Centra Hub | Issue 08

SELL | SERVE | AUTOMATE

Smart Management of Sales, Services and Business Processes

Sales

Marketing

Services

Centra CRM Advantages Campaign Management

Real Time Integration

Leads & Opportunity Management

Quote & Order Management

Customer & Sales Team Management

Approvals & Authorizations

Dashboards & Reports

ERP Integration

Manage Service Tickets

SLA Governance

United Arab Emirates Far East & Oceania

EMERGING SOLUTIONS UAE

Saudi Arabia

Kuwait

Philippines

India

Qatar

Kenya

Oman

Nigeria

Bahrain South Africa

info@centrahub.com

Lebanon Canada

India

Singapore

Australia

www.centrahub.com

USA

Malaysia

CEO Speaks

A MESSAGE FROM THE CEO Dear Customers and Partners www.centrahub.com dm@centrahub.com

Wish you all a very Happy New Year 2019!

Best wishes from all of us at Centra Hub for a successful year ahead.

2018 was a milestone year for Centra Hub. Our business grew significantly globally across geographies and verticals and in a short span of just two years since the company’s inception, we were recognised with five prestigious industry awards for our featurerich solutions portfolio, channel initiatives and customer excellence. We would like to thank our dedicated team and our customers and partners for their continued support and for being a huge part of our success.

In this issue of Centra Hub, you can read how Royal Caribbean Arabia chose Centra CRM for better operational efficiency, automated and streamlined workflows, and enhanced customer satisfaction. In addition to streamlining their business processes, a crucial area of interest for Royal Caribbean Arabia was to nurture and manage customer relationships, ensuring better customer experience and complete satisfaction.

On the channel front, we signed on Rockford Computers, who will play a key role

in positioning Centra Hub’s brand portfolio to its customers and have lined up several new initiatives under our Centra Alliance and Partner Program (CAPP) in 2019.

In the Knowledge Zone section, Centra’s AVP, Rohan Tejura speaks about digital transformation of deliveries and how it offers a paradigm shift in delivery logistics management - from brick-and-mortar to digital purchase experiences. In the expert article on loyalty programs, Zameer Querishi, AVP shares how Centra CRM redefines customer loyalty management.

We hope you enjoy reading this edition and look forward to your valuable feedback always.

Sincerely,

Nisith Naik CEO, Centra Technologies

CONTENTS 4-5 Success Story

Royal Caribbean Arabia deploys Centra CRM to enhance efficiency and customer experience

6-7 2018 Round Up Centra Hub Closes 2018 on a high note

8 Product Unveil

Primed for the future

9 Partner Story

Centra Hub is gearing up for the CAPP programs, scheduled to be held in 2019 Centra Welcomes Rockford Computers to CAPP

10-12 Knowledge Zone

The digital transformation of “delivery” Loyalty Redefined

13 New Features HCM Features CRM Features

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Success Story

ROYAL CARIBBEAN ARABIA DEPLOYS CENTRA CRM TO ENHANCE EFFICIENCY AND CUSTOMER EXPERIENCE With the implementation of Centra CRM, the company expects better operational efficiency, automated and streamlined workflows, and enhanced customer satisfaction.

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oyal Caribbean Arabia has been championing the world’s most innovative and state-of-theart cruise experiences for over a decade. It has been the exclusive representative of Royal Caribbean International, Celebrity Cruises and Azamara Club Cruises from 2003. Royal Caribbean Arabia’s operations span over nine countries in the Middle East including the UAE, Saudi Arabia, Bahrain, Kuwait, Oman, Qatar, Lebanon, Jordan and Egypt.

Backed by Royal Caribbean International, a 49-year old award-winning global cruise brand, Royal Caribbean Arabia follows a legacy of innovation and industry firsts. The company offers experiences that have never been seen before at sea, to appeal to families and adventure seekers alike. The cruise liner sails 24 of the world’s most innovative cruise ships to the most popular destinations in Bermuda, Caribbean, Europe, Canada, New England, Alaska, South America, Asia, Australia and New Zealand.

“Considering how massive and well-spread our operations are, it is critical that we leverage technology to transform our processes and make them more efficient. Having experienced steady growth year-on-year, it is now time to take our marketing, sales and business efforts to the next level. Thus, we needed a tool that could organize, personalize and automate in-house operations to make workflows seamless and more efficient,” says Mr. Mohamed Saeed, General Manager – Middle East of Royal Caribbean Arabia.

