Scribe

Malibu Boats Speeds Up Order Processing and Wins Dealer Satisfaction with Integrated CRM and ERP Systems

Malibu Boats is a leading designer, manufacturer and marketer of performance sport boats, with the #1 market share position in the United States since 2010. The Company has two brands of high performance sport boats, Malibu and Axis Wake Research (Axis). Since inception in 1982, the Company has been a consistent innovator in the powerboat industry, designing products that appeal to an expanding range of recreational boaters and water sports enthusiasts whose passion for boating and water sports is a key aspect of their lifestyle.

THE CHALLENGE: STREAMLINE ORDER PROCESSING TO ALLOW THE COMPANY TO GROW

One of the ways Malibu Boats sets itself apart from other boat manufacturers is to offer highly-customized products: “Our product is very flexible and complex,” explains Greg Ward, Vice President of Information Systems for Malibu Boats. “In the sales process, customers sit down with the dealer and choose between many options to get exactly the boat they want. That means there are a lot of variables that can make each order quite complex.” When considering all the components, the colors, the accessories, and all the boat frames that customers can choose from, there are approximately 50-million different combinations of configurations Malibu can manufacture. “I don’t think we have ever made the same boat twice,” Ward says.

To support this high level of configurability, Malibu Boats provided dealers with two separate website ordering systems (one for each major boat type sold) so that dealers could configure and submit an order. But the ordering and ERP systems were disconnected, so getting accurate product data into the website systems and getting accurate orders into the ERP system was a challenge.

The company used Microsoft Dynamics GP to generate a bill of materials (BOM), but then had to manually enter the feature set into two separate website ordering systems (one for each major product line sold) so that dealers could configure and submit an order. Similarly, when an order was submitted, someone would have to check the order to make sure that it could be configured as requested and then manually enter the order into Dynamics GP.

The manual process of moving data between Dynamics GP and the websites would sometimes lead to errors that delayed the start of fulfilling boat orders. The process also created the possibility that orders were sometimes submitted for configurations that were not available.

“It was a very tedious process, and there was a lot of back and forth with dealers and customers to make sure we had an order right,” Ward says. “As our business grew and orders increased, this started to become an issue. We wanted to grow the business, and we knew that the current systems and processes we had just weren’t going to support us in that effort.”

THE SOLUTION: SCRIBE PROVIDES VITAL DATA INTEGRATION BETWEEN CRM AND ERP

With the company’s growth continuing, Ward knew the previous system would not support the sales and manufacturing processes. He and his team hoped to identify a solution that would combine the two product-line ordering systems into one and integrate those systems directly with the bill-of-materials process in Dynamics GP.

While reviewing proposals from two Microsoft solution partners, Malibu Boats identified Microsoft Dynamics CRM as the key front-end sales component. Both solution partners also recommended Scribe’s integration platform as the ideal solution to synchronize data between Dynamics CRM and Dynamics GP.

“Based on the input from both solution providers, Scribe is hands-down the best and most efficient way to execute two-way data flows between Dynamics CRM and Dynamics GP,” Ward says. “Scribe also offers connectors to many other enterprise applications, so we now have the option to streamline data movement to other systems, such as a data warehouse, in the future.”

Having worked with a number of ETL tools in the past, Ward was not familiar with Scribe, but he quickly picked up on the benefits it delivers in connecting data between applications. “Scribe is a fully-capable data integration tool—whether users need to look up data in another system, combine data from two systems, or push data to a data warehouse,” Ward says. “Because of the flexibility Scribe offers in connecting our CRM and ERP systems, our internal teams can to do their jobs more efficiently—with access to accurate, real-time data.”

Scribe’s ease-of-use has also enabled Ward to bring more of the work to configure and maintain the data connectors in-house. “We started off relying on our Microsoft partner to handle these two tasks, but we are now doing some of the data connector work ourselves,” says Ward. “It’s fairly easy to pick up.”

THE RESULTS: ACCELERATED ORDER PROCESSING AND INCREASED SALES—WITHOUT ADDING STAFF

With Scribe transferring data back-and-forth in real time, the details of the BOM in Dynamics GP are accurately transferred to the ordering system used by the dealers, and orders are automatically passed back to the scheduling system.

