Case Study

SUCCESS STORY

Real time software application development to manage the Tele-sales of the customer.

About the Client

The client is the world's leading Nutrition, Health and Wellness Company. Their mission of "Good Food, Good Life" is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night. With a total workforce of approximately 280,000 people in some 479 factories worldwide, our client is not only Switzerland's largest industrial company, but also the world's largest food company. Its products are available in nearly every country. The client has a successful history and a legacy of 140 years. Project Purpose The Client wanted to implement Business Intelligence reporting for pre-defined KPIs for Telesales

Business Need After the successful rollout of new Telesales application (TESS Telesales European Solution ) for Switzerland & Germany, the Client expressed a need for Business Intelligence reporting linked to the completed solution. The goal was to report on KPIs measuring performance in order to fine-tune the system in a constantly evolving sales environment. Call Centre Reporting o Balancing (operational) goal: manage the workload in the call centre monitor the call lists during daily operations allow for corrective intervention o Capacity planning (strategic) goal: call plan based on strategic route planning list of changes based on strategic route planning allow for accurate assignment of call day and call place to customers take into consideration telesales agent capacities and customer reachability Call Place Reporting o Call efficiency goal: more efficient management of call locations Hit rate (orders / contacts; by status) Call rate (calls / contacts; by status) Contact rate (order value / contact duration) Status reporting (ad hoc) o Sales goal: increase volume in promotions Sales focus Hit promo / leader program / power phone week Current promotions orders / orders with promotional conditions [numbers and values] Manual conditions orders / orders with. manual conditions [numbers and values] Reason codes (CS /MH) Free items / customer preference / delivery over cost cancelling / return orders Customer Reporting o Call efficiency goal: more efficient management of call locations (at customer level) Hit rate (orders / contacts; by status) Call rate (calls / contacts; by status) Contact rate (order value / contact duration)

o o

Status reporting (ad hoc) Sales goal: increase volume in promotions / identify critical customers Sales focus Hit promo / leader program / power phone week Current promotions orders / orders with. promotional conditions [numbers an values] Manual conditions orders / orders with. manual conditions [numbers an values] Reason codes (CS /MH) Free items / customer preference / delivery over-cost cancelling / return orders CS / MH goal: create data for strategic route planning (PTV / CATRIN) Order probability / weighted volume orders / calls; volume x order probability Master Data Goal: Increase efficiency of call places (data quality) Call day / call place / call time / open closed / etc.

Item Proposal Reporting o Cross reference goal: Improve quality of item proposals Material / item proposal / customer Product ranking (customer hierarchy oriented)

Our Solution

The Axio-Net team and the Clients Telesales domain experts collaborated closely to develop the KPIs requiring reporting. For modeling and dynamic reporting purposes, the design of the data warehouse and Business Intelligence solution required dimensions and facts to be well defined. The KPI reports thus defined were: 1. Sales Vs. Plan Measure plan achievement

2. Hit Rate Improve efficiency of telesales operation, evaluate efficiency of customer contacts

3. Contact Rate Improve efficiency of telesales operation, evaluate efficiency of customer contacts

4. Inbound Reachability Ensure maximum reachability for inbound calls, minimize lost sales

5. Turnover Share ( Including Average Order Size) Increase telesales activities, avoid additional logistic cost

6. Manual Conditions Compliance, cost reduction TTS

7. Reason Codes Compliance, controlling quantities of free goods

8. Logistic Surcharge Compliance, controlling logistic cost The proposed solution was to extract and transfer data from the host database of TESS to staging and then to the reporting or warehouse Database by way of an ETL process defined to transform the data as per defined KPIs. The high-level architecture is as shown below:

The salient features of Reporting system include: Exceptional data level authorization (using cubes) which is fully dynamic (based on role, report, user) Report level authorization (AD groups and users) Multilingual feature Multi-dimensional modelling Total data-modelling in Enterprise Architect (EA)

