Business Process Transformation and Value Realized

Moving Asian Paints closer to Customers

Asian Paints has made clear gains in achieving its long-term goals, as follows.

Faster customer acquisition

The new online system for forwarding and following up on leads improved overall response times and
reduced the time required to acquire new customers .

Revenue
In the four years since the implementation went live, 17,500 persons registered for Asian Paints Home
Solutions consultations, and of these, 5,000 signed up for painting jobs. Targeted revenue for the period
2006 2007 is US$8 million to $10 million, and the company crossed the 30,000 mark in cumulative
number of customers.

Optimized visibility into customer needs

The new solution gives Asian Paints greater visibility into all customer interactions. As a result, the
company has gained a deeper understanding of the needs of its end customers and has tailored its service
business to meet these needs.

Scalability
This new solution can accommodate Asian Paints continued growth well into the future. In fact, Asian
Paints doubled the number of cities covered without modifications to the CRM system.

Optimizing Crtical Processes

The implementation of SAP CRM enabled Asian Paints to establish a direct link to its end customers and
to meet customers need for a home painting service. The following table illustrates the processes that
changed as a result of this implementation and the impact of these changes.

Processes
Area
Financial
Controls

Problems

After SAP
Software

Inability to monitor
financial transactions
between providers and
customers
or between providers and
contractors

Ordering and
accounting system
used by all
providers

Accounting transparency
Optimized financial process
controls Improved data
transparency.

Visibility into all

financial
transactions
between
providers and
customers,
and between
providers and
contractors
The same sales
delivery
processes used by
all
providers
Improved visibility
into all
customer
interactions
Centralized data
management
capabilities
Improved visibility
into
customer needs
Ability to profile
customers

Improved customer
satisfaction
Reduced time required to
service customers
Created a direct channel to
customer
Increased employee
Productivity

Sales delivery

Lack of consistent sales

delivery processes from
lead and opportunity
management to job
estimating and scheduling
Lack of visibility into
customer interactions

Customer data
management

Inability to collect and

manage customer data
Inability to identify
changing
customer needs

Impact

Improved customer service

Improved customer
acquisition and retention

Future Road Map

. Asian paints is growing rapidly throughout the world. In international market company is planning to
introduce new & attractive products through its subsidiaries, like Berger, Apco coating etc. In domestic
market company will concentrate on development of new products/ product systems. With improved
supply chain

management. Through its implementation of SAP CRM, Asian Paints has established a

direct link to its end customers, and put in place processes to ensure that their high expectations will be
met. In an effort to realize an even greater return on its IT investment, Asian Paints used its SAP CRM
infrastructure to develop an e-recruitment platform. This platform allows employment agencies to review
openings and upload job candidate information, reducing the time required to fill open positions.

In the future, Asian Paints plans to leverage its SAP CRM investment in the following areas:

Campaign management
With improved customer intelligence, Asian Paints now plans targeted campaigns to its customers.

New market segments

Asian Paints plans to extend its CRM initiative to indirect customer influencers such as architects and
interior designers.

Complaint-handling system
Asian Paints plans to develop a formal complaint-handling system to tackle customer problems with both
service and paint. By having selected a scalable system such as SAP CRM, Asian Paints has laid the
foundation for its long-term growth.

Learning
Asian paints have increased the capacity by setting up a plant in Rohtak Haryana. No other company has
planned to increase its capacity; this has given Asian paints a competitive advantage in terms of pricing. It
has widest product range in terms of products, shades , pack sizes and their pricing strategy is oriented to
middle and lower end consumers. Asian Paints is a market leader with more than 50% market share.

SAP CRM enabled Asian Paints to build a service brand through Asian Paints Home Solutions. With its
scalable CRM infrastructure, Asian Paints is poised to continue its expansion into the services market.

WEBILOGRAPHY

1)http://www.asianpaints.com

2)http://www.sdn.sap.com