CRM Analytical Tools

CRM Analytics

Situation:

CRM systems, first Oracle after Siebel, implemented worldwide did not present the information that Latin America managers and analysts needed to perform their functions.

Business Impact:

The value aggregation of those CRM systems was questioned everywhere. Phrases like "Over sold - under delivered" were increasingly disseminated company wide. CRM´s Adoption rate in Latin America was lower than 20%. The huge investment made was suffering serious risk of not provide the desired Return on Investment. Several disparate spreadsheets were issued in a try of getting the required info.

Root cause:

Our customer organization, a complex matrix, almost a cube, was not correctly modeled in the analytical side of those systems. Consequently, the probability of a decision maker to be retrieving an information in the required format was very low.

Implemented solution:

A SQL Server data mart were built where source data retrieved automatically and directly from CRM databases was stored by Data Transformation Services (DTS) tasks. Data cubes were built in MS Analysis server presenting pre-aggregated data in company's intranet portal to managers and analysts with several analysis features (Drill down and up, sorting, pivoting, etc.), unique login and filters and capabilities defined by user profile. Users were trained with practical business cases.

Results and benefits:

CRM´s adoption in Latin America reached 90%, one of the highest worldwide. The analytical tool developed in Brazil reached 213 power users in Latin America helping them to take strategic decisions. Latin America achieved sales quota in all regions.

Reading this case you've identified a good opportunity of improvement? So, don't lose time or take unnecessary risks, call us at +55 11 8327-4360, at Skype (ID=bitools) or send us an e-mail and it would be a pleasure to talk to you providing more details.