Customer Relationship Management, Holcim Ltd

Strength. Performance. Passion.

Short title, Department, Date yymmdd, Classification © 2013 Holcim Ltd

CRM Overview

© 2012 Legal entity

13th August, 2013

© 2013 Holcim Ltd

Content

Customer Care Group Functions Customer Support Group Functions

© 2013 Holcim Ltd

Central Sales Administration

Call Center Order taking operations

• Facilitates and streamlines communication with customers and connects to customer touch points.

• Provide more convenience to the customers to make orders e.g. web Sales• Ensure service delivery targets such as on time delivery• Invoice related/Quotations(lead Management) activities• Call monitoring/Complaint Tracking/AR monitoring

Outline of major CRM functions

Complaint Management

• Improved root cause analysis done for complaint management to find causes rather than symptoms

CRM Sales force.com for Cx insights

• Cx insight for value base selling• Improved planning and monitoring for sales staff• Information for decision making

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Key function Plan forward

CRM Call Center Delivery planning (OTD%)

Call center – Order taking operation

Customer Care Group Functions & Next Steps (1/6)

• Handles 100% of the total B2B volume & all B2C Delivered operation. B2B total volume is 25% of the total HLL volume, while B2C Delivered is 12% (B2B 25% + B2C Delivered 12% = 37% of the total HLL volume)

Current operation• Under Cash to Bank project all cash Sale

Orders & all the credit notes SOs to be placed by call center agents for retail customers. (On Average 60 cash sale orders will be placed per day)

• Coordination with DPMC in order to make sure the OTD

• Measurement of OTD For all B2B operation through Ecubix

• Updated the customers on Bowser locations & estimated times of arrival using GPS as and when required.

• Automated SMS to all bulk customers / users alerting the gate out time for their convenience.

• Extend “Bulk supply chain project” initiatives to bag delivered channel to achieve expected operational deliverables.

• Order and delivery planning via common platform between call center & DPMC

• Real time info of order status, real time info saves time in operations



CRM Call Center – Call monitoring/Complaint Tracking

Call center – Invoice related/Quotations - Lead Management


• On time printing, couriering and delivering of all the invoices related to B2B Delivered operation in order to receive payments and avoid overdue / credit blocks.

• Issuing quotations for requests received from B2B customers via all channels. (Fax, Email, Post, Hand over)

Current operation• SAP system generated covering letters

through the system itself• Facility of creating quotations through

SFDC will be available with the SFDC 2.5 version.

• Installation of PABX system was enabled the facility of recording and retrieving calls as and when required.

• Escalate the complaints on products & services which received from B2B, Retail and all other customers via SFDC under Case Management.

• Systematical tool to measure Average Handle Time, Drop calls, Abandoned calls etc.



CRM Call Center – A/R Monitoring

Call center – web sales


• Implementation of webSALES was done for selected VAT customers

• 10 customers were initially trained and 7 customers are currently using the system

• (As at 25th July, 60.31% of the deliveries were taken place via webSALES out of total deliveries)

Current operation• Implementation of webSALES for SVAT

customers. Train and ensure the usage of all the customers who are contributing 90% of the total webSALES volume by the year end. (27 Customers)

• Daily AR monitoring and update the relevant staff regarding the status.

• Remind customers on payments over the phone / letters to ensure the on time payments and avoid credit / overdue blocks.

• On time payment confirmations to Finance & assignment changes.

• (Past due - As at 31st Jan 2013 LKR 12,110,517 – As at 12th Aug 3013 LKR 4,802,509)

• Automated system (Qlik view) in order to easily access AR information for internal staff.

• SAP system configuration for dunning letters. Reminders on payments to be automatically sent to the customers via email


Key functions Plan forward

CRM VAS for B2B customers through webSALEs

Revamped the existing webSALEs platform to be a more customer friendly interface and easier navigation. The new development done in collaboration with SCCC/HSEA CRM teams.

Dedicated webSALEs champion, handling the roll out phase and have completed training & implementation for 5 key customers to date. Plan to have all B2B customers on webSALEs by end of the year.

