digital milestones of kind hörgeräte implemented by hitachi ......• agile development (hitachi...

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CASE STUDY

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Topics that characterize the digital transformation at KIND Hörgeräte GmbH & Co. KG include omni-channel, analytics, and personalized customer communications as well as an optimized ERP system and realigned online communications and call-center processes. In 2017, KIND took a major step towards digitization and jointly with Hitachi Solutions developed solutions that provide KIND’s staff with true added value and play a crucial role in the company’s IT strategy for the next few years.

Digital milestones of KIND Hörgeräte implemented by Hitachi Solutions

Established in 1952, KIND Hörgeräte

GmbH & Co. KG is the undisputed leader

in hearing aid sales in the German market.


CASE STUDY


The following projects are introduced in this brochure• Microsoft Dynamics CRM as a platform for sales and marketing automation

• Implementation of the integrated call center in the CRM and Skype for Business

• KIND Digital Unit and KIND Analytics

• KIND Omni-Channel

• KIND Phönix²

• KIND’s website

Implementing a CRM as a platform for marketing automation

When it comes to marketing and sales automation, KIND now has a whole range of new opportunities:

The latest CRM software (KINDcrm) makes marketing campaigns much more transparent and facilitates

evaluation at diverse levels. Work has become demonstrably easier and much more effi cient: Among

other things, customer data saved in the CRM is matched automatically with data in the Phönix system

(described below), thanks to the direct link with the Phönix system voucher data can be searched and

reported back, and the process for entering tasks and reminders for such tasks now is automated.

Advantages of KINDcrm

• 360° view, customer history

• Centralized customer management

• Direct selection in the KINDcrm without the need for IT staff

• Centralized sales, customer service and marketing

• Increased generation of leads

• Access via web, Outlook, mobile devices

Technologies and methods employed for this project

• Dynamics 365 CRM Online

• Dynamics 365 for Operations

• Microsoft Azure (cloud)

• Microsoft SharePoint

• Agile development (Hitachi Solutions and KIND’s staff)


CASE STUDY


Sales Automation

Another project, which KIND implemented in cooperation with Hitachi Solutions in 2017, dealt with

KINDcrm. The CRM now features a whole array of new functions: Among other things, the entire process

for hearing device customers is mapped in the sales automation section. KIND staff members not

only can view the name of the company and the contact information, they also have an overview of all

the sales opportunities available and the opportunity to open Word templates directly in the CRM. In

addition, the automatic allocation of customers to KIND franchises and the display of all relevant data in a

dashboard make work much more effi cient. Furthermore, because competitor-related data is mapped and

information on ear, nose, and throat doctors is displayed in the KINDintelligence system staff members

save time otherwise spent on searching.

Features of the KIND sales automation solution

• The entire process for corporate hearing device customers is mapped in the KINDcrm

• Competitor-related data is mapped and tracked based on the sales opportunities in the KINDcrm

• Leads are mapped and competitors’ quotations are saved

• External franchise audits are displayed

• Abort logs are retrieved automatically

Technologies employed for this project




Service Automation

The complaints management function in the service automation section has been updated. Complaints

previously received were transferred from Dynamics AX to the KINDcrm and the entire complaints

process was implemented in the KINDcrm. The process has been automated so that complaints now can

be allocated to a case manager who is notifi ed by e-mail. This means staff members no longer have to

deal with manual allocation and/or – in the worst case – delayed responses. Another benefi t of the new

system is that inquiries KIND receives through its website are entered into the KINDcrm automatically.


CASE STUDY


Features of the service automation solution

• Full implementation of the complaint process in the KINDcrm

• Automated processes (automatic allocation to a case manager, automatic notification by e-mail)

• Automated generation of inquiries received via the website in the KINDcrm

• Initial assessments of complaints

360° customer view

The 360° view on customers opens up a series of new opportunities: Thanks to the support and the

integration of Google Maps, all the leads, company names and contacts now are displayed in a Google

Maps map integrated into the KINDcrm. Detailed information can be retrieved by clicking on the

respective dataset, and staff members can create route plans (including for multiple routes) directly in

the KINDcrm. This saves staff members a lot of time and facilitates their work. Alternatively, by double-

clicking on the respective dataset in the Google Maps map staff members can access the CRM dataset

directly.

