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Case Study: Using mobile CRM to monitor off-site workers

Case Study: Using mobile CRM to monitor off-site workers

Antenna Software for Heineken Ireland


Heineken Ireland is a wholly owned subsidiary of Heineken N.V., the most international brewer in the world. Based in Cork since 1856, the brewery which celebrated  its 150th anniversary in 2006, combines a long and proud brewing tradition with the most up to date technology and innovative marketing and is one of Ireland's fastest growing brewing companies.

In 2006 turnover for Heineken Ireland amounted to €340m with an employment level of 440 people.

The brewery is actively involved in wholesale operations in Ireland and sees its Murphy Brand sold in over 70 countries worldwide. Heineken Ireland is also a leading member of a number of Industry bodies  which promotes responsible drinking.

The brewery's brand portfolio includes Ireland's No 1 lager - Heineken, Amstel, Coors Light, and Murphy’s Irish Stout together with a specialty beer portfolio that includes Murphy’s Irish Red Beer, Affligem,Paulaner, and Zywiec ,Sol &  Moretti.

The Challenge

The brewing industry is a highly competitive market, facing increasing pressure on the pub trade owing to the rise in numbers of people choosing to drink at home.

Therefore it is vital to ensure that a customer’s favourite pint is always served at a consistently high quality, no matter where he or she chooses to drink it.

To ensure this consistency in 100 per cent of Ireland’s 8,000 pubs, hotels and restaurants that serve Heineken; Murphys; Amstel; Paulaner and Coors Light, Heineken Ireland schedules 24,000 line cleans every month. These line cleaning services are delivered by 77 engineers across the whole of Ireland.

To help senior managers to gain better visibility of the scheduled line cleaning and maintenance services and to improve efficiency of communications with the field-based Draught Service Representatives (DSRs), Heineken Ireland decided to mobilise its field service application, Siebel CRM, which was installed in 1999.

The aim was to radically reduce the time taken to update the Siebel system, thereby maximising its value to users throughout the organisation.

Another driver was to improve two-way communications between the field and the office.  As well as delivering the latest customer requests to DSRs on their Blackberry devices, up to date customer information from the DSRs would be available to all areas of the business, i.e. call centre staff and the sales force, so everyone is working with the latest information.

Heineken Ireland’s IT department has 12 full time staff based in Cork, Ireland. Most of Heineken Ireland’s DSRs work from home, only visiting their local depot once a fortnight to collect tap equipment, so it was vital to ensure that the new communications system kept them fully informed of planned work schedules and specific customer requests in their area.

The Solution

After reviewing numerous mobility platforms, Heineken Ireland piloted and deployed Antenna Software’s AMPower Service on RIM BlackBerry devices.

The Antenna Mobility Platform (AMP) supports multiple devices and networks and mobile connectors into more than 40 enterprise applications, including Siebel, SAP and NetSuite.

The seamless integration into Siebel allows DSRs to benefit from receiving their work schedules wirelessly on their mobile device.

It also enables them to review the customer’s history; schedule their visit with the publican and update the back end system when each service is completed, all from their handheld device.

This can be quickly completed after each service is completed, so there’s no paperwork to be done by the DSRs at the end of the working day.

If a scheduled service is not completed, the engineer can use the Antenna application to give a reason why this was not done and automatically report this back to the Siebel system via his BlackBerry. This gives the management team much earlier visibility of any issues that needs to be resolved.

Antenna also provides end-to-end management of Heineken’s mobile solution through the Antenna AMP Gateway.

The Gateway maintains and manages the secure, redundant connections between Heineken’s Siebel CRM system and the carrier network offering: 24x7 proactive network monitoring, transaction reliability, zero IT overhead and maximum scalability and service availability.

The paper-based system has been completely replaced using Antenna Software’s AMPower Service mobile solution.

Plus, as a mobility expert with more than ten years of proven industry experience, Antenna was able to support detailed customisation of the field service application in order to tailor it to Heineken Ireland’s specific business requirements.

This enables management at Heineken Ireland to gain much better visibility of the service, cleaning and installation activities delivered by the company.

Unscheduled break/fix requests are now much easier to manage, alongside the planned line cleaning services.
By mobilising the field service system Heineken Ireland has succeeded in streamlining its field service system, since engineers can receive work schedules and update the Siebel system directly from their mobile devices.

The Results

Mobilisation of the field service application has enabled Heineken Ireland to reduce reporting cycles from a minimum of 7 days down to 24 hours.

Engineers have given the project a positive reception because it allows them to use the Antenna/Siebel interface to close off jobs via their BlackBerry after every customer visit, so reporting work can be completed by engineers themselves during working hours, rather than as an additional paperwork task completed at the end of every day or week.

Publicans have also welcomed the new mobile service because it enables DSRs to communicate with them to let them know when they will be calling, ensuring that scheduled cleans can be conveniently timed.

The BlackBerry service runs on the O2 network, which provides excellent coverage throughout Ireland.

Even when engineers are visiting remote locations such as pubs situated on offshore islands, the Heineken team know that Antenna Software’s store and forward technology ensures that the engineer’s device and the Siebel system will be updated as soon as he returns to full signal strength.

Future Plans

By partnering with Antenna Software, which provides a single mobile platform that is the basis for mobilizing all of a company’s business software, Heineken Ireland was able to maximise the ROI from its Siebel application; improve the service delivered to its customers and increase visibility and reporting capability for management.

The project has been so successful in the field service department that Heineken has now rolled out a mobility project with Antenna Software and RIM, to aid its merchandising team to track product placement and positioning in the off trade retail sector.

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