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LETTER OF ACKNOWLEDGEMENT
22-June-2013 Dear Readers: We would like to take this opportunity to thank our teacher MR. SAEED DAUDPOTA, who made this report possible by providing his unconditional guidance and cooperation throughout the semester. We also wish to express my gratitude to all people, who helped us in research and completing this report by sharing their valuable thoughts, expertise, knowledge and experiences, without which, this report would never have been possible. Sincerely,
TABLE OF CONTENTS
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3 4 5 6 7 9 10 11 12 13 15 16 17 18 Executive Summary Tranzum Group Of Comprises Brief of TCS Vision & Mission of TCS TCS Regular, Express & Logistics Services In Pakistan Definitions Of Key Terms Used In Report Competitors & TCS Key Strength Dispatch Process At TCS Tracking Of Consignment At TCS Sales Force Automation (SFA) At TCS Customer Service Center At TCS CRM System At TCS Recommendations Appendices
Topics
EXECUTIVE SUMMARY
Listening to the voice of the customer has never been more important. Today the bar for standing out has risen dramatically as products and services become more commoditized, and companies seek to differentiate themselves through the customer experience they deliver. Customer Service has an intimate relationship with all departments and divisions and it serves as a bridge between the customer, operations, sales, and retail. The Customer value propositions can never be static; they must be subject to regular innovation, and one of those innovations is CRM. The essential purpose of CRM is to maximize organizational effectiveness and efficiency in the servicing of and benefit from customer needs. This Report focuses on the Sales Force Automation & Customer Service Center functions at TCS. The Sales Force Automation (SFA) & Customer Service Center (CSC) are the core modules of CRM and plays the pivotal role in delivering customer value and provides competitive edge to the business. The initial section of the Report provides an overview of the company, its business organization and the current implication of CRM. Whereas final section we concludes the Report with our Recommendation on improvement of CRM functionality that aims to optimize revenue generation through recognizing and capitalizing on opportunities. Throughout the study and research we are impressed that being a company routed in third world country TCS has not been compromising on quality of its services and customer management with adopting innovation in its business processes and its organizational culture. We once again thanks to the all people from TCS who helped us achieving this report and most of all our teacher who provided us this unique learning experience to by offering us this topic.
Limitation:
Although TCS is a part of large group f companies Tranzum, which comprises of more than ten companies, but due to limitation of Report Topic Customer Relationship Management Practices at T.C.S Pakistan, we cornice our Report too the implications of CRM in TCS Pakistan only.
Value delivered
BRIEF OF TCS
History:
TCS came into being in 1983 as a domestic courier company. The Company that Engineer Khalid Awan established with his brother has found itself in trailblazing roles, and developed an entire Industry that has withstood the trials and tribulations of cohabiting with the Government sector, and strove every inch of the way to find win-win solutions in the service of Pakistani prosperity.
Vision Statement
"TCS will be recognized and respected as professional, innovative, profitable information, and knowledge based logistics/services enterprise. TCS embeds internet based technologies into its internal operating structures and as business solutions for customers; with customer, employee and shareholder interests at the core of its operations; demonstrating a clear concern for ethical conduct and good corporate citizenship; with the objective of growing into a regional and global player, with emphasis on the Middle East, Europe and North America".
Mission Statement
"To direct all our organizational efforts at building upon the existing organizational strengths and brand recognition to achieve enhanced levels of profitable growth in the core business, and diversify into new areas that complement and supplement the core business, with the diversification aimed at achieving excellence and industry leader status in the new areas. The TCS People will however be encouraged to be open to unconventional ideas and services and recognize new trends at very early stages".
S#
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Service
Freight Plus
Red BOX
Student Express
Same Day
6 7 8
country wide. For next working day delivery of urgent shipments. For next working day delivery of urgent and bigger shipments.
