As the second largest brewer in Brazil, Brazil Kirin operates 13 factories and employs 11,000 people. It distributes products from 25 of its own centres and also works with 200 resellers to supply products to around 600,000 retailers, all under the exciting new marketing campaign, “Live your thirst”.
Such extensive operations need sophisticated business systems and processes behind it, run from the existing Shared Services Centre (SSC). As the area of the business responsible for Finance, Human Resources (HR), Contracts and Billing, its customers are the Kirin employees in Brazil. After conducting an audit to identify how to best develop the SSC, Kirin partnered with a consulting firm to help it to map all its requirements and the processes that the SSC runs. Guilherme Lacerda Bruns, Managing Director of the Brazil Kirin SSC commented: “We examined our operations throughout the country, in order to understand the perceptions of the internal customers who were served by the Shared Service Center.”
The company realised that there were a number of challenges and unmet needs to be addressed. Productivity of the SSC could be improved; it received a high volume of calls without full registration of the enquiry and ran an initial enquiry process which didn’t enable a high quality of information to be recorded. Some internal customers did not have the most positive perception of the SSC, something which was at odds with its vision. Guilherme said: “A Shared Service Centre must provide a high quality of service to a variety of internal customers, who all have different priorities and require different levels of support. That was when we asked ourselves how a CRM solution could help us.”
The evaluation process was soon underway to identify a transformational solution which could help Brazil Kirin manage and fulfil internal client needs. The SSC management and the IT department identified and selected global Microsoft partner, AlfaPeople, to deploy Microsoft Dynamics CRM, due to its in-depth experience of implementing similar projects for other international companies and the ease of integration that would be provided.