Microsoft DynamicsCustomer Solution Case Study

Duty Free Retailer improves Customer and Member Relations with CRM Solution.

OverviewCountry or Region: ThailandIndustry: Retail

Customer ProfileKing Power International is a global leader in the world of duty free and tax free, with 76 outlets at domestic and international terminals in Thailand's major international airports.

Business SituationKing Power's call centre, which is the most common point of contact for dealing with customers, needed a standardized IT system that could help systems effectively and boost customer satisfaction.

SolutionKing Power chose to adopt Microsoft Dynamics CRM for the management of its customer relations in two departments: King Power call centre and Crown Service.

Benefits Improved customer relations Enhanced reporting and analysis Increased work efficiency Enhanced work productivity Reduced documentation time

We needed a CRM Solution that could accurately match our business demands of today and tomorrow, as well as be easy to use by all employees. Microsoft Dynamics CRM best answers all of our needs.

Sombat Dechapanichkul, Group Vice Chairman, King Power Group of Companies

SummaryKing Power International is a global leader in the world of duty free and tax free, offering the best services to its customers. Since the establishment of King Power 21 years ago, the company’s clear vision, strong management and excellent staff co-operation have guided King Power to become the leading force within Thailand’s duty free and tax free business today. Today, King Power International is ready to serve customers with 76 outlets at domestic and international terminals in Thailand's major international airports, as well as a downtown location at the King Power Complex in Rangnam road, Bangkok.

In line with its commitment to providing excellent services to customers and members, the most common point of contact for dealing with customers and members is the King Power call centre, where callers can receive instant additional information on products and after-sales services. Over the years King Power International has put a lot of focus on strategies and policies to manage customer relations. As such, it was important for the company to find a standardized IT system that could help manage the call centre’s systems effectively and boost customer satisfaction.

Impressed with its diverse and practical features, King Power chose to adopt total solution approach of Microsoft Dynamics CRM for the management of its customer relations in two departments: King Power call centre and Crown service. The solution covered call technology, customer relationship management technology, account systems and product stock management systems.

SituationWith its services reaching foreign visitors as well as Thais, every aspect of King Power’s business aims to reflect a positive image of Thailand to the world. Indeed a top priority for all company staff is best-in-class service, as well as high-quality products and reasonable prices.

In line with its commitment to providing excellent services to customers and members, the most common point of contact for dealing with customers and members is the King Power call center, where callers can receive instant additional information on products and after-sales services. As such, it was important for the company to find a standardized IT system that could help manage the call center’s systems effectively and boost customer satisfaction.

Over the years King Power International has put a lot of focus on strategies and policies to manage customer relations. As new technology becomes available, the company has increasingly looked to IT as a means of achieving this and recently invited various solution providers with experience in CRM to present their services and solutions. As a Microsoft Gold Certified Partner, Blue Intelligence (Thailand) introduced Microsoft Dynamics CRM to King Power. From the outset Blue Intelligence was confident that Dynamics CRM was the right solution for King Power since it not only covered all their requirements for Customer Service Management, but also marketing and sales management which would ensure that it was flexible enough to grow with the company and support the future needs of King Power. Microsoft Dynamics CRM

responds to the needs of every related party. Users can use the program to its full potential and at the same time the IT Department can adjust, manage and maintain the program easily. Moreover, company executives can see reports with real-time information and current work processes that can be analyzed and used for planning next steps and future company policies.

SolutionImpressed with its diverse and practical features, King Power chose to adopt Microsoft Dynamics CRM for the management of its customer relations. Another reason for their choice was the fact that they were also looking for a CRM partner with good credentials and that was as committed to customer service as King Power itself. In this respect, Blue Intelligence was the perfect partner since it is regarded as an international leader and expert in Microsoft Dynamics CRM, with a long list of satisfied customers. In fact it has received a CRM award for 3 consecutive years and has hands-on experience in working and implementing CRM projects for leading international and local companies. Most importantly, Blue Intelligence was also able to demonstrate deep insight into the unique business requirements of King Power.

Focusing on customer relations tools, the technology used in CRM covers a variety of fields that suited King Power’s decision to take a ‘total solution’ approach - adopting, amongst others, call technology, customer relationship management technology, sales volume report systems and product stock management system technologies to help

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coordinate operations at airports and shops, as well as between drivers and car services.

