Customer Profile:

Our Customer, Hindware is the premier sanitaryware brand and commands more than a third of the sanitaryware market in India. Hindware manufactures kitchen aid appliances (chimneys, hoods and sinks), wellness products, faucets and sanitaryware for luxury kitchens and bathrooms. Celebrating it’s 50^th year this year, Hindware has 40 million satisfied customers and has been recognized as a “Superbrand” for the last 4 years consecutively.

Challenge:

Hindware sells mostly through a large chain of dealers and distributors across the country. The Hindware sales team is primarily focused on meeting dealers across the country and pushing their various products through the dealers. The sales team did not have any formal system for tracking statistics of their products and opportunities with dealers and distributors. They wanted to empower the field Sales Force with a simple, easy solution that would allow sales people to track stats for various range of Hindware products. Most importantly for strategic business planning, Hindware wanted to be able to have a day-to-day picture of sales across the country. This would enable Hindware management to track stats across dealers and help them plan manufacturing for the near term.

Solution:

PK4's solution to empower the field sales team was the World’s first SMS-enabled CRM. At the end of each day, the sales person sends in a simple formatted SMS with specific keywords detailing the stocks of various Hindware products sold in the specific city /town that he is in. The SMS gets directly into Impel updating sales information for each product and category. Using Impel’s Ad-hoc Reporting Engine, Hindware and PK4 designed specific report formats for Hindware’s management team to review the day-to-day sales information from the field. PK4 implemented an End-of-Day Alert Mechanism that runs the specific Reports for Hindware and automatically e-mails it to the specified Hindware users.

Impel’s Ad-hoc Reporting Engine allows Hindware analysts and managers to modify and add new reports quickly and easily on their own. With a variety of report formats and charting mechanisms, the Ad-hoc Reporting Engine has allowed Hindware to get exactly the information that they need from Impel. It’s simple and intuitive drag-and-drop interface has meant that Hindware users are able to generate new reports with very little training. By aiding Hindware Management to make informed, intelligent real-time business decisions, the strategic and tactical value of Adhoc Reports to Hindware Management Team is tremendous.

Business Impact:

The SMS-enabled Impel CRM and Adhoc Reports together have created a tremendous “Business Value” to Hindware.

• Hindware now has access to sales data from the field on a daily basis, Previously it used to take Hindware more than a week to collate data from the field into various regions and then up to a national level
• Impel delivers actionable insights to the Management team at the speed of business by an interactive analytical tool that lets them gain deep insight into business.
• Increased field sales across regions as it creates internal competition enabling business expansion and growth.
• The simple SMS enabled interface empowers field SalesForce to collect stats from dealers and also gives a good idea of competitor sales information in an integrated system, Impel.
• Hindware had adapted the daily SMS mechanism from field salespeople to also become a de-facto attendance mechanism, thereby allowing HR to keep track of salespeople’s attendance and leave
• Most importantly, the Adhoc reports help Hindware to strategically plan their next manufacturing cycle to meet the consumer needs.