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Road Map for the CRM Implementation & Integration with existing ERP for a National Distributor of Electronics products, Chennai

About Customer

One of the leading distribution companies in Consumer Electronics with an All India Network. With the Head office at Chennai, the company has 5 regional offices including Mumbai, New Delhi, Bangalore and Hyderabad and 18 distribution centers across the country. It represents some of the world’s most respected brands in India such as Panasonic, Sony, Technics, Maxell, BeyerDynamics, Audio-Technica, Cannon, Nikon, LG and Samsung, with relationships that have lasted over 10 - 15 years.

Business Situation

The customer has built lasting relationships with its customers including Leading Retail Chain Stores, Corporate, Government Departments, TV Channels and Media Production Houses in addition to a vast dealer network throughout the country. It uses Tally accounting software and is interested to manage the following:

  • Tracking of Current stocks & Historical sales across 2000 outlets
  • Manage 300 Inventory SKUsM
  • Sales Forecasting - SKU wise & Outlet wise
  • Sales Force Automation

The customer engaged VELCOM to assist them in framing the IT road map to manage the above business requirements.


VELCOM team studied the customer business requirements and then came out with the road map for the CRM Implementation Project covering broadly the following:

  • Continue to use Tally for - Accounts; Billing; Purchase; Inventory
  • To decide on a CRM solution for the management of - Contact; Opportunity; Task
  • Relevant data would be imported into MS SQL DB from Tally; CRM & MS Excel files (where the customer inventory data across various outlets is maintained)
  • Leverage MS SQL DB capabilities like - Integration; Analysis & Reporting services to
  • Collate data from different data files
  • Consolidate the same
  • Publish in a required output formats based on user role wise within the organization

Key Benefits

Customer got clear IT road map for the CRM Implementation project