LOGISTICS SERVICES
Total Logistics and Supply Chain solutions in Pakistan. W&D has an envious clientele in Telecom, FMCG, Pharma, I.T. and other sectors. W&D already has over 200,000 square feet of multi-user Warehousing facilities in the country, which offer efficient and economical warehousing services by employing carefully thought out material storage and handling equipment. The current range of specialized services includes: The current range of specialized services includes: Warehousing Transportation and Distribution Value addition and Stock Repacking Bar-coding & labeling Warranty Management Reverse Logistics Project Management Customs Clearance Freight (Air & Sea) This business is particularly suited for your bulk cargo movements to around 160 cities of the country, delivery KPI within three working days, considering booking date zero at main locations of Pakistan. Packaging of material facility is also available with the name of TCS mover n packers to facilitate our household customers. Main product offerings of the products are. LCL (Loose container Load) FTL (Full Container Load) Hub to Hub delivery Hub to Door delivery Pallet boxes of 50 Kilograms Built-in insurance of Rs 100 per kg
Overland Express
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COMPETITORS
1. 2. 3. 4. 5. 6. 7. DHL FEDEX UPS LEOPARD OCS TNT And Some Local Companies
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CONSIGNMENT RECEIVING
Similar Process of checking and sorting is performed on receiving of Consignment in Cargo Receiving Hubs. After receiving consignments at Regional Centers, these are dispatched to Route wise for delivery to the final destinations.
CONSIGNMENT DELIVERY
On handing over the Consignment the receiving on Delivery Sheet is been obtained as a Proof of Delivery. And finally the Delivery Sheets are submitted to the Regional Centers, that reports the confirmation of Delivery to the Centralized Customer Care Center.
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2.
PDA: The PDAs were issued initially in 2010 on trail basis, but due to the higher cost
and technical incompatibility with the current CRM at TCS, therefore the PDAs were called back.
3. 4. 5.
INTERACTIVE WEBSITE:
TCS Website provides Log in Facility to the Employees to communicate internally as well as externally.
Laptops: The middle and top management sales force has equipped with Laptops. CRM Database: Only Top Management form Sales and Marketing Team has an
excess to the CRM Database, whereas the field force has no sharing or access to CRM database.
6.
EMAILS: The Email marketing is conducted by utilizing Key Account Data of CRM of
the potential clients to offer up-selling and cross-selling by the Marketing Department
TIME MANAGEMENT
The operations management handles the time management of sales force and schedule duties and meetings accordingly.
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Knowledge management
The knowledge management is carried out at Customer Service Center as well with the help of CRM Software OMS.
Order Tracking
The Order Tracking and Configuration is managed by in-house design CRM Software OMS designed by TCS IT Department which operates at the Customer Services Center and track orders via Consignment Note and / or Bar-Code Reference Number. The Value added SMS confirmation with through another software integrated with the OMS.
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RECOMMENDATIONS
The TCS is operating with world class ERP software that supports, integrates and has all the capabilities of a powerful Operational CRM. But there is still a room for improvement, and our recommendations for those improvements are as follows: eMarketing: To provide clients an end-to-end marketing solutions and new ways to interact with their customers enable cross-selling opportunities via a wide range of media, such as Internet-enabled channels, email and the Web. Sales Force Automation: PDAs should be delivered to the Sales Force to enable fast and real time processing Quote Configuration: For accurately configure complex quotes for highly customizable products. Attach quotes to accounts or opportunities for future use in the sales process. This will improves efficiency and effectiveness of marketing activities Campaign Management: Since Tranzum is comprised of multiple companies, the Campaign Management tool will help in planning, managing and executing "multiple campaigns" integrated campaigns" across all channels.
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PDA Brand Name: __________________ Software: Oracle Sap Microsoft Sales force
Sales Force Automation Mobile phone Voice messaging system Fax machines Email Laptop PDA Interactive websites Wireless data transmission CRM database Contact and time management Lead and Opportunity management Knowledge management and intranet access Price quotes and order configuration Follow-up management Analysis and reporting tools
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The performance of individual agents and the unit as a whole The number of calls Call type Timing waiting on hold Abandonment rate Time to resolution Average length of call For quality control purpose, the calls may be taped and reviewed.