Features of the 360° customer view

• Outlook integrated into the KINDcrm

• Mobile integrated into the KINDcrm

• Integrated proximity search

• Customer classification mapped in the KINDcrm with KINDintelligence using the dataset pertaining to

the respective customer





Implementation of the integrated call center in the CRM and Skype for Business

Work also has become much more appealing for KIND’s call center staff: Skype for Business and CTI have

been integrated into the KINDcrm, and prospects and customers are recognized automatically by their

telephone numbers. In addition, the KINDcrm datasets that have been recognized pop up and thus make

work easier. The automatic generation of leads and inquiries using linked website forms saves time and

significantly reduces the risk of datasets being forgotten. KIND’s call center staff can place calls to listed

leads via the integrated call center dashboard.


CASE STUDY


Features of the integrated call center in the CRM and Skype for Business

• Skype for Business and CTI integrated into the KINDcrm

• Automated recognition of prospects and customers based on their telephone numbers

• Recognized KINDcrm datasets (lead, company, contact, phone call) pop automatically

• Calls can be placed via the KINDcrm datasets and logged

• Listed leads can be called via the integrated call center dashboard

• Implementation of a call center prototype via integrated CTI and Skype for Business

• Automatic generation of leads and inquiries via linked website forms

• Assessments and display in the central dashboard




• Skype for Business


KIND Digital Unit and KIND Analytics

To facilitate strategic and tactical fact-based decision-making during customers consultations, KIND and

Hitachi Solutions implemented a new BI solution. Effective immediately, precise information is available

at all levels of granularity anytime and anywhere, facilitating quick responses to leverage potential or avert

risk. In this way, KIND can offer its customers the best possible consulting services and the ideal array of

reasonable hearing and visual solutions because customer processes now are assessed and analyzed

efficiently for every customer.

The company-wide provision of strategic figures makes it possible to make reports and analyses

accessible worldwide. In addition, every KIND staff member can view relevant analyses and dashboards

on any device (PC, tablet or smartphone). Interactive analyses provide expert users and the management

board with relevant figures in a clearly structured manner.

With the new CRM solution, all relevant transactions and all customer-related information and

indicators are available and can be viewed at any time. This makes work and consulting with customers

demonstrably more effective.

Also, users have the opportunity to prepare site analyses that facilitate the objective evaluation of future

local purchasing successes using machine learning.


CASE STUDY


Features of the KIND Digital Unit and KIND Analytics solution

• Site analyses

• Forecast models

• Franchise reporting

• Customer journey funnel – defi ning the transition from lead to customer, evaluating the success rate

of campaigns

• Integration of customer satisfaction surveys for franchise reporting

• Website enrichment – exporting of franchise master data to the website, automatic updates of

business hours, geocoding of franchises



• SQL Server 2016 as the basic platform for the data vault

• BIML-generated SSIS packages for fl ows of data

• Power BI for reporting and dashboard

• Azure machine learning for forecasts and classifi cation processes

KIND Omni-Channel

Since the omni-channel project was started, KIND has been working with Hitachi Solutions to reach

a crucial milestone for the sales department: replacing traditional stationary retail. Plans include a

web shop and a digital assistant that extend and improve customers’ shopping experiences in retail

comprehensively. Technologies such as Dynamics 365 and KIND.bridge help connect the old and

the new world. Diverse types of data can be linked and sales and other campaigns can be controlled

simultaneously across all the sales channels. At the franchises, digital assistants serve as extended

shelves that are able to display KIND’s entire range of products on a monitor. If, for example, a customer

is looking for frames that meet his needs, the system displays exactly the glasses that match the

customer’s wishes. The appealing web shop transfers the customer’s shopping experience to the Internet.


