ITC Infotech's

SAP CRM
Capability

ITC Infotech's SAP CRM Capability

Today, most businesses realize the vital role that CRM systems play in ensuring winning relationships with
customers, lowering operating costs, increasing revenues and maximizing productivity. ITC Infotech becomes
the right IT partner by helping customers implement and integrate SAP CRM systems into their IT and business
contexts, offering continuous support to keep their SAP CRM systems in line with evolving business needs.
SAP's CRM solution supports the following key functional areas:
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SAP CRM Sales
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SAP CRM Marketing
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SAP CRM Service
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SAP CRM Analysis
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SAP CRM Interaction Center
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SAP CRM Web Channel (which includes E-Commerce, E-Marketing and E-Service)
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SAP CRM Partner Channel Management
The productivity gains of SAP CRM work along a differentiated value chain. SAP CRM can reduce a wide range
of lead times by 15% to 20%.
These include the time needed to access customer information, the time the external sales force and officebased personnel need to analyze customer data, and processing times in the interaction center (IC).
The other key time savings are as follows:
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Time to market reduced by almost 10%,
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Time to volume accelerated by approximately 25% in many campaigns supported by SAP CRM.
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Time to delivery reduced by over 20% through faster and more efficient order processing.
The revenue-increasing effects confirmed in this study are classics, including greater customer retention (by
approximately 20%), increased lead generation (by approximately 30%), and higher quantities in the main
business area (by approximately 5%).
And with an integrated SAP ERP, companies are particularly well placed to secure additional savings beyond
the CRM functional area, such as significant reductions in warehouse stock or in the inventory of receivables.
No other information is of more value to a company than information about its customers so it follows that
supporting ways of providing and managing this information more effectively can only lead to greater
profitability!

ITC Infotech's SAP CRM Capability

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ITC Infotech's SAP CRM Capability

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ITC Infotech's SAP CRM Capability

A Case Study of SAP CRM Implementation

Thompson Publishing Holding Co., Inc. (herein after referred to as Thompson) is a private equity owned
enterprise composed of four companies: Thompson Publishing Group, Inc., Alex eSolutions, Inc., AHC Media
LLC, and The Performance Institute, Inc. Its products offer compliance and regulatory research, guidance and
training materials to professionals in the banking, healthcare, human resources, grants, FDA, education and
environmental industries. The product line consists of print and online publications, conferences, training
seminars and audio conferences.
Thompson has grown primarily through acquisition over the last six years; acquiring Alex eSolutions, Inc. in
2005, AHC Media LLC in 2005 and The Performance Institute, Inc. in 2007. To continue to meet projected
growth targets and to serve the clients with the highest level of customer service, Thompson has developed a
strategy that supports and continues to strive for operational excellence. As a result, they have been focused on
achieving more profitable customer relationships, effectively managing operating expenses, and positioning
the business for substantial organic growth as well as additional growth through acquisitions.
Thompson is a leading Marketing and Fulfillment Company that uses information technology to enable it to be
a leading provider of printed and web based content to subscribers and customers. At any given time,
Thompson and its four major divisions are actively working with 120,000 to 150,000 different customers and
subscribers at a time, and growing at a rate of 10% annually.
Additionally, Thompson and its various divisions use a variety of in-house databases comprised of in-house
customer and prospect names, and outside lists rented for multiple and/or one-time use of approximately 10
million names to seek out new customers and subscribers for targeted campaigns. Thompson also uses a
variety of methods in which to communicate with potential customers (e.g., the web, email, direct mail and
telemarketing (inbound/outbound). Thompson has aspirations of achieving strong growth over the next
several years and must become more effective and efficient at growing revenues and market share through the
effective use of technology to improve top-line revenue, margins and market share.
In order to meet projected growth targets, Thompson needed a state-of-the-art Customer Relationship System
(CRM) to support its growing customer interaction. Focus was on achieving more profitable customer
relationships (improving the value delivered to customers and by each customer to the business), decreasing
operating costs, and enabling the CRM and Business Strategy. The CRM system needed to consolidate
enterprise data, enforce operational consistency, manage customer touch points, afford operational
efficiencies and enhance their marketing effectiveness through improved customer contact and management
of outside prospect list administration.

ITC Infotech's SAP CRM Capability

ITC Infotech has implemented SAP CRM for Thomson. The ultimate goal of the SAP CRM system and process
were to reduce cycle time, improve quality of data gathering and handling, and improve the ability to capture
and serve the voice of the customer contributing to the maximization of organic growth.
The SAP CRM system implemented tackled the following key business process challenges:
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Prospect identification
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Sales process and channels
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Prospect creation and maintenance
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Conversion of sales opportunities into completed orders
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Order fulfillment and delivery
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Problem resolution and customer service
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Contact management
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Pre-sales and post-sales client communications
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Enablement of our Customer Relationship Management Strategy now and tomorrow
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Business intelligence and reporting
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New product and business development (Campaign Management)