8/4/2019 ECT Asia CRM USR - 3.0_ 10.09.10

1/12

Page 1

ECT Asia CRM

User Specification Requirements

Version: 3.0

Date: 10 September 2010

8/4/2019 ECT Asia CRM USR - 3.0_ 10.09.10

2/12

Page 2

1. 0 BACKGROUND

Johnson Mattheys Emission Control Technologies Division (ECT) has five sites in the Asia Region:

China, Japan, India, Malaysia and Korea. ECT Asia has grown rapidly in recent years in terms of

sales, customer base and product offerings. Managing our customer data, customer interactions,

business pipeline and project planning has become increasingly complex. We have to deal with the

same customers in multiple countries and we do so without a common database to manage our

regional customer information.

Customer Relationship Management (CRM) would allow us to manage our customer information on

one common, centralised database system. We intend to use MS Sharepoint 2010 (Enterprise

Edition) as the platform for our CRM system, which will be configured for our specific requirements.

2.0 OBJECTIVES

The CRM system will provide a number of improvements to our business processes, including:

Better customer contact management

Greater integration of our regional account information

A regional commercial and technical knowledge database

Provide more, and more easily accessible, customer information to users

Better planning of customer activities and sales opportunities, and more visibility of pricing

trends

One centralised database will remove the need to have multiple copies of the same

document saved by many users.

Ultimately, these improvements should result in:

Better communication within our sales teams and across our regional sale team network

Greater insight, understanding and knowledge of our customers

Improved business interactions with our customers and higher customer satisfaction

Stronger customer relationships and enhanced customer loyalty and retention

Quicker and more informed management decision making

More business opportunities, greater revenues and increased profitability.

8/4/2019 ECT Asia CRM USR - 3.0_ 10.09.10

3/12

Page 3

Furthermore, by using SharePoint CRM, management knows that when staff move on our customer

information does not leave with them.

This User Requirement Specification forms the basis of our CRM system design. However, it should

be viewed as an overview document. A detailed scope document will be prepared as part of the

system blueprint preparation phase of the project.

3.0 CORE AREAS FOR IMPROVEMENT

This section is an analysis of our current situation, focusing on the problems we are looking to solve

and the desired outcomes we require from the CRM system. The detailed system requirements for

each of the following items will be documented in the system blueprints.

3.1 Contact Details

Customer contact details are not required to be formally stored in a database. If an account

manager wishes to maintain a database it is most likely this will be in Word or Excel.

Otherwise, customer business cards are filed.

CRM: We wish to maintain a full list of our contacts at each customer, including basic

contact details (title, phone, address, email etc), as well as an area for capturing personal

information and notes. When the contact is highlighted within the system we should be able

to see lists of the programs (projects) and opportunities the contact is currently associated

with or prior issues and problems (already maintained on the system). Order history does

not need to be viewed (unless interfaced with SAP).

3.2 Customer Database

No regional customer database is maintained. Business units can maintain customer and

program details on site shared network drives, although this is dependent on account

manager input. These details are kept by account managers in their local PC drives. There

is therefore no way of seeing regional account data. For example, if we want to see data on

Honda Asia-Pacific, we must request the data from the Honda account managers in each

country.

CRM: The database should house all information relating to the customer, including (but not

limited to): contacts, sales pipeline and opportunities, program timing charts, forecast, visit /

call reports, activity reporting, marketing research, problem and resolution, program

overview, business plan etc. (The individual aspects of this data are listed in the sections

below.) As well as being able see the data for each local account, we need to be able to see

a parent screen showing the data for the regional account. For example, we can see the

Honda China, Honda India and Honda Malaysia information on individual screens, but we

8/4/2019 ECT Asia CRM USR - 3.0_ 10.09.10

4/12

Page 4

also need to see a Honda Asia view capturing all of the data from the local accounts, plus

any regional data specific to Honda Asia.

3.3 Task & Activity Planning

Account managers maintain their own action lists as they see fit. Some common formats

exist, but these are not mandatory.

