La Wry Sms Dynamics Case Study

8/3/2019 La Wry Sms Dynamics Case Study

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Microsoft DynamicsCustomer Solution Case Study

Singapore Fine-Dining Restaurant MaximizesMarketing With Cloud Based CRM Solution

OverviewCountry or Region: Singapore

Industry: Retail and Hospitality FoodService

Customer ProfileFounded in 1938 in the United States,Lawrys The Prime Rib opened inSingapore in 1999. The 6500 square feetrestaurant serves its renowned SignatureUSDA Prime Ribs of Beef.

Business SituationTo stay competitive in the aggressivefine- dining market of Singapore, Lawrys wanted a CRM solution to support bothselling to existing customers andattracting new customers.

SolutionWorking with Microsoft Gold Certifiedpartner for CRM , 3P Solutions, Lawrysdeployed Microsoft Dynamics CRMOnline, a cloud based CRM solution.

Benefits Fast to deploy and easy to use Enables efficient resource utilization Improves marketing accuracy and

effectiveness Enhances campaign management

capabilities by 98 percent Builds better relationships with

customers

As a business owner, you need to know three things your product, your people and your customers. I know

my product and my people, and now thanks toMicrosoft Dynamics CRM Online, I can do a muchbetter job of knowing my customers.

Juan Ramon Jimenez, Executive Director, Lawrys The Prime Rib, Singapore

Offering a world-class dining experience and impeccable service,Lawrys The Prime Rib started serving its renowned SignatureUSDA Prime Ribs of Beef in Singapore in 1999. In an effort to

improve the management and profiling of its customers, Lawrysrealized that as its customers grew, its solution using aMicrosoft Office Excel 2003 spreadsheet would not scale. Lawr ysmanagement wanted an intelligent, connected, and easy to usesolution that would support targeted marketing campaigns.Lawrys deployed Microsoft Dynamics CRM Online, CRMsoftware delivered as a cloud service enabling easy instant-onanywhere access, predictable pay as you go pricing, and afinancially backed service level agreement (SLA) to launchmarketing campaigns faster and more effectively. As a resultLawrys has improved the speed of its campaign delivery by 98percent.


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SituationWell-known as a celebratory restaurant,Lawrys keeps customers coming back tocelebrate the special moments in their livesby launching thematic marketingcampaigns targeted at personalcelebrations such as birthdays,anniversaries and graduations, as well aspopular occasions such as Valentines D ay,Mothers Day, Fathers Day and theChristmas festive season.

Lawrys built its customer database throughhaving its customers complete membershipand guest comment forms when theyvisited the restaurant. The details of theseforms were manually entered into aMicrosoft Office Excel 2003 spreadsheet.Lawrys had an employee dedicated to thetask of data-entry, which disrupted regularduties and as a result the database was notupdated on a regular basis.

A major challenge faced by Lawrys was

data integrity. As a manually maintaineddatabase, data was not always accurate andthere were duplicate records, which meantthat each marketing message was sent outto customers multiple times. As JuanRamon Jimenez, Executive Director, LawrysThe Prime Rib Singapore, explains, In ourExcel database we had 30 percentduplicates, which meant large numbers of customers were receiving multiple contactsfrom the restaurant.

With an inaccurate customer database,

making marketing decisions waschallenging for Lawrys. Tammy Chua, Salesand Marketing Manager, Lawrys The PrimeRib Singapore, explains, We forecast a response to our marketing campaignsbased on the number of customers whowill receive promotional emails. If thatnumber is inaccurate, then the forecastedresponse will be inaccurate, making it

impossible to plan restaurant resourceseffectively.

As the database grew, updating andmaintaining the Excel 2003 databasebecame even more time consuming andthe integrity of the data was furthercompromised. Keeping an accurate andtimely database is critical to ourorganizations long term survival, especiallywhile operating in a country like Singaporewhere people move every three years,comments Jimenez. Lawrys soon realizedthat a CRM solution was vital for itsmarketing team to target customerseffectively while achieving organizationalefficiency.

