Serversys helps Honda (UK) accelerate its new CRM solution.

Honda Logo

CHALLENGE

Honda (UK) needed a highly adaptable CRM solution to support the activities of its fleet sales division. Furthermore, Honda (UK) wanted to work with an implementation partner that could enable it to harness the full flexibility of the solution it selected.

SOLUTION

Choosing Serversys as its implementation and support partner enabled Honda (UK) to make the change-over to a new, fully-operational Sage CRM solution within four months, and to evolve its CRM platform in response to changing business demands.

RESULTS

A new era of working that enables Honda (UK) to deliver a host of new and innovative services for fleet customers, and to extend its brand values in this key business sector.

The corporate fleet market represents an important and growing sector for Honda (UK). Maintaining and developing key business-to-business relationships, while enabling a complex variety of integrated sales and marketing activities, is a commercial priority for the company.

The limitations of a pre-existing CRM system - which lacked both flexibility and integration functionality - were hampering the ability of Honda (UK) to respond quickly to changing customer needs.

“We’d already taken the decision to make the move to Sage CRM,”

explains Ciaran Doyle, Business Analyst at Honda (UK) Corporate.

“Our objective was to implement a CRM platform that would enable us to take customer service to a new level, and execute innovative ways of working that would further elevate our brand in the corporate fleet market.”

  Key Achievements

Migration to Sage

Undertaking the seamless migration to Sage CRM, without impacting key business processes including sales and marketing.

Integration with Critical Internal Systems

Robust interfaces with Honda (UK)’s data warehousing system and vehicle registration data system, plus integration with external supplier’s management systems.

UK Support and Development

Honda (UK) relies on Serversys to provide help desk and support services, and to enable the ongoing evolution and enhancement of its CRM platform.

About Honda

Honda (UK) was established in 1965 and forms part of Honda Motor Co, founded by Soichiro Honda in 1948.

It is through the Power of Dreams that Honda has become a globally renowned brand - manufacturing cars, motorcycles, scooters, jet planes, marine engines and even robots in 29 countries and employing over 167,000 associates worldwide.

Selecting the Right Partner

Honda (UK) wanted to work with an implementation partner that could provide the resources, skills and expertise that would enable it to take full advantage of the comprehensive functionality contained within Sage CRM.

“We wanted to harness the full potential of Sage CRM,” says Doyle. “This would enable us to generate ground-breaking services to support not only our own associates, but ultimately our customers too."

As well as undertaking the switch-over to the new CRM solution, the selected implementation partner would also be responsible for ensuring the new CRM system contained robust processes, defined to the specific requirements of the business. A further key requirement was seamless integration with Honda’s business critical, global and local systems, as well as those of external agencies.

“In a fast moving business such as this, we need the flexibility to implement new processes almost weekly. Defining the system appropriately at the outset would be critical to its long term efficacy - in terms of supporting our short and longer term business objectives,”

confirms Doyle.

“As an implementation partner Serversys offered a unique combination of experience and expertise,”

he continues.
“Having worked extensively with the motor trade and other manufacturers, they understood our business intimately. Added to this they offered extensive knowledge of Sage CRM, having completed a number of major implementation and migration projects. Finally, from almost day one, they demonstrated their superb integration skills”.

The Drive to Go Live

Working closely with Honda (UK)’s development team Serversys began to scope the CRM system requirements. Using a Rapid Application Development technique, Serversys was able to prototype and refine the system in just three months before developing the migration routines to support the seamless changeover from Honda (UK)’s previous system.

“Implementation was extremely rapid,”

confirms Doyle.

“We always recognised the transition process would be business critical, as our sales and marketing processes are dependent on robust systems being in place and operational - and Serverys delivered on every level.”

For the initial implementation phase, interfaces to four critical internal systems - demonstrator vehicles, customer orders, customer registrations and the corporate contracts database - were put in place. Since the go-live date Serversys has undertaken the integration to a further four systems.

Users - which include field sales associates, head office staff and the external specialist marketing and support agencies that support Honda (UK)’s corporate fleet activities - now have access to a rich source of data on every customer interaction.

“The new CRM system gives our people comprehensive information about every touch point and interaction with customers,”

explains Doyle.

“It’s given us new ways to view our customer relationships and enabled us to make better, and more informed strategic decisions.”

Honda said:

Serversys frequently goes above and beyond the call of duty to generate outcomes for us. This is a true partnership - and there is rarely a week goes by when we don’t consult or confer with them.

Ciaran Doyle, Business Analyst, Honda (UK) Corporate Selecting

Ongoing Support and Development

Honda (UK) depends on Serversys for a wide range of support services, including the implementation of ongoing system refinements.

“We view Serversys as an extension of our in-house development team,”

says Doyle.

“As Sage CRM specialists, we rely on them to implement system modifications and new processes, as well as enabling the planned introduction of new functionality and enhancements,”

he continues.

The process has re-invigorated the field associate’s belief of what can be achieved with a powerful, flexible CRM database. New ways of working mean Honda associates are able to better service customers.

The next phase of the project - which, ultimately, will give Honda (UK)’s 200-strong dealer network access to the CRM system - is underway. Honda (UK) also depends on Serversys for day-to-day support services, having outsourced all help desk function to Serversys.

“Serversys are specialists in the Sage CRM product, and we rely on them to resolve and escalate issues, monitor performance, identify training issues and provide management information reports that enable us to deliver against the business’ needs,”

explains Doyle.

Examining the Gains

In the first phase, replacing the old CRM system without any negative impact on Honda (UK)’s corporate fleet business was the primary goal.

“Serversys enabled us to achieve just that,”

explains Doyle.

“Using Sage CRM, they defined a solution that was tightly customised to our particular business environment.”

Working with Serversys, Honda (UK) has been able to constantly evolve its CRM system, responding quickly to changing market and customer needs.

“Serversys give us a unique understanding of how best to use Sage CRM in situ,”

explains Doyle.

“They understand how our business processes and linkages operate, and the best way to use Sage’s product to achieve our goals - quite simply, they take our business ideas and deliver them within Sage.”

Operating in Honda (UK)’s highly complex infrastructure environment, Serversys takes ownership of problems and issues through to resolution.

“Serversys frequently goes above and beyond the call of duty to generate outcomes for us,”

states Doyle.

“This is a true partnership - and rarely a week goes by when we don’t consult or confer with them.

Honda said:

“Working in partnership with Serversys has enabled us to define, deploy, and continually refine a personalised CRM solution that’s highly responsive to changing business demands. Acting as an extension to our in-house development team, Serversys works side-by-side with us, helping ensure we continually deliver what the business needs, they’ve become integral to the way we work.”

Ciaran Doyle, Business Analyst, Honda (UK) Corporate