Raqmiyat implements an integrated Microsoft Customer Relationship Management solution for Masafi
Leading FMCG brand to leverage highly automated processes to enhance customer acquisition and retention
Raqmiyat, a leading UAE-based systems integrator, announced that it is currently implementing a fully integrated Customer Relationship Management (CRM) solution for Masafi, the leading producer of pure natural mineral water in the Gulf region. The new system, which consists of Microsoft CRM and a Contact Centre solution from Avaya, is integrated with Masafi’s Enterprise Resource Planning (ERP) software - Oracle E-Business Suite and has been designed to manage the company’s entire customer relationship cycle to facilitate customer attraction, acquisition, analysis, service and retention.
The main thrust of the implementation is to automate Masafi’s entire processes - from capturing the customer order to its fulfillment, to billing and the completion of necessary back end supply chain processes. This will result in greater customer satisfaction and streamlining of operations, due to the instant acquisition of information about consumer preferences, the status of the order in terms of stock availability, delivery times, billing and past due amounts if any, at the time of ordering itself, which can be analyzed to create credible data to support product developments and customer service enhancements.
“Masafi’s business was entering a fast-growth phase with the introduction of new products, with some of these items being marketed directly to end users. In a market where an end user has a lot of choices, the quality of customer servicing is a critical contributor to customer retention,” said Navneet Tandon, Vice President, Raqmiyat. “As a leading company in UAE that offers in-depth consultancy, solutions, implementation and integration services, we are fully equipped to provide industry-leading companies such as Masafi with a robust application that covers the entire operational spectrum of their organization and offers tremendous benefits in terms of customer acquisition and management of operations.”
Raqmiyat has showcased its expertise in designing processes and selecting technologies to suit the customer’s requirements, with the integration of its front end CRM with Masafi’s existing back end ERP (Oracle E-Business Suite). The assessment and recommendation of the solutions and the actual implementation of the front end system was completed within a 3-month period. For the back-end integration, Raqmiyat selected a ‘service oriented architecture’ (SOA) to facilitate a straightforward integration of the CRM with the ERP (Oracle E-Business Suite), while the vendor driven ‘Avaya-MS CRM Integration’ ensured that the front end integration of the Contact Centre with the CRM was most efficient and productive.
George Bachmayer, Finance Manager, Masafi, said, “The implementation is expected to create a chain of benefits, which will prove its overall value as a results-driven investment for Masafi. A direct outcome of the implementation is the benefit of a more focused customer attraction campaign, which can lead to an expanded customer acquisition. As managers acquire a more detailed profile of its market, the manufacturer can delve further into the development of new products and enhancement of its service levels to meet its customer needs better. As the number of satisfied customers rises, efficient sales monitoring and the fulfilment of the customers’ preferences will lead to better customer experience, which will instil brand loyalty among buyers. By effectively managing the entire cycle from a sales lead until the completion of back end processes, Masafi can reduce its costs, thereby making it more competitive and agile to promptly respond to customer needs.”
“We are adding value to each of our clients’ projects by providing additional services, which has helped us to build a strong relationship with them. Our implementation for Masafi has witnessed the utilisation of our infrastructure, process and service delivery experts who are highly trained in providing complete IT managed services comprising of Infrastructure, data and contact centre, CRM, and ERP (Oracle E-Business Suite). As a pioneer in delivering leading-edge solutions for both, SMBs and Enterprise Businesses in the region, our strategy is to continuously highlight our VAD services as a valuable advantage we provide to our clients,” concluded Tandon.
