CaseStudy:TheHongKongandChinaGasCo.Ltd.

(Towngas)OptimizesCustomerCareandFieldService
OperationsbyLeveragingCRMTechnology
TonyYeungHeadofInformationTechnology,Towngas
EricThierryMartinProductLineManager,SiebelEnergy
Agenda

TowngasCompanyIntroduction

ITBusinessChallengesandProjectObjectives

CRMVendorSelectionCriteria

CRMProjectDescription

LessonsLearnedandRecommendations

CRMBenefitsandConclusion
Towngas:LeadingProviderofGasDistributionand
RelatedServicesinHongKong

Foundedin1862:firstpublicutilityinHongKongandfirstgasutility
intheFarEast.

Morethan3,000kmofpipelinenetworkandover1.5millionresidential
andbusinesscustomersinHongKong

Corebusiness:
Productionanddistributionofgas
Marketingofgasappliances
Comprehensivesalesandaftersalesservices:design,
installation,maintenance,safetycompliance
TowngasCustomerOrientedStrategy

Customeriskey:alongcompanytraditionaimedatachieving
thehighestlevelofcustomerservice:

1993:CustomerFocusTeamestablishedtomeet,listen,and
gathersuggestionsfromcustomerstodrivebestcustomer
practice
1994:TowngasServicePledgeestablishedforcustomerservice,
reliability,andsafety
Quantifiedyearlyobjectivesforservicequality
Independentcustomersurveytoreviewperformance

SupportforBrandAwareness
MaintainCustomerLoyalty
RecognitionforSuperiorCustomerServiceand
ManagementExcellence(SelectionofAwards)
CompanyoftheYearawardfromtheInstitutionofGasEngineer,
U.K.,1999

BestUtilityCallCenterawardfromtheHongKongCallCentre
Association,2000

Top10OverallBestManagedCompanyawardfromAsiamoney
magazine,2000

EnvironmentalPerformanceAwardintheHongKongAwardsfor
Industry,2001

Top10LeadingCompaniesinHongKongawardfromFarEastern
Economicreview,2002

CustomerServiceawardfromtheHongKongRetailManagement
Association,2002

InnovationGrandAwardatHongKongAwardsforServices,2003

FirstUtilitytoobtaintheQMarkCertificationfromtheFederationof
HongKongIndustriesforhighqualityofservices,2004
Towngas:GrowthandDiversificationStrategy

EcoLPGFillingStations
UTechEngineering
TGCBrandofAppliances
FiberCableNetworkandBroadbandServices
CustomerAdvisoryServicesandSupport
TowngasExpansiontoMainlandChina

l 28JointVenturesasofNovember2004

l WesttoEastgastransmissionpipelineproject

l GuangdongLiquefiedNaturalGasProject

l CitypipedgaswithShenzhenGas
TowngasITSystemsPriortoCRMDeployment

l LegacySystemforCIS/Billing
Legacy SAP ERP
Asset Metering Network
l LegacyAppointmentBooking CIS/Billing
Mgmt Mgmt

l SAPforAsset/InventoryManagement

l OtherERP:
MeterDataManagement
NetworkManagement
CompanysTechnologyBusinessChallenges

l AgingcustombuiltCISsystem,lackingsuperiorCRMfunctionality,not
economicaltomaintainanddifficulttochange

l Needasinglemultichannelsystemaccessibleinthecallcenter,
customercenter,web,andoutdoorsalespoint

l Needsupportforpromotionalpricing

l Needsupportforfuturesystemexpansion(fullyautomatedsolutionfor
fieldserviceoperationanddispatch,marketingandpersonalized
campaignmanagement)

l Needscaleableandflexiblesystemtoadapttocompanygrowth
 ProjectObjectives:Phase1(Live)

l ReplacetheCISwithaCRMsolutionforSalesandServiceKeeponlythebilling
functionalityoftheCIS

l CRMtosupportallSalesfunctions:
Opportunityandaccountmanagement

Offer,order,andcontractmanagementforallproductsandservices(gassupply,
appliancespurchases/rental/leasingapplianceinstallationandmaintenance)
Personalizedproductbundlingandpromotionalpricing

Upandcrossselling

l CRMforallCustomerServicefunctionsintheCallCenter,CustomerCenters,Outdoor
Salespoints:
Billinginquiries

Transferofservices(Move)

Appointmentbookinganddispatchforfieldservice(installation,maintenance,
meterreading)
Troublereporting(emergencycalls,repairwork)

l SeamlessintegrationofCRMwithBillingandInventoryManagementsystems
ProjectObjectives:Phase2

l CRMtosupportfullyautomatedfieldserviceprocesses:
Dispatchingofinhousetechniciansandexternal
contractors
Fieldserviceactivitymanagement

