Issue

Syensqo requires a CRM system as part of its sales lifecycle and uses salesforce.com to meet its current CRM needs. 

The current Syensqo CRM architecture comprises of two productive instances of the salesforce.com platform (Core CRM and ICare), including equivalent multi-instance integrations with relevant backend systems (PRS, PF1, WP1) and point solutions (E.g., Dynasys, Gensuite, Qualtrics, Mappy etc.). Furthermore, the current CRM architecture is built on a heavily customized salesforce.com environment, featuring numerous bespoke and tightly coupled interfaces, primary reliant on WebMethods technology on both instances.

This architecture presents several challenges, including the following:

• Adapted processes exist in both ICare and Core CRM instances, with varying levels of maturity and user adoption.
• Customized solutions require ongoing management particularly in the areas of Quotation, Contract, and Pricing management.
• Intricate integrations with two backend systems and custom interfaces are adding complexity.
• Collaboration among GBUs is hindered when dealing with transversal customers and processes, due to multiple instances.
• Strategic Key Customers/Dealers due to multiple channels of interaction.
• Extensive customizations requiring significant resources, including specialized tools and skilled expertise, to manage regressions with every release.
• Current bespoke developments hinder efforts towards aligning with a Simple and Standard approach.

Recommendation

A greenfield implementation of a unified CRM solution is recommended to address existing challenges by consolidating multiple instances, simplifying key processes, unifying pricing and quotation management, integrating complaint and quality inspection processes, and standardizing sample management through out-of-the-box functionality.

One single instance will enable day-to-day collaboration across GBUs on key accounts (transversal). SpP and Composite Materials share customers with GBUs currently on Core CRM. This aligns with the future state integration with One ERP implementation. 

Additionally, a new integration layer, iPaaS, is necessary because integrations are crucial and inevitable. This new iPaaS layer could serve as a key enabler to simplify the architecture, reduce costs, and accelerate time-to-market for new requirements.

The new implementation should improve customer relationships by enabling real-time synchronization, eliminating custom logic and support imperative processes as well as reducing the total cost of ownership due to the re-implementation of the new CRM platform. 

Background & Context

Syensqo's current customer relationship management (CRM) processes are supported by a complex architecture that involves multiple applications, including two Salesforce instances, integration to both On-Premise and Cloud applications, and various manual and automated system interfaces.

See below two links for existing landscape: 

Core CRM interface provider.pdf

Core CRM interfaces consumer.pdf

Customization: The two CRM instances have undergone extensive customization to meet the demands of various Global Business Units (GBUs). However, this customization has led to complexity in managing existing functions and delayed the go-to-market of new functions, thereby defying the benefits of cloud applications.

Collaboration: GBU's have to devoted considerable time and resources to managing master and transactional processes, particularly for key customers who require cross-functional (transversal) support

System Integration: With 100+ interfaces running 

Maintenance costs: 

In addition to these points, it is important to highlight that Salesforce has not been adopted by all GBU's.

The scope of the functions implemented in the existing CRM landscape are detailed below.

Sales:

Lead - Account & Contact Management: Multiple teams, manual intervention, and hardcoded validations lead to potential data inconsistencies.
- Product Management: Integration with ERP, but custom "External ID" field prone to errors, and report needed to track missing IDs.
- Lead Management: Custom developments guide users, but documentation requests bypass logic, and delegations rely on batch jobs.
- Opportunity Management: Custom components for revenue forecasting, product addition, and sales tracking.
- Pricing: Complex, multi-platform system with varying GBU adoption and custom objects for price review and replication.
- Quotation Management: OneQuote application not adopted by all GBUs, with differing validity dates and manual adjustments.
- Contract Management: Various contract types, but no integration with backend systems or processes.

Service:

- Visit Report Management: Custom feature generates PDF summaries but needs standardized approach.
- Complaint Management: Guided process, but lacking integration with quality inspections, returns handling, and credit memos.
- Sample Request Management: Complex process needing enhancement, with manual screening and communication challenges.

Assumptions

• The choice of technology for the new CRM platform will be addressed in a later phase.
• SAP S/4HANA will serve as the ERP (Enterprise Resource Planning) application for managing and executing customer records, sales contracts, sales orders, logistics, warehousing, transportation, billing, and rebates. To ensure seamless business process execution and master data integrity, the recommended solution must integrate with S/4HANA.
• Orders generated globally from ecommerce solutions (Salesforce + SAP) represent only 4% of total orders for 2023.
• The technical benefits of One Platform stem from its greenfield approach. However, in case merge of the existing instances into one platform, minimal cost benefits are likely to be gained. 
• A separate KDD will be created, focusing on pricing strategy, optimization, approval processes, and execution.

