Indo Rama Inks Crm Pact With Accenture

Indo Rama Synthetics (I) Ltd today announced an alliance with Accenture for its customer relationship management (CRM) initiative. "The objective is to design and implement a system that will deliver e-order placement and servicing to enhance customer satisfaction," Indo Rama managing director O P Lohia said.

The program is designed to enable e-placement of orders by customers and automatic e-mail advise through ABAP module detailing despatch particulars and order status position.

The process starts when the customer sends an e-mail to Indo Rama for placement of orders with a reference purchase order number. Indo Rama's marketing division enters the sale orders in SAP mentioning reference PO number for tracking and the order is executed by the plant. Between 7 am and 7 pm, the ABAP module works out file for every customer containing details of despatch and orders planned. Fifteen minutes later, an e-mail carrying the details is despatched to the customer.

As per Lohia, the benefits include enhanced customer satisfaction, shortening lead time by around 30 per cent, improved inventory management at the customer's end and a faster communication of order and despatch status to the consumer.

As per the plans drawn up by the company, packing list forms will be sent to customers through e-mail by September 20, add-ons such as customer credit balances will be developed by October 15 and web-enablement of customers by January 2002 so that they on their own log on to the company's SAP system and punch their sales orders on-line and get related information. Indo Rama's 15 PSF customers and 15 POY customers are configured for the e-connectivity.

According to Accenture, partner Ajit Kumar, the relationship will lead to building loyalty amongst the customers through a deeper understanding of their needs, better service levels for "locking in" the customers and a more focused organisation. "It is a win-win situation for all," he said.