Business situation LEGO Company is one of the world’s largest toy manufacturers and the largest in construction toys, with approx. USD 1,4 billion in revenue, around 8.000 employees and sales and production operations in both Americas, Europe and Asia Pacific.
Along the strategy of reinforcing professional customer interaction, LEGO identified the need for a broad change program, that would focus on giving “power to the frontline” – the sales force and their management – through a standardized set of working and reporting processes enabled via a common, global mobile sales application.
Based on a strong business case, the SMART (Sales Management And Reporting Tool) programme was initiated in late 2002 with a decision to base the mobile sales application on SAP CRM, SAP BW and Windows XP, and targeting around 250 users in 20 countries in Europe and North America.
Approach A global Template approach with a pilot implementation and subsequent roll-outs were applied to secure common process and application design, development and deployment, as well as mitigation of risks. The Accenture SAP CRM EtR (Easy To Run) offering and CRM Centre of Excellence in Milan was used to jump-start the SMART programme and facilitate the need of a short Template & Pilot phase - first 3 countries live 6 months after project kick-off. Scope-wise, the common developed global application is covering the following processes:
- Customer management and product information
- “Fact-Based” sales order management, integrated with scanning devices for scanning of orders and stock count
- Sales force management (visit planning, activity management and performance reporting)
- Customer performance management (turnover, profitability, in-store excellence and stock levels)
- CRM analytics and reporting
Key business benefits The results LEGO Company has achieved through this global programme, which were completed in April 2004 with the roll-out to US/Canada, are:
- Reduced sales order processing costs and errors (as sales people to not have to fax/phone in orders to customer service for creation in the SAP back-end system)
- Increased fact-based information available for the sales force on their customers, products, sales figures etc. enabling them to increase customer service and revenue
- Ability to “push” and monitor activity sales campaigns
The key success factors for LEGO Company have been:
- Clear alignment with strategies
- Top Management commitment
- Global Template approach
- Focus on acceptance from end-users
- Knowledgeable and committed project team
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