As a small business, investing in an on-premise CRM solution was not practicaldue to the IT infrastructure and resourcesrequired. An on-premise CRM solutionwould mean making a sizeable investmentin physical IT infrastructure, and allocating

resources such as physical space, utilities,time, and disruption to business duringdeployment, as well as a dedicated IT team,resources that are not at the easy disposalof a small business. To meet the needs of the restaurant within its budget, a hostedCRM solution was required that woulddeliver the same features of an on-premiseCRM solution including performance,minus a lengthy deployment time, and ITresources required for on-goingmaintenance. Furthermore Lawrys was notwilling to make a large investment in

infrastructure to support a new solution.

Lawrys needed a cost -effective solutionthat would help the restaurant scale itsdatabase effectively to meet the growthdemands of the business. We needed aCRM solution that would help us manage,profile and understand our customersbetter, as well as fit our existing business

With Microsoft

Dynamics CRM Online,we have improved ouremail campaigns.Previously it took us twodays to execute an emailcampaign based on ourExcel 2003 database,now we can send outorganize and sendemails in less than anhour.

Juan Ramon Jimenez, Executive Director,Lawrys The Prime Rib Singapore


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resources without making a huge demandon our resources, confirms Jimenez.

SolutionLawrys chose to partner with MicrosoftGold Certified Partner for CustomerRelationship Management, 3P Solutions,to discuss its needs and then selected todeploy Microsoft Dynamics CRM Online.Delivered as a cloud service, MicrosoftDynamics CRM Online is a Web-basedmonthly subscription solution offeringpredictable pay-as-you-go pricing andinstant-on anywhere access. The solutionequipped Lawrys with quick access tocustomer information though a familiarMicrosoft Outlook experience ensuringrapid user adoption and fast results.

Moreover, 3P Solutions ensured thesolution fit into Lawrys business bycustomizing the intelligent analytical toolsof Microsoft Dynamics CRM Online such asreal-time dashboards.

When youre making a big change in theorganization, knowing the people and thebrand you are dealing with is critical. Wehave always trusted Microsoft solutions andworking with 3P Solutions was easy as theywere informative, professional, anddelivered on time, states Jimenez.

The cloud based CRM solution can beaccessed anytime and anywhere. Lawrysemployees have direct access to thedatabase through a computer in therestaurant office. Employees can now

access and update the database as andwhen they receive completed membershipforms from customers.

With the duplicate detection feature inMicrosoft Dynamics CRM Online, Lawryshas the ability to identify and eliminateduplicate records and ensure data accuracy.Familiar Microsoft Office tools such as mailmerge ensure faster execution of email

campaigns. Lawrys can visualize thebusiness with configurable real-timedashboards that provide the marketingteam with a holistic view of the database.With this information the restaurant cansegment customers and target marketingpromotions relevant to specific audiences.

BenefitsFast to Deploy and Easy to Use3P Solutions migrated Lawrys Exceldatabase to Microsoft Dynamics CRMOnline in half the time it takes to deploy anon-premise CRM solution. Teo Luan Boo,Managing Director, 3P Solutions, confirms,With Microsoft Dynamics CRM Online ittook two weeks to complete the migrationto move Lawrys to the new CRM system,which is 50 percent faster than for a normalon- premise deployment.

Change within any organization can bringchallenges. When Jimenez initially haddiscussions with his staff about introducing

a new CRM solution there was resistance tothe idea due to the belief that additionaltraining would be required and the systemwould be difficult for users to administer.However, the familiar Microsoft Outlookuser interface meant minimal training wasrequired to use Microsoft Dynamics CRMOnline and staff could easily transition tothe new system.

Enables Efficient Resource UtilizationMicrosoft Dynamics CRM Online, deliveredas a cloud service, can scale quickly without

Lawrys investing in physical serverinfrastructur e. Lawrys can upgrade itssubscription to include more usersubscription licenses and increase thestorage capacity hosted by Microsoft. Thescalability offered by the pay-as-you-gopricing of Microsoft Dynamics CRM Onlineis one of the reasons why we chose thissolution. The solution can grow along with

The Microsoft DynamicsCRM Online solution isfamiliar, flexible, scalableand cost-effective andfits perfectly into our

business. Juan Ramon Jimenez,

Executive Director,Lawrys The Prime Rib Singapore


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our organization and help us in utilizing ourresources efficiently, states Jimenez.

Improves Marketing Accuracy andEffectivenessMicrosoft Dynamics CRM Online offersspecific tools that enable Lawrys to analyzeand segment its customer base andproduce better targeted marketingcampaigns. We love using the dashboards;they help us to analyze and segment ourtarget market to get to know them betterand utilize techniques to make them cometo Lawrys more often, explains Jimenez.