CRM: Users will be able to log and track their action items and task lists on CRM. For each

item there will be, at least, an area to assign a due date (while the system logs the entry

date) and fields in order to assign the parent subject the task relates to. For example, a user

can see all his open tasks or sort / filter by customer, program, due date range etc. Any

overdue items or close-to-due date items will be flagged (such as yellow and red) and

completed items will be green flagged. There should also be the option to hide completed

tasks.

3.4 Customer Activity Review

During the month we have various sales, marketing and technical activities at each account.

Each account manager manages these activities, and he can manage this using any tool he

prefers (filofax, MS Word, MS Project etc), but there is no formal activity tracking system. At

the end of the month, each account manager will summarise these activities in his monthly

report (MS Word). The country sales manager will then combine all account reports into his

sales report, and the commercial director will combine the county sales reports into the

regional sales and marketing report.

CRM: During the month account managers will input tasks and activities, update existing

tasks etc within the account database. At the end of the month the account manager can

execute a summary report capturing all of the inputs from the month, which can then be

exported to MS Word.

3.5 Technical Information Database

Technical information relating to a specific program is summarised (Word / Excel) and is

saved by the account manager locally and, ideally, in a shared network file. There is no way

for anyone from another country to see the information.

CRM: A template will be created with fields that have to be filled in by the account managers

or engineers for each program (opportunity). Some of the input fields will be shared with the

commercial area (quotation see below). A technical output report can be printed or

exported to Excel. This data can be searchable (by all input fields), in order to find the

original program technical submission, or to highlight a list of all programs relating to the

search request. For example, a Toyota account engineer enters technical details for a new

Toyota Japan program on a 1.8L engine. The technical director can search for technical

8/4/2019 ECT Asia CRM USR - 3.0_ 10.09.10

5/12

Page 5

reports on 1.8L engine programs, and the system search identifies all 1.8L technical

reports, including the original Toyota Japan 1.8L report.

3.6 Technical Knowledge Database

As well as saving our own summaries of our customer technical information, we receive

many technical documents from our customers and other stakeholders. The information can

be in PDF format or a picture file (e.g. JPG), as well as MS Office, Project and Visio.

Account managers save the data locally and on their shared network folders. The

documentation is not searchable, and in many situations it is only known to the account

manager no one else is aware of the documents.

CRM: The technical documentation associated with the program will be saved or attached at

the program page. The documentation can be fully searchable and viewed by users. For

example, the Toyota account engineer also saves the program SOR for the new Toyota

Japan 1.8L engine program. The technical director can search for any documentation on

1.8L programs, Toyota programs etc, and the system search identifies the Toyota 1.8L SOR

document. It is also necessary to be able to search for key words within the document (not

just the saved document title).

3.7 Document Search

Account managers save all documents onto their local PC drives. Most will then back up to

the business units shared network drive. These drives are country based, and not linked

throughout the region. There is currently no way to search for documents throughout the

Asia region. Within a business unit it is possible to search using the Windows Search

function, but this assumes you know all or at least part of the document title.

3.8 CRM: All of our business information (commercial, marketing and technical) will be

maintained within CRM including the sections detailed in this report (quotations,

competitor information, technical reports etc). All data captured on the system and

documents saved / attached need to be fully searchable. Any document types that cannot

be saved and searched should be highlighted to JM before system implementation. We will

create standard procedures for naming conventions to be used on CRM, to aid system

searching.

3.9 Customer Proposals

The sales team raises a quotation (Excel) for each program opportunity. This quotation uses

a standard JM template. Some customers also require that we submit a quotation using their

template. Both quotation formats will be saved by the account manager in the local shared

network drive. As negotiations progress many further versions of the quotation will be

8/4/2019 ECT Asia CRM USR - 3.0_ 10.09.10

6/12

Page 6

prepared and saved. Once the business has been awarded the final pricing is usually stored

in a master file (Excel), for reference. We have no way of analysing price negotiation trendsfor local or regional accounts, or by any parameter (such as technology, engine size,

legislation etc).