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Centra CRM is a cloud-based software provided by Centra Hub which is pre-integrated out-of-thebox with the Focus ERP Suite, the ERP we are currently using. “While we were ready to extend this [environment] by implementing Centra CRM, we wanted to ensure that the market did not have other, more efficient CRM solutions. As a result, we went through an arduous and painful journey of exploring and comparing different solutions. In the end, we found that these solutions neither had all the required set of features nor a price point that we would be comfortable with,” Mr. Saeed adds.

With advancements in technology, a number of automation processes have unfolded that can be utilized to maintain the delicate balance needed between sales and customer service.

The challenge here for Royal Caribbean Arabia was to pick the right one.

“Managing a cruise liner rooms is very different from managing, say a land base hotel facility. Royal Caribbean manages more than 2000 rooms per ship globally every week, all year round - that is 52 weeks! This called for a lot of finesse, and a robust software that was dynamic and customizable to our needs,” explains Mr. Saeed.

“We began talking to Centra

ONE OF THE BIGGEST ADVANTAGES OF CENTRA CRM IS ITS ABILITY TO CONVERT LEADS TO OPPORTUNITIES AND EFFECTIVELY MANAGE OUR REVENUE PIPELINE.

Hub to see what their CRM had to offer and detailed our requirements to check how customizable and scalable this solution was. Centra’s senior leadership was an integral part of these interactions and provided useful insights into their product and its benefits for our business. I really appreciate how they took the time to understand our business requirements and adapted the solution accordingly. Finally, we came to the conclusion that this automated software had unique features that would allow us to increase sales, retain customers and provide the best possible service,” he adds.

In addition to streamlining their business processes, a crucial area of interest for Royal Caribbean Arabia is to nurture and manage customer relationships, ensuring complete satisfaction.

“This CRM solution further helps us in analyzing the data we collect and strategize marketing and servicing in a way that is most preferred by our customers. This information also assists employees to understand customers’ issues and find a solution for them faster, helping us to increase the level of service offered to customer, in turn leading to better customer loyalty. Moreover, efficient and satisfactory services may lead to the possibility of customers recommending us to their acquaintances thus generating new business for us,” states Mr. Saeed.

Centra CRM will help the company gain insights into their sales operations to maximize every customer interaction. It also has tools like sales analytics, role permissions, sales team hierarchy and territory management

Success Story

“OUR TURN DOWN FREQUENCY CURRENTLY STANDS AT 18%, WHICH IS QUITE HIGH. THESE MAY OCCUR DUE TO PRICING AT A PARTICULAR TIME OF THE YEAR OR AVAILABILITY OF ROOMS, ETC. BUT IT IS SOMETHING THAT WE REALLY NEED TO BRING DOWN.

Mohamed Saeed, GM, ME, Royal Caribbean Arabia

that make Centra CRM the best solution to manage marketing campaigns, market segmentation, landing page integration, etc.

Centra CRM also automates routine tasks such as filling of order forms, segregating suspects and prospects, mass email and SMS, follow-ups, and much more, enabling users to focus more towards marketing, selling and resolving customer pain points.

“Earlier the entire sales and customer data were managed on paper and other static tools. Centra CRM will assist us in upgrading current business processes and streamlining internal booking process. With this cloud-based solution, we are able to gain intelligent reports and insightful analytics that allow the company to analyse, plan, develop and deploy marketing, sales and service activities,” Mr. Saeed explains.

“One of the biggest advantages of Centra CRM is its ability to convert leads to opportunities and effectively manage our revenue pipeline. So, with this software, we are able to track the entire lead journey, starting from the point of entry to conversion and even after. It also allows us to manage our sales teams, their visits and activities, follow ups, and inward and outward documents,” he adds.

Centra CRM allows Royal Caribbean Arabia to serve its guests efficiently by creating better customer profiling and storing booking history for future reference. “A key component to generating customer satisfaction is to store customer data safely and utilize it when communicating with them at a later point. Centra CRM allows us to access this data in a usable format in a way that it is easily communicable to the customer. Moreover, since it is available on SSL Servers, all information can be accessed anywhere, anytime,” says Mr. Saeed.

“Our Turn down frequency currently stands at 18%, which is quite high. These may occur due to pricing at a particular time of the year or availability of rooms, etc. but it is something that we really need to bring down. Centra CRM will allow the management to have real time information to take intelligent decisions and overcome this obstacle by analysing, where the pain points reside.

