Automation of Secondary Sales & Distribution

For a large Automobile company

CASE STUDY : SOLUTIONS

Business Applications Application Development and Maintenance Data warehousing and Business Intelligence Testing Services Dealer Management System RFID EAI

A leading car manufacturer with a nationwide reach has a mission to be Fast, Flexible and First Mover organization. Dealer Network, Reach and Market Information are critical to meet its mission objectives. The large dealer network working as silos, provided fragments of market information on an adhoc basis. The company partnered with Wipro to migrate to an intelligent, centralized system that integrates multiple outlets across multiple cities, giving a single snap shot of consolidated information available for real-time decision making.

SNAPSHOT
ORGANIZATION ! A leading Automobile Company INDUSTRY ! Manufacturing CHALLENGES ! Integration of Information from Multiple outlets ! Integration of Market Information with Management Information system ! Application Utlization, Change Management

Overview & Challenge

The company is the largest car manufacturer in India with a network of 650 'sales and service outlets' operating across multiple locations and cities. In addition, the company has around 1500 Authorized Service Stations. The company's mission is to have a well knit dealer network that would enhance their customer service by offering a near uniform experience every time the customer visits any dealership thereby leading to greater customer satisfaction. The existing information architecture based on legacy application was a de-coupled model wherein a standalone application installed locally at the dealer premises handled pre-sales and sales related needs. Market Information, on preferences, purchase behavior, competitive activity, inventory and stock ageing, from a de-coupled model was adhoc and posed challenges to sales and marketing functions in the company. A two-way communication that facilitated information consolidation and dissemination was needed to overcome the limitations of existing architecture. However, the transition to a centralized system posed additional challenges; to summarize a few:

TECHNOLOGY & TOOLS USED ! Oracle 9i DB ! Oracle 9iAS ! Oracle 9i Forms/Reports ! Red-hat LINUX Adv Server 2.1 ! Microsoft BizTalk middleware ! IBM p630 DB servers & xSeries 345 AS ! SAN Storage FastT600 & SAN Switch ! Radware load balancer ! PIX525 firewall WIPROS SOLUTION ! Distributor Application Development ! Central Portal Development ! Distributor & Central Portal Integration ! Enterprise Application Integration ! Change Management, Roll-out & Training ! Facilities Management &Sustenance Services BENEFITS ! Improved Marketing Planning and Promotions ! Reliable Sales Tracking and Monitoring ! Standarization of Sales processes across Dealers ! Better Inventory visibility, Order Management, & Replenishment ! Sales Force Productivity Monitoring

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Application Roll Out Process Standardization for Dealers/Outlets Dealer/Outlet Change Management Dealer/Outlet training Sales Team ownership of project Application Utlization

To overcome above challenges, the company partnered with Wipro to understand, articulate and deploy a centralized Dealer Management System (DMS). The managing director articulated the engagement as follows: We are delighted to introduce this new Dealer Management System linking us to our dealers. Information is a critical input in taking business decisions, and this system uses the latest Information Technology to equip our dealer partners with relevant information at the right time. We are happy that we have Wipro as our partner in this key endeavor".

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CASE STUDY | Dealer Management System

Wipro's Solution: Centralized Information Architecture

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The pre-engagement with the Auto major involved: Process mapping of Secondary sales cycle Documentation of information process flow at multiple points and users ! Detailed Functional and System Architecture for Application Deployment and System Integration.

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The pre-engagement exercise defined the scope of work Distributor Application Development Central Portal Development Enterprise Application Development Change Management Training the dealers for Roll Out Facility Management both onsite and remote & Sustenance Services.

