Raqmiyat, a leading UAE-based systems integrator, announced that it is currently implementing a fully integrated Customer Relationship Management (CRM) solution for Masafi, a leading producer of pure natural mineral water in Gulf region.

The new system, which consists of Microsoft CRM and a Contact Centre solution from Avaya, is integrated with Masafi’s Enterprise Resource Planning (ERP) software - Oracle E-Business Suite.

It has been designed to manage the company’s entire customer relationship cycle to facilitate customer attraction, acquisition, analysis, service and retention, said a top Raqmiyat official.

The main thrust of the implementation is to automate Masafi’s entire processes - from capturing the customer order to its fulfillment, to billing and the completion of necessary back end supply chain processes.

'This will result in greater customer satisfaction and streamlining of operations, due to the instant acquisition of information about consumer preferences, the status of the order in terms of stock availability, delivery times, billing and past due amounts if any, at the time of ordering itself, which can be analyzed to create credible data to support product developments and customer service enhancements,' said Navneet Tandon, vice president, Raqmiyat.

“Masafi’s business was entering a fast-growth phase with the introduction of new products, with some of these items being marketed directly to end users. In a market where an end user has a lot of choices, the quality of customer servicing is a critical contributor to customer retention,” he explained.

“As a leading company in UAE that offers in-depth consultancy, solutions, implementation and integration services, we are fully equipped to provide industry-leading companies such as Masafi with a robust application that covers the entire operational spectrum of their organisation and offers tremendous benefits in terms of customer acquisition and management of operations,” he added.

Raqmiyat has showcased its expertise in designing processes and selecting technologies to suit the customer’s requirements, with the integration of its front end CRM with Masafi’s existing back end ERP (Oracle E-Business Suite).

George Bachmayer, finance manager, Masafi, said the implementation is expected to create a chain of benefits, which will prove its overall value as a results-driven investment for Masafi.

'A direct outcome of the implementation is the benefit of a more focused customer attraction campaign, which can lead to an expanded customer acquisition. As managers acquire a more detailed profile of its market, the manufacturer can delve further into the development of new products and enhancement of its service levels to meet its customer needs better,' he added.-TradeArabia News Service