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Case study

ASM International

CRM Sales Force Automation implementation drives ASM‘s sales Roadmap

The Customer

Since its founding as a European manufacturer of wafer processing tools in 1968, ASM International has grown to become a leading global supplier of semiconductor wafer processing equipment. Today, ASM’s equipment is primarily focused on depositing thin films of various materials on semiconductor wafers and is ranked among the top 5 semiconductor deposition equipment manufacturers globally. ASM’s customers include all of the world‘s leading semiconductor integrated circuit manufacturers

Customer Requirement

ASM had been using MS excel and other documentation utilities to track its business opportunities and CRM related processes. A more robust automated approval process was needed that could replace the manual approval process. Integration to SAP ERP and HR was required in order to bring customer master and product master from ECC and replicate employees from the HR system. Besides that, an ability to offer better customer service, implement a global installed base management system, support multiple product line item configurations and improve the way partners do business with ASM were some core requirements.

Proposed Solution

Implementation of SAP CRM 7.0 EHP1, with its native capability to integrate together with SAP ECC and BI. SAP CRM covered all the requirements of ASM – Account and Contact Management, Opportunity Management with approvals process based on sales stage integrated into it. The core solution was built around Opportunity and Quotation, I-base and I-Objects and forecasting reports in BI. Besides the functionality, the ease of use of the solution with it’s web based user interface and the robustness and scalability of SAP technology were other drivers to adopt this solution.

Project Outcome

The project was implemented in 6 months with a very broad scope, crossing various departments in ASM’s global sales organization. Finance and HR were some of the groups impacted. The solution was rolled out globally in North America, Europe and Asia. The solution has been very well received by all end users and gives ASM a platform to embark on other initiatives in the future.

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