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Alfanar Electric deploys SAP CRM

Saudi electrical equipment manufacturer rolls out SAP CRM to manage expansion

Alfanar Electric deploys SAP CRM
The SAP CRM deployment will help support Alfanar's planned expansion, says van de Sandt.

Electrical equipment and supplies manufacturer Alfanar Electric has completed the roll out of an SAP CRM solution, to give it better management of business processes.

The Saudi-based company, the industrial arm of Alfanar Group, aims to expand in the MENA region, and required the CRM solution to help it cater to a growing customer base and strengthen its business infrastructure.

The SAP solution, which is integrated with the company's existing SAP ERP system, was deployed in six weeks once the project blueprint was completed, and will manage both front and back office processes.

Alfanar says that the new system will allow it to improve service delivery to different customer segments, better co-ordinate product portfolios and forecasting and make the sales process more efficient. The company also plans to use the system to support employee training and development plans.

"With plans to expand and improve our regional service offering across MENA over the next two years, we needed a business solution that could be up and running quickly to support our superior customer service standards. We selected SAP's fully scalable solution which is also completely integrated with our existing SAP enterprise resource planning (ERP) platform, providing a launch-pad for add-on functionality as needed in the future," said Marco van de Sandt, chief information officer, Alfanar.

"As a leader in the Saudi electrical landscape Alfanar has plans for better integration and expansion across its divisions with a focus on reducing costs, while increasing innovation and improving its benchmark customer service and responsiveness," said Abdul-Raheem Bawazeer, managing director, SAP KSA.

"When it comes to addressing today's most pressing line-of-business needs, such as sales, communications, procurement, customer service and call-centre operations, rapid-deployment solutions from SAP help companies find a flexible path forward as they are affordable, easy to deploy, and are specifically designed to deliver faster time-to-value," he added.

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