How Mobile Commerce can

gabonesedestructionSoftware and s/w Development

Feb 17, 2014 (3 years and 5 months ago)

94 views

QuestDirect.org

How Mobile Commerce can
Increase Salesforce Productivity
and Customer Satisfaction

Session #2013JDE
-
100630

Presented by: Anushree Khare


QuestDirect.org

Agenda


Overview of King Architectural Metals


Project History


Solution Overview


Solution Demonstration


The Impact and Results


Questions & Answers


QuestDirect.org

Overview of King Metals

Profile:

North America’s largest provider of decorative and

ornamental ironworks,
w
ith over 9,000 in
-
stock items and

Same Day Shipping


History:

Originally a small metal works company in Dallas, TX,

King Metals has grown to service thousands of
customers worldwide. “Every order, large or small, is
received with gratitude, pulled, quality
-
control checked
and shipped with equal care and attention.”


In addition to our commitment to quality, value & service,

a portion of every dollar goes to support The Red Cross,
American Cancer & Diabetes Societies, YMCA and

Habitat for Humanity.



Profile:


Decorative & Ornamental Metals


Light Construction Steel


Gate Operators


Pre
-
Fab Powder
-
Coated Fence Panels


Hi
-
Def

CNC Plasma Cutter


Hardware


Full Metal Service Center


KINGMETALS.COM


E
-
Catalog


1,400 FREE Design Concepts


DWG Files for Decorative Metal Components


Stainless Steel Glass, Cable & Rod Assemblies

QuestDirect.org

Decorative & Ornamental Metal

QuestDirect.org

Light
Construction Steel & Custom Plasma

QuestDirect.org

Project History


Hosted storefront linked to a non
-
JDE ERP


Hidden behind host firewall, hence, limited SEO crawling


Low flexibility on changes


Poor internal search engine


Not mobile enabled


Web
customer service and order processing


Slowest way to place an order (web order printed and reentered due to
restricted anonymous shopping)


Highest
cost/order due to manual order processing


Inaccurate pricing
-
no recognition of
marketing promotions on the web


No payment confirmation
-

lacked
working with credit
card
authorizations


Low quality service
-

lacked product availability confirmation, order status

QuestDirect.org

Goals for E
-
Commerce with
EnterpriseOne


Proven E
-
Commerce and Mobile solutions fully integrated with JD Edwards
EnterpriseOne


Better web visibility


Deliver world
-
class customer self service over the web to decrease call center volume


Intuitive, easy
-
to
-
use mobile storefront integrated with EnterpriseOne


Real
-
time capabilities
-

product availability, order status, history inquiry, order confirmation, credit
card authorization, etc.


Same day delivery for orders received by 4:00pm


Integrate all sales channels
-

adding web to current call center channel


Increase internet revenues and web order mix (internet vs. phone)


Drive down order processing costs with near
-
zero cost web orders


User Friendly Administration, less IT dependency


PCI
-
DSS complaint and allowing web users to save their credit card for future reference


Provide shipping estimates

QuestDirect.org

E
-
Commerce and Mobile


Solution Evaluation


E
-
Commerce Solutions Considered


Previous failed JDE implementation left us looking for CC Processing implementer


Evaluated
4
-
5
alternatives, selected Premier’s SmarterCommerce for CC
Processing and E
-
Commerce


Key
Decision Drivers


Completeness
and ease of
integration
-
real
-
time with EnterpriseOne


SEO optimization flexibility


Avoidance of duplicate data


Overall solution value and benefits


Fixed fee implementation


Rapid deployment

QuestDirect.org

JD Edwards and SmarterCommerce

Implementation History

Evaluate new

JD Edwards Partner

2009

2011

Implement

JD Edwards and
SmarterComerce

(Call Center/CC)

7/2009

Go “Live”

3/2011

JDE (
Finl
/
Dist
/
Mfg
)

SC (Call Center/CC)

“Live”

Web Storefront

9
/2011

Implement
SmarterComerce

(Web Storefront)

Leverage

SmarterCommerce

(New branding / E
-
Catalog

Web Payments

Live Chat / Advanced Search)

Project
Starts

11/2009

2010

Simplified
WEB
Design

7
/2012

SLI Search

10/2012

5MB

Fiber Optic

8
/2012

2012

Web
Project
Starts

3
/2011

E
-
Catalog

4/2012

Mobile
Storefront

Project

2013

QuestDirect.org

Multi
-
Channel
Commerce

at King Metals


E
-
Commerce

Web
Storefront


Credit Card
Processing


Enhanced Sales
Order


Financial
Management


Order
Management


Manufacturing
Management


Call Center
Orders


Fax and Mail


Internet Orders


Online
Inquiries

Distribution Centers Stores

Customer Service Representatives (CSRs)


Store Orders

E
-
Commerce
B2C/B2B

QuestDirect.org

Web Storefront and Mobile

Demonstration

QuestDirect.org

The Results…


Dramatic improvements in customer service levels by:


Streamlining internet order entry/processing


Intuitive web storefront for customer self
-
service


Real
-
time capabilities
-

advanced pricing, credit card authorization, product availability and
back order processing


Enhancing customer visibility to their order with email messaging


Improving customer order accuracy and satisfaction with self
-
service



Dynamic advanced pricing engine for promotion across all sales channels


Increased revenues
-

cross
-
selling products and web promotions


Dramatic reduction in web order processing costs


Increased control over web order processing and fulfillment


Ease of integration with 3
rd

party tools


Friendly Administration Workbench


Less dependency on IT from Marketing



QuestDirect.org

The Results…

Selected Performance Metric

Before

After

Web order
-
to
-
ship cycle time

Slowest

Fastest

Credit card processing

Manual

Real
-
time

Advanced pricing and promotions

Not possible

Real
-
time

Cost per web orders

$2.71

2011
-
$.75; 2012
-

Under $.10

Order processing effort for web orders (5
-
6 minutes/order)

2.0 FTEs

0.5 FTEs

Revenue from Web Orders (last two months vs. prior year)

22 % Increase

Areas that most benefited from above were

Sales, Customer Service and Credit

QuestDirect.org

Recap of Key Lessons Learned


Importance of real
-
time Integration between Web Storefront and JD Edwards Order Fulfillment


Comprehensive JD Edwards integration is a vital enabler for our customer self
-
service and our same
-
day shipping
strategies (Address Book/Customer Master, Sales Order, Pricing, Inventory, AR)


Key to obtaining near zero ($0.00) cost web orders


No duplication of data and redundant logic (customers, products, pricing, availability)


Solution
Must Allow for the
Leveraging of
Current Investments in
E
-
Commerce


Must permit our company and product branding to be
respected and easily evolve


Provide options for re
-
use of current web product content


Intuitive Customer Collaboration Interface and Ease of Use


“Zero training” customer buying experience


Highly productive dynamic user navigation instead of sequential navigation


Importance of Rapid Implementation and Deployment


Delivering fast benefits is critical to management support for
E
-
Commerce


Target timetable should deliver results in 60
-
150 days




QuestDirect.org

Questions and Answers


Anushree Khare
, Sr. Business Analyst

(214)
438
-
8187

anushree.khare@kingmetals.com