ToR_CRM sample

Office of Strategic Innovation, ACI Agribusiness

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Request for Proposal for Implementing CRM in ACI Agribusiness Terms of References (ToR) for ICT vendors to submit proposal

A. General:

This Request for Proposal (RFP) refers to the Terms of Reference (TOR) for submitting proposal for Implementing CRM in ACI Agribusiness placed in the Annex. The TOR outlines in detail Background, Objective, Scope, Deliverables of the work to be done under the guidelines for building the total CRM system for all SBUs under Agribusiness including ACI Seed, Fertilizer, Crop Care, Farm Mechanization, Infrastructure Development Services, Animal Care, Animal Biologics, and Cropex; and is the base for applicants to respond to this RFP and submit their proposal.

B. Objective of ToR:

The objective of this ToR is to invite interested applicants to submit their proposal to develop and implement CRM for ACI Agribusiness.

C. Eligible Applicants:

Eligible are individual consultants, consulting firms, ICT organizations, licensed vendors and software companies with an appropriate setup (fully equipped with physical facilities and competent team members) to conduct this task. The applicant must have a sound track record of developing and implementing CRM projects.

D. Background:

Customer focus has become the barometer of organizational performance. In this dynamic business environment better customer relation is considered the first priority for any organizations; companies spend a lot to improve customer relation and quality of support services.

And for this very purpose CRM systems have gradually yet steadily made a niche for themselves. In a world of ruthless competition, survival is the keyword - which involves not only multifarious and dynamic business attitude but also ensuring a flawless customer relationship management. And that's where the inevitability of a CRM system stands.

As competition increased in agriculture sector with more and more private sector investment, bargaining power of the farmers and retailers are getting stronger. The industry is slowly moving from transaction based marketing to relationship based marketing. Customer loyalty is now a critical consideration for agriculture businesses.

With time while ACI Agribusiness is creating a strong agriculture input brand in the market, it is also becoming imperative that farmers and retailers are more connected with the company.

The proposed Agribusiness CRM is a system for managing relationships with ACIs current and future customers which includes mostly farmers, entrepreneurs, retailers, and dealers.

E. Overall Objective:

The objective of this project is to implement a customized integrated CRM solution which will give ACI Agribusiness tools to achieve excellence in customer service, improve operational efficiency, and identify customer insight, increase in customer equity, and increase in productivity. More specifically the CRM System is expected to achieve following:


ToR for Implementing CRM in ACI Agribusiness

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Seamless information availability for the agents and ensure quick resolution/ fulfilment of customer query

Improve the customer intimacy by helping the organization to understand its customers most important agricultural needs better

Help identify factors that influence customer equity most strongly to enable ACI Agribusiness to design more effective promotion for the target market, provide analytics to enable identification of hidden patterns and customer responses to particular stimuli like branding, promotion, sales contact etc.

Standardizing service delivery and feedback on query and complaint management. Standardizing service delivery through cross selling / up selling and effective retention activity. Enhanced tracking and reporting facilities to ensure better management of customer life cycle

F. Impact in Business:

This initiative is proposed in alignment of ACI Agribusinesss strategy of improving the quality of interactions with customer, knowing more about customers and their inherent behavior so that it can provide differentiated customer service and product offerings. This is expected to done by providing integration of the Customer Contact Centers; a single integrated Help Desk function so that Customer Complaints can be dealt with in a more streamlined way, and increased customer self-service functionality (including on-line access to the Help Desk). As part of the CRM support, we also expect to get analytics on customer equity modelling, customer segmentation and loyalty/retention strategy evaluations to enable us to better maintain our current customer base and faster identification of opportunities for increased product/service offerings, while improving revenue through targeted campaigns.

The proposed CRM System is expected to have a direct impact on: Revenue Generation Enables ACI Agribusiness to enhance the service effectiveness, generate

more business from existing customers while acquiring new customers and keep on improving the service & business aspects enabled by the analysis of data available in the system.

Customer Acquisition Effective analysis & segmentation enabling ACI Agribusiness to increase its customer base and revenue at an optimal cost. Analysis of various market segments.

Customer Satisfaction Increased customer satisfaction through integrated data and comprehensive customer profiles, furnishing sales force to personalize customer relationships, and swift responds to queries about advanced agronomic practices.

Employee Satisfaction Index Increase in employee satisfaction through better streamline and automate business processes and improve system integration;

Reduced Financial Risk from customer defaults, through the use of CRM analytics ACI Agribusiness should be able to better predict customers most likely to default by observing the patters in the defaulting customers, and predicting propensity to default. This would enable faster reaction to be taken in cases identified by highlighting these cases.

G. Expected Benefits from CRM:

The primary benefits expected to accrue from the CRM implementation are: Ability to acquire new customers through better differentiation, segmentation, and innovation of

products and services. Ability to target largest market share with aggressive branding & win high value customers Retain high value customers by loyalty programs



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Ability to increase customer profitability by bundling, cross-selling, up-selling, and maximizing high-value/low-cost customers

Ability to analyze various market segments, backed by strong market intelligence and analytics Ability to review the campaign effectiveness and efficiency Drive revenue generation through visibility of leads generated by field force and follow-up with

the end customers Eliminate productivity barriers, enforce consistency across all selling channels, and increase

overall performance within our sales team Empower sales team with comprehensive support for sales planning and forecasting, territory

management, account and contact management, lead and opportunity management, contract management, incentive and commission management, time and travel management, credit management and sales analytics.