A huge volume of data (entire ETL is optimized with parallel processing and the total time taken for night job is just 5 minutes) Sales domain (Generating demand) European global solution Exceptional data level authorization (defined in cubes) which is fully dynamic (based on role, report & logged-in user) Report level authorization (AD groups and users) Multilingual feature, for Data in English, German, French & Italian Multi-dimensional modelling Total data-modelling in Enterprise Architect (EA) A huge volume of data (entire ETL is optimized with parallel processing and the total time for night job is just over 5 minutes for Switzerland, and for Germany market data close to 20 minutes) Sales domain (Generating demand) European global solution Worked together with our Swiss partner company to achieve excellent feedback, and rewarded with long-term support agreement

Technology

COGNOS Report Studio & Analysis studio AS Database CUBES designed in SSAS (MS Cubes). Fully multi-dimensional model ETL using SSIS (SQL Server Integration Services) SQL Server 2005 Database DB Modelling using UML modelling tool Enterprise Architect version 7.5 from Sparx Systems

Technical Challenges

Very large volume of Sales Turnover data to be transformed and historical data to be kept for comparison Data level authorization to restrict / provide access based on report, role & user rights The data is stored in multiple languages. Based on the report user language, the corresponding data must be displayed The data was sliced to an hourly level for some reports Specific issues linked to the COGNOS version had to be addressed The implementation had to pass an end-to-end QA validation by the Client Requirement to perform the roll-out to production plus all other pre-production roll-outs Very time-sensitive project as it was timed to be released soon after the TESS production release in Germany

Axio-Nets Role End-to-end involvement from conceptualization to production roll-out and system support & maintenance Staffing The project required 200 person days during the implementation phase, with a peak of 3 professionals and an average of 2. . SDLC Phases Below are the various execution phases of the project:

Concept Phase Define requirements and scope with intensive workshops involving all stakeholders

Analysis and Design Study/analyze the system Define the architecture Preparation of high level architecture document, presentation & review Design the database model Preparation of detailed design document for database, ETL process, cubes Preparation of test bed, by extracting data from source systems

Pilot Demo, Presentations Demonstration of COGNOS analysis studio and reports to key users for hit rate & contact rate reports Design review meetings, feedback and corrections

Programming and Unit test Creation of staging, warehouse database (SQL Server 2005) ETL Process to load the data as per design & requirements (SSIS) Building multi-dimensional CUBES (SSAS) Creation of data source, packages, reports (COGNOS) Creation of sample analysis (COGNOS AS)

Market Acceptance Testing (MAT- Preproduction) Rollout Participate in production rollout Hyper care and on-call support Provide post rollout support Provide deployment guide for deployment to various environments & markets Swiss & German Deploy the application in the clients environment Provide support for user acceptance tests

Client Benefits

Well defined KPI reporting provides insight into performance of sales area, sales organization, region & call center Helps to enhance, focus & change certain sales functions Real time data made available Data authorization has been made easier and access restricted to certain data, based on role Offshore development advantage

Client Testimonials

The Axio-net technical specification document Technical Specifications TESS Reporting V01.00 was high quality and fully endorsed by my ATEC colleagues. I want to promote the TESS Technical Specification as a leading example of BI Standards and Best Practices. An impressive component of the document was the system overview diagram(s) in section 2 could you please share the source diagrams (Visio perhaps?) with me so that I can leverage with pride. Project Manager - Application Management Services, Reporting Applications Delivery About Axio-Net

We are a Swiss-based IT solution provider based in Blonay, Switzerland, with a global development center in Bangalore, India. We collaborate with our clients to understand, support and enhance their business with our IT solutions. We believe that 'our clients success is our success'. Swiss quality and culture are an integral part of our delivery practice. The QA team in Switzerland ensures that we continue to exceed the expectations of our Customers. For more information about Axio-net, visit www.axio-net.ch