Continue in 2 seconds

Moore Corporation Creates Customer Relationship Management Solution

Published
  • July 01 1999, 1:00am EDT
More in

BACKGROUND: Moore Corporation Limited provides products and services to companies through print and digital technologies. Founded in 1882, Moore has approximately 16,600 employees worldwide. Sales in 1998 were $2.7 billion.

PLATFORMS: Moore Corporation was able to take advantage of the scalability of Visual Elk as the deployment continued across the U.S. and Canada. Today, a server cluster of eight Compaq Proliant 6000s handles daily transaction processing, while a Proliant 7000 is used for reporting. The operating system is Windows NT 4.0, and the back-end database is Oracle7.3. The Visual Elk system receives a considerable amount of data every day from Moore's SAP and legacy systems while simultaneously processing incoming data from field sales at a rate in excess of 100 transactions per second.

PROBLEM SOLVED: Visual Elk was used to create "Moorepro," Moore's customer relationship management solution. Moorepro enabled the company to reengineer many of its sales processes. A major problem was the amount of time sales reps spent on planning and other administrative duties. By identifying opportunities that need to be reordered in seconds ­ compared to hours ­ by manual methods, it was possible to reduce the amount of time that sales reps spent on opportunity tracking and pre-call planning. Prior to the Moorepro system, repeat order opportunities were often overlooked, which resulted in lost business or rush orders. With Moorepro, orders are replicated daily from legacy systems and SAP, enabling reps to quickly review orders that need to be discussed with customers. Moorepro lists of sales opportunities in sequence of geographic proximity enabled more calls per day, increased revenue and, most importantly, increased customer satisfaction. With Moorepro, sales reports are created on laptop computers which improves cycle time, reduces cost and improves the quality of data. Previously sales reports were printed and mailed to the field.

PRODUCT FUNCTIONALITY: In addition to Visual Elk's standard functionality, Moore Corporation uses Visual Elk's configuration tools to add functionality requested by the user community. This includes account profile, projects, opportunity management and strategic account planning modules. Visual Elk's optional call center functionality was added in the Moore telephone sales operations. Future additions will include inventory management, pricing integration, customer cost/benefit reporting and order entry.

STRENGTHS: Configurability is a major strength of Visual Elk. We have been able to create a solution that can be modified quickly and easily. Synchronization is another strength of Visual Elk. It allows Moore to process and distribute a large number of monthly territory changes with a minimum amount of administration.

WEAKNESSES: The calendaring functionality in Visual Elk was improved with version 7.5 but still remains a weakness.

SELECTION CRITERIA: Visual Elk was selected for several reasons: the ease and extent of its configurability, its robust synchronization engine and capability to manage complex scoping and replication to and from the field, the ability to integrate both legacy systems and SAP simultaneously, its ability to process large amounts of data, and the cost/value proposition.

Other products required customization to modify the product to suit our needs. These solutions were unacceptable because of the high cost of ownership and the inability to change quickly. Other products also had poor strategies for synchronization, limiting Moore's ability to automatically realign sales assignments. The Great Elk Company also had a proven track record of integrating their product with SAP.

DELIVERABLES: It's an accepted fact that sales results cannot be managed. Only the drivers that create sales results can be managed. These include the basics such as the number and quality of sales calls, account plans and opportunities in the sales funnel. With Moorepro, we're able to monitor and act on critical sales drivers. In Canada we created sample and control groups to determine Visual Elk's ROI. Even with a very skeptical approach, we found that the reps using Moorepro had improved their "new business sales" results by 25 to 32 percent compared to the balance of the sales organization. At any given moment, Moore Corporation knows the status and value of all of the sales orders and opportunities.

VENDOR SUPPORT: Throughout the planning and implementation phases, we received excellent support from The Great Elk Company and their implementation partner, GHI Technologies Company Limited.

DOCUMENTATION: The documentation for Visual Elk was complete and easy to understand for operating the base system.

Register or login for access to this item and much more

All Information Management content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access