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Asian Paints Redefines Customer Interaction

Asian Paints Redefines Customer Interaction

CIO 100 Winner: Choksi and his team set up a central order processing service (COPS), which leverages recent improvements in telephony technologies. To create COPS, Choksi also leveraged the company's investment in SAP.

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Summary:

CIO 100 Winner: Choksi and his team set up a central order processing service (COPS), which leverages recent improvements in telephony technologies. To create COPS, Choksi also leveraged the company's investment in SAP.

Highlights:

  • A SAP CRM with a user-friendly and optimized order-taking and query-handling dashboard was commissioned.
  • Aspect telephony system was integrated with SAP systems for advanced call handling, distribution, IVRS and predictive outbound dialing.

Reader ROI:

  • The main function of the COPS cell would to take orders and handle dealer queries.
  • How dealers can now place their orders by calling a toll-free number

How critical are dealers to a supply chain? Ask Asian Paints. Riding on a network of over 40,000 dealers, Asian Paints colors the country far, wide and deep. Yet executives at the company realized how irritating it was for dealers to place an order with them. A dealer had to call up a local Asian Paints depot, who passed their request on to a go down, where the order was noted on an order pad. Go down personnel would then enter the order on the ERP, generate an invoice and dispatch the material.

Dealers are our contact with the external customer. We wanted to offer them a standardized and improved experience.

This game of inventory Chinese whispers, put dealers on edge. "The dealers had to chase various entities in the warehouses," Manish Choksi, chief corporate strategy and CIO, Asian Paints. "It was not a pleasant experience."

To alleviate their pain, Choksi and his team set up a central order processing service (COPS), which leverages recent improvements in telephony technologies. To create COPS, Choksi also leveraged the company's investment in SAP. A SAP CRM with a user-friendly and optimized order-taking and query-handling dashboard was commissioned. Aspect telephony system was integrated with SAP systems for advanced call handling, distribution, IVRS and predictive outbound dialing.

Rollouts of the COPS project started in January 2009 and should be complete by March 2010.  The main function of the COPS cell would to take orders and handle dealer queries. Dealers can now place their orders by calling a toll-free number.

Dealers are our contact with the external customer. We wanted to offer them a standardized and improved experience.

"The COPS cell is like a professional call center. It will ensure high quality in all interactions. The further processing of orders in terms of dispatch and billing will continue to happen at the go down," says Choksi.

By strategically segregating order-taking and order-fulfillment, Asian Paints can build capabilities in both areas by outsourcing them to specialists in contact centers and logistics. "We can now further segregate the fulfillment centers from our sales offices resulting in improved locations closer to the markets for our sales personnel," says Choksi.