SAP CRM 7.0 in Xerox Russia

On October 4, 2011 the Xerox company and SAP announced a successful completion of the project on implementing solution based on SAP CRM 7.0. which allowed to bring partner interaction to new qualitative level: automate and simplify separate stages of work with the channel and provide the personalized communication with the growing number of resellers. As the contractor when implementing the project the Masterdata company - the certified partner of SAP, the recognized leader in implementation of the integrated CRM solutions in Russia and the CIS acted.

Partnership – strategic direction of development of Xerox company Russia. Today the partner network of Xerox is more than 6 thousand active resellers which are regularly buying the equipment and supplies of Xerox, more than 1.5 thousand, participants of the loyalty program of Xtra with the status Authorised reseller and 190 strategically important partners having the status Exclusive reseller. The wide geographical coverage of a partner network (resellers Xerox work in more than 200 cities of the Russian Federation) allows to provide products in all 83 regions of the country. At the same time the network of resellers Xerox continues to grow: only for 2010 their quantity increased by 19%.

Within partner strategy Xerox aims not only at timely providing the various tools directed to increase in profitability of business of the resellers, but also to support existing communication and business processes of the company and also to providing an exit to qualitatively new interoperability layer with the channel.

"One of the main secrets of success of Xerox in the Russian market is the flexible, personalized approach to work with the channel: we aim to provide to each reseller those instruments of support which are relevant for it taking into account volumes of its business, regional specifics and individual preferences of the company, - Darya Grishina, the head of department of partner marketing of Xerox company Russia comments. – Thanks to the implementing solution SAP CRM we could create base for long-term partner relations, transfer quality of communication with them to higher level. A new system became not only the catalyst of further optimization of the major for the company business of processes, allowing to increase efficiency, but also is the generator of growth of business of the company in general".

The modern information system SAP CRM implemented in Xerox provides to resellers online access to partner initiatives, successfully solves problems of minimization of manual transactions of call center agents of Xerox and formation of a uniform information field for several divisions of Xerox which are carrying out work with the channel.

Works on deployment of the high-tech solution based on the CRM system in Xerox company began on February 1, 2011, integration of modules of the project took place in 3 stages.

At the first stage of SAP implementation of CRM in March, 2011 the system module - Interaction Center (The center of interaction) which is directed to acceleration and automation of communicating processes was started. The module provides automatic holding polls and informing on new products and marketing programs, the trainings invitation and marketing efforts, routing and processing of the incoming calls coming to Xerox Information center. Implementation of the module allowed to optimize key business processing of incoming requests of resellers and control of terms of their execution, validation of the database and implementation of telephone sales. Effective analytical tools of a new system provide a possibility of synthesis of all necessary information on resellers and constructions of summary reports according to the results of carrying out communications for the purpose of identification and requirements analysis and preferences of partners. It helps Xerox to offer resellers the most effective tools for the solution of their business challenges and also to develop new initiatives for generation of demand of the channel for the equipment and supplies. Reduction of number of routine transactions regarding collecting and refining of information allowed to find more time for providing an operational feedback with partners. As a result of half a year of operation of the module the efficiency of call center of Xerox increased by 15%.

Parallel to start of Interaction Center in Xerox the module Marketing (Marketing) – the solution for creation and start of marketing campaigns, maintaining the marketing calendar and the plan of communications, segmentations of resellers and fixation of information on competitors was deployed.

At the final stage of the project, in August, 2011, the module Loyalty (Loyalty) designed to simplify considerably technical aspect of participation of resellers in the loyalty program of Xtra and to reduce labor costs by management and service of document flow by the staff of Xerox was implemented. Resellers got access to order placement of instruments of support of Xerox in the online mode through a personal account in which the account balance of the companies is displayed: now for the order of souvenirs, a demo equipment, joint advertizing and other program capabilities it is enough to them to fill a web form which will be at once seen and will processed by the call center operator. Specialists of Xerox expect that the module Loyalty will allow to reduce time costs of call center operators for service of document flow by 1400 hours a year.

"The SAP solution CRM is an effective tool which allows to increase labor productivity, to reduce time costs for accomplishment of routine work with documents, to simplify process of preparation of difficult marketing campaigns and to deepen knowledge of requirements and specific features of partners, - Igor Bogachyov, the CEO of SAP CIS comments. – It is sure that implementation of this system will become a reliable basis for development of deeper and individualized relations of Xerox with partners".