Improve and automate business processes that support product, sales, channel management, and customer lifecycle management.

H. Scope of Work:

The ToR will only cover ACI Agribusiness along with its 6 SBUs (ACI Seed, Fertilizer, Crop Care & Public Health, Motors, Animal Health, and Cropex). The custom CRM system may include but will not be limited to:

Sales planning and forecasting Territory management Account and contact management Lead and opportunity management Contract management Incentive and commission management Time and travel management Customer loyalty management Customer support management Campaign management Order management Credit management Analytics etc.

The scope of work will also include development of essential infrastructure for CRM including: Call center setup including IVR based solutions Content management system (CMS) as required Integration with telecom operators for Voice and SMS services Customer and other necessary database development and administration Should be easily integrate able for future apps and web services based on this database CRM solution should be web based Should be compatible with popular Operating Systems - Windows 7+ and latest version of Mac

OSX Should be compatible with popular web browsers like Firefox, Chrome, Safari and IE10+ Mobile app and mobile version of the CRM website



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I. Guideline for Submission and Evaluation of the Proposal:

The following guideline shall ensure uniformity of proposals submitted by all applicants and transparency of the evaluation process:

1. Content of the Proposal:

The language of the proposal is English. The proposal must be submitted in PowerPoint presentation. The main part of the proposal shall cover and be structured as follows:

# Content Points

1 Background / Introduction -

2 Understanding of work & suggestions to proposed TOR 15

3 Ideation of a Compelling Farmer/End User Centric CRM System for ACI Agribusiness 20

4 Detailed conceptual presentation of proposed CRM System 20

5 Examples of CRM Features optimized for ACI Agribusiness 10

6 Set up of the team, its members qualification and relevant track record 10

7 Organizational track record of earlier similar work (title, description & client) 10

Total score for proposal 85

8 Presentation at ACI 15

Total score for the proposal plus the presentation 100

2. Evaluation Process: Quality based evaluation will be applied by ACI Agribusiness CRM Committee Applicants with the highest scores will be selected for presentations The applicants achieving the highest score resulting from proposal plus presentation will be called

for user requirement analysis, scope of work finalization, and submission of budget. Final vendor will be selected upon Management evaluation and will be awarded work order. ACI Agribusiness has no obligation to award the contract to any applicant if the proposals

submitted do not match the quality and / or the budget requirements of ACI Agribusiness.

3. Timeline for Submission of Proposal # Tasks Due date 2015

1 Call for Proposal 25-Mar

2 Pre bid meeting 1-Apr

3 Submission of proposal 11-Apr

5 Primary selection for presentation & inform applicants 13-Apr

6 Presentation of proposals 16-Apr

7 Evaluation of the proposals & Call for User Requirement Analysis 20-Apr

8 Finalization of Scope of Work & Submission of Budget 27-Apr

9 Finalization of Vendor & issue work order 30-Apr

4. Deliverables:

Presentation Sample Screenshot

The above should be submitted in one printed copy and soft copy. The deliverables must be sent in soft copy (CD) as well as in hard copy to undersigned contact person.



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5. Presentation & Discussion:

Only shortlisted applicants will be invited for the presentation and discussion. The objective of the presentation & discussion is to facilitate personal acquaintance among the applicants and the ACI Agribusiness evaluation team, and to verify and further clarify the proposal.

a) Presentation: The presentation shall be prepared in MS Power Point (or using similar presentation tool) The presentation shall be prepared for a maximum of 45 minutes.

b) Discussion:

The discussion will cover the project proposal as a whole and depending on the clarification needs, will last up to 15 minutes. The presentation and discussion will take place at ACI Center, 245 Tejgaon Industrial Area, Dhaka - 1208.

6. Rights & Confidentiality:

ACI Agribusiness reserves the right to reject or cancel any proposal without showing any reason. During the course of this assignment, all materials produced shall remain the property of ACI agribusiness and cannot be used by the service provider for a purpose other than agreed upon by both the parties. The developed materials cannot be sold or used in any case without the prior permission of ACI agribusiness.

7. Role of the Agency

The role of the agency is to roll out a successful CRM System using creative and innovative approaches to reach and build relationship with the target audiences. The agency will carry out the specific tasks defined below, but will not be limited to these tasks only.

Conceptualize & Development of CRM System based on ACI Agribusinesss current operation Setup Infrastructure to place CRM in Operation in collaboration with ACI Agribusiness Initiate CRM Operation & train relevant persons to carryout CRM Operation in ACI Agribusiness Keep continuous contact with ACI Agribusiness during the pilot phase Perform any other relevant task if it comes up during CRM implementation period Organise monthly CRM review meetings with ACI Agribusiness

8. Key Contact:

For required communication please contact- Shamim Murad Manager, Business Intelligence & Market Research Email: [email protected] Mobile: 01766668864 ACI Center, 245 Tejgaon Industrial Area, Dhaka 1208 Visit http://aciagribusinesses.com to know more about ACI Agribusiness.

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