Masafi takes integrated approach to CRM

Mineral water company Masafi has deployed an integrated customer management system, to automate all of its customer processes from ordering through to billing and delivery.

The solution, which has been designed and implemented by systems integrator Raqmiyat, integrates Microsoft CRM with an Avaya contact centre solution and the company's existing Oracle E-Business Suite ERP. The system is intended to improve the customer experience, and to enable Masafi to gather better data on customers and to target them more effectively.

George Bachmayer, finance manager, Masafi, said: "The implementation is expected to create a chain of benefits, which will prove its overall value as a results-driven investment for Masafi. A direct outcome of the implementation is the benefit of a more focused customer attraction campaign, which can lead to an expanded customer acquisition.

"As managers acquire a more detailed profile of its market, the manufacturer can delve further into the development of new products and enhancement of its service levels to meet its customer needs better. As the number of satisfied customers rises, efficient sales monitoring and the fulfilment of the customers' preferences will lead to better customer experience, which will instil brand loyalty among buyers. By effectively managing the entire cycle from a sales lead until the completion of back end processes, Masafi can reduce its costs, thereby making it more competitive and agile to promptly respond to customer needs," he added.

Raqmiyat took a service oriented architecture approach to the back end integration of the Oracle and Microsoft solutions, while following a vendor driven approach for the Avaya-Microsoft integration. The resulting system now provides complete automation, from capturing customer order to fulfilment and billing, while also handling supply chain processes and providing greater customer intelligence. Navneet Tandon, vice president of Raqmiyat said: "Masafi's business was entering a fast-growth phase with the introduction of new products, with some of these items being marketed directly to end users. In a market where an end user has a lot of choices, the quality of customer servicing is a critical contributor to customer retention.

"We are fully equipped to provide industry-leading companies such as Masafi with a robust application that covers the entire operational spectrum of their organization and offers tremendous benefits in terms of customer acquisition and management of operations," Tandon added.