Operation Strategy of Samsung

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AsiAn PAints

GaininG a 360-DeGree View of the CuStomer

“we don’t paint walls, we style them.” that catchy slogan describes a key business initiative launched several years ago by asian Paints Limited, india’s largest paint company. instead of simply manufacturing decorative coatings, the company is increasing customer satisfaction and boosting sales by engaging with customers, dealers, and other partners to provide complete home painting solutions. to achieve the necessary 360-degree view of all stakeholders, asian Paints chose the SaP® Customer relationship management (SaP Crm) application to integrate customer-facing processes.

SAP Business Transformation Study Superior Customer Value

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as the largest paint company in india – and the third largest in asia – it has achieved enviable growth by building a formidable presence in emerging markets. one of asian Paints’ most successful initiatives has been the development of a service brand – asian Paints home Solutions. with this offering, the company removes much of the anxiety and legwork from the home painting process, giving consumers access to hassle-free professional services, style consultations, color recommendations, and even free samples. the offering combines all the professional services that a customer might need in the course of painting a home. in addition to end consumers, major stakeholders in the asian Paints home Solutions offering include interior decorators, contractors, and retailers. each of these stakeholders has different needs and different ways of connecting and communicating with asian Paints. to manage this complex network, the company had been using an early version of the SaP® Customer relationship management (SaP Crm) application plus a custom-tailored composite solution built on the SaP netweaver® technology platform. the custom-built solution supported delivery tasks associated with painting jobs – including appointment scheduling, ordering, billing, and reporting. the prior release of SaP Crm supported asian Paints’ call center, enabling activity management, lead management, and other
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