We will complete Centra CRM implementation early next year and expect this solution to enhance business operations while increasing customer satisfaction,” Mr. Saeed concludes on a high note.

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2018 Round up

CENTRA CLOSES 2018 ON A HIGH NOTE

The company won four awards in 2018; Nisith Naik, CEO of Centra Hub was recognized amongst top 10 channel leaders in the software category.

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018 was a milestone year for Centra Hub with the company growing and expanding its business significantly across geographies and verticals globally. Centra Hub was recognized for its feature-rich solutions portfolio, channel initiatives and customer excellence with four industry awards in 2018. The company’s CEO, Nisith Naik was recognized as one of top 10 channel chiefs in the MENA region by Channel Middle East magazine.

The company not only delivered cutting-edge easy-to-use CRM, XCM and HCM solutions but also customized these solutions to cater to over 27 industry verticals including real estate, automotive, academia, retail and trade, project management, manufacturing, aviation, healthcare, government, services, finance, and hospitality, to name some across the GCC as well as global markets. Centra’s CRM and HCM platforms have been further enhanced to bring the latest technologies into the current era through cloud, SaaS, mobility and integration-friendly solutions.

Since Centra Hub’s inception, the company has been able to execute significant product enhancements to its solutions portfolio and has now become the preferred choice for CRM and HCM solutions in the region.

In 2018, the evolution of Centra Hub’s Centra Alliance and Partner Program (CAPP) to facilitate partner skills and revenue development has been exceptionally great. CAPP was designed according to global best practices to ensure cost effective deliverables while boosting partner profitability and customer satisfaction. Centra conducted several partner-specific activities to bolster such

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engagements. This program, which focuses on partner and customer success, ensures growth and expansion of partners and their end customers. CAPP was well received and resulted in the signing up of many new partners within the GCC region and globally thus strengthening Centra’s channel network and increasing its market share and reach tremendously in 2018.

“Centra Hub is a young company and I am very proud of our achievements in such a short period of time. 2018 was a fantastic year for us. We grew our business, our solutions portfolio, our channel network and our market share and were recognized for our efforts by leading industry publications and organizations. Winning four awards in one single year is a huge achievement and it would not have been possible without the solid support of dedicated and hardworking team, and our customers and partners. I would like to thank them and the judges and editors for recognizing and appreciating our efforts with these awards,” said Nisith Naik, CEO of

Centra Hub. “These accolades have further solidified our resolve to continue to push the boundaries of technology in creating digital transformation experiences for our customers. Most importantly, we are thankful that our channel partners have embraced our vision and delivered digital transformation excellence and continue to drive our expertise into their markets. We look forward to replicating and enhancing our success in 2019 and beyond,” Mr. Naik added.

Reseller Middle East Partner Excellence Awards 2018 “CRM Vendor of the year 2018- Editor’s choice” Centra won the ‘CRM Vendor of the year’ at the at the Reseller Middle East Partner Excellence Awards 2018. The company was recognized for its innovative, feature-rich, next-generation CRM solutions portfolio, channel initiatives, approach in transcending beyond the traditional domain of the CRM space and customer excellence. Centra CRM was particular-

2018 Round up

ly chosen out of the several contenders for the coveted CRM Vendor of the Year Award, not just for its exceptional innovation and product expansion, but for the approach in transcending beyond the traditional domain of the CRM space.

Now in its ninth year, the Reseller Middle East’s Partner Excellence Awards recognizes the successes of the regional channel business, saluting the excellence and resilience of individual executives and firms. The winners are chosen by an esteemed panel of judges evaluating hundreds of nominations received from across the region. Centra Hub was chosen by the editorial team of the Reseller Middle East magazine for this accolade.

GEC Awards 2018 - “Best Business Transformation Solution- Construction & Real Estate” Centra won the ‘Best Business Transformation Solution- Construction & Real Estate’ at the 5th GEC Awards, which honored excellence in the regional IT industry. The winners were chosen by an eminent jury, which scrutinized each and every nomination for the company’s progress and innovation in the field of information technology and to ensure the most deserving company won.

Centra REMS (Real Estate Management) is a state-of-the-art management solution that empowers Real Estate Sales, Leasing, Computer-Aided Facilities Management and Owner’s Association Management.