“With no more manual data-entry, we also experience much fewer errors,” Ward adds.

Since deploying Scribe to connect Dynamics CRM and Dynamics GP, the volume of business that Malibu Boats is conducting has increased 33%. And thanks to the efficiencies the company has gained—by integrating and flowing data automatically among sales orders, bills-of-material, and manufacturing— the number of resources needed to support those processes has not increased.

Ward estimates the time to process and fulfill sales orders has been reduced by 25% since connecting Dynamics CRM and Dynamics GRP through Scribe. The internal sales team no longer has to go back-and-forth multiple times with dealers to get orders right.

“In addition to handling orders much more efficiently, we have also accelerated the process for when we start to build boats,” Shaw says. “In some cases, we are starting a week earlier than we used to. That means orders complete and ship earlier, and the invoice and payment process also occurs earlier.”

The sales order process is also proving beneficial to the Malibu dealer network. As configuration data is updated in Dynamics GP, Scribe automatically transfers it to Dynamics CRM. From there, the data is pushed to the dealer portals. By working with accurate, up-to-date boat configuration information, dealers work more efficiently with customers, and that helps them close more deals.

“Whether it’s our dealers or someone on one of our internal teams—sales, accounting, customer service and production—we all benefit from having immediate access to more information,” Ward says. “As data flows between our CRM and ERP systems, we always know the latest pricing, configuration and warranty information. That makes it easier for us to work with our dealers and for our dealers to work with their customers.”

Excelsior Sport – Integrating healthcare CRM and retail ERP data enhances patient and customer experiences

Excelsior Sport faces the unique challenge of managing two vastly different business models. The business provides athletic shoes and apparel while also featuring a team of specialists (podiatrists) that offer healthcare services to patients with sports-related injuries. With the medical practice interacting with patients who also purchase products from the retail store, Excelsior Sport needed the two business components to share ERP and CRM data.

MULTIPLE SYSTEMS INCREASE DATA ENTRY AND REDUCE CUSTOMER FOCUS

Previously, Excelsior Sport relied on seven isolated software solutions to manage the various ERP and CRM components of its retail and medical operations. This approach required re-keying data multiple times, and when interacting with customers and patients, the staff was forced to consult with multiple databases. As business revenues and customer/patient activity grew, managing the different systems required too many resources and took away time spent on servicing customers and patients.

CONSOLIDATION AND SCRIBE INTEGRATION FACILITATE ERP-CRM DATA FLOW

To address the challenge, Excelsior Sport turned to systems integrator Delta-N, which recommended two Microsoft solutions— Dynamics CRM and Dynamics NAV—into which all customer and patient data and business processes could be consolidated. Delta-N also recommended Scribe Insight as the key integration component between the two systems. Data now automatically flows back-and-forth between the CRM and ERP solutions so specialists and retail staff no longer have to rekey information and have immediate access to the latest patient and customer activity.

“Our specialists can now better advise patients knowing the specific athletic gear they use, which can have a direct impact on recommended treatments.”
– Marc Gerner, Project Manager, Excelsior Sport

CHALLENGE: MULTIPLE SYSTEMS REQUIRE EXTRA WORK

  • Microsoft Dynamics CRM and Microsoft Dynamics NAV consolidate CRM and ERP data from seven isolated systems.
  • Scribe Insight transfers information between the Microsoft systems automatically.
  • Transfer of CRM data into ERP system automates invoice generation.
  • Scribe enables possible future integration with third-party insurance program to accelerate claims processing.

SOLUTION: SCRIBE INSIGHT AND CRM-ERP CONSOLIDATION

  • Microsoft Dynamics CRM and Microsoft Dynamics NAV consolidate CRM and ERP data from seven isolated systems.
  • Scribe Insight transfers information between the Microsoft systems automatically.
  • Transfer of CRM data into ERP system automates invoice generation.
  • Scribe enables possible future integration with third-party insurance program to accelerate claims processing.