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KING POWER CALL CENTRE

At King Power Call Centre, Microsoft Dynamics CRM is fully integrated with the telephone systems so that a customer’s profile and sales history is shown to the customer agent before the call is even answered and the agent can be fully prepared to instantly answer the customer’s inquiry. Microsoft Dynamics CRM is used for information checking regarding purchase orders, reward points, product prices, product location and product availability. (The CRM is linked with a product stock system so that up-to-date product details and prices are always shown).

Microsoft Dynamics CRM is also used to deal with customer or member complaints. With this system, the customer agent will be able to transfer complaints to the relevant people effectively, as well as track the status of each complaint and ensure that it is dealt with as quickly as possible.

CSRS (Customer Satisfaction Record System) lets customers rate their satisfaction with services, helping to evaluate standards and maintain continuous improvement.

CROWN SERVICE Crown Service is a premium service for top customers who regularly rely on King Power’s services. Microsoft Dynamics CRM for Crown Service is similar to those of the King Power Call Centre but with some additional features to handle the extra privileges that Crown Service customers receive.

Firstly, Microsoft Dynamics CRM is used during the initial application process when customers wish to become a Crown Service member and the system will transfer their form from the headquarters to the airport via Microsoft Dynamics CRM.

Microsoft Dynamics CRM is also used for issuing exclusive weather reports and currency rates to Crown Service customers before they travel. Additionally it will handle other secretarial services, such as recommending relevant King Power partners to visit. The system can also provide tourist information for visitors coming to Thailand, as well as coordinate special services at the airport, including your own personal shopper.

Lastly, the system is also used for issuing car booking forms and car service management for Crown Service members.

BenefitsThe customer is at the heart of King Power’s business. As such, by improving the way in which King Power manages its customers and by enhancing the customer experience, Microsoft Dynamics CRM is making a big impact on King Power’s overall business. Some highlights of the many benefits include:

Improved Customer Relations: Executives can use information from the Customer Relation Management tools to analyze and improve customer relations to better serve customers.

Enhanced Reporting: Work processes and information is presented clearly and professionally in report format, making it

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easy for executives to use for further analysis.

Simple to Customize: Microsoft Dynamics CRM responds to the needs of every party. King Power’s IT department was pleased to find that they could quickly begin adjusting it without any need for new training. As such when King Power’s business changes, the IT department can easily adjust the program to match with the company’s needs.

Greater ease of use and work efficiency amongst staff: Staff were able to spend more time dealing with customers in a personal and 1st class manner, leading to better service for customers.

Enhanced work productivity: Reduced workload and documentation time, as well as improved workflows via its Workflow Automation system which makes collaborative procedures - such as alerting relevant staff about complaints - run more smoothly.

Improved Customer Retention: Microsoft Dynamics CRM creates a good impression for retaining existing customers as well as attracting prospective customers.

Microsoft DynamicsMicrosoft Dynamics is a line of integrated, adaptable business management solutions that enables you and your people to make business decisions with greater confidence. Microsoft Dynamics works like familiar Microsoft software such as Microsoft Office, which means less of a learning curve for your people, so they can get up and

running quickly and focus on what’s most important. And because it is from Microsoft, it easily works with the systems that your company already has implemented. By automating and streamlining financial, customer relationship, and supply chain processes, Microsoft Dynamics brings together people, processes, and technologies, increasing the productivity and effectiveness of your business, and helping you drive business success.  For more information about Microsoft Dynamics, go to:www.microsoft.com/dynamics

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For More InformationFor more information about Microsoft products and services, call the Microsoft Sales Information Center at (800) 426-9400. In Canada, call the Microsoft Canada Information Centre at (877) 568-2495. Customers in the United States and Canada who are deaf or hard-of-hearing can reach Microsoft text telephone (TTY/TDD) services at (800) 892-5234. Outside the 50 United States and Canada, please contact your local Microsoft subsidiary. To access information using the World Wide Web, go to:www.microsoft.com

For more information about Blue Intelligence (Thailand) Limited products and services, call or visit the website at: http://www.blueintelligence.com/

For more information about King Power International Co., Ltd. products and services, call or visit the website at: http://www.kingpower.com/2009/index.p hp

This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.

Document published May 2011

Software and Services Microsoft Dynamics

− Microsoft Dynamics CRM