Chua can make better marketing decisionsthrough maintaining an accurate databasefor Lawrys due to the duplicate detectionfacility that the new CRM solution offers.With the new CRM solutions duplicatedetection facility, we can ensure dataaccuracy and make more informeddecisions quickly, confirms Chua.

Enhances Campaign ManagementCapabilities by 98 PercentLawrys can execute marketing campaig ns98 percent faster due to the user friendlyinterface of Microsoft Dynamics CRMOnline. This is possible due to familiarMicrosoft Office features integrated intoMicrosoft Dynamics CRM Online such ascontextual Office ribbons and mail merge.With Microsoft Dynamics CRM Online, wehave improved our email campaigns.Previously it took us two days to execute anemail campaign based on our Excel 2003

database, now we can organize and sendemails in less than an hour, confirmsJimenez. This means Lawrys can quicklydevelop targeted campaigns based onspecific themes to attract repeat customers.

With the ability to execute promotionalemail campaig ns faster, Lawrys hasachieved a positive response fromcustomers to its thematic campaigns. We

used Microsoft Dynamics CRM Online forour recent Mothers Day campaign. Theresponse was overwhelming and the resultswere fantastic as we were 40 percentoverbooked! exclaims Chua.

Builds Better Relationships withCustomersMicrosoft Dynamics CRM Online has beenthe ideal choice for Lawrys. The MicrosoftDynamics CRM Online solution is familiar,flexible, scalable and cost-effective, and fitsperfectly into our business, explainsJimenez.

More importantly, the solution providesLawrys with the ability to develop deeperinsights into the consumption andspending pattern of its customers and as aresult deliver a more personalized diningexperience. As a business owner, you needto know three things your product, yourpeople and your customers. I know myproduct and my people, and now thanks to

Microsoft Dynamics CRM Online, I can do amuch better job of knowing my customers ,concludes Jimenez.

With MicrosoftDynamics CRM Online,we have improved ouremail campaigns.Previously it took us twodays to execute an emailcampaign based on ourExcel 2003 database,now we can organizeand send emails in lessthan an hour."

Tammy Chua,Sales and Marketing Manager,

Lawrys The Prime Rib Singapore


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Microsoft Dynamics Microsoft Dynamics is a line of integrated,adaptable business management solutionsthat enables you and your people to makebusiness decisions with greater confidence.Microsoft Dynamics works like familiarMicrosoft software such as Microsoft Office,which means less of a learning curve foryour people, so they can get up andrunning quickly and focus on whats mostimportant. And because it is fromMicrosoft, it easily works with thesystems that your company already hasimplemented. By automating andstreamlining financial, customerrelationship, and supply chain processes,Microsoft Dynamics brings togetherpeople, processes, and technologies,increasing the productivity andeffectiveness of your business, and helpingyou drive business success.

For more information about MicrosoftDynamics, go to:

www.microsoft.com/dynamics

To sign up for a free Microsoft CRM Onlinetrial, go to:http://www.microsoft.com/online/dynamics-crm-online.aspx

For More InformationFor more information about Microsoftproducts and services, call the MicrosoftSales Information Center at (800) 426-9400. In Canada, call the MicrosoftCanada Information Centre at (877) 568-2495. Customers in the United States andCanada who are deaf or hard-of-hearingcan reach Microsoft text telephone(TTY/TDD) services at (800) 892-5234.Outside the 50 United States andCanada, please contact your localMicrosoft subsidiary. To accessinformation using the World Wide Web,go to:www.microsoft.com

For more information about 3P SolutionsPte Ltd products and services, call(65) 6336 9600 or visit the website at: www.3psolutions.com

For more information about Lawry's ThePrime Rib products and services, call

(65) 6836 3333 or visit the website at: www.lawrys.com.sg

This case study is for informational purposes only.MICROSOFT MAKES NO WARRANTIES, EXPRESS ORIMPLIED, IN THIS SUMMARY.

Document published August 2011

Software and Services

Microsoft Dynamics Microsoft Dynamics CRM Online
http://www.microsoft.com/http://www.microsoft.com/http://www.microsoft.com/

La Wry Sms Dynamics Case Study

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