Distributor Application Development, Central Portal Development & Enterprise Application Development The DMS application is hosted at two locations, one acting as a Primary Data Center (PDC) on which live transactions take place, and the other working as a Disaster Recovery Site (DR). Both Primary Data Center and Disaster recovery sites are being hosted at third party Data Centers in Bangalore and Mumbai respectively. All dealer transactions and operational data accumulation happens at the Primary Data Center and the Disaster Recovery site is for fall back in case of disaster. The DMS application runs on ASP mode with dealers logging in to do online transactions. The DMS with a dealer facing portal incorporates Process Maps & Documentation in the form of features that gathers information from different data sources and combines into a single entry point. Following are the main inbuilt features of the DMS: Functional Architecture: 1. Consolidated view (Ref:fig1): A single information rich page called MyPage provides the user with information relevant to their role. It has features like ! Business Performance Indicator - This feature gives a snapshot of the health of business in a simple, easy to understand form ! Knowledge Center - This feature provides information on the various schemes, market updates etc, ! Extranet - This feature allows access to the extranet that the user is currently using. The elements on the extranet remain as they are but this tab allows access to the same via the DMS MyPage, ! Alerts - This feature indicates the status of important parameters as against the set benchmarks ! Tasks for the day - This feature gives important messages about the things to be done that day. 2. Presales(Ref:fig2): Its important to be able to keep track of the leads, and efficiently convert them into sales. A prospective customer expects good guidance, follow-up and time management, so that he can arrive at an informed decision quickly. ! Enquiry generation - At every touch-point with the customer, the system enables the dealer to gather & enter the information that can

over a period of time provide all the adequate information for prospecting and follow-up. ! Link/Relink enquiries This feature enables a focused approach to accomplish enquiry follow-up and also reduces loss of enquiries when people leave the dealership. It also helps adhere to norms (for example:20 enquiries / Dealer sales executive) ! Enquiry follow-up - This feature enables better follow-ups by tracking the plan vs actual,also the prospect history can be accessed through a single screen ! Test Drive - The booking for the test drive in terms of scheduled appointments can be managed better by reducing the waiting time of the customer for taking test drive. It will ensure effective utilization of the test drive vehicle inventory. Also it helps customer feedback after a test drive is taken ! Proforma Invoice - Detailed pricing as per the type of customer is made available (For example: Corporate, Individual, Institutional etc). 3. Sales: The experience that a customer receives during the sales phase will help in gaining the customer's faith to come back to the dealership for servicing his vehicle. ! Sales Order Amendment - This feature allows mapping of order to enquiry. It also has the provision to transfer a sales order from one customer name to another customer name for the same model, variant and color ! Sales Order Cancellation - This feature allows analysis of reasons for cancellation and also can produce the number of cancellations done by a staff. ! Sales Order Refund - Order booking refund details get captured, unlike in the existing system, where the entire order had to be cancelled ! Pay in slips - Single pay-in-slip for more than one transaction can be generated thereby reducing the manual work at the dealership. ! Goods Receipt Note - The feature helps online updating of the manufacturers invoice data ! Allotment - Allows the option of allotting vehicles based on 'ageing of order' or 'payment received'. Also the the user gets to access to stock availability information on screen. ! Sales satisfaction index - Helps analyze the total number of satisfied customers and also helps the dealer to take corrective measures. 4. Service (Ref:fig3): While visiting a service station, the customer looks for a correct estimation of the job, a prompt and reliable service of his car and a hassle-free delivery. ! Estimate generation - The system has a predefined list of spare parts and labor codes. Using an existing estimate can be modified using the edit, delete & save option to create a new estimate. This reduces customer waiting period. ! Job card opening - The 'Promised Vehicle Delivery Date' feature helps smoothen the flow of delivery requests. It identifies outstanding payment for previous services/repairs. 'Customer Demands' option helps carry forward the pending repair demands & also generates alerts on pending complaints thereby proving a proactive understanding of customer needs. ! Parts requisition - Accurate reports on Service ration i.e. the no pf parts requisitioned to no of parts delivered can be generated.

