher International manufactures and distributes testing, repair,
International employs 25 local staff. Its
distribution network encompasses 70              and verification equipment for fibre optic networks in the telecoms,
countries and over 3,000 customers.              datacom, defense, and automotive industries. The company has
Business Situation                               approximately 3,000 customers in 70 countries serviced through a
The company needed a customer                    network of distributors. Kingfisher customer relations were hampered
relationship management system to track
complex multiple contacts with large             by an existing customer relationship management (CRM) system that
clients. It also wanted to improve its           could not track multiple contacts and contracts with its larger clients,
capacity to market itself to a diverse, global
customer base.                                   and did not integrate with its mail and accounting systems. In 2004,
                                                 Kingfisher implemented Microsoft® CRM 1.2. In late 2006, the
Kingfisher International teamed with             company upgraded to Microsoft CRM 3.0, integrating it with
Professional Advantage to implement              Microsoft® Dynamics™ GP and Microsoft® Office Outlook®.
Microsoft® CRM 1.2, then 3.0, integrating
them with its email and accounting               Kingfisher now keeps detailed track of even its biggest and most
systems.                                         complex customers. The company also provides global round-the-
Benefits                                         clock customer support, and has learned to develop sophisticated
 Better customer awareness.                     and targeted marketing campaigns using its customer contacts list.
 More comprehensive customer support.
 Renewed focus on sales and marketing.
 Improved team work.
 Automated marketing campaigns.
“A bad system will                     Situation                                        Says Robertson: “The problem with the
                                       Established in 1986, Kingfisher International    system we were using was that there was no
always win over a good                 (Kingfisher) designs and manufactures            way of bolting the contacts to the
person.”                               testing and repair equipment for fiber optic     organization. The result was that we could
                                       communications networks. Based in                have two sales guys or distributors in the
Bruce Robertson, Technical Director,   Melbourne, Australia, the company has            same building working on different parts of
Kingfisher International               approximately 25 local staff that service over   essentially the same project, and even we
                                       3,000 customers in approximately 70              didn’t know. You simply couldn’t track all the
                                       countries, mostly in the telecommunications,     people concerned.”
                                       data communications, defense, and
                                       automotive industries.                           Beside the potential for confusion, this was
                                                                                        also a defective way to manage a client.
                                       Kingfisher’s customer relations needs were       Without a whole client view -- which included
                                       highly complex. Although most products were      client history -- Kingfisher found it difficult to
                                       sold through distributors, the company           know exactly what the client’s technical
                                       needed to track the sales process to             situation was, or how to enforce company-
                                       customers in order to make its marketing,        wide agreements, and make client contacts
                                       product management, and customer service         aware of negotiated discounts.
                                       activities as effective as possible.
                                                                                        “If you don’t have good case management,
                                       “Things can get very complicated,” says          then it’s very easy to not know what’s going
                                       Bruce Robertson, Technical Director,             on,” says Robertson.
                                       Kingfisher. “We get end users coming to us –
                                       some of the time we need to deal with them       Second, its existing CRM package did not
                                       ourselves, sometimes we need to refer them       connect with any other Kingfisher systems. In
                                       to the distributor. Plus we get a lot of         particular, there was no automatic link
                                       incidental enquiries, which we need to           between customer records, emails, and
                                       manage. Then we also need to do the classic      accounts.
                                       sales tracking activities, which includes
                                       working out success rates for our sales guys.”   “There was no integration with email, and
                                                                                        most of our communication happens via
                                       The company had used customer relationship       email,” says Robertson. ”Our correspondence
                                       management (CRM) packages to help                needed tight integration; instead it was
                                       manage customer relations since 1991. In         chunky. And because there was no
                                       2004, Kingfisher employed a CRM product          integration with our accounting system, we
                                       based on an Advantage database. However,         had an extra administrative burden as data
                                       the system was inappropriate in two critical     had to be entered into both systems if a
                                       areas.                                           prospect became a sale.”

