Babu Harikrishnan, Ivor Whibley and Steven KoppensDate 16/10/2013

New Zealand Bloodstock – Project Carbine – Benefits Realization

Where winning begins

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Telco background

Multi disciplined

CRM User Group Committee Member

Horse owner

Steinlager Pure

CRM specialist

20+ years experience

Lots of grey hair

I do go on a bit

Amstel Light

Ivor WhibleyConsultant

Your presenter/s

AX Specialist

Innovative thinker

Ironman just for fun

Grolsch

Steven KoppensSolution Architect

Babu HarikrishnanBusiness Analyst

System overview CRM and AX in the Bloodstock world

The SDCA and AX, the heart of the system

Intergen auction (A little fun, because we can)

Intro from NZB: Babu Harikrishnan

Finance in the bloodstock world

Our agenda

The customer experience: Mission critical systemsQuestions

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Who are New Zealand Bloodstock?NZB

Established in 1927

NZB are unique leaders in Bloodstock in the thoroughbred

world

One stop shop for buying or selling

Its’ where winning begins

Yearling Sales 1000’s of horses

On hammer drop seamless process in the background

Source of racetrack legends: Race winners worldwide

     @KarakaChat

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Our WinnersNAME YEAR OF SALE PRICE PRIZEMONEY ACHIEVEMENTS

PHAR LAP 1928 160 Guineas £66,738

Won 37 of 51 race,

greatest NZ horse of all

time

TULLOCH 1953 750 Guineas £100,000

Won 36 of 53 races, &

a stake earning record

of its time

KIWI 1979 $1,000 $549,839

13-time winner, the

only horse to win G1

Wellington Cup &

Melbourne Cup double

BONECRUSHER 1984 $3,250 $2.6m+

9 Group 1 wins, 1st

horse to win over $1m

in prizemoney

DARCI BRAHMA 2004 $1,100,000 $1.2m+

5 Group 1 wins, NZ

Champion 2Y) & 3YO,

now a stallion

MUFHASA 2006 $50,000 $2.7m+9 Group 1 wins, former

NZ Horse of the Year

SO YOU THINK 2008 $110,000 $8.4 m+

9 Group 1 wins, World

Champion Middle

Distance Horse in

2010, 50% share

acquired for $30m+

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Lets see this system working…

Sophisticated industry needs sophisticated systems

We are going to show just some of the complexity

This was a big project working together with Intergen

I will share some benefit realisation after the demo

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System OverviewLots of moving parts, both CRM and AX

It’s an auction system

It’s a marketing system

It’s an event management system

It’s a logistics system

It’s a finance system

It’s a customer management system

Primary benefit realisation is that these systems are easy to

use

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A closer look at a LotThis is the horse that is for sale

Entry activities: Capture details in CRM

Linking and checking activities: Insurance, tests etc.

Receiving activities: Horse on site

Auction activities: Horse is sold, insurance, airfreight, tests

etc.

Financial activities: Invoicing, multiple buyers

Consigning activities: Right horse on right transport

Appropriate details in both CRM and AX to facilitate these

activities

Time for an Auction

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Auction RulesYou can all bid, please obey the rules

Bidding forms on the tables in envelopes

Your maximum bid is printed on the form

Top bidders may win a prize

Tip – don’t bid high at first

Demo “Lot” from CRM to AX

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Entering the sale to CRMSimple screen, fast entry

What was the price?

Who was the buyer?

Any extras selected?

Rapid entry and data capture

Details transferred to AX

Demo SDCA

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Sales Day Counter ApplicationSDCA

Only one screen to use

Ability to add buyers and other products

Consignment and airfreight all bundled

All of the financial postings handled seamlessly

Integrated in the background

Standard AX financial accounting views and enquiries

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AX - CRM IntegrationWorking away in the background

Finance is handled in AX, horse and customer in CRM

We have both Real-time and transactional integration

operating

Business logic: where should it reside?

Objective of ease of use for customer was paramount

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AX FinanceFlexibility was the key,

Multiple buyers and sellers of the same horse

Part payments (scheduled payment functionality)

Individual insurance rates for individual customers

Return trip bookings and finance

SDCA was the game changer

Customer Experience

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The Customer Experience

Mission critical systems

Working with real time analytics

Customer management at racehorse speed

An integrated approach CRM and AX

The SDCA from our perspective

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Data, testing, go-live and Intergen

Advanced find in CRM, looking for data

Interdependent parts of the whole made for tough testing

Data and go live

AX is single source of financial truth

Microsoft CRM user community, working on the committee

The Intergen team

Any questions?

Thank you

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