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“Software as a Service” - A Case Study Case Study: BEHRINGER Group How a Global Player in the PRO-Audio business used the opportunity given by SaaS to improve its customer service operations. National Technology & Business Conference. 29 November 2006. Content Introduction

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slide1

“Software as a Service” - A Case Study

Case Study: BEHRINGER Group

How a Global Player in the PRO-Audio business used the opportunity given by SaaS to improve its customer service operations.

National Technology & Business Conference

29 November 2006

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Content

  • Introduction
  • About BEHRINGER
  • Definition and Benefits of SaaS
  • The BEHRINGER Service Strategy
  • RightNow Web Self Service & myRMA.net as major tools
  • SaaS & SOA improve customer satisfaction and reduce costs
  • Your questions

National Technology & Business Conference

29 November 2006

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Introduction

  • Matthias Kill, Customer Service & Support Manager, Europe
  • Since 1998 with BEHRINGER, since 2006 European Head of Service
  • BEHRINGER International GmbH is the European subsidiary of the BEHRINGER Group of Companies, located in Willich, Germany
  • 120+ staff in Germany, 3.500+ staff worldwide

National Technology & Business Conference

29 November 2006

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About BEHRINGER

  • BEHRINGER develops, produces and distributes PRO-Audio & MI products for beginners, intermediate & professional user
  • Founded 1989 in Germany, BEHRINGER established subsidiaries in 10 countries and sells to markets in 125+ countries worldwide
  • From an One-Man-Operation to a global Player in only 10 years

National Technology & Business Conference

29 November 2006

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About BEHRINGER

  • Uli Behringer, Founder & Chairman
  • Group is lead by BEHRINGER Holdings, Singapore
  • Sales subsidiaries in Europe, USA, Singapore, Australia & Japan
  • R&D offices in Germany, Singapore, China & Philippines
  • Factories in China producing ~ 250 different products

National Technology & Business Conference

29 November 2006

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About BEHRINGER

National Technology & Business Conference

29 November 2006

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Software as a Service (SaaS)

  • Software hosted by Vendor
  • Usage Based Billing
  • Examples used by Behringer
    • Customer Self Service using RightNow Technologies
    • Customer returns management using myRMA.net
    • UPS XML Worldship

National Technology & Business Conference

29 November 2006

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Benefits of SaaS

  • No Capital Cost
    • Subscription or Transaction based billing
    • Reduced Risk of Mis-investment
  • Reduced IT Cost
    • Browser Based / No Installation
    • Vendor does upgrades and data migration
    • Fast Implementation / Low Training Requirement
  • Partner Access over the Internet

National Technology & Business Conference

29 November 2006

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The BEHRINGER Service Strategy

  • Web Self Service powered by RighNow Technologies
    • FAQ / Downloads etc
  • Reverse Logistics powered by myRMA.net
    • Partner Access (e.g. Dealer / Service Provider / UPS)
    • Scrap In Place / Exchange (NfO) / Repair (as cost appropriate)
    • Global UPS contract
    • Remanufacturing in Macau

National Technology & Business Conference

29 November 2006

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Web Self Service

  • FAQ software solution with powerful knowledge base as basis
  • 24/7 availability in 4 languages
  • 17 customer support agents fulfill all pre- & after-sales support needs
  • Also used as internal knowledge base

National Technology & Business Conference

29 November 2006

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Web Self Service Benefits

  • hosted software solution, easy & fast administration done by BEH
  • quick implementation, low training needs for staff
  • Web Self Service reduced email volume by 96 %
  • fast ROI; much more cost efficient than hiring new support staff

National Technology & Business Conference

29 November 2006

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Reverse Logistics myRMA.net

  • fully integrated solution for returns administration & reverse logistics
    • all involved parties use the same database with different access rights
  • 24/7 availability Globally
  • Usage on a daily basis by:
    • 30+ BEHRINGER-internal user ( = Warrantor )
    • 100+ BEHRINGER dealer ( = Clients )
    • 20+ BEHRINGER Service partners ( = service Centre’s )

National Technology & Business Conference

29 November 2006

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Reverse Logistics myRMA.net

  • The standard procedure:
    • Dealer requests RMA
    • Warrantor issues RMA & arranges Pickup of defective product
    • Service partner (UPS) collects defective product
    • Service Center receives defective product
    • Warrantor arranges replacement shipment
    • Service partner delivers replacement product
    • Service partner processes returned products (refurbishing, disposal)

National Technology & Business Conference

29 November 2006

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Reverse Logistics myRMA.net Benefits

  • Ultra Quick Implementation
    • No Installation at BEH or at Partner Sites
  • Low training needs for staff (self-explanatory)
  • Integrated to Dynamics AX ERP System
    • Lower Transaction Cost
    • Lower Error Rate
  • Integrated to UPS XML WorldShip

National Technology & Business Conference

29 November 2006

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SaaS & Behringer: Gaining Competitive Advantage

  • Out-of-the-box solution covered ~ 90% of critical business requirements
  • Remaining 10% make the big difference between BEH and its competitors
    • integration of UPS software
      • One mouse click in myRMA.net creates an UPS Freeway ticket on the UPS server and delivers it to myRMA.net
      • UPS shipment tracking information are available directly in myrma.net
    • integration of ERP software (Microsoft Dynamics AX)
      • One specific transaction ( e.g. the receiving transaction ) creates an Sales Order for an exchange delivery on the Axapta server and feeds back information to myRMA.net

National Technology & Business Conference

29 November 2006

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SaaS Improves Customer Satisfaction

  • Real-time use by all Service Chain partners of same system:
    • Highlighted Exceptions
    • Correct information available for customers always
    • Reduced Turn Around Time (TAT)
    • Elimenated re-typing “human mistake” factors
  • Customer Self Service
    • 24 x 7 Support
    • Better support

National Technology & Business Conference

29 November 2006

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SaaS Reduced cost of After Sales Service

  • Fewer personnel in:-
    • Customer support / Returns Processing / Admin / Accounts
  • Lower IT support cost
  • No Capital Cost / Low Investment Risk
  • Strengthen procedures and workflows = force up SLA’s
      • = improve customer satisfaction

National Technology & Business Conference

29 November 2006

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Thank you for your attention !

Your questions, please…

National Technology & Business Conference

29 November 2006

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