                                       First, Kingfisher had a small number of very     As the company’s client base extended
                                       important customers, such as incumbent           rapidly overseas, Kingfisher became
                                       telecommunications companies, who bought         convinced that whatever it did, the company
                                       and operated a large amount of equipment to      couldn’t maintain service levels without new
                                       test different parts of their networks and       technology.
                                       business. Their existing package was not
                                       optimized to deal with this scenario.            “A bad system will always win over a good
                                                                                        person,” says Robertson.
                                       Solution                                           They just wanted something that was simple
                                       In 2004, Kingfisher began to investigate new       and straightforward to use. And the fact that
                                       CRM packages that could manage its                 we didn’t care about policy enforcement also
                                       complex customer relations and integrate           reduced implementation costs.”
                                       with existing communications and
                                       administration. They engaged Microsoft®            Microsoft CRM 1.2 was successfully
                                       Gold Certified Partner Professional Advantage      implemented by the end of 2004. According
                                       to advise.                                         to Dijkema, the Outlook feel to the CRM
                                                                                          interface made it easier for Kingfisher staff to
                                       “The customer wanted a fair degree of              learn how to use. Although this was the first
                                       autonomy with their system,” says Peter            release of Microsoft’s CRM applications, it
                                       Dijkema, Senior Account Manager,                   resolved the need to be able to allocate
                                       Professional Advantage. “They wanted to            multiple contacts to the same client.
                                       write their own reports from their database,
                                       which they couldn’t do with their old system.      Then in 2006, Kingfisher learned that the
                                       And because of the complexity of their             upcoming Microsoft® CRM version 3.0 was
                                       customer relations, they wanted the flexibility    scheduled to include sophisticated marketing
                                       to integrate specialist third-party applications   and sales lead tracking functionality.
                                       for certain types of tracking.
                                                                                          “Because of their huge client base, Kingfisher
                                       “If possible, they also wanted their CRM           was interested in the new marketing
                                       system to integrate with their accounts            campaign tools,” says Dijkema. “This would
                                       system, which was Microsoft® Dynamics™             enable them to send out emails to customers
                                       GP. What they had in mind was that                 with specific products, help them research
                                       prospective customers and orders would flow        the response, and calculate the return on
                                       straight through to sales in Microsoft             investment.”
                                       Dynamics GP.”
                                                                                          Consequently, in late 2006 Kingfisher
                                       Professional Advantage advised Kingfisher          upgraded to Microsoft CRM version 3.0,
                                       that the initial release of Microsoft’s CRM        taking the opportunity to integrate the CRM
“The Microsoft CRM                     package would suit their requirements. In          system with its mail system.
product wasn’t                         particular, Microsoft® Dynamics™ CRM was
                                       suited to the needs of Kingfisher’s modest
specifically designed                  headcount.                                         Benefits
around policy                          “It was the right size,” says Robertson. “A lot
                                                                                          By implementing Microsoft CRM 1.2, and
                                                                                          then upgrading to CRM 3.0, Kingfisher
enforcement, and this                  of CRM packages are designed to enable very        developed a robust and detailed customer
suited the way our                     big companies to enforce top-down
                                       arrangements, for example, call centers,
                                                                                          relationship system that could track and store
                                                                                          all important client interactions. Kingfisher
engineers, sales                       where managers need to enforce certain             could market itself to existing customers
engineers, and regional                rules.                                             effectively, provide fast customer support,
                                                                                          and maintain its database efficiently.
managers wanted a                      “The Microsoft Dynamics CRM product wasn’t
CRM system to work.”                   specifically designed around policy
                                       enforcement, and this suited the way our
                                                                                          Better customer service
                                                                                          A comprehensive view on how its customers
Bruce Robertson, Technical Director,   engineers, sales engineers, and regional           use its products has enabled Kingfisher to
Kingfisher International               managers wanted a CRM system to work.
 “Our team work has                     refine its marketing and improve its customer    could restore the distributor’s customer
                                        service.                                         information and help it pick up where the
 improved. It’s a great                                                                  CEO had left off.
 team tool.”                            “We can take an organizational view of our
                                        customers,” says Robertson. “This means          “We were able to send them all their
 Bruce Robertson, Technical Director,   that we know how to handle deals and             customer details in two hours,” says
 Kingfisher                             discounts. We can see what they have             Robertson. “This was extraordinary. But we
                                        already, so we know what is suitable for them    were also able to send them all the emails
                                        when we get enquiries.                           that had been sent by their company to the
                                                                                         end customers, because they are linked in
                                        “A better understanding of our clients means     CRM 3.0. This saved them.”
                                        we can also predict what problems the
                                        organization will have. This means we can        More efficient team work
                                        offer much better customer support. We can       Integration with Dynamics GP has reduced
                                        also look at the case history, see if problems   manual data entry requirements and allowed
                                        keep recurring, and work our customer            staff to concentrate on revenue generating
                                        specific remedies.”                              activities.