RESULTS: ACCELERATED INVOICING AND ENHANCED CRM

  • Provides retail and healthcare personnel with a 360° customer view showing all business activity.
  • Processes healthcare invoices 80% faster than previous systems.
  • Gives specialists treating sports-related injuries immediate access to athletic gear purchase by patients to enhance the level of care.
  • Eliminates resource time for re-keying customer and transaction information.
  • Allows staff to manage customer relationships more effectively by providing real-time, accurate information.

Texas Rangers – Improving Sales and Marketing Processes by Integrating CRM with Customer Data Sources

To continue thriving among the many Texas sports teams competing for fan market share, the Texas Rangers launched an effort to improve the efficiencies of its targeted marketing and sales campaigns. Senior management realized success depended heavily on integrating an advanced customer relationship management platform with external customer and prospect data sources.

INTEGRATING TICKET-BUYING HISTORY AND CUSTOMER DEMOGRAPHICS WITH CRM

The Texas Rangers deployed Microsoft Dynamics® CRM by collaborating with Scribe partner, Hitachi Solutions. Hitachi Solutions then utilized Scribe Insight to pull information into the CRM database from ticket and demographic data sources. All the information that sales and marketing requires now automatically flows into Microsoft Dynamics® CRM.

IMMEDIATE INFORMATION-ACCESS STREAMLINES SALES AND MARKETING PROCESSES

When management creates new marketing campaigns for ticket packages and stadium suites that sales then implements, corporate/ individual geographic and demographic information as well as ticket-buying history are immediately available. Gaining this capability enables the sales and marketing teams to improve process efficiencies, which accelerates the sales process and increases ticket sales.

CHALLENGE: STREAMLINE SALES PROCESSES

  • Previous CRM solution and no integration with data sources forced sales reps to manually manage multiple marketing campaign spreadsheets.
  • Sales could not easily collect information to pinpoint key customers, industry segments, and geographies for specific ticket and corporate suite packages.
  • The organization needed to go beyond core CRM capabilities by augmenting customer data with ticket and demographic information from other sources.

SOLUTION: SCRIBE AND MICROSOFT DYNAMICS® CRM

  • Leverages Scribe Insight to integrate Microsoft Dynamics® CRM 2011 with ticketing system and customer demographic information.
  • Downloads unique customer data and ticket purchase history automatically.
  • Merges Microsoft Dynamics® CRM and ticket data with key demographics such as income, job type, family size, age, and hobbies.
  • Recognizes existing customers vs. new customers.
  • Generates accurate and timely data with no manual intervention.
  • Allows sales reps and management to access all information from one system rather than searching multiple systems and spreadsheets.

RESULTS: SALES EFFICIENCY BOOSTS TICKET SALES

  • Increases revenues through improved sales efficiency that accelerates sales cycles.
  • Helps sales reps know instantly who to call, when, and why for each campaign.
  • Helps management understand buying tendencies of different geographies and industries to create more effective marketing campaigns.
  • Eliminates manual data entry errors and duplicate data entries.
  • Stores easily-accessible information so sales processes flow more efficiently.

Oklahoma City Thunder – Scribe Helps Pro Basketball Team Start Sell-out Streak and Then Increase Fan Excitement

For the first two years after the Oklahoma City Thunder began operations in 2008, they sought ways  to improve the business. The team turned to Microsoft Dynamics® CRM to help increase ticket sales and improve fan experiences. Leveraging Dynamics® CRM to its fullest extent required integrating  the system with other key data sources such as the ticketing system and fan demographics.

IMPROVED CRM CAPABILITIES CONTRIBUTE TO SELL-OUT STREAK

Hitachi Solutions, which assisted the Thunder with the Dynamics® CRM deployment, recommended Scribe Insight to integrate all of the team’s key data sources. By enabling the organization to create targeted marketing campaigns from the fan and ticket data complied in Dynamics® CRM, Scribe played a key role in helping the Thunder start a sell-out streak that’s now at 100+ games and counting. The team also generated enough interest that 4,000+ fans are now on a waiting list for season tickets.

