Scribe Software and West Pharmaceutical Case Study

West Pharmaceutical first deployed the Microsoft Dynamics® CRM platform to integrate customer

and material master data from multiple ERP systems into a global CRM system. The next key

technical challenge related to the company’s two SAP® ERP instances—one for North America and

one for Europe/Asia. The systems relied on different data schemes, and West needed to ensure

data from both could flow into the new CRM platform—where internal personnel could then access

a harmonized view of all company activity. West also needed to tie in data from its two customer

complaint systems—TrackWise® by Sparta Systems and SAP®.

COMPLEX INFRASTRUCTURE REQUIRES AUTOMATIC MAPPING West partners with thousands of customers

for whom it provides thousands of different

products. With so many customers separated

into hierarchical sub-accounts, connecting data

between Microsoft Dynamics® CRM, SAP® ERP,

and TrackWise® presented a complex integration

task. West efficiently solved the challenge

through Scribe and SAP Process Integration (PI).

SAP PI receives data from both SAP® ERP systems

and TrackWise®. Scribe connects with SAP PI and

automatically maps the data to the appropriate

data fields within Microsoft Dynamics® CRM.

SCRIBE SOFTWARE STREAMLINES THE DATA FLOW PROCESS Scribe provides West with all the required

integration functionality, including an interface

that checks all the entities in Microsoft Dynamics®

CRM and automatically connects each entity

with the data from the two SAP® ERP systems. By

routing the ERP data first through SAP PI, West

can then leverage Scribe to map the data through

one master set. Scribe immediately transferred

all historical customer and product data for

West and now efficiently processes 250 delta

record changes on average per day, without any

intervention from internal resources.

WEST PHARMACEUTICALLionville, Pennsylvania www.westpharma.com

ABOUT WEST PHARMACEUTICAL West Pharmaceutical (NYSE:WST) applies proprietary materials science, formulation research, and manufacturing innovation to advance the quality, therapeutic value, development speed, and rapid availability of pharmaceuticals, biologics, vaccines, and consumer healthcare products. Pharmaceutical companies, as well as biopharmaceutical and medical-device firms, around the world rely on West for standard-setting systems and device components for parenterally-administered medicines. The company supports partners and customers from 50 locations throughout North America, South America, Europe, Asia, and Australia.

“ By relying on Scribe to transfer all customer and product information from our two SAP ERP instances into Microsoft Dynamics CRM, we now have a unified view of all key master data elements

across the globe.”- Anil Nair, Director, SAP Technical Services, West Pharmaceutical

West Pharmaceutical

Integrating SAP® ERP with Microsoft Dynamics® CRM Creates Unified View of Business Activity

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CHALLENGE: MAP VARYING DATA SCHEMES TO CRM

• Transfer data from two SAP® ERP

instances and the TrackWise® customer

feedback platform into Microsoft

Dynamics® CRM.

• Create consolidated, unified views

of all global customers and product

information flowing from two ERP

systems with different master data

schemes and business processes.

• Integrate ERP and customer feedback

data within the CRM platform so internal

personnel can provide services to customers armed with accurate, real-time information.

SOLUTION: SCRIBE AND SAP® PROCESS INTEGRATION • Sends SAP® ERP and TrackWise® information automatically to Microsoft Dynamics® CRM data fields.

• Sets the stage for planned two-

way integration for uploading

sales quote information from

Microsoft Dynamics® CRM into

SAP® ERP.

• Provides blueprint design for

planned integrations with

different ERP vendor platforms

leveraged by other company

divisions.

• Offers simplified technology that

enables self-teaching among the

internal staff.

RESULTS: UNIFIED VIEWS ENHANCE CUSTOMER SERVICES • Simplifies complex data integrations to enable fast-track deployments for connecting ERP and CRM

systems with each other and any other software system.

• Streamlines upgrades by eliminating the need for code modifications.

• Provides real-time, unified view of information to help personnel more effectively service customers.

• Reduces support costs by lowering dependency on outside consulting services.

• Uploads daily updates automatically from ERP into CRM without business interruptions.

• Streamlines future migration of Microsoft Dynamics® CRM to the cloud.

Scribe Software allows West Pharmaceutical to transfer customer and product information from SAP® ERP (above) into Microsoft Dynamics® CRM to create a unified view of all key master data elements, which helps personnel service customers more effectively.

“ Scribe automatically reads data and builds the mapping based on the business process. This accelerates our system integrations considerably.” - Anil Nair, Director, SAP Technical Services, West Pharmaceutical