Constraints

1. Gaining buy-in from stakeholders who may be attached to existing customizations and interfaces.
2. Securing proper sponsorship and executive support to drive transformational change, ensure resource allocation, and champion the initiative across the organization.

Impacts

1. Process streamlining will impact certain GBUs, requiring change management efforts to ensure a smooth transition.
2. Reassess existing interfaces and only reinstate or reactivate necessary ones.
3. Ongoing projects
   - OneQuote rollout for Composites: scheduled for 2025
   - Pricing module updates: expected by October 2024, to display List Price/Recommended Price instead of two separate prices.

Business Rules

No business rules identified in this phase to implement the recommended solution. Further assessments will be done in detailed design phase.

Options considered

Option A: Greenfield CRM implementation with single instance for all GBU's

Implement a unified, cloud-based CRM platform to streamline and standardize customer-facing processes across all Global Business Units (GBUs), replacing disparate systems and manual processes. The new platform will provide a single source of truth for customer data, automate workflows, and enable real-time synchronization across Account & Contact Management, Product Management, Lead Management, Opportunity Management, Visit Report Management, Transactional Pricing, Quote Management, OneQuote Management, Contract Management, Complaint Management, and Sample Request Management. This will improve data accuracy and integrity, reduce manual intervention, and enhance customer experience.

Approach: 

This option aims to:

• Replace disparate systems and manual processes with a unified CRM platform.
• Provide a single source of truth for customer data and automate workflows to enable real-time synchronization.
• Enhance the lead management process with real-time synchronization and automated lead assignment.
• Implement a standardized pricing and quotation management process, integrating with ERP and Kinaxis.
• Develop a comprehensive contract management system, integrating with backend systems.
• Streamline the complaint management process, linking quality inspections, returns handling, and credit memos.
• Implement a standardized sample request management process and automating sample order processing.
• GBUs are represented at the highest organizational level, enabling seamless M&A with minimal disruption; this allows for easy carve-outs or mergers without compromising the existing configuration.
• Provide the building blocks for expanding the usage of CRM into areas not used currently to better support our customers. 

Some challenges that might need to be mitigated include:

• Re-negotiating custom-developed functions with business stakeholders can be time-consuming.
• User adoption and training will also depend on the tool identified for the greenfield implementation.
• Existing data quality issues need to be addressed. 

By addressing the challenges mentioned, the greenfield CRM implementation aims to bring about significant improvements in customer-facing processes across all GBUs.

Option B: Refine and streamline existing processes and integrations, retaining current two CRM instances.

Option D: Merge the two existing instances of CRM into one.

Reengineer SPP and CM and adapt them to Core

Impacted are only SPP and CM, no cost benefit

Impact on daily activities and long freeze period, due to the usage of the same platform instead of a new instance in parallel, 

Under this option, the two Salesforce instances will be retained. A comprehensive evaluation and assessment of existing processes and integrations is necessary to identify opportunities for optimization. Additionally, custom-developed functions will be re-evaluated in collaboration with business stakeholders to secure their agreement on adopting standard, out-of-the-box approaches and functions, replacing bespoke solutions where feasible.

Approach:

This option aims to:

Challenges:

• Streamlining processes and integrations across multiple CRM instances can be intricate.
• Ensuring data consistency and integrity across instances can be difficult.
• Renegotiating custom-developed functions with business stakeholders can be time-consuming.
• User adoption and training may be required.
• Existing data quality issues may need to be addressed.
• High efforts to re-engineer existing solutions. 
• Current CRM instances may have limitations that hinder streamlining efforts.

Addressing these challenges is crucial to successfully refining and streamlining existing processes and integrations while retaining current CRM instances.

Option C: Maintain existing CRM solution in the current state, retaining current two CRM instances. 

Continue to maintain and support the existing separate CRM instances, including the custom implementations, integrations, and interfaces currently in place.

This option allows us to preserve the existing investments in CRM technology and customizations, avoiding the need for significant changes or rework. It enables us to continue using the current systems and processes, while also allowing for future enhancements and optimizations within each instance.

Approach:

Revisit all the existing interfaces to map to the S4 HANA

Implications:

Challenges: 

• Continued use of existing separate CRM instances and custom implementations.
• Potential for future enhancements and optimizations within each instance.
• Risk of maintaining complex and potentially inefficient processes across instances.
• Potential for data inconsistencies and integration challenges between instances.
• Ongoing support and maintenance costs for multiple instances.
• Potential clash with simple and standard ERP Rebuild principles. 