                                        Microsoft CRM 3.0 has also improved              “We have two or three staff less in
                                        Kingfisher’s ability to provide around-the-      administration, and an increased emphasis
                                        clock support for its customers.                 on recruiting and retaining quality staff,” says
                                                                                         Robertson. “Now we have fewer people just
                                        Says Robertson: “Since CRM contains all          cranking the handles and more people
                                        customer details and case history, we can        delivering sales and marketing.”
                                        pass on jobs to our sales offices in the UK
                                        and US if we’re needed outside of Australian     Microsoft’s latest CRM version also helps
                                        business operating hours. This was               improve the way that staff work because it
                                        impossible before, because of the paucity of     helps staff keep track of the CRM processes.
                                        information. Now we can provide 24-hour
                                        support.”                                        “In version 3.0, you can set up a sales lead,”
                                                                                         says Dijkema. ”This initializes and assigns a
                                        Emergency back-up                                whole range of activities that need to be
                                        Robertson cites a recent emergency situation     completed as the lead becomes a prospect.”
                                        at one of its American partners as evidence
“We have two or three                   of how much more robust Kingfisher’s
                                        customer systems are.
                                                                                         “It’s a very team-oriented package,” adds
                                                                                         Robertson. “We can push activities around
fewer staff in                                                                           the organizational stack, and the person who
administration, and an                  He says: “We had a distributor in the US. One
                                        day the CEO walked out and took all the
                                                                                         started an action can see what happens.

increased emphasis on                   distributor’s customer information with him.     “For example, regional sales managers can
recruiting and retaining                We got a call from his staff saying, ‘We’re
                                        stuffed, we don’t even know who our
                                                                                         see if a task has been completed because
                                                                                         they have full visibility on their jobs.
quality staff.”                         customers are.’”                                 Alternatively, sales managers can see who a
                                                                                         particular job was assigned to if they think it
Bruce Robertson, Technical Director,
                                        Because Kingfisher had records of all their      might impact a particular customer
Kingfisher International
                                        customers in CRM 3.0, and CRM 3.0 is linked      interaction. Our team work has improved. It’s
                                        with Microsoft® Office Outlook®, Kingfisher      a great team tool.”
“Good marketing people                 Marketing campaigns                                 By providing access to the CRM database
                                       Kingfisher has taken advantage of the               through a virtual private network, CRM 4.0
are at a premium. This                 improved marketing campaign tools in                would enable Kingfisher to share customer
tool makes it all happen.              Microsoft CRM 3.0 to increase and refine            information with its worldwide network of
                                       customer contact without having to employ           distributors.
We can do more and                     professional marketing expertise.
better marketing and it                                                                    “Implementing Dynamics CRM 4.0 would
                                       “You generate a list out of your contacts and       conform to Kingfisher’s policy of steadily
simply doesn’t cost                    then it helps you devise a campaign. It helps       evolving its own CRM capabilities with
much.”                                 you create a specific marketing activity like       Microsoft’s product releases,” says
                                       product-specific emails, then track the             Robertson. “As far as we are concerned, it’s
Bruce Robertson, Technical Director,   execution and assess the results,” says             ‘steady as she goes.’”
Kingfisher International               Robertson.

                                       “This is incredibly helpful, because good
                                       marketing people are at a premium. This tool
                                       makes it all happen. We can do more and
                                       better marketing and it simply doesn’t cost

                                       Adaptable and evolutionary
                                       Finally, one of the chief benefits to Kingfisher
                                       has been the ability to augment Microsoft
                                       CRM 3.0 functionality with specialist third-
                                       party applications.

                                       “One of the reasons we chose Microsoft®
                                       was because it’s very good for integrating
                                       additional packages,” says Robertson. “We
                                       were particularly interested in a product
                                       called ‘C360’ which constructs a sales and
                                       marketing relationships matrix around
                                       individual clients, so that we see all the
                                       players in a particular deal.

                                       “This facility is a definite strength, because it
                                       means we can add on the bits that really
                                       make the package fly. In fact the ease with
                                       which we can integrate third-party software is
                                       just terrific.”

                                       Since 2004, Kingfisher has steadily evolved
                                       its CRM on the Microsoft platform, and in
                                       mid-2008, it was actively assessing the
                                       benefits of the follow-on release, Microsoft®
                                       Dynamics™ CRM 4.0.
For More Information                                         Microsoft® Dynamics™
For more information about Microsoft                         Microsoft Dynamics is a line of financial,
products and services, call 1800 197 960.                    customer relationship and supply chain
To access information using the World                        management solutions that helps businesses
Wide Web, go to:                                             work more effectively. Delivered through a                      network of channel partners providing
mics/                                                        specialized services, these integrated,
                                                             adaptable business management solutions
For more information about Professional                      work like and with familiar Microsoft software
Advantage products and services, call                        to streamline processes across an entire
+61 2 9919 8900 or visit the Web site at:                    business.
                                                             For more information about Microsoft®
For more information about Kingfisher                        Dynamics™, go to:
International products and services, call          
+61 3 9757 4100 or visit the Web site at:

                                                              Software and Services                           Partners
                                                                 Products                                       Professional Advantage
                                                                  − Microsoft® Dynamics™    CRM 1.2
                                                                  − Microsoft® Dynamics™    CRM 3.0
                                                                  − Microsoft® Dynamics™    CRM 4.0
                                                                  − Microsoft® Dynamics™    GP
This case study is for informational purposes only. TO THE

Document published June 2008

To top