UNDERSTANDING FAN BEHAVIOR HELPS IMPROVE HOME-COURT ADVANTAGE

The Thunder also leverages Dynamics® CRM with data collected by Scribe from other sources to focus on enhancing fan relationships. This includes marketing campaigns to increase television audiences, grow merchandise sales, and build fan excitement during games to increase the team’s home-court advantage.

CHALLENGE: UNDERSTANDING FAN PREFERENCES

  • Increase amount of discretionary income spent by fans during home games by understanding why they come to the stadium.
  • Generate real-time fan information to help create ticket, television, merchandise, and concession marketing campaigns.
  • Integrate process for storing and accessing information so sales and marketing can consistently leverage information to improve fan relationships.

SOLUTION: SCRIBE INSIGHT AND MICROSOFT DYNAMICS® CRM

  • Dynamics® CRM provides central repository for all customer data.
  • Scribe Insight integrates Dynamics® CRM with key data sources—ticket sales, attendance, and fan profiling.
  • All fan and ticket-buying information now resides in central database with hundreds of data fields to create wide range of fan segments for targeted marketing campaigns.
  • Stores all attendance, financial, ticket order and ticket history data in one database that generates accurate, real-time KPI reports.

RESULTS: SELL-OUT STREAK SURPASSES 100 GAMES

  • Helps the franchise continue on-going streak of consecutive sell-outs that has surpassed 100 games.
  • Improves ability to tailor in-stadium marketing campaigns based on fan preferences, which improves overall fan experiences.
  • Facilitates raising fan excitement levels during games to enhance the team’s home-court advantage over its opponents.
  • Provides marketing data that helps team increase brand-promoter-rating with a Net Promoter Score of 91.2—the top rating among all NBA teams two years in a row.
  • Enables marketing to automatically upload fan and ticket data into marketing automation tool to increase overall efficiency of marketing workflows.

Major League Baseball Team Improves Productivity and Customer Satisfaction

When the Los Angeles Angels baseball team replaced their legacy Onyx CRM system,they were able to take a phased approach, prioritizing key data consolidation initiatives. Now Microsoft Dynamics®CRM serves as the primary user interface providing access to centralized data from ticketing, accounting, legacy CRM, email and phone systems – all integrated with Scribe. Two way integrations ensure that all systems reflect current,accurate information.

BETTER CUSTOMER SERVICE

By integrating email and phone call metadata and ticketing information via Scribe, sales and service reps deliver better customer service. With complete customer interaction records in a single, easy-to-use interface, employees access one system to answer customer inquiries and conduct proactive sales calls.Improved data analysis capabilities Combining Ticket Master Archtics data‒ticketing, seat and financial information‒with the broader customer data collected through Microsoft Dynamics®CRM, the Angels can analyze customer activity to identify purchase patterns and trends. In addition, data maintained in complex Excel spreadsheets is uploaded to Microsoft Dynamics®CRM through Scribe integration.

CHALLENGE: UNCONNECTED CUSTOMER DATA

  • An outdated CRM system needed to be replaced without the business interruption of a massive implementation project.
  • Sales people had to access multiple systems, including ticketing,spreadsheets, email and phone records to service customers.
  • Until completely replaced, the legacy CRM needs to reflect changes made in Microsoft Dynamics®CRM.

SOLUTION: MICROSOFT DYNAMICS®CRM CENTRALIZES THE USER INTERFACE, SCRIBE CONNECTS SYSTEMS

  • Microsoft Dynamics®CRM was implemented as the single source of data collection and display for customer-facing employees.
  • Scribe integrations support a growing number of data sources that populate CRM with a complete view of customer interactions, including transactions, emails and phone calls.
  • A user support request system leverages Scribe to import completed InfoPath forms into CRM and queued for resolution.

RESULTS: FLEXIBLE SYSTEM SUPPORTS CONTINUOUS IMPROVEMENT

  • Salespeople have full view of interactions with customers to provide faster, better customer service.
  • Customer data across disparate systems is centralized and available for comprehensive analysis with SQL-based analysis tools.
  • Scribe will be used to integrate data from additional sources into CRM, allowing the Angels to continue to improve the quality of customer relationships.