CASE STUDY | Dealer Management System

Job card closing - Generating a pre-invoice and Certificate Status Information (CSI) is mandatory thus ensuring a better match between customer expectation and service offered. Job Card Billing - Displays the final amount prior to the billing thus reducing the need for a job card cancellation. Allows creation of customer ID for billing purpose alone (E.g. If the expense on family car is claimed by the son) Claim Settlement - Transit damage claims are generated automatically. Warranty, Extended warranty claims flow into the manufacturer's systems automatically, as soon as a lot is generated. Also the selling dealer can identify his customers who have gone for servicing their vehicle to some other dealers. Customer Relationship Management - The 'customer response' option has set of standard questions answered by the customer. Any new telecaller doing the follow-up calls gets a single window view of the previous calls made thereby not ending up irritating the customer. It ensures uniformity of the basic experience a customer receives no matter who the tele-caller is. Free service campaigns - For more effective service marketing, customer group can be selected based on different selection parameters and the content of the letter addressing the selected target customers can be composed to communicate the desired message.

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Suggested Order Quantity - There is a facility to auto generate a purchase order and release it to the supplier once the dealers stock level reaches the pre-set 'Suggested Re-order quantity'. Generate Pick Tickets - When there is an order for parts, an order picking document is used to pick the said part. Then the same is billed. The process remains the same but there's an inbuilt feature in DMS that helps to identify the mismatch between book stock & physical stock and understanding the reasons for the lost sale. Physical Inventory - This feature allows the dealership to take stock of its inventory at anytime, without stoppage of regular work. Selective report, for taking inventory for a location / part / range of value / zone of warehouse, can be taken. Targets - Based on the target set for the dealership, internal target setting is possible for monitoring sales performance against actual.

5. Spares & Accessories: Efficient inventory management and quick issue of spare parts is essential to support an efficient service process. The Spares module has been designed such that the best practices are followed. Fig1

6. Management Information System (Ref:fig4): The DMS provides a consolidated view for all the branches of a dealership in a very reader friendly manner. At a glance, you have the essentials information about your business at your finger tips allowing you to devote greater time for planning, customer interaction and employee interaction. ! MIS - Overview - Provides a snapshot of retail targets, Retail Growth, Bay Utilization and Enquiry conversions ! MIS - Sales - Provides performance indicators for retail target, stock aging, Daily Booking and Dispatch ! MIS - Services - Provides performance indicators for CSI, Free+paid+Repair services, Own free service capturing and also Service Load Achievement. ! MIS - Spares and Accessories - Provides reports on workshop service ratio, inventory to sales ratio, total stock reports, part inventory and sales report. Fig2

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Fig4

CASE STUDY | Dealer Management System

System Architecture: Partial Representation Only

Change Management, Training & Rollout Application Rollout and Utilization are dependant on Dealer buy-in on business benefits and these criteria was to overcome inertia to a large extent. uman tendency to resist change was a huge challenge. Wipro designed a change management approach that involved workshops and user training to help the dealers cope with the changed user interface and move smoothly into DMS. The Change Management Workshops enabled dealers reap the expected benefits out of the DMS and minimize disruptions in their normal flow of transactions during the transition. A strong top management commitment was very critical to drive the initiative across the organization in Dealer locations. The management streamlined their processed through a DMS champion. A comprehensive end user training program was conducted for the DMS champions, who are the vital link in ensuring that the DMS is accepted and widely used. The DMS champion underwent training on DMS features to orchestrate training programs internally. Facility Management & Sustenance The PDC and DR infrastructure (Servers, DB and Network) is monitored for pro-active resolution through Remote Network Operations Center. A remote sustenance model based on dial-up connection was adopted for the distributed applications. The sustenance role involves software maintenance and enhancement. Note:The DMS application roll out is in phases and currently covers around 100 dealers.

Key Benefits
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Sales & Stock visibility at Distributor level Automation of Distributor Operation Real- Time Outlet level Data Availability Marketing / Brand POS planning New Product Planning and Performance Measurement Order Management Online Order Placement--Lower cycle time Faster Order Processing & Clearance Schemes & Claims Management Faster Clearance & Implementation of schemes for Sales Force Visibility of Claim Status-Better Financial Management for Distributor Data & Content Sharing: Streamlined sharing of Masters, Distributor Account Statement, Product Documents, Media Plans etc-- Faster communication to the channel

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