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Coffee Retailer Case Study September 2006 ONYX Confidential 1 Coffee Retailer Case Study September 2006 ONYX Confidential 1

Agenda Overview Implementation Benefits Lessons Learnt Q&A ONYX Confidential 2 Agenda Overview Implementation Benefits Lessons Learnt Q&A ONYX Confidential 2

Agenda Overview Implementation Benefits Lessons Learnt Q&A ONYX Confidential 3 Agenda Overview Implementation Benefits Lessons Learnt Q&A ONYX Confidential 3

Company Mission To become a great, enduring company with the most recognized and respected Company Mission To become a great, enduring company with the most recognized and respected coffee brand in the world, known for inspiring and nurturing the human spirit. Guiding Principles o Provide a great work environment and treat everyone with respect and dignity o Embrace diversity as an essential component in the way they do business o Apply the highest standards of excellence to the purchasing, roasting, and fresh delivery of coffee o Develop satisfied customers all of the time o Contribute to their communities and environment o Recognize that profitability is essential to their future success ONYX Confidential 4

The Company Before ONYX 1. B 2 B - Sales Force (Foodservice & License The Company Before ONYX 1. B 2 B - Sales Force (Foodservice & License Stores) 1. Variety of spreadsheets, Access Databases, misc. systems to track sales leads through B 2 B support 2. B 2 C - Customer Care Center 1. Access Database -> Contact management system 2. Various tools for servicing customers needs (warranty database, intranet, sbux card tools…) 3. B 2 E - Employee Shared Services 1. Contact management system 2. Access database for Employee Record Services ONYX Confidential 5

Issues Before ONYX Challenges: o Lack of comprehensive customer database o Had no true Issues Before ONYX Challenges: o Lack of comprehensive customer database o Had no true SFA – groups were using spreadsheets and opportunities were falling through the cracks o Lack of effective lead management process & pipeline visibility o Not able to capture, measure, and resolve customer issues Results: o Redundant data stores and inefficient sales processes o Loss of intellectual property o Customer attrition o Lost revenue opportunities o Heavy administrative burden on our sales force ONYX Confidential 6

Onyx Implementation Executive Overview Ο Ο Ο Three departments use Onyx as primary system, Onyx Implementation Executive Overview Ο Ο Ο Three departments use Onyx as primary system, six additional departments use Onyx as secondary system Nearly 100% End User adoption Implementation went smoothly despite major acquisition during project Efficiencies gained via process automation (Marketing Wizard and Equipment Configurator) 59% increase in lead follow-up and 17% increase in lead closure ONYX Confidential 7

Agenda Overview Implementation Benefits Lessons Learnt Q&A ONYX Confidential 8 Agenda Overview Implementation Benefits Lessons Learnt Q&A ONYX Confidential 8

Implementation Overview Over 1, 000 users in three business groups o o o B Implementation Overview Over 1, 000 users in three business groups o o o B 2 B - Sales Force (Foodservice & License Stores) · Foodservice Launched Summer ‘ 03 · Added Foodservice support Fall ‘ 03 · License Stores launched Spring ‘ 05 B 2 C - Customer Care Center · Contact Management Launched Summer ’ 04 – replacing previous system and Warranty Database · Warranty, Customer Card, Nutrition, Feedback B 2 E - Employee Shared Services · Contact Management Launched December ’ 04 – Replacing previous system and Access Database ONYX Confidential 9

Implementation Approach 1. Used a phased approach: Prove success then share with others. 2. Implementation Approach 1. Used a phased approach: Prove success then share with others. 2. Evaluated and re-engineered the business processes first. 3. Established strong support structure along with “carrots and sticks”. 4. Focused on business unit(s) with highest desire and highest return · Foodservice · Licensed Stores · Customer Care Center · Employee Shared Services ONYX Confidential 10

Business Objectives: 1. Improve lead management – follow up and closure · · 2. Business Objectives: 1. Improve lead management – follow up and closure · · 2. Improve customer experience and company effectiveness Website, phone, and Distribution Partner Increase customer retention · · Enhance cross-functional communications and increase accountability · 3. Improve customer “touch” Build customer knowledgebase Automate workflow and reduce non-value added tasks · Improve the company’s employee experience and their own professionalism ONYX Confidential 11

ONYX Answer o Automatic lead routing based on customer segments and territory assignments o ONYX Answer o Automatic lead routing based on customer segments and territory assignments o Automated workflow through sales cycle including pre-populating required forms for customer setup o Single repository for customer relationship information with one-click access to financial transaction reports o Portfolio management across all brands o “Equipment Wizard” to automate selection and manage costs of brewing equipment o “Marketing Wizard” to automate selection and manage costs of marketing materials for the brew location o Reps can use wireless “Hotspots” at the stores or connect to the network once back at their offices o Customer Issue Tracking ONYX Confidential 12

Agenda Overview Implementation Benefits Lessons Learnt Q&A ONYX Confidential 13 Agenda Overview Implementation Benefits Lessons Learnt Q&A ONYX Confidential 13

Key Successes and Challenges: Successes: o Great team and collaboration o Business users at Key Successes and Challenges: Successes: o Great team and collaboration o Business users at all levels engaged o Successful initial project led to expansion of Onyx at Company Challenges: o Redesigning business processes in dynamic environment o Acquired an additional coffee company after design complete and development underway ONYX Confidential 14

