Sales Force Automation & Customer Service Center

Customer Relationship Management Practices at T.C.S Pakistan

BILAL HAMID (BME-1599) & SYED ADEEL ALI BUKHARI (BMS-793)

INSTITUTE OF BUSINESS & TECHNOLOGY KARACHI (IBT)

LETTER OF ACKNOWLEDGEMENT
22-June-2013 Dear Readers: We would like to take this opportunity to thank our teacher MR. SAEED DAUDPOTA, who made this report possible by providing his unconditional guidance and cooperation throughout the semester. We also wish to express my gratitude to all people, who helped us in research and completing this report by sharing their valuable thoughts, expertise, knowledge and experiences, without which, this report would never have been possible. Sincerely,

______________ Bilal Hamid BME-1599

_______________ Syed Adeel Ali Bukhari (BMS-793)

TABLE OF CONTENTS
Page #
3 4 5 6 7 9 10 11 12 13 15 16 17 18 Executive Summary Tranzum Group Of Comprises Brief of TCS Vision & Mission of TCS TCS Regular, Express & Logistics Services In Pakistan Definitions Of Key Terms Used In Report Competitors & TCS Key Strength Dispatch Process At TCS Tracking Of Consignment At TCS Sales Force Automation (SFA) At TCS Customer Service Center At TCS CRM System At TCS Recommendations Appendices

Topics

EXECUTIVE SUMMARY
Listening to the voice of the customer has never been more important. Today the bar for standing out has risen dramatically as products and services become more commoditized, and companies seek to differentiate themselves through the customer experience they deliver. Customer Service has an intimate relationship with all departments and divisions and it serves as a bridge between the customer, operations, sales, and retail. The Customer value propositions can never be static; they must be subject to regular innovation, and one of those innovations is CRM. The essential purpose of CRM is to maximize organizational effectiveness and efficiency in the servicing of and benefit from customer needs. This Report focuses on the Sales Force Automation & Customer Service Center functions at TCS. The Sales Force Automation (SFA) & Customer Service Center (CSC) are the core modules of CRM and plays the pivotal role in delivering customer value and provides competitive edge to the business. The initial section of the Report provides an overview of the company, its business organization and the current implication of CRM. Whereas final section we concludes the Report with our Recommendation on improvement of CRM functionality that aims to optimize revenue generation through recognizing and capitalizing on opportunities. Throughout the study and research we are impressed that being a company routed in third world country TCS has not been compromising on quality of its services and customer management with adopting innovation in its business processes and its organizational culture. We once again thanks to the all people from TCS who helped us achieving this report and most of all our teacher who provided us this unique learning experience to by offering us this topic.

Limitation:
Although TCS is a part of large group f companies Tranzum, which comprises of more than ten companies, but due to limitation of Report Topic Customer Relationship Management Practices at T.C.S Pakistan, we cornice our Report too the implications of CRM in TCS Pakistan only.

TRANZUM GROUP OF COMPRISES

Tranzum, is a progressive master enterprise offering services in diversified industries including express, logistics, warehousing, distribution, mail order, travel & tours, visa drop box, management development, event management & publications. With its corporate office in the Middle East (Dubai), the Tranzum enterprise has established offices in various regions across the globe including South Asia, North America and Europe. Tranzum Group has emerged as a leading business enterprise - with a team of over 4000 employees and 300 offices worldwide. Today Tranzum continues to grow on its humble beginnings and enjoys great leverage on its worldwide infrastructure and operating strengths with the experience of over 2 decades in the industry.

Tranzum Group comprises: Express & Logistics Travel & Tours

Customized Air Freight Solutions

Your Visa Facilitators

Gifts Greetings & mail order

Trainings, Conferences, Events & Publications

Value delivered

Online shopping portal

Publications: TCS Connect

TCS CONNECT is the Company's Customer Newsletter published from Karachi on a bi-monthly basis and circulated amongst its customers/corporate circles in South Asia (Pakistan), Dubai, Abu Dhabi and other parts of the UAE/Middle East and Canada (The Americas) and The United Kingdom (London). TCS CONNECT commands excellent readership and value in diverse sectors of business that TCS Express caters to in all TCS Express regions of the world.

