Engen Petroleum goes live with mySAP Customer Relationship Management

SAP AG today announced that Engen Petroleum Ltd, Africa's leading oil company, has adopted mySAP Customer Relationship Management.

As part of Engen's overall integrated business strategy, Engen implemented mySAP CRM within budget and is already benefiting from on-time deliveries, effective customer communications, intelligent data tracking and reduced operational costs.

"mySAP CRM helps us meet our overall strategy of being world-class and delivering more value at lower cost than our competitors," said Keith Pinn, customer services manager at Engen Petroleum Ltd. "It's abundantly obvious that we are already achieving enormous benefits. SAP delivers a high degree of flexibility and adaptability to meet our needs. When investigating CRM solutions, we discovered that functionality in mySAP CRM is far beyond that of off-the-shelf products. The totality of the solution is very powerful."

mySAP CRM integrates business processes

With mySAP CRM, Engen consolidated all telephone contacts with its customers into the centralized call center in Cape Town, South Africa. The streamlined result has enabled the call center to increase its average daily call rate from 1,600 to 2,500 incoming calls, and to handle up to 300 orders an hour, totaling approximately 40,000 orders per month. The call center also places approximately 10,000 outbound calls each month.

One of the key elements Engen sought in a CRM solution was the ability to enable its 1Call Customer Service Center (CSC) to perform beyond order management and technical support to embrace help desk functionality, telesales and telemarketing. Engen customer service representatives also handle order placement, crisis management and countrywide fleet optimization. With mySAP CRM, Engen representatives take customer orders, change orders and track orders using one integrated system. The system automatically displays and incorporates customer information including contact name, previous interactions, and orders or credit limits as appropriate.

Engen also takes advantage of the integration to track data more intelligently throughout the enterprise, alleviating the need to run comparisons between systems and thereby reducing system maintenance needs. Customer service representatives have embraced the new system because they see the benefits of being able to use the integrated information to deliver better and added value to the customer.

"They realize they are more in control of delivering a better service to their customers," Pinn said. "From the perspective of the Engen customer service vision and the overall company strategy, we are moving closer to being able to always meet customer needs, implementing service level agreements both internally and externally. With mySAP CRM we can measure our activities in a clear and formal manner while enhancing customer service."