Panasonic Toughbooks
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Infinity Streamlines CRM to Reduce Costs and Improve Business Performance for Panasonic
Empowering the Mobile Workforce
Panasonic Computer Solutions Company (PCSC) has been a leader in delivering reliable and durable mobile solutions for 17 years. As a subsidiary unit of Panasonic Corporation, the company has expanded the boundaries of mobile computing through its portfolio of reliable and wireless Toughbook® mobile computing products, which range from rugged, industrial-strength notebook computers and tablet PCs to ultra-portable business-rugged notebooks. Known for superior engineering, wireless technology leadership and the lowest failure rates in the industry, Panasonic Toughbook PCs are the mobile computer of choice for government, industrial and commercial users-wherever their work takes them.
The Challenge
Complexity Across the Board
PCSC needed a scalable and flexible customer relationship management (CRM) system capable of quickly adapting to the rapidly growing market share of its popular line of Toughbook® mobile computers. The company's existing CRM system was cumbersome and difficult to use, and it was incapable of handling increasingly complex customer relationships.
A key challenge was to integrate Panasonic's build-to-order supply chain process into its CRM application. The system lacked the functionality to provide efficient lead follow-up and accurate forecasts-Panasonic was spending three days each month dealing with manual forecasts, which resulted in poor data quality. These deficiencies affected both the sales team and the company's manufacturing operations in Japan.
The CRM system also had to support Panasonic's two-step distribution model through its channel sales process. Although the company has over 100 sales reps in the field, it doesn't sell directly to end users. Instead, the sales team works sales opportunities in tandem with channel partners and all sales are fulfilled through distribution. Part of this process entails applying opportunity-specific information that differs based on the relationships between the distribution partners and their customers.
Finally, because the business (and sales team) was rapidly expanding, sales leadership needed a CRM dashboard to improve pipeline management and better track sales activities. And the company needed its new dashboard system up and running in 30 days for launch at the company's annual sales meeting.
Solution
Sreamlining All Sales Operations
Infinity Info Systems examined Panasonic's needs and created a flexible and scalable solution. The solution supported PCSC's unique business model while leveraging important data from the existing CRM system. During the process, Infinity created a system that automatically generates sales quote documents and delivers them as PDF email attachments. Each of these attachments contains tailored information specific to the reseller's and customer's relationship and volume requirements, saving valuable time and increasing efficiency for Panasonic's sales reps.
Infinity implemented the entire system within the required 90 days, handling all data cleansing operations required in the migration from PCSC's existing CRM system. To spur adoption by more than 200 users, Infinity provided a team of professional trainers who developed a customized program based on the specific CRM system implemented for Panasonic. This program was delivered to the company's sales reps through a combination of in-person and Web-based training.
Since then, a number of new enhancements have helped to provide accurate demand forecasts and lead management figures that have increased sales productivity and customer satisfaction and reduced the likelihood of excess inventory. These enhancements include a number of structured reporting tools and visual dashboards based on Infinity Analytics, all of which provide monitoring and analysis capabilities that help improve business performance. Now Panasonic's sales executives have a clear view of the pipeline so they can better forecast demand and more accurately enter "bill of material" data for upcoming orders. This has resulted in Panasonic achieving a goal of having no more than 30 days of inventory on hand.
Trackable, Accountable and Repeatable Processes
Panasonic's CRM dashboards provide sales reps with key performance indicators (KPIs) that enable them to understand how they're measuring up against their sales goals. Now sales management has an analytics tool that helps them track not only specific sales activities, but also the results of those activities. Infinity has also delivered a sophisticated demand planning capability that tracks opportunities by sales rep, consolidating data across all teams and products to enable effective demand planning.
Another enhancement makes it much easier to handle all third-party integration needs relative to the management of Panasonic's distribution channel. Based on Panasonic's special Rules Of Engagement (ROE) that establish unique criteria for each opportunity, this automated enhancement reduces human error by providing more accurate ROE information for users.
Finally, Infinity has enhanced the CRM system's IT help desk module to support Panasonic's integrated engineering processes. Now, individual customer concerns can be tracked across the entire organization and escalated as required to accommodate complete closure and resolution, helping to further increase the company's record customer satisfaction.
Results
Reduced Costs and Better Customer Satisfaction
Since working with Infinity Info Systems on a customized CRM solution, the Panasonic Toughbook® team has seen an increase in its sales capabilities, a reduction in expenses and greater efficiencies in its business processes. Benefits include:
A 75% decrease in overall CRM-related costs
Improved supply and demand planning processes.
Better customer care tracking and lead management capabilities
Efficient integration with third-party distributors
Better problem resolution capabilities across the entire company
A measurable increase in customer satisfaction metrics (99%)