Onsiteinvoicingandreceiptprinting,electronicsignature
capture

l CRMServicePDAandwirelessdeploymentforrealtime,
closedloopFieldServiceprocess
CRMSystemSelectionCriteria

l Vendorsmarketleadershipandfinancialstrength
l Vendorsongoingcommitmenttoresearchanddevelopment
l VendorsabilitytoassembleateamofTowngasITandvendor
serviceprofessionalstojointlydesign,configure,anddeploy
theCRMSolution
l Comprehensive,multichannelutilityspecificfunctionalityfor
sales,marketing,customercare,andfieldservice
l Builtinbestpracticebusinessprocesses
l Easeofintegrationwithbackofficesystems
l Easeofuseandconfiguration
l FlexibleUIandconfigurableworkflowabilitytoreactto
marketchanges

CRMMarketLeaderSelection
CustomerService(Phase1):Resolve,Follow,Track
andManageAllCustomerRequests
CSRUtilizesCRM CSRmaychoose
CSRAddressesall CallCompleted
CallReceivedand tocompleteTasks toUp/CrossSellor
CustomerIssues withCustomer
RoutedtoCSR provideProactive
utilizing CRMintegratesto IssuesAddressed
Automatically Servicebasedon
Standardized variousother
Complete Historical
CompleteCustomer Processesand systemsand
Customer Service/Activity
InformationObtained Workflows showscritical
Information RecordCreated
Information

CustomerConcern
Customer
Visitunattended
ActivityRequest Meterreadingadjustment
Disagreementwithsuspension
GasServiceConnection/Disconnection
notice
ContractManagement,TransferofServices(Move)
Disagreementwithbillamount
AccountOpening/Closing
ApplianceOrdering
ScheduleInstallation,MaintenanceorInspection InformationRequest
Changeaplannedvisit Adviceaboutinstallation/building
MeterCheck Safetycomplianceinformation
MeterChange Informationaboutpendingmeterreadings
Emergencyortroublereport Informationaboutthepaymentprocess
Informationonbillcharges
 BillInquiryProcessExample

Customer BillingInquiry VerifyMeterRead MakePayment

VerifyMeterRead MakePayment
BillingInquiry

QueryBill Check Check Create

QueryBill Check Check Create CancelRebill Accept
CallCenter Headerand
Headerand
Consistencyof
Consistencyof
Meter/Usage
Meter/Usage
Adjustment
Adjustment
CancelRebill
Request Accept
Payment
Detail Bill Data Request Request Payment
Agent Detail Bill Data Request

UpdateUsage Process
ProvideBill ProvideUsage Process Process
Billing ProvideBill
Data
ProvideUsage
Data
UpdateUsage
Data Adjustment
Adjustment
CancelRebill
CancelRebill Process
Payment
Data Data Data Request Payment
Request

Field FieldInvestigation
FieldInvestigation
Service
CRMSales(Phase1)

CRM
CustomerOrderManagement
Recommend
FieldSales Products& Manage Manage External
Services Quotes Orders
Systems
Provision Manage AnalyzeQuotes
Order Returns &Orders

CallCenter Product&Catalog Pricing Billing

Management Management
System
Define Create Plan Deploy
Products SellingRules Pricing Pricing
Create& Select&
RetailPOS Execute Analyze
Publish Configure
Pricing Pricing Inventory
Catalogs Products
Management

CustomerInformation
Web
Account Opportunity Contact
Management Management Management

ServiceRequest Contract Partner

Partners Management Management Management
 QuotetoContractProcessExample

Automated&standardizedprocesses
Minimalerrorrateinorderentry
Statusmonitoringcapability
Acceleratedprovisioningandbilling

Understand SetupAccount ConfigureSolution PriceSolution

CustomerNeeds

CRMSales CRMAccountMgmt CRMQuotes&Products CRMPricer

PersonalizedOffer

CRMContracts

VerifyProvisioning AutoOrderCreation AutoContract OfferApproval

Creation

CRMOrderstoAssets CRMQuotestoOrders CRMContracts CRMWorkflow

CRMBusinessProcess:EndtoEndFieldService
Process(FullAutomationinPhase2)
Scheduling/
Scheduling/
Call/ContactCenter FieldTechnician
FieldTechnician
Call/ContactCenter Dispatch
Dispatch orContractor
orContractor
Calls
Visit

