LEGO Co.: SAP Customer Relationship Management

LEGO Co. is one of the world's largest toy manufacturers and the largest in construction toys, with $1.4 billion in revenue, 8,000 employees, and sales and production operations in the Americas, Europe and Asia Pacific.

LEGO Co. identified the need for a broad change program that would focus on giving power to the front line—its sales force and management teams—through a standardized set of working and reporting processes enabled via a common, global mobile sales application. Based on a strong business case, LEGO and Accenture initiated the SMART (Sales Management And Reporting Tool) program using SAP Customer Relationship Management (CRM), SAP Business Information Warehouse and Microsoft Windows XP. The program targeted 250 users in 20 countries across Europe and North America.

Accenture and LEGO began with a global template approach with a pilot implementation and subsequent rollouts to secure a common process, application design, development, deployment and mitigation of risks. LEGO used the Accenture SAP CRM Easy to Run solution along with Accenture's CRM Center of Excellence in Milan to jump-start the SMART program. As a result, the first three countries went live in six months after the project start date.

LEGO has achieved high-performance results through the global SMART program including reduced sales order processing costs and errors; increased fact-based information on customers, products and sales figures enabling the sales force to increase customer service and revenue; and the ability to push and monitor activity sales campaigns.