CRM: A template will be created with all relevant fields needed to complete the JM

quotation. If any unique customer quotations have to be prepared, then these will be

prepared off-line, but saved as an attachment (with suitable version control) within the

quotation / opportunity page. The JM quotation will be saved within the system and tracked

by date (and version if possible), and can be printed from the system or exported to Excel. It

should be possible to search all quotations (depending on security authorisation settings) by

all of the input fields. For example, one field will be legislation. On inputting Euro 5 into the

field and proceeding to save the quotation, then when searching Euro 5 quotes, this

quotation and all other Euro 5 quotes can be seen.

3.10 Sales Pipeline Planning

No sales pipeline tool is currently being used.

CRM: For each new customer program or future business opportunity, the account manager

creates a new opportunity. Within this page are three main elements: business, technical

and commercial information. The business information is the first level information we are

provided by the customer (program name, quantities, locations, SOP timing, SOR/RFQ

timing etc), plus our estimate of business value (UBNR per piece and total UBNR). The

other two elements are covered above (3.5 Technical Information Database and 3.9

Customer Proposals). Further to this there are fields for entering the status of the

opportunity (such as: prospect, SOR/RFQ issued, technical shoot-out etc) and business

potential (such as: 0% - no chance, 20% - not established suppler, 40% - not preferred

supplier100% - first choice). There should also text boxes to add notes relating to the

pipeline tasks, so that an ongoing status report is maintained. Plus there should be fields for

capturing the sourcing results (awarded to JM, lost to BASF, lost to etc) and the reason

for winning or losing the business. Users can sort and chart their opportunity data by all of

the data fields. Also, there should be drop down fields highlighting information already

existing in the system. For example, if we have a number of buyers assigned for Suzuki

India, on setting up a new Suzuki India opportunity, the system should show all the current

buyers in the buyers drop down field, or allow the user to add a new buyer.

3.11 Forecast Planning

Forecasts are currently maintained on our SAP system. These are our formal one-year

forecasts input at the start of the financial year along with our budget numbers. Additional

revisions to the forecast can be made, which is down to each business unit. However, in

8/4/2019 ECT Asia CRM USR - 3.0_ 10.09.10

7/12

Page 7

general the forecasts are not updated each month and do not accurately reflect the account

managers ongoing monthly forecast view.

CRM: A forecast table will be available in CRM, controlled by each account manager. This

table will cover a rolling 24 month period. At the start of each month each account manager

has to add the forecast for the new 24th month (while the previous month drops from the

forecast archived) and has the option of changing any of the months forecast quantities. A

column will also highlight the budget for each month of the first financial year. It should be

possible to export this forecast table to Excel and assign certain rows (say the first x number

of months) as a dashboard metric either as a table or chart. Sales managers should be

able to consolidate their account forecasts. For example, all Chinese account managers

maintain their individual forecasts, while the China sales manager can see a consolidated

China forecast.

3.12 Visit / Call Reporting

Visit reports are written in Word and either saved on a shared drive or distributed to the

team via email.

CRM: Visit and call reports will be saved centrally in one location, on CRM. At present we

have not decided how the reports will be maintained in CRM. We intend to discuss with the

consulting partner the best approach. The reports can either be written straight into a

template within CRM or attached as a Word document. If we use the template approach,

then the system needs to be capable of accepting an upload from Word since sales

managers may write up the reports while travelling.

3.13 Personal Homepage / Dashboard

Currently there are no user homepages.

CRM: Users will be able to customise their CRM homepage changing the view and

contents quickly and easily. The type of contents that can be viewed on a home page should

include (but not be limited to): task lists by program, priority tasks (across all / selection of

programs), scheduled items, sales pipeline overview, forecast plans (graphs of forecast

performance vs budget), overdue (red flag) tasks / actions and news links (see section 4.0).