Business Results: 1. Improved lead management – follow up and closure o Improved customer Business Results: 1. Improved lead management – follow up and closure o Improved customer experience and organizational effectiveness o Website, phone, and Distribution Partner Results: Increased follow up and closure = increased revenue · Increased lead follow up by 59% · Increased lead closure by 17% ONYX Confidential 15

Business Results: 2. Increased customer retention o Improved customer “touch” o Enhanced cross-functional communications Business Results: 2. Increased customer retention o Improved customer “touch” o Enhanced cross-functional communications and increased accountability o Built customer knowledgebase about how to best serve key customers Results: Supported new customer touch strategy to improve experience. Onyx directly contributed to a 4% increase in customer retention ONYX Confidential 16

Business Results: 3. Automated workflow and eliminated non-value added tasks o Improved the partner Business Results: 3. Automated workflow and eliminated non-value added tasks o Improved the partner experience and our professionalism Results: Company previously used Excel forms for new account set-up but replaced that with automated processes and workflows. This in turn led to efficiencies gained and higher customer satisfaction. “Aim (Onyx) has been a tremendous time saver and benefit for me and my team. It has allowed me to reassign account installs in seconds and followup on important information that is needed to do business. ” ~Account Services Manager “Getting info to the field is much easier now through Notes in Aim. We can see why there is a hang up in the process that needs to be resolved. ” ~ Equipment Coordinator ONYX Confidential 17

Agenda Overview Implementation Benefits Lessons Learnt Q&A ONYX Confidential 18 Agenda Overview Implementation Benefits Lessons Learnt Q&A ONYX Confidential 18

Business Challenges Ο Business focused on Product and operating in Silos • Hard to Business Challenges Ο Business focused on Product and operating in Silos • Hard to agree to change • Business units competing • Poor alignment of business units with CRM strategy Ο Changes to business requirements during implementation • Parallel development • New user base introduced with extensive requirements • Significant changes to specification due to some unfamiliarity of business reps with terminology and concepts Ο Project dependencies on internal resources • Continuous shifts in priorities of multiple parallel projects • Unclear direction regarding management of shared IT and user resources Ο Large User Base • Complex logistical exercise to train and deploy to entire organization ONYX Confidential 19

Project Challenges … and how we overcame them Ο No strong business ownership & Project Challenges … and how we overcame them Ο No strong business ownership & difficulty in making decisions • • Ο Aggressive timeframes • • Ο Involved all related business areas in requirement gathering and sign off Business Owner working with Business units to improve alignment Many change requests & last minute changes to significant areas • • Ο Strong development team to implement on time Ensured clear definition of requirements prior to implementation Unit testing by business resources prior to System Test Quick turn around of bugs identified in System Test and User Acceptance Testing Silos • • Ο Ensured options are discussed with all business units Strong recommendations made to direct decision Ensured implications are understood Made no promises that we can/cannot deliver Used strict change control Clear understanding of requirements and business justification Business and IT commitment to dedicated resources to the project • • Ensured quick turn around of user requirements, issue resolution, decision, sign-off, etc Empowered user representatives with business knowledge and deep experience ONYX Confidential 20

Lessons Learned Ο Understanding of business objectives and strategies • • Ο Understand the Lessons Learned Ο Understanding of business objectives and strategies • • Ο Understand the client’s environment • • • Ο Educate the business in both CRM concepts and Onyx system Ensure that business is clear on why design is taking certain directions Walk through of all requirements and solution with client • Ο Political environment Past technology development and deployment history Ensure adequate time is scheduled for testing Educate the business • • Ο Ensure the project resources are clear about what we’re trying to accomplish Leadership required to ensure that focus is maintained on the business objectives Prototypes are not always necessary but can come in handy at times Keep it simple! First release should encompass as much out of the box functionality and user interfaces as possible • Allows to bring client business and technical resources up to speed before tackling complex business rules ONYX Confidential 21

Lessons Learned Ο Onyx knowledge on both business and development side essential • Ο Lessons Learned Ο Onyx knowledge on both business and development side essential • Ο Large projects require dedicated business/IT resources • • • Ο Ensure high quality deliverables at the front end of the development cycle Ensure resource have the right level of skills – poor resources may impact project delivery Ensure resources are placed in roles appropriate to their experience/skills Ensure there is one central project plan • • Ο Ensures fast and error free implementations, especially under time pressure Client implementation methodologies may require separate plans for business, development, deployment etc. Watch for shared resources Beware of Change Requests • • • All changes, no matter how small should be documented as change requests, … even if implemented at no cost (e. g. Configurations) Explain implications of the decision to the Client Allow client to make the final decision ONYX Confidential 22

Implementation Success Factors Ο Support from executives • worked collaboratively on a number of Implementation Success Factors Ο Support from executives • worked collaboratively on a number of challenging issues Ο Great Client Delivery Team • Always aimed to deliver the best result and highest quality • Dedicated resources, followed our advice/direction • Delivered on time and on budget Ο Cultural Change Program • Develop and implement a cultural change program before deployment of systems. Focus on • Measures – customers and activity that support strategy • behaviours Ο Training • A very successful training program developed for the client Ο Technology • Strong technology platform ONYX Confidential 23

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