Bahrain Tech Awards 2018 International category for Real Estate Management system Centra Hub won the Real Estate Management Systems award in the international category at the Bahrain Tech Awards ceremony held on the sidelines of the Bahrain National Pavilion at GITEX 2018. Centra was chosen for its best-in-class real estate management solutions such as Centra REMS and Centra CAFM. In the real estate domain, in addition to CAFM, Centra also offers solutions to manage real estate sales, leasing and owner’s association management. Centra also offers solutions such as Centra CRM, Centra HCM, and vertical specific solutions in business process management across various other industries as well.

Tahawultech Hot 50 Awards 2018 - ‘Best CRM software solutions vendor’ Centra was honored with the ‘Best CRM software solutions vendor’ award at the annual Tahawultech. com Hot 50 Awards 2018, which paid tribute to channel players who are resolute in their strategies to craft value and equally successful relationships for customers, partners and themselves. Centra was recognized for its our efforts in providing continuous innovation in the sales automation and customer experience space.

The Centra CRM solution is a feature-rich complete sales automation solution and offers real time analysis of sales activities, leads and opportunity tracking and has helped customers boost their sales process and revenue generation

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Product Unveil

PRIMED FOR THE FUTURE

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entra Hub has, since its inception, pioneered and championed business process automation and has built a plethora of solutions on this one central philosophy.

Through its journey of building digital transformation solutions for its partners and end customers, the functionality of Centra’s suite of solutions has been simply cutting-edge. These solutions are built on the Customer Relationship Management (CRM) and Human Capital Management (HCM) platforms, the flagship products of Centra Hub. While traditionally these systems were catering to enterprise clients, these systems have evolved into industry best practices with leaner configurations that can easily adapt into operational backbones for SMEs and corporates alike.

In 2019, in addition to enhancing the suite’s functionalities, Centra has revamped the user interface completely with new schemes, themes and designs making the solutions even more intuitive, easy-touse, and best-in-class from a usability and functionality standpoint. This means that users enjoy using the systems and spend a minimal amount of

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time working on the systems, thereby maximizing their productivity and output.

With the new interface, users are able to navigate faster, and smarter with multiple page options available to choose from. The system’s in memory control, preloads page breadcrumbs thereby making navigation much faster, minimizing user wait time for pages and processes to load. Depending upon content, users now also have the option of viewing data of related modules on a parent record either in a tabbed view or in a stacked view, and, depending upon the volume of data and the number of related modules, the load times and the viewability is made much more efficient. Further, smart designs in the UI now allow users to intuitively and easily move data records from stage to stage in lifecycle propagation, making their entire operations management seamless and easy. All-in-all, the colour schemes, themes, and menu placement and designs further make navigation and usability much more powerful than ever before.

From a deployment standpoint, while solidifying the on-premise and private cloud architecture, Centra

Hub’s suite has now embraced the shared cloud platforms as well thereby further bringing the solution stack within easy reach of all the segments of the user domain. This means that users and clients have the option of maintaining end-to-end control on a private environment, as well as using the systems in a secured environment on the on-cloud platforms. This literally means that users can access their data from anywhere in the world from any device in the world, and yet maintain a seamless transitional experience across devices, while at the same time, always maintaining access to critical, and most importantly, real-time current information, thereby enabling them to make informed decisions at all times.

Centra Hub continues to plough the way for smarter and more intuitive solutions based on rich user experiences through its interface, while at the same time boosting operational functionality and establishing best practice standards across industries and geographies. It is therefore no surprise that Centra Hub has received a plethora of awards and recognition in 2018 for its suite of solutions, and is clearly poised for many more in the future!

Partner Story

CENTRA HUB IS GEARING UP FOR THE CAPP PROGRAMS THEY WILL HOLD IN THE YEAR 2019

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APP is a carefully designed structure that ensures growth and expansion for the partners and all major aspects of their business. It is an executive engagement and channel leadership focused on partner success.

As a vendor, partnering with Centra Hub will enable you to provide IT solutions that cater to every business need.

Our solutions are known for their comprehensiveness and adaptability. Every industry we serve has a major player in it whose name features among our clientele.

By partnering with Centra Hub, a company can gain access to our support resources that will assist the organization in all stages of their sales funnel, including presales, sales, marketing, renewals and post-sales. We would also conduct training and certification programs to prepare your team in handling customer issues.

Centra Hub’s CAPP initiative has been moving forward in full swing. The company is maintaining partner relationships and engaging in new partnerships all around the world and we are mainly attracting local partners from the GCC region.

Centra Hub’s approach to digital transformation requires a platform of knowledge-sharