Case study: CRM for Motor Distribution Network
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Orby Technologies Orby Technologies Migration from Legacy System to Cloud CRM Motor Industry Case Study
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Case Study describing a successful CRM project in the Automotive industry.
Transcript of Case study: CRM for Motor Distribution Network
Orby TechnologiesOrby Technologies
Migration from
Legacy System
to
Cloud CRM
Motor IndustryCase Study
Orby Technologies
Business Overview
#1 Motor Distributor in Ireland
100% Irish-owned and operated
Refocusing network from New Sales to After Sales revenue
Using Mass-Personalisation to drive marketing message with constant feedback
Providing Value-Add features to Dealerships
Orby Technologies
Project Scope
Migrate from Legacy Systems to Cloud• Vehicle Database on AS400• Case Management System
on Windows
Cleanse & Restructure Data• 300K Customers• 600K Cases• 1.6 M Activities
Business Areas• Marketing• Dealership Sales• Customer Support
Orby Technologies
Scope
Marketing Automation
Lead gathering Channels• Dealership Network• National Events• Web generation• Direct Mail• Email
Dynamic Segmentation• Known Attributes• Observed Behaviour
Campaign Management• National Campaigns• Dealer Controlled campaigns
Dealership Sales
Marketing• Local Campaigns
Lead Nurturing• Walk-in• Call-back and follow-up
Customer Surveys• On-Boarding – demographic
data gathering• Customer Satisfaction
Surveys• Pulse Surveys across
Customer Base
Customer Support
Case Management• Warranty Claims• Road-side assistance• Complaint management• Escalation
Channels• Letters• Phone• email
Orby Technologies
Solution Selection
Salesforce.com• Lead management• Case Management• Partner Portal• Management Reporting
ExactTarget• Dynamic segmentation• Email marketing• SMS marketing
Other• DataTrim – Data cleansing• Conga – Document Generation• Planet Press – Mass Customisation Direct Mail
Orby Technologies
Project Implementation
Project Management
Workshops define overall scope
Agile process minimise overheads
Stakeholder management
On-site Development team
Requirement gathering
Prototype review
Data Migration and cleansing
Offshore Development team
Automation development according to specification
Orby Technologies
Project Personnel
Stakeholders
Marketing Director
IT Director
Consultancy CEO
Client Team
BA x2
QA x2
Implementation
Specification x1
Data Migration x1
On-shore x2
Off-shore x4
