MSCRM Project Backgroundof AustCham

Organization Background
Australia Chamber of Commerce (AustCham) was founded in 1994, with missions of strengthening Sino-Australian economic development, facilitating both government and community relationships, is one of the most reliable providers of innovative, high quality business solutions in China. It’s a non-profit organization and is funded by its membership subscriptions and sponsorship.

Organization Functions
Interactive communication, information sharing, industry working groups and public service activities make up four major functionalities of AustCham. There are a lot of activities organized by AustCham for members each year. A specific module is available in www.austchamshanghai.com for both membership holder and non-membership holder to query information, receiving E-newsletters from it every week. The working group for various industries can provide more advanced services to membership holders. At present, AusCham has established working group for the following industry:   Logistic Transportation, Education & Training, Architecture & Real Estate, Law & Finance Services, Tourism, Consulting, IT, Medicine and Marketing field ect. AustCham has also widely involved in all kind of charity activities to help the low-incomes.

Organization Status
AustCham member is chiefly based on group members, including a small number of individual members. Group members can be classified as corporation members, oversea corporation members and small business enterprise members. After 10 years of development, AustCham Shanghai has now in excess of 300 members, among which the corporation members are about 200. With the increasing number of members of the chamber and the more services are provided, the interactions between organization’s staffs and membership holders-become more and more frequently. Hence, the service process is also more complicated. EXCEL-can no longer meets the company's current management requirement:
1.  The customer’s information is not stored in a central system. There are lots of multiple data sources issues, which make the information hard to be timely sharing;
2.  There are a mass of business information received from home and abroad each year because of the large deal of activities. Huge data volume leads to longer query response time, which in turn makes communication less effectively;
3.  The members include domestic corporations, oversea corporations, small business enterprises and a small number of individuals, numerous data and difficult to manage;
4.  The chamber needs to deal with a large number of faxes, business letters, e-mail and telephone service requests each day, service is slow and long turnaround time.

Solutions
After full requirement gathering and analysis for AustCham that conducted by Product Implementation Dept. of Equilibrium Hi-Tech, in compliance with the specific issues on business that chamber currently facing to, Microsoft Dynamics CRM4.0, based on SaaS platform, was customized to chamber. System functions encompassing basic membership management process, standardize member service process and realizing Matrix management and information online sharing of Microsoft CRM System, every functional department will be integrated into one project, provide multi-route report system to carry out their duties flexibly and clearly. The followings are the main solutions to AustCham:
1.  Establish the members’ online club by Microsoft technology, realize intensive management and real time query to members’ information;
2.  Manage business information resources by using MSCRM;
3.  Standardize and control the members’ relationship maintenance process by using MSCRM;
4.  Integrate and manage email, business letters and telephone service requests by using MSCRM.

Effects and Benefits
Optimize internal resource configuration, improve members request response speed.
Before the system implementation, Members information and all of the business activities of AustCham were summarized and evaluated by Excel tables. Data update could not be guaranteed timely and effectively, and could not be sharing in real time. After the implementation of Microsoft Dynamics, all membership holders’ information is maintained on the same platform through the system standard process. The completeness and timeliness of information can be guaranteed, internal communication time is greatly reduced, speeding up the information acquisition speed.

Standardize the member services process, and evaluate the activities effectively
In the Traditional membership manager service mode, the resources are scattered in the hands of members’ managers, which constrain the chamber to control the process of members’ service effectively. While after the implementation of MSCRM, the standard member service process collect all the member services record and member activities to the CRM platform, so as to enhance the evaluation accuracy of the membership manager service activities.

Integrate the organization resources effectively; standardize membership management and membership managers' working flow
“One member, multi-member manager” management method achieved in CRM system, makes members services flexible, and provides a new approach to the membership management. Furthermore, MSCRM is not only able to parallel manage multi-membership manager, but also can set authorizations, making sure that the membership managers conduct their routine work in order.

Through online self-help service, rather than paper-based process, decrease the organization operation cost Online OA in MSCRM platform changed the traditional communication approach such as written notes, oral and telephone communication and routine meetings, organization operation cost directly decreased by 40%, overall operation management efficiency increased by 50%.