This is expected to improve customer payment patterns and order placing

During the phase 2, we plan to link Ecubix interface in to webSALEs

Ecubix is a logistics system which integrates the DPMC and Callcenter operations team in to a singular platform. Acces to Ecubix through webSALEs interface shall give the customers access to monitor their own order delivery status on a real time manner to be implemented 3Q2013

Mystery customer, NPS and Customer satisfaction surveys through CC staff

Customer Care Group Activities & Next Steps (4/6)Key function



CRM Central Sales Administration

Dedicated function for all sales administration work , with predefined service level agreements to improve customer services (and carrying specific reference numbers):

1) Monthly target communications to distributors

2) Following up on monthly CN process 3) Timely price communication s and

conditions (in case of amendments)4) Maintenance of complete business

profiles/dossiers for each B2B/B2C customer with complete business documentations

5) Quotation management for B2B customers6) Any other miscellaneous communications

Development of a paperless filling environment to store most of these customer references, filling data etc.

Many old files needs to be re-vamped with up to date data

Business administrative work such as quotation creations to be automated via SFDC

PABX system to be set up to monitor surveys, dropped calls and agent call efficiency rates

Periodic CRM/M&S O2C process validations done to ensure robustness of the operation

Customer Care Group Activities & Next Steps (5/6)

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Customer Care Group Activities & Next Steps (6/6)

Analyzing

Escalating

Monitoring

Case Management with SFDC Benefits• Enabling better client/ customer

satisfaction• Reducing the number of complaints that

escalate• Identifying and addressing poor decisions

in a more timely manner• Reducing time gaps on complaint handling

by providing support and guidanceProgress• Faster response time• Team coordination to solve the complaint• Share learning among all involved• Corrective and preventive actions reviewedFuture enhancements• SMS interface/ gateway to send mobile

alerts on SLA expiration & case escalation• Enable system Pop-ups on SLA expiration

& case escalation• Define extended SLA on critical case i.e.

Major cracks, product quality

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System designing for business requirements Cash flow improvements Customer account troubleshooting

New future enhancements in SFDC

Customer Support Group Activities & Next Steps (1/3)

Identification of New business request and system adjustments Customer account related trouble shoots Increasing planning efficiency of sales force , providing info for decision

making Empowering sales force with customer insights




• JCP Support for Sales force for better planning, monitoring.

• Daily RMIS & Monthly RMIS Information for decision making

• Cx Insights Value base selling• leads/contacts/projects Identification of

future customers • Territory coverage & planning Measuring of

planning & execution efficiency


• Re-structure the reports and dashboards to limit the analytics on the level of the officers, RSM, NSM to minimize or remove any manual work when it comes to reporting

• Segregate the reports of the support team to be only viewable by them

• JCP Enhancement Additional functionality to track daily

comments Additional report on Mileage Tracking

• Enhancement to Quotation & Pricing Process

• Integration of Illakkaya to SFDC• Automation of DAP within SFDC platform

(eDAP)

Planning/ monitoring. (JCP)

Cx Completeness of accounts




• JCP Support for Sales force for better planning, monitoring.

• Daily RMIS & Monthly RMIS Information for decision making

• Cx Insights Value base selling• leads/contacts/projects Identification of

future customers • Territory coverage & planning Measuring of

planning & execution efficiency


• Re-structure the reports and dashboards to limit the analytics on the level of the officers, RSM, NSM to minimize or remove any manual work when it comes to reporting

• Segregate the reports of the support team to be only viewable by them

• JCP Enhancement Additional functionality to track daily

comments Additional report on Mileage Tracking

• Enhancement to Quotation & Pricing Process

• Integration of Illakkaya to SFDC• Automation of DAP within SFDC platform

(eDAP)

Monitoring



CRM Support Operations

Differentiated support to maintain master data (both Customer Master and Price Master)

Identified dedicated officers to handle these master data. Planned to develop them as M&S SAP SD super users (rapid exposure to SAP SD certifications, exposure to transactional data processing projects i.e OPC center being in CRM)

Customer trouble shooting to analyze and inform the senior management of the reasons for customer blocks basis for recommendations for temporary limit enhancements or block releases case by case

Customer recoveries on high balance and past due cases Customer AR history cases and handing special tax cases with Finance team

Identification of new business improvement needs based on new customer requirements etc/ NBRs to improve the existing practices

Dynamic reports to verify quarterly the changes done for PM/CM with or without authorization

Gain rapid exposure in becoming experts in handling transactional data through the OPC implementation (relook at the O2C processes)

Making the existing systems compliant and customer friendly (continuous improvements to improve business process simplicity)