SECTION B: OPERATIONAL CRM I. E-Marketing Marketing Analytics (Please Tick Applicable) Customer segmentation and profiling Data mining to identify cross-sell and up-sell opportunities Online analytical processing and reporting ETL (Extract, Transform and Loading) tools to integrate customer data from different sources
Campaign Management (Please Tick Applicable) Single platform for campaign planning, design and execution 19
Multiple channel campaign delivery - email, outbound call, direct mail, fax, SMS Segmentation of treatment groups and specialized customer groups Personalized email communications to encourage customer dialog Customer survey management Event and seminar management Collateral fulfillment with the flexibility to connect to external partners Real-time evaluate campaign performance and refinement of marketing programs Workflow engine to automate and manage recurring/wave campaigns Tied with advanced Data Mining to improve program effectiveness.
II.
Agents manage all customer interactions via Web browser user interface You can access the complete customer history You can automatically create phone-based requests by integrated Computer telephony functionality A personalized Web portal enables employees, customers and partners to set communication Workflow Management facilities the business process automation for case routing, authorization and escalation Integrated Knowledge Base management increases customers/agents empowerment and satisfaction You can access integrated service analytics to optimize the call center operations Email Response
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(Please Tick Applicable) Single graphic interface regarding customer histories and other information A rule-based analysis of all incoming emails, enabling quick routing the inquiry to a particular work queue Real-time service monitoring according to the volume of inquiries, service level information and agent activity level
Knowledge Management (Please Tick Applicable) Enables the creation of common knowledge base for customer selfservice and agent assisted service Presents a customized, Web-based service-service interface to match your corporate image Allows agents to provide consistent and accurate information to customers promptly Provides multiple methods of knowledge organization and retrieval Delivers powerful authoring and workflow management tools Incorporates natural language search, case-based reasoning, decision trees, automated learning and expert models to rank potential solution relevance
III.
Sales Force Automation Sales Force Automation (IMPORTANT) (Please Tick Applicable) Account and Contact Information Opportunity Tracking
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Sales Process Automation Calendar and Activity Management Advanced Forecasting and Reporting In-Context Web Services Competitor Tracking Literature Fulfillment Reference Library Territory Realignment Lead Distribution Products, Pricing, and Inventory Complex Quote Configuration Wireless/Palm/Web Access Marketing/Support/eCommerce Integration
Forecasting (Please Tick Applicable) Analyze potential revenue opportunities by gaining critical pipeline visibility Segment opportunities by account manager, region, or probability of close Create custom filters and view data in multiple graphical formats Review historical trends to assess effectiveness and guide strategic changes
Marketing Campaign (Please Tick Applicable) Plan, manage, and track marketing campaigns
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View campaign name, type, code, objectives, target audience, and notes Access key campaign metrics, such as responses and related sales, in real time Manage campaign tasks and budget in one place as data rolls up automatically Quote Configuration (Please Tick Applicable) Accurately configure complex quotes for highly customizable products Reduce errors, automate exclusion rules, integrate contingencies, and more Deliver quotes instantly while collaborating directly with customers Attach quotes to accounts or opportunities for future use in the sales process
SECTION C: ANALYTICAL CRM Data Warehousing / Data Mining (Please Tick Applicable)
Integrated Account Management OLAP Target Marketing Campaign Management Loyalty Management Enterprise Performance Reporting/Revenue Management Revenue Management
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(Please Tick Applicable) Providing the most updated trends on company revenue/costs/net profit/sales/turnover along the lines of customer segments and product series Central repository of all products/services and prices Predicting business performance based on historical data and market/economy trends Providing tools to create and test specific product bundles, and assess the impact on company revenue and market share Providing recommendations on the "best" price of products by taking pricing issues/strategies/objectives, product characteristics, market/competitive landscape and product life cycle into consideration Analyzing the revenue and usage information of different products and customer groupings Assessing the performance of new product roll-out, marketing activities, customer retention programs, and measuring it against the pre-defined performance goals more effectively
Performance tracking (Please Tick Applicable) Commission performance tracking by sales teams and individuals Billed revenue performance tracking by products, sales teams and customers New sales performance tracking by products, sales teams and channels Sales order tracking: whether it is completed, still outstanding or cancelled Sales teams KPI performance tracking: performance indices, activities and customer satisfaction 24