• nop commerce in connection with Microsoft Dynamics

• apollon’s PIM system Online Media Net

KIND and Hitachi Solutions currently are working to implement the omni-channel project.

Features of the KIND Digital Unit and KIND Analytics solution

• Site analyses

• Forecast models

• Franchise reporting

• Customer journey funnel – defi ning the transition from lead to customer, evaluating the success rate

of campaigns

• Integration of customer satisfaction surveys for franchise reporting

• Website enrichment – exporting of franchise master data to the website, automatic updates of

business hours, geocoding of franchises


CASE STUDY


KIND Phönix²

The KIND Phönix² project has provided KIND with more transparent processes and an end-to-end ERP

system that facilitates central access to customer data from all the franchises and the headquarters.

As part of KIND Phönix², a franchise application has been introduced to more than 630 franchises in

Germany and Switzerland. It can be used to retrieve central customer data. The software is used for

hearing devices and for glasses. Milestone 1 was rolled out with the development of the ERP and the

logistics; Milestone 2 (customer) still is at the roll-out stage and is scheduled to be completed by late

2018.

Plans include taking personalized customer communications to a new level. Machine learning will be

employed to answer questions such as, How probable is a purchase currently? and to address customers

at the right time to guarantee continuous supply.

Advantages of the KIND Phönix² solution

• Seamless integration into Microsoft Dynamics AX

• Reserving products is possible

• Campaign feedback can be measured

• Addresses can be validated completely, data is transferred to a central customer master database

• Franchises have central access to all customer data

• Business figures can be retrieved at hourly intervals

Technologies and methods employed for this project

• Azure, Microsoft Dynamics AX, HTML 5 application based on .Net at the front end

• Agile development (Hitachi Solutions’ and KIND’s staff)

• Sprint length: software product deliverable every 3 weeks

KIND Website

In 2017, KIND’s website was redesigned completely in cooperation with Hitachi Solutions and Jung

von Matt (design). Today, it includes a section about ophthalmology, an option for users to search for

franchises, an online audiometry exam, and a function for making appointments. In addition, an auditory

magazine for customers and prospects was developed and the content of KIND’s TV campaign has been

integrated.


CASE STUDY


In addition to the technical realization, Hitachi Solutions was responsible for the integration into

KINDintelligence that makes it possible to measure the entire customer journey on the website. The

website was implemented based on the EPiSERVER content management system. The entire system

is stored in Microsoft’s cloud. Load peaks, for example, following new TV campaigns can be cushioned

automatically by the cloud.

The USP of KIND’s new website is its integration into the company’s central CRM system. Completed

forms are sent directly to the CRM system and can be tracked by KIND’s call center staff. Thanks to the

integration into KINDintelligence, KIND now can measure the entire customer journey and use the results

to implement measures as needed.

In the next step, the products on the website will be controlled and displayed in the central PIM system

to ensure they are fully integrated into the company’s architecture. Thanks to the system architecture

selected, diverse agencies can work on pending assignments (e.g., SEO optimization) depending on the

authorization concept.

Advantages of KIND’s website

• Increased generation of leads

• A/B testing for continuous improvement

• Responsive design

• Personalized website content (for every user)


• EPiSERVER Content Management System

• Microsoft Azure (Cloud)

Why Hitachi Solutions

Hitachi Solutions is one of the largest, most qualified and highly experienced Microsoft Dynamics

consulting firms across the globe, capable of handling complex tier-one displacement projects.

Our company’s calibre of expertise and commitment to customers is evidenced through our

consistent recognition from both Microsoft and industry analysts.

Contact a Hitachi Solutions expert to discuss how our Microsoft Dynamics Solutions can help

improve your productivity.

Contact

Hitachi Solutions Germany GmbH

Deutschherrnstraße 15-19

90429 Nürnberg, Germany

P: +49 (0)911 277 88 0

E: [email protected]

www.hitachi-solutions.de

digital milestones of kind hörgeräte implemented by hitachi ......• agile development (hitachi...

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