Sterlite Technologies : Project CONNECT

Sterlite Technologies , a provider of transmission solutions, has a global

reach spanning across 70 countries. About 30% of company's net revenue being

from international sales, the whole business is segregated into various business

units. Before implementation of this project, all these units with disparate

business objectives lacked alignment. There was no formal transaction system

available to support the marketing team and the customers who wanted to retrieve

order status or register complaints. Their old SAP system lacked CRM abilities

and manual emails were used for all customer interactions. Plus, no proper

database was maintained about the follow-ups which too resulted in customer

loss. The key tasks for Wipro, the implementer of this project, during the

development were to reduce the reliance on infrastructure, hardware and third

party tools, which could be achieved if STL uses a SaaS solution. The main

criteria behind selecting the SaaS solution was ease of use and its ability to

interface with STL's existing ERP. The selection zeroed down to Salesforce.com

for its online CRM.This project introduced a utility based model, instead of one

size fits all, for specific units. CRM helped streamline sales and marketing

processes, improved customer service, loyalty and retention with increased cross

selling and up-selling opportunities. STL is expecting around 10% increase in

sales revenue & profits due to impact on bottomline.