The dashboard should allow these items to be displayed in various formats tables, charts,

graphs etc.

3.14 Competitor Intelligence

Information on competitor activities is circulated within the team, but not maintained in a

central database within the Asia Region. However, our UK HQ is currently developing a

competitor database (with n-Synergy UK).

8/4/2019 ECT Asia CRM USR - 3.0_ 10.09.10

8/12

Page 8

CRM: Our competitor intelligence will be stored in CRM. Although, this may actually only

require a link from CRM to the UK based system. We intend to discuss this with theconsultant, so that the work and system is not duplicated.

3.15 Information Sharing

We currently use email to circulate information internally, or save files in shared network

folders. We do not have a platform for sharing data and information across the region.

CRM: The CRM system will be a central database for all our commercial information, which

can be accessed by all users. The system should be able to allow multiple users to work

together and collaborate on a document under review. And if possible, there should be a

function that allows author control to be handed over to any user during the session.

3.16 Email Integration

Johnson Matthey uses Novell GroupWise email system. Documents are attached and

distributed internally. ECT Asia does not link GroupWise with any secondary business

system.

CRM: We understand that GroupWise is compatible with Sharepoint, but at this point we

need to know more about how the system links with GroupWise and the benefits gained

from establishing workflows and automated contact distribution. We require the consulting

partner to advise us during blueprinting.

3.17 Management Consolidation

Management currently do not have access to a consolidated view of our customer activities,

other than via update and monthly reports.

CRM: CRM will allow our sales and regional management teams to have a complete view of

our account activities. This information can be sorted and viewed by parent account (e.g.

selecting all Nissan Asia programs we will see all programs relating to the individual Nissan

accounts in each country) or by country (e.g. all programs in Japan) or by numerous other

field criteria (e.g. all quotations submitted for Euro 4 Legislation on 2.0L engine programs

in 2009). Management reports may also be produced (details of which can be agreed during

blueprinting).

3.18 Market Research

Market research is distributed to personnel within the account teams, country or region, but

we do not have one common database for our research information for the whole region.

8/4/2019 ECT Asia CRM USR - 3.0_ 10.09.10

9/12

Page 9

CRM: Market research studies and marketing information (such as news stories, press

releases etc) will be saved / attached to the relevant customer page. All information shouldbe searchable.

3.19 Global Rollout

Although the system is an ECT Asian Region system, it has to be developed in such a way

as to allow for future global rollout to our two other regions: North America and Europe. The

system organisational structure would require ECT to be the primary parent company

code, with each of the three regions as the next level in the structure. We would use the

ECT Asia system, while our other regions can easily access their systems in the future.

Furthermore, the system would need to be fully consolidated. For example, reviewing the

global system for Ford programs would highlight all Ford programs globally, not just in one

region (authorisation permitting).

4.0 SECONDARY REQUIREMENTS

As well as the core system requirements detailed in Section 3.0, we have a number of other

requirements that are either of lower priority or we require guidance from the CRM consultant

before making a decision on whether to include them in scope. The additional complexity, cost and

ongoing maintenance will be weighed against the advantages of including these requirements in

scope.

4.1 Work Off-line

The Sharepoint system is an intranet based system. This offers greater security of our

information and allows for the system to be maintained on our servers. However, we would

like to investigate ways to allow the system information to be accessible off-line. While

internet access may not be possible, we would like to understand if remote client access or

export / download options could allow for off-line access to the CRM information.

4.2 Interface with SAP ERP

ECT Asia runs SAP ERP at all sites. All of our sales, shipping, AR and credit data is

maintained in SAP, as well as forecasts for reporting and budgeting processes. This system

is primarily used by our customer service teams, not by our sales, marketing and account

teams. At this point in time, we do not plan to interface with SAP. The information we plan to

maintain on CRM is not required to be accessed in SAP, and vice versa. Unless clear

benefits can be seen during blueprinting to support the interface (such as pulling in our

historical sales quantities and UBNR) we will not include this in the project. However, this is

an option we may want for the future, and so we will need to confirm this can be achieved

with Sharepoint.

