The following case study examines how a well-established Indian company successfully integrated their legacy functions with an agile CRM solution to achieve their sales and marketing teams’ digital transformation goals. By utilizing a proprietary library, the company was able to seamlessly integrate their legacy functions with the CRM solution. The integration provided a comprehensive understanding of their sales data, allowing for better insights into customer behavior, sales trends, and market demands. This streamlined and efficient sales process led to improved customer satisfaction and increased sales revenue. The article highlights the critical role of effective system integration in achieving business objectives, and the benefits it can bring.
Our customer is a prominent fragrance and flavors enterprise established in India in 1922. The company has been catering to a broad spectrum of industries with its fragrances and flavors for nearly a century. Their fragrances are customized to meet the requirements of various products, including personal care, household, fabric care, and fine fragrances. The company’s proficiency in creating fragrances has enabled it to satisfy a diverse range of consumer preferences and stay at the forefront of industry developments. Among the fragrance products that the company offers are perfumes, deodorants, body lotions, shampoos, soaps, detergents, and air fresheners.
The customer also provides a variety of products in the flavors category, primarily targeted at the food and beverage sector. The flavors are utilized in various products, such as dairy, bakery, confectionery, savory, and beverages. The company’s flavors are formulated to enrich the flavor and aroma of products while also ensuring that the quality remains consistent.
In addition to its robust presence in the Indian market, the customer has extended its operations worldwide to serve customers globally. The company operates multiple production facilities across India and maintains a formidable distribution network to guarantee the timely and efficient delivery of its products to its customers. The company has strategically acquired several firms over the years to enhance its portfolio, capabilities, and establish a strong foothold in the international market.
Apart from delivering superior quality products, our customer has also been a trailblazer in the industry, having introduced numerous groundbreaking concepts in the fragrance and flavors category. The company has been at the forefront of innovation, and one of its notable achievements includes being the first to introduce encapsulated fragrances. These fragrances are incorporated into products such as detergents and fabric softeners to provide long-lasting fragrance.
For the last decade, our customer has been utilizing a globally recognized ERP system. Although the ERP system has been a vital component of their business, their marketing and sales teams required a more flexible and agile CRM solution that could align with modern business practices. As a large and established organization, they have established mature business processes that are critical to their success. To meet their sales and marketing teams’ digital transformation goals with a Paramantra CRM implementation, it was imperative that backend processes and systems integrate seamlessly with Paramantra. Customer data management, order management, and the pre-order evaluation process are examples of processes that needed to integrate smoothly between Paramantra and other business software to guarantee a seamless sales process.
To address this requirement, we leveraged our proprietary ParaOpen library to establish a borderless system by integrating three critical legacy functions, namely samples, account management, and order management. This integration ensured that marketing, sales, and technical teams did not have to navigate multiple software systems during the sales process, resulting in increased efficiency and a streamlined workflow. Along with the integration of these systems, our solution also facilitated smoother integration with their Business Intelligence and Analytics platform, which was vital for their data analysis and decision-making processes. This platform enabled more profound data analysis, providing better insights into customer behavior, sales trends, and market demands.
The integration of these systems allowed for a more comprehensive understanding of our customer’s sales data, providing better visibility into their sales pipeline and customer interactions. As a result, response times were faster, and a more personalized sales approach was adopted, leading to enhanced customer satisfaction and increased sales revenue. Our solution enabled the customer to maintain their existing ERP system while implementing a more agile CRM solution that was better suited to their sales and marketing teams’ requirements. The integration of the ParaOpen library and Business Intelligence and Analytics platform streamlined the sales process, allowing the customer to focus on their core competencies, namely providing high-quality products and exceptional service to their customers.