Evaluation

	Option A - Greenfield CRM implementation with single instance for all GBU's	Option B - Refine and streamline existing processes and integrations, retaining current CRM instances	Option C - Maintain Salesforce in its current state, retaining current CRM instances
Alignment with "Simplification principle"	Systems, Processes and Integrations will be simplified and thereby reducing complexity, improve efficiency, and enhance the user experience, ultimately driving business success.	Although streamlining processes and interfaces will bring some improvements, maintaining two separate CRM instances means Syensqo is not fully embracing the simplification principle.	By maintaining the current state, Syensqo is not embracing the simplification principle, which could lead to missed opportunities for efficiency gains, improved user experience, and better decision-making.
Alignment with "Standardisation principle"	Standardization helps Syensqo by providing a unified platform for CRM and customer service, ensuring consistency across the organization, and enabling a single source of truth for customer data. This leads to efficient reporting and analytics, improved compliance with regulatory requirements, and reduced maintenance efforts. Standardization also enables scalability and flexibility, making it easier to adapt to changing business needs, and provides a consistent user experience, regardless of role or GBU.	Maintaining two separate CRM instances restricts Syensqo from achieving true standardization, resulting in a lack of unified platform for CRM and customer service, inconsistency across the organization, and no single source of truth for customer data, ultimately hindering efficiency and effectiveness.	Retaining customizations and multiple instances means that standardization is not achieved, leading to inconsistent processes and data.
Maintenance Cost	A single CRM instance simplifies maintenance, reducing costs and minimizing the risk of integration and interface issues.	Maintenance costs will be higher than they would be with a single, unified CRM instance, due to the added complexity and duplicated efforts required to maintain multiple instances	Maintaining multiple CRM instances and customizations creates a complex environment that leads to duplicated efforts, resulting in costs increasing by 20-30%
Upgrade & Release management	Release and upgrade management is significantly simplified with a single CRM instance, offering a single upgrade path, faster testing and deployment, reduced risk of version conflicts, and simpler rollback procedures, resulting in lower costs and resource requirements.	Multiple instances still presents challenges for release and upgrade management, including longer testing cycles and a higher risk of version conflicts, which may require more resources and budget to navigate.	Multiple instances present complex release and upgrade management, with multiple upgrade paths to manage, slower testing and deployment, higher risk of version conflicts, and more complicated rollback procedures, ultimately leading to higher costs and resource requirements.
User Adoption and Experience	Significant change management effort as part of moving to a new simple and standardized CRM implementation.	While maintaining multiple instances requires careful management, it offers a tailored experience for each business unit.	Multiple CRM instances provide tailored experiences for each business unit, boosting user satisfaction and require little to no significant change management.
Integration and Data Management	A single CRM instance simplifies integration and data management, providing a unified database, consistent data formatting, and reduced data duplication, resulting in improved data quality and integrity.	Although processes are being streamlined, it's essential to reassess existing interfaces to determine if they can be eliminated or optimized. If not, the benefits of integration and data management with multiple instances will be limited.	Multiple instances introduce complexity, with disparate databases, inconsistent data formatting, and increased risk of data duplication and inconsistencies, compromising data quality and integrity, and making integration with other systems and applications more challenging.
Reporting and Analytics	A single CRM instance enables unified reporting and analytics, providing a comprehensive view of the organization with consistent metrics and KPIs, simplified data analysis, and improved insights across Lead to Cash processes.	Refining and streamlining existing processes and integrations will lead to improved reporting and analytics capabilities, without requiring significant changes to the existing CRM infrastructure.	Multiple instances lead to fragmented reporting in CRM and Qliksense, inconsistent metrics, complex data analysis, and limited insights, ultimately increasing reporting complexity and hindering informed decision-making.
Collaboration	One single instance will enable day-to-day collaboration across GBUs on key accounts (transversal). SpP and Composite Materials share customers with GBUs currently on Core CRM.	Having two instances would lead to data fragmentation, hindering day-to-day collaboration across GBUs on key transversal accounts, and causing inefficiencies in managing shared customers between SpP, Composite Materials, and GBUs currently using Core CRM.	Having two instances would lead to data fragmentation, hindering day-to-day collaboration across GBUs on key transversal accounts, and causing inefficiencies in managing shared customers between SpP, Composite Materials, and GBUs currently using Core CRM.
Data Migration	Complex, MDS, business involvement & effort	limited	No impact

See also

List of 120 currently active interfaces CRM Integrations List - File to Use - Google Sheets

List of Functional Specifications for current custom and bespoke enhancements

Change log

Workflow history