EMail Entitlement
Entitlement
Signature
Signature
capture
capture

Neworder
Neworder Onsite
Onsite
invoicing
invoicing
Notification
Notification
ofscheduled
ofscheduled
maintenance
maintenance Contract
Contract ServiceParts
ServiceParts
Management
Management Inventory
Inventory
updates
updates

RealTimeResolutionReporting(Wireless)
RealTimeResolutionReporting(Wireless)

ClosedLoopInterventionfromthecustomercall,tothe
Field,andbacktotheCCinRealTime
 ConsiderationforFutureCRMDeploymentPhases:
MarketingandAnalytics
MarketingandCampaignManagement
KnowingYour
KnowingYour FlawlessMarketing
FlawlessMarketing ReactingtoMarket
ReactingtoMarket Measuring
Measuring
Customers
Customers Execution
Execution Opportunities
Opportunities Effectiveness
Effectiveness

MarketingAnalytics OperationalAnalytics
Campaign:
Creation
Planning
Executionandfollowup
Opportunitygeneration

BusinessIntelligenceAnalytics Intelligent
Interactions
WhatshouldIdonow,
atthemomentofcontact
FactBased
Actions
Whatismybestopportunity?
WhatshouldIdonext?
Point&ClickAnalyticsCreation
IncreasingValue

Performance
Management
HowamIdoingvs.goals?

Query,
OLAP/DW
Exploremydata

Transactional
Reporting
Hereareyourreports

GenerationalStep
 CRMApplicationUsers
CustomerServiceandSales:

l CallCenterSalesandService:300

l HotLine:90

l CustomerServiceCenters/PointofSales:20

FieldService:
l FieldServiceTechniciansandContractors:

Maintenance:180forResidential(18002400dailyvisits)and45
for Businesses (170 to 200 daily visits), excluding
Contractors
Installation:80

Safety:110(30003500dailyvisits)

Emergency:18(100to500dailyvisits)
 TowngasITSystemsAfterCRMDeployment

CRMMasterfor:
l Accounts,Contacts,Addresses
l Quotes,Orders,Provisionedproductsand
services
l ProductandServiceConfigurationand
Eligibility,PromotionalPricingand
Discounts

BillingMasterfor: SiebelDB:Oracle
OS:
l IndividualGasrates IBMforSiebelDatabase
Server
l Billingcalculationandinvoicegeneration Windows2000forActuate
ReportServer,Siebel
InventoryManagementSystemsMasterfor: ApplicationandWeb
Servers
l Partsandequipment Resonate
ProjectDeployment:LessonsLearned&Recommendations

ProjectManagement

Secureexecutivesponsorship Environ.Available

Ensureclosecollaboration Design

betweentheusers,thebusiness, ConfigurationandConstruction

andIT DataMigration

Getuserfeedbackatanearly TechnologyInfrastructureManagement

stageoftheproject
Testing

Leverageoutofthebox UserTraining
functionality
ChangeManagement

Allowformodificationsof CRMVendorSupport
existingbusinessprocess
Managechangeanduserexpectations
Allowtimeforsufficienttesting
UseSiebeldeploymentexpertsatkeyprojectmilestones
BenefitsoftheCRMSolution

Enhancedqualityofcustomerservice
Increasedquoting,ordering,contracting,andinvoicingefficiency
Increasedcallcenterandsaleseffectiveness
Enhancedcrosssellingandupselling
Improvedmarketingflexibility
Optimizedfieldserviceprocesses
Reducedsystemmaintenancecostsandtrainingtimeforcallcenter
agents
Flexible,easytoconfiguresolutiontoadapttobusinessevolutionand
processchanges
Scaleable,multichannelplatformthatcanadapteasilytocompany
expansionandgrowth
Conclusion

CRMinUtilities:
MorethansimplyaMarketingorSFAapplication
MorethanasupplementtoCISforenhancedcustomerservice

CRMisamultichannelandintegrationplatformthatenablesacompanyto
realizeitsbusinessstrategyandcorevalues(superiorcustomerservice
brandmanagementcustomerloyaltyflawlessexecution)
CRMisamissioncriticaloperationalsystemthatefficientlymanagesend
toendbusinessprocesses,acrossfrontandbackoffice
CRMinutilitiesisacomprehensivesuiteofutilityspecificsolutionsfor
Sales,CustomerCare,FieldService,Marketing,OperationalandBusiness
IntelligenceAnalytics,PartnerManagement.

CRMisaStrategythatinvolvesProcesses,People,andSystems.
CRMismorethanaproduct.
ThankYou!