8/4/2019 ECT Asia CRM USR - 3.0_ 10.09.10

10/12

Page 10

4.3 Planner

Users currently have the option of using the GroupWise calendar as their planner. Thebenefit of this system is that emailed appointments can be accepted and will automatically

log into the users planner. We need to understand the level of compatibility between

SharePoint and GroupWise before deciding whether to configure a planner within CRM.

4.4 News links to User Homepage

We would like to investigate the option of automatic posting of web news stories relating to

each users preferences. Ideally these will be shown on the users homepage and cover

stories of interest. For example, a setting is created whereby the Ford China account

manager sees on his homepage story headlines relating to any Ford China news items of

the day. By clicking the headline the link takes him to the story and he then has the option of

saving the story in CRM or close and return.

4.5 Search Function

The majority of the system language will be English. However, we would like to investigate

the capability of SharePoint to allow foreign language searches. For example, we save a

Toyota technical document (which is Japanese). Our team in Japan can input the Japanese

term, such as the Japanese word for catalyst, and the system returns all Japanese texts

documents containing the Japanese word catalysts. We have three main supporting

languages: Chinese, Korean and Chinese.

4.6 Draft Documents

For some of the documents and tools in Section 3.0, we would like to be able to maintain

draft versions, prior to release on the system. The drafts will only be viewable to the user,

but once release in its final form, it will viewable to all users. For example, an account

manager inputs his notes from a customer meeting (in draft form, which only he can see), he

then later edits his notes and creates a visit report, which is posted to the system for all

users to read.

4.7 Future System Development

The requirements listed in Section 3.0 cover the key requirements for our CRM system.

However, we also require the system to be able to grow with us as our business grows and

develops. We require the consultant to advise the limits of the systems capability and advise

other functionality that can be incorporated into the next phase of our system development.

5.0 SYSTEM MANAGEMENT

5.1 Software Interfaces

8/4/2019 ECT Asia CRM USR - 3.0_ 10.09.10

11/12

Page 11

At present, no interfaces are planned for the CRM system. However, we are considering an

interface with our SAP ERP system, either as part of this implementation or in the future. Wetherefore intend to discuss the pros and cons of such an interface with the CRM consultant.

5.2 Printing

All data from the system should be printable to all of our site printers and the system should

be able to manage additional printer set up in the future.

5.3 Exporting

The CRM system should be able to quickly and easily export the system information to

Excel or Word, and do so without losing formatting (within reasonable expectations).

5.4 Data Migration

Data migration to and from the system should be possible. Migration templates should be

advised by the consultants wherever necessary.

5.5 Authorisation

The system should have authorisation settings as standard, so that security levels can be

set up for each of user groups. For example: regional management team, business unit

management, account managers, engineers etc.

5.6 System Reporting

Wherever possible the system reports should be standard reports already available as part

of the system. While some reports have been identified above, we require the consulting

partner to demonstrate the full reporting capability of the CRM system, in order to help our

evaluation of reporting requirements.

5.7 Version Control

If a user has opened and changed a document, the new document should be saved as a

new version, and the old document should still be available for review. For each change, the

time, date and user name should be logged.

5.8 Language

The system will be maintained in English. Users can save non-English documents to the

system although these may not be searchable.

5.9 Training

The consulting partner is expected to train our key users on system usage and our

administrators on system management (as per the tasks detailed above).

8/4/2019 ECT Asia CRM USR - 3.0_ 10.09.10

12/12

Page 12

One of the key aims of this system is that it should appeal to our users. The CRM system should beeasy to use, easy to update, print from and export from, as well as being simple to adapt to our

users requirements. It is critical that the system does not feel cumbersome or that users feel it adds

complexity or additional workload. Ultimately, we need to create a CRM system that our sales

teams depend upon and it becomes an integral part of what they already do day-in-day-out very

successfully.