Overview
In an extensive, multiyear digital transformation effort undertaken for an oil and gas equipment provider, Birlasoft standardized the technology stack across sales, field service, commerce, finance, production, and operations. The objective was to streamline and optimize technology resources to ensure consistency, efficiency, and manageability across the organization's IT infrastructure.
This high visibility program created an enterprise-scale e-commerce/customer portal solution capable of driving growth and efficiency which enabled complex configurations of industrial equipment before purchase. As a result, this unlocked significant value for stakeholders across sales, service, marketing, and digital commerce. Further, improved customer experience across the breadth of the research and purchase journey, improved efficiency via streamlined processes, and reduced cost and time across all functions. It also standardized the toolset to reduce TCO significantly.
Drivers of Transformation
An enterprise-level transformation was extremely significant for the client for the following drivers -
- Changing dynamics in aftermarket sales – The customer noticed a decline in aftermarket sales and needed to recapture their aftermarket share. They faced stiff competition from aftermarket suppliers that offered off-brand solutions. There was a potential to drive revenue growth in the aftermarket parts and services.
- Multiple, unlinked systems and the lack of a front-end system – Multiple unintegrated systems, non-standard processes and tooling led to inefficiencies in providing customer order information and problems across the enterprise for sales, service, marketing, and digital commerce. Without a front-end system, customers in most regions had to call CSRs for quotes and order creation.
- Efficiency, transparency, and seamless experience (for internal and end users) were needed across multiple functions.
- Scalability – Since the client had a global footprint and operated in multiple geographies, the transformation had to be easily scalable in other regions and BUs.
- Data in multiple formats - Data in various formats had to be migrated from legacy systems and standardized.
- High TCO spends – Maintaining a plethora of systems and platforms, including legacy setups, led to high TCO spends.
Paving the way towards enhanced customer experience with an integrated approach
The oil and gas equipment provider decided on Birlasoft as their partner of choice because of Birlasoft's deep domain expertise and proven track record in successfully implementing such large-scale programs.
- Customer experience at our core – Birlasoft followed a Design Thinking-based approach for creative problem solving and creating better processes and solutions for all users.
- After analyzing the situation at hand, Birlasoft decided to implement a solution powered by
- Adobe Magento, a market-leading e-commerce platform for external users
- Microsoft D365 for sales rep users, field service technicians and marketing stakeholders
- Oracle CPQ to deliver Configure, Price and Quote Functionality
- Following a global template - driven approach ensured ease of rollout to other divisions and regions.
- This also involved integration with upstream and downstream systems, including JDE ERP, OnBase and SharePoint, to ensure data integrity and accuracy.
Key highlights of the customer experience-integrated solution delivered by Birlasoft -
- Standardized platforms and processes across sales, field service, e-commerce, CPQ, and portals for Unified Customer Experience.
- Adoption of Microsoft D365 for all CRM needs to provide a single source of truth to CSRs (sales/ service/field service/marketing) and other end users.
- Implementation of E2E integrated Sales solution consisting of D365 CRM, Adobe Magento e-commerce, Oracle CPQ and Oracle JD Edwards ERP.
- Adobe Magento-based enterprise e-commerce/customer portal solution to provide consistent customer experience. Customer portal implementation on Magento to drive revenue growth in the aftermarket segment and improve customer experience for distributors, end customers and employees.
- Integration with upstream and downstream systems to ensure data integrity and accuracy.
- Global AMS support of all the customer experience initiatives (D365, PROS CPQ, OCPQ, etc.) under one umbrella.
- Microsoft D365 CRM Field Service (FSM) solution rollout across different business segments and geographies.
- De-commissioning existing ERPs, implementing new ERP and CPQ on the Oracle platform, and integrating with dealer portal D365 for a seamless experience.
- Transformation effort across 2 BUs in 6 regions, including the US, UK, France, China, Australia and New Zealand, in 3 languages - English, Chinese and French, to start with.
- This was a rollout for 400K products involving 168 dealers/resellers and 1000+ customers.
Key Themes of Transformation
1. Transforming customer experience
- B2B e-commerce platform for external users
- Easy quote and ordering capabilities
- Order editing, quote negotiation, modifications, cancellations
2. Quote and order creation for CSR users
- Capability to approve or reject a quote/order
- Value approval and production approval matrix
- Order submission to ERP
- JIRA creation for ETO orders
- Case for customer service
3. Seamless product configuration
- Ability to perform complex configurations on industrial equipment before purchase
- 50+ product lines for configuration
- Pricing and costing capability
Powering a unique transformation
There were several differentiators that made this transformation effort truly one-of-a-kind.
Reusability of OneCX architecture
Birlasoft's experience with similar large-scale programmes leading to enhanced project planning, scoping requirements, developing integrations and risk management
UX Discovery session that helped to create user-centric design
Flexibility of the integrated Magento platform to cater to new functionalities
Continuity of the same team throughout the project helped reduce the time for training and transitioning
Complex automated integrations were carried out with platforms like Magento, OCPQ, JDE, JIRA, SharePoint, OnBase and Gemini
Ability to quickly scale up to expand to more BUs, regions and products
Delivering sustained value across the enterprise
- Improved revenue by eliminating revenue leakages and providing insights into the E2E sales process.
- Customer experience-at-the-core strategy significantly improved customer experience and satisfaction scores.
- Improved efficiency via streamlined processes, reducing cost and time across all functions.
- Significantly improved order & quote processes.
- Scalable solution for adoption and ease of onboarding new business.
- Revenue growth in the aftermarket sales and services segment.
- A reduction in TCO was observed.
- Enterprise-scale e-commerce/customer portal solution to drive growth and efficiency.
- Ability to perform complex configurations on industrial parts before purchase.
2 Business Units
6 Regions - US, UK, France, China, Australia and New Zealand
1000+ customers
4,00,000 products
168 dealers and resellers
3 Languages
Testimonial
"It's a testament to the remarkable efforts and commitment from the team to implement such a complex and demanding project. Your unwavering determination, resilience and collaborative spirit have been truly inspiring." - CIO
Other Case Studies
