Ismaning and Vienna, 15 September 2008 – CRM consulting company maihiro is helping Dornbirn-based manufacturer of lighting components, modules and systems TridonicAtco to establish integrated marketing and sales processes worldwide by defining its CRM strategy and using SAP software for Customer Relationship Management, known as SAP CRM. The new solution, which maihiro is to implement on the basis of the “CRM to Go for Property Development” branch-specific package, will be used by approximately 300 TridonicAtco employees internationally.

“For us, CRM clearly belongs in the context of organizational policy and business. A CRM software solution is merely a means to an end, a way of attaining business goals,” explains Peter Novak, Director of Sales and CRM project sponsor at TridonicAtco. The company, which is part of international lighting group Zumtobel, develops, produces and markets components for innovative lighting solutions worldwide. Aiming to expand its growth in a fiercely competitive environment, TridonicAtco has given itself the goal of gradually implementing internationally integrated processes in marketing, sales and service.

The company launched its CRM initiative by choosing a location. Supported by maihiro, the project team first drew up a so-called “CRM roadmap” from which specific measures were derived in order to achieve the CRM targets. In phase two, the company is concentrating on the technological implementation of these measures in marketing and sales. Using a globally consolidated database, TridonicAtco is first working on a 360-degree view of its relationships with customers and interested parties, as well as information about its competitors. This will enable a more project-driven than product-driven approach to the market. Field service can use up-to-date information as the basis for preparing for meetings and this data will also make it easier for the Marketing Department to plan and implement target group-specific marketing campaigns. Based on analyses and reports, in future it will be possible better to identify customers in line with their market potential and to address and support them to optimum effect.

TridonicAtco has implemented an extensive internal communications system to ensure that the new CRM solution is accepted. Peter Novak explains: “We make CRM central to all our business and to include our personnel in the project right from the start, an indicator of the huge importance we attach to this move. That’s why we regularly publish CRM newsletters and have organized an internal CRM exhibition. Employees from administration and production can visit the various stands to find out about what lies in store.”

Following a test phase in September and October 2008, the new solution will be put into use from the start of 2009, beginning with Austria, Germany and Italy. Early 2009 will see the start of the rollout in Australia, China, France, Switzerland, Turkey, Singapore, Malaysia and the United Arab Emirates. Approximately 300 TridonicAtco employees will use the system worldwide. “We are considering a third step which would involve integrating out service processes, thus also mapping our complaints management system in SAP CRM,” reveals Peter Novak, Director of Sales and CRM project sponsor at TridonicAtco.

The company is following a clear SAP strategy in technological terms. The SAP CRM online module and the Internet Transaction Server (ITS) are integrated in the existing system architecture, consisting of SAP ERP and SAP NetWeaver Business Intelligence (SAP NetWeaver BI), so that ERP functions, such as the drafting of offers, can be incorporated in CRM. Thus, TridonicAtco is merging its three-system landscape into an integrated process, forming a closed process cycle for the first time: the Sales Department maintains CRM data in the system and this can be used to create analyses and reports via SAP NetWeaver BI. This aggregated data is in turn used in marketing in order to form target groups for campaigns. Although this is not a problem from a technical perspective, it represents a major challenge in process terms,” says Christian Schneider, project manager at maihiro. TridonicAtco uses the “CRM to Go for Property Development” consulting solution developed by maihiro for implementation purposes. The branch-specific project procedure is based on predefined processes for project-based property development business. This tried-and-tested prototype approach makes it possible to identify the requirements of TridonicAtco more quickly and to implement these in the SAP CRM system.

About maihiro
With offices in Ismaning bei München and Vienna, consulting business maihiro concentrates in the design of sales, marketing and service processes. Founded in March 2000 by senior managers from SAP, ORACLE and Kiefer & Veittinger, maihiro now employs over 60 people. maihiro supports its customers in CRM Business Consulting, CRM Technology Consulting and in the area of Managed Application and Process Services. As an SAP CRM special expertise partner and Oracle consulting and implementation partner, the consulting company works for businesses from a number of different sectors worldwide, including Audi, Bank für Sozialwirtschaft, Boehringer Ingelheim, Engelhard Arzneimittel, Merz Consumer Care, TridonicAtco and Zumtobel. Outside of the German-speaking territories, to date the CRM consulting company has worked with customers in Australia, Belgium, Denmark, France, Great Britain, Qatar, Croatia, Russia, Hungary and the USA, among others.


For further information please contact

Anke Korf
Public Relations
T +49 89 89 085 121
E-Mail: anke.korf@maihiro.com