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CRM

C U S TO M E R S U C C E S S S TO RY

Designed Around You, Easy To Experience, Advanced - Philips Takes a Step Forward in Enhancing Customer Experience
PHILIPS SEMICONDUCTORS Fierce competition in bringing out new technology, a highly complex value chain, and above all, the need to provide differentiated products and services to customers are compelling electronics companies to re-look their systems and processes. Philips Semiconductors identified the need for deploying a CRM solution that would strengthen their existing systems and facilitate a highly responsive supply chain. Enabling greater customer involvement at the same time would help Philips to innovate new products that are designed around customer, easy to experience and advanced.

About TCS CRM Practice


The CRM practice brings the right set of proprietary tools, methodologies, knowledge assets and alliances to partner meaningfully with leading organizations to support their CRM initiatives. Leveraging on extensive experience, the CRM practice helps organizations right from establishing a strategic vision to implementing and sustaining the CRM application. CRM consultants have worked with some leading global enterprises such as GE, Target, Bank of America, ING, Verizon, AXA, Merrill Lynch, British Telecom and AIG. For more information visit www.tcs.com/crm

FOCUSSED ON YOUR NEEDS

Philips operates in an environment marked by a highly critical supply chain wherein any change in key parameters like quantity, price, dates, etc. can have a major impact on customers business and their production planning. This calls for highly efficient and responsive systems that can provide complete visibility of entire supply chain, and indicate deviations in any parameter in advance. Customer service representatives required to be notified on any deviation in parameters as well. Having realized that success of their products lie in making them simple to use, the company looked at collaborating with their customers during the product design process. This situation called for one common repository for handling customer queries during the design and business fulfillment processes.
PROFILE

Partnering with manufacturers, service providers and content producers, Philips develops innovative silicon systems, such as the Nexperia families, to meet current and future market needs. Philips delivers these solutions to leading manufacturers in the consumer, mobile handset and automotive sectors, in addition to emerging markets such as RFID. Philips brings its technologies and market insight to the industry by partnering across the value chain in automotive, mobile and consumer electronics industries to create mutually beneficial business models.

Philips believes that technology has to be advanced and simple at the same time.

FOCUSSED ON YOUR SUCCESS

Driving productivity through business transformation and operational excellence has always been Philips focus. By implementing a CRM solution, Philips has been able to further strengthen its relationship with customers and remain highly competitive in this dynamic marketplace.
SOLUTION Philips worked with TCS to deploy a CRM solution that would foster its commitment of providing an advance and easy to experience brand built around the customer itself. The existing SAP backbone was utilized to implement SAP CRM applications that would enhance system capabilities. New Alert notification functionality was put in place to indicate deviations in any of the supply chain related parameters that could have a bearing on business fulfillment. Provisions were made to attach the relevant Operational report with the alert. One central repository of knowledge (Business/Technical) was put in place to integrate the vast amount of information which would be accessible to all business users. The ticket registration / routing as well as knowledge management process for the technical engineers was integrated and synchronized, that markedly improved the customer enquiry handling process during the design-in phase. BENEFITS Enhancing the system functionalities was a milestone in building a solid foundation for Customer Centric Processes. The Alert Notification Tool enabled customer service representatives to get apprised of any supply chain related deviation well in advance that made them more proactive in critical situations. The creation of a service desk for technical queries made it possible for the customers to be involved at the design-in phase. Better alignment of front office and back office processes ensured improved levels of service to customers. At the pilot stage, the benefits seen were: Time to acknowledge all service tickets from their dates of enquiry was accomplished within the target time Time to provide solutions improved within first few months 95 percent of customers who responded reported satisfaction to the solutions provided

About Tata Consultancy Services


Tata Consultancy Services (TCS) is among the leading global information technology consulting, services and business process outsourcing organizations. Pioneer of the flexible global delivery model for IT services that enables organizations to operate more efficiently and produce more value, TCS focuses on delivering technology led business solutions to its international customers across varied industries.

For further information contact:


Raj Agrawal Global Head CRM Akruti Business Port Road No 13, MIDC Andheri (East) Mumbai 400093, India raj.agrawal@tcs.com

All content / information present here is the exclusive property of Tata Consultancy Services Limited (TCS). The content / information contained here is correct at the time of publishing. No material from here may be copied, modied, reproduced, republished, uploaded, transmitted, posted or distributed in any form without prior written permission from TCS. Unauthorized use of the content / information appearing here may violate copyright, trademark and other applicable laws, and could result in criminal or civil penalties. Copyright 2004-05 Tata Consultancy Services Limited. For more information visit www.tcs.com

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