BRIEF OF TCS
History:
TCS came into being in 1983 as a domestic courier company. The Company that Engineer Khalid Awan established with his brother has found itself in trailblazing roles, and developed an entire Industry that has withstood the trials and tribulations of cohabiting with the Government sector, and strove every inch of the way to find win-win solutions in the service of Pakistani prosperity.

Completing almost three decades of Service & Innovation

Almost three decades into its existence, the TCS brand has evolved, into a symbol of trust & reliability. TCS provides domestic & international express services to consumers, corporate, SMEs and households alike, with pickups & deliveries crossing over 6 million a month. This it does through a wide network of 155 offices making it the biggest network in the country. TCS operates with over 7,000 Professionals, 24/7 call center, 530 plus conveniently located Express Centers, dedicated chartered aircraft, 2000 on-line & offline locations, 250 plus satellite tracked delivery vehicles and a proficient team of couriers dedicated to providing you the best of service and reliability in the industry. With a view to enlarging its presence in the global village, TCS operates in international territories through its business partners in Dubai and London, providing access to its customers to over 3,500 destinations worldwide. TCS has achieved many milestones by investing into its business model that continues to grow stronger. Realizing the customer needs and expectations have always been the driving principles in the milestones that TCS has achieved over the years. This has resulted in setting benchmarks to improve the overall quality and standards of the express courier industry. TCS achievements have led to a case study, undertaken by Harvard Business School in 2003 for 'International Entrepreneurship' course of MBA. It has been mentioned in the textbooks used by Harvard Business School as a model of highly effective company from the developing world. A case study on TCS has also been included in Philip Kotlers latest South Asian edition of Principles of Marketing which is being taught at the best & biggest Business Schools across South Asia.

VISION & MISSION OF TCS

Our Purpose
To continually strive to achieve excellence - both on and off the job.

Vision Statement
"TCS will be recognized and respected as professional, innovative, profitable information, and knowledge based logistics/services enterprise. TCS embeds internet based technologies into its internal operating structures and as business solutions for customers; with customer, employee and shareholder interests at the core of its operations; demonstrating a clear concern for ethical conduct and good corporate citizenship; with the objective of growing into a regional and global player, with emphasis on the Middle East, Europe and North America".

Mission Statement
"To direct all our organizational efforts at building upon the existing organizational strengths and brand recognition to achieve enhanced levels of profitable growth in the core business, and diversify into new areas that complement and supplement the core business, with the diversification aimed at achieving excellence and industry leader status in the new areas. The TCS People will however be encouraged to be open to unconventional ideas and services and recognize new trends at very early stages".

TCS REGULAR, EXPRESS & LOGISTICS SERVICES IN PAKISTAN

TCS has a strong presence not only in Pakistan but also in the UAE, UK and Canada. TCS offers international delivery services - International Documents and Parcel Express Delivery - to over 3,500 destinations across the world through its extended International Network.

S#
1

Service
Freight Plus

Description REGULAR COURIER SERVICES

Freight Plus offers delivery of your less urgent & large size shipments within 10-12 working days. This service is available only for export shipments. Prioritized handling and confirmation of delivery are also available on request, customer clearance is also provided. TCS Red Box has made it so simple, convenient and cost-effective to send all you want, to your loved ones, Special rates for UK, Europe, USA, Canada and Far East. Be it toys, clothes, shoes, gifts, samples or any thing you may fancy, Red Box delivers all. Show your loved ones how much you care with TCS Red Box. Just take your gifts to the nearest TCS Express Centre and we will take care of everything including the box. Red Box Service is available in a choice of two different weights: 10 Kg, 25 Kg This amazing service delivers your documents to the College, University or any other Educational Institution of your choice anywhere in the world. To avail TCS Student Express, the student will have to furnish the following at the time of booking their documents. Copy of student's ID card or letter from College/University certifying the student's bona-fide status Documents should be sent to an educational institution (School/College/University/Hospital) abroad.

Red BOX

Student Express

EXPRESS COURIER SERVICES

4 Sentiments Express TCS Sentiments Express is a personalized, high valued gift delivery service offering a wide array of gifts from gourmet cakes, floral bouquets, ethnic sweets, to various other elegantly wrapped gifts, delivered with a personalized greeting card in Pakistan. Since 1989, TCS Sentiments Express has been part of TCS, the leading air express courier in Pakistan. In the time, it has become Pakistans premier gift delivery and greetings service. Rely on same day express for same day deliveries to major cities

Same Day

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Express Overnight Express Red Box Express W&D

country wide. For next working day delivery of urgent shipments. For next working day delivery of urgent and bigger shipments.

LOGISTICS SERVICES
Total Logistics and Supply Chain solutions in Pakistan. W&D has an envious clientele in Telecom, FMCG, Pharma, I.T. and other sectors. W&D already has over 200,000 square feet of multi-user Warehousing facilities in the country, which offer efficient and economical warehousing services by employing carefully thought out material storage and handling equipment. The current range of specialized services includes: The current range of specialized services includes: Warehousing Transportation and Distribution Value addition and Stock Repacking Bar-coding & labeling Warranty Management Reverse Logistics Project Management Customs Clearance Freight (Air & Sea) This business is particularly suited for your bulk cargo movements to around 160 cities of the country, delivery KPI within three working days, considering booking date zero at main locations of Pakistan. Packaging of material facility is also available with the name of TCS mover n packers to facilitate our household customers. Main product offerings of the products are. LCL (Loose container Load) FTL (Full Container Load) Hub to Hub delivery Hub to Door delivery Pallet boxes of 50 Kilograms Built-in insurance of Rs 100 per kg

Overland Express

OTHER RELATED SERVICES

10 MMS MMS - Mail Management Solution stands upon the single largest investment in infrastructure, made by TCS for continuous delivery of value. MMS is equipped with state of the art printing and sorting technology that has been sourced from the best suppliers across Europe and Asia Pacific. This makes TCS the only end to end solution provider in the category with the largest delivery network in Pakistan.

DEFINITIONS OF KEY TERMS USED IN REPORT

1 Courier A courier delivers messages, packages, and mail. Couriers are distinguished from ordinary mail services by features such as speed, security, tracking, signature, specialization and individualization of express services, and swift delivery times, which are optional for most everyday mail services. CRM Customer relationship management aims at making long-term customer relationships and profitability by serving as a bridge between marketing strategies and information technologies. Clay and Maite (1999: 6), SFA SFA is a solution that allows the sales reps to carry out their daily activities directly on Mobiles, portable computers or PDAs. Customer Service Also called a contact center, a customer service center is a type of Center call center that is equipped to handle large amounts of customer telephone requests for an organization. While a call center mainly focuses on telephone communications, a customer service center will typically handle additional types of customer communications such as letters, e-mail, faxes, and live chat, in addition to telephone communications. A customer service center is equipped to route communications to the correct employees within an organization and is further defined as a part of an organizations overall CRM (customer relationship management) strategy. OMS ERP integrated CRM Software OMSdeveloped by TCS IT Team Bar Codes & Bar In Production and Operations Management, Bar code tags are Code Readers used to track inventory and the Optical scanning wands (Bar Code Readers) read bar codes through Optical Scanning Recognition (OCR) Technology.

3 4

COMPETITORS
1. 2. 3. 4. 5. 6. 7. DHL FEDEX UPS LEOPARD OCS TNT And Some Local Companies

TCS KEY STRENGTH

TCS Delivers Over 4 Million Parcels, Documents and Pieces Of Freight In A Month FLEET: 4 Aircraft 250 Plus Satellite Tracked Delivery Vehicles 1500 Plus Motorcycles LOCATIONS: 2000 On-Line & Offline Locations 530 Plus Conveniently Located Express Centers 4 Existing Warehouse EMPLOYEES: 7,000 Professionals CUSTOMER CARE: 24/7 Call Center UAN 111-123-456 UAN 111-210-210

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DISPATCH PROCESS AT TCS

CONSIGNMENT BOOKING
Any Consignment either on Cash Terms or Credit Terms, can be Received at TCS Regional Location from customer or on-call pick facility provided by TCS All types of Consignments either Regular, Express or Logistics Service been issued an exclusive number called Consignment Note (CN) CN has two copies, Customer Copy and Official Copy The CN holds the retrievable information of type of Consignment, Customer Name and Consignment Delivery Address and the Personnel who booked Consignment. An exclusive Bar Code Sticker is placed on each Consignment Bar Code has holds the information of Consignment Booking Center, Consignment Delivery Center and CN. Assignment Booking is Computer Logged in Regional Office and Communicated immediately to Centralized Customer Care Center. On 8pm after weighing, scanning and summarizing, consignments are sealed by security in a Vehicle. All sealed Consignments are sent to Hub. Hub is a one centralized point (In Karachi its Airport Center of TCS) On Receiving in Hub sealed Consignments are opened by security and then rechecked according to the summary provided by Regional centers. After confirm through Bar Code all Consignments are Sorted out and sent to Cargo out at 11 Pm.

CONSIGNMENT RECEIVING
Similar Process of checking and sorting is performed on receiving of Consignment in Cargo Receiving Hubs. After receiving consignments at Regional Centers, these are dispatched to Route wise for delivery to the final destinations.

CONSIGNMENT DELIVERY
On handing over the Consignment the receiving on Delivery Sheet is been obtained as a Proof of Delivery. And finally the Delivery Sheets are submitted to the Regional Centers, that reports the confirmation of Delivery to the Centralized Customer Care Center.

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TRACKING OF CONSIGNMENT AT TCS

Through out the process of Dispatching the Consignments current status is verifiable through following options: -

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SALES FORCE AUTOMATION (SFA) AT TCS

The following Sales Force Automation (SFA) Tools are being currently used in TCS: 1.

Mobile Phones: TCS has strategic alliances with following telecommunication

companies Zone, Ufone, Mobilink. The Sales Force at dispatch operations are mainly issued Zong Sims and mobile phones to communicate throughout the process of Dispatch. Whereas the Sales Force at Operations and Management are issued Ufone and Mobilink Sims along with mobile phones, respectively.

2.

PDA: The PDAs were issued initially in 2010 on trail basis, but due to the higher cost
and technical incompatibility with the current CRM at TCS, therefore the PDAs were called back.

3. 4. 5.

INTERACTIVE WEBSITE:

TCS Website provides Log in Facility to the Employees to communicate internally as well as externally.

Laptops: The middle and top management sales force has equipped with Laptops. CRM Database: Only Top Management form Sales and Marketing Team has an
excess to the CRM Database, whereas the field force has no sharing or access to CRM database.

6.

EMAILS: The Email marketing is conducted by utilizing Key Account Data of CRM of
the potential clients to offer up-selling and cross-selling by the Marketing Department

SALES FORCE TASKS AT TCS

CONTACT MANAGEMENT:
The Contact Management Task is centralized and performed by the CRM Software OMS at Customer Care Center. The contact data input is submitted by the Regional Centers and the Sales Force. The only relevant regional wise data is shared to the Regional Sales Force including Key Account Names, Address and Nature of Services Acquired. The complete contact statistics is only provided to the Regional Heads to design regional strategies.

TIME MANAGEMENT
The operations management handles the time management of sales force and schedule duties and meetings accordingly.

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Lead and Opportunity management

With the coordination of Customer Services Center and Marketing Department the Lead and Opportunity Management is carried out. The Data Mining from CRM Software OMS and on field market intelligence is used to acquire new customers and to design new products according to the target customers.

Knowledge management
The knowledge management is carried out at Customer Service Center as well with the help of CRM Software OMS.

Order Tracking
The Order Tracking and Configuration is managed by in-house design CRM Software OMS designed by TCS IT Department which operates at the Customer Services Center and track orders via Consignment Note and / or Bar-Code Reference Number. The Value added SMS confirmation with through another software integrated with the OMS.

Analysis and reporting tools

The Overall, Region wise, Account wise, Employee wise and other analysis reports are generated through OMS.

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CUSTOMER SERVICE CENTER AT TCS

C-A-R-E Consistent. Approachable. Respectful. Empathetic.
The Customer Service Center is Centralized and situated at Karachi Airport Head Office. According to the TCS sources, Optimizing revenue generation through recognizing and capitalizing on opportunities is a priority focus at Customer Services by developing the concept of up-selling and cross-selling. TCS focus on improving the performance quarter after quarter, year after year to create customer experience, and are continuously working on innovative tools, high performance models that aid customer-focused planning and execution to achieve this kind of systematic innovation and improvement. Key Account Service and Development holds portfolio of Key Accounts, servicing 187 key customers through 12 Key Account executives providing one window solutions to key customers in Karachi, Lahore and Islamabad. The following are the key tasks operated at CSC at TCS: Centralized Customer Care Desk for Complaint Management Consignment Tracking Answering Customer Telephone Calls: 60 percent of the calls are from customers seeking delivery details Generating customer leads Emailing Cross-Selling Deals to the Potential Clients Emailing Consignment Related News and Updates to the Customers Live Dashboard Visibility of Shipment Progressive and Incidental Checkpoints enhancing tracking options with the help of CRM Software. Provides B2B. C2B & C2C Support Providing support to all Tranzum companies, i.e. Express. Logistics. Connect. MMS. Sentiments. Vlsatronix. Aviation. Octara. Intiana and Distribution divisions.

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CRM SYSTEM AT TCS

The software OMS, which is an Enterprise Resource Management (ERP) is developed inhouse by TCS. OMS plays a vital role in TCS growth. It is the backbone of the TCS business and fulfills the Business needs. OMS software applications using Oracle Development Tools Microsoft Technology. It ensures the business SOPs, Controls complete operational cycle activities, revenue recording, BUI Invoicing generation / printing and provide backbone to Customer Services. TCS Business operations are fully web based at all the network stations, branches, and franchisee outlets. Their activities are completely integrated with their respective Areas, ensuring seamless operation. OMS can be matched with any world class ERP software, and consists of a number of modules Including Security Scanning. Manifestation. Delivery. De-Briefing. Data Processing. Log Book. Warehousing. Incentive. Billing. Retail. Sales. Franchised Model. Customer Services. Tracking Tracing. Domestic and International Operations. Audit Finance. Accounts and many more features and options. Besides OMS the team is also supporting, maintaining and developing the Web Version of OMS. Distribution Management System. Inventory System. Shipment Costing System. Portfolio Management System. KPI Monitoring. Mega MIS System. Weighing Bridge Integration. Shipment Tracer. Weight Correction. Balloting for prize distribution of Retail Sale, and Shipment Touch Point System. OMS provides report monthly, yearly and on demand for management decisions and to carry out trend analysis. Service at TCS is defined as a set of IT Infrastructure processes, technologies and organizational solutions that enable business process. The IT Team evaluates, integrates and support Innovative technologies to help business achieve its goals. Alongside we effectively maximize return on resources, and provide cost effective methods so our customers can easily access information and conduct business with the TCS Enterprise Group.

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RECOMMENDATIONS
The TCS is operating with world class ERP software that supports, integrates and has all the capabilities of a powerful Operational CRM. But there is still a room for improvement, and our recommendations for those improvements are as follows: eMarketing: To provide clients an end-to-end marketing solutions and new ways to interact with their customers enable cross-selling opportunities via a wide range of media, such as Internet-enabled channels, email and the Web. Sales Force Automation: PDAs should be delivered to the Sales Force to enable fast and real time processing Quote Configuration: For accurately configure complex quotes for highly customizable products. Attach quotes to accounts or opportunities for future use in the sales process. This will improves efficiency and effectiveness of marketing activities Campaign Management: Since Tranzum is comprised of multiple companies, the Campaign Management tool will help in planning, managing and executing "multiple campaigns" integrated campaigns" across all channels.

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Appendices QUESTIONNAIRE FOR TCS CRM PROJECT

PDA Brand Name: __________________ Software: Oracle Sap Microsoft Sales force

Sales Force Automation Mobile phone Voice messaging system Fax machines Email Laptop PDA Interactive websites Wireless data transmission CRM database Contact and time management Lead and Opportunity management Knowledge management and intranet access Price quotes and order configuration Follow-up management Analysis and reporting tools

Evaluation of call center

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The performance of individual agents and the unit as a whole The number of calls Call type Timing waiting on hold Abandonment rate Time to resolution Average length of call For quality control purpose, the calls may be taped and reviewed.

SECTION A: TYPES OF CRM DEPLOYED Strategic Operational Analytical Collaborative

SECTION B: OPERATIONAL CRM I. E-Marketing Marketing Analytics (Please Tick Applicable) Customer segmentation and profiling Data mining to identify cross-sell and up-sell opportunities Online analytical processing and reporting ETL (Extract, Transform and Loading) tools to integrate customer data from different sources

Campaign Management (Please Tick Applicable) Single platform for campaign planning, design and execution 19

 Multiple channel campaign delivery - email, outbound call, direct mail, fax, SMS Segmentation of treatment groups and specialized customer groups Personalized email communications to encourage customer dialog Customer survey management Event and seminar management Collateral fulfillment with the flexibility to connect to external partners Real-time evaluate campaign performance and refinement of marketing programs Workflow engine to automate and manage recurring/wave campaigns Tied with advanced Data Mining to improve program effectiveness.

II.

Customer Services Automation Customer Services Automation (Please Tick Applicable)

Agents manage all customer interactions via Web browser user interface You can access the complete customer history You can automatically create phone-based requests by integrated Computer telephony functionality A personalized Web portal enables employees, customers and partners to set communication Workflow Management facilities the business process automation for case routing, authorization and escalation Integrated Knowledge Base management increases customers/agents empowerment and satisfaction You can access integrated service analytics to optimize the call center operations Email Response

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(Please Tick Applicable) Single graphic interface regarding customer histories and other information A rule-based analysis of all incoming emails, enabling quick routing the inquiry to a particular work queue Real-time service monitoring according to the volume of inquiries, service level information and agent activity level

Knowledge Management (Please Tick Applicable) Enables the creation of common knowledge base for customer selfservice and agent assisted service Presents a customized, Web-based service-service interface to match your corporate image Allows agents to provide consistent and accurate information to customers promptly Provides multiple methods of knowledge organization and retrieval Delivers powerful authoring and workflow management tools Incorporates natural language search, case-based reasoning, decision trees, automated learning and expert models to rank potential solution relevance

III.

Sales Force Automation Sales Force Automation (IMPORTANT) (Please Tick Applicable) Account and Contact Information Opportunity Tracking

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Sales Process Automation Calendar and Activity Management Advanced Forecasting and Reporting In-Context Web Services Competitor Tracking Literature Fulfillment Reference Library Territory Realignment Lead Distribution Products, Pricing, and Inventory Complex Quote Configuration Wireless/Palm/Web Access Marketing/Support/eCommerce Integration

Forecasting (Please Tick Applicable) Analyze potential revenue opportunities by gaining critical pipeline visibility Segment opportunities by account manager, region, or probability of close Create custom filters and view data in multiple graphical formats Review historical trends to assess effectiveness and guide strategic changes

Marketing Campaign (Please Tick Applicable) Plan, manage, and track marketing campaigns

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 View campaign name, type, code, objectives, target audience, and notes Access key campaign metrics, such as responses and related sales, in real time Manage campaign tasks and budget in one place as data rolls up automatically Quote Configuration (Please Tick Applicable) Accurately configure complex quotes for highly customizable products Reduce errors, automate exclusion rules, integrate contingencies, and more Deliver quotes instantly while collaborating directly with customers Attach quotes to accounts or opportunities for future use in the sales process

SECTION C: ANALYTICAL CRM Data Warehousing / Data Mining (Please Tick Applicable)

Integrated Account Management OLAP Target Marketing Campaign Management Loyalty Management Enterprise Performance Reporting/Revenue Management Revenue Management

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(Please Tick Applicable) Providing the most updated trends on company revenue/costs/net profit/sales/turnover along the lines of customer segments and product series Central repository of all products/services and prices Predicting business performance based on historical data and market/economy trends Providing tools to create and test specific product bundles, and assess the impact on company revenue and market share Providing recommendations on the "best" price of products by taking pricing issues/strategies/objectives, product characteristics, market/competitive landscape and product life cycle into consideration Analyzing the revenue and usage information of different products and customer groupings Assessing the performance of new product roll-out, marketing activities, customer retention programs, and measuring it against the pre-defined performance goals more effectively

Performance tracking (Please Tick Applicable) Commission performance tracking by sales teams and individuals Billed revenue performance tracking by products, sales teams and customers New sales performance tracking by products, sales teams and channels Sales order tracking: whether it is completed, still outstanding or cancelled Sales teams KPI performance tracking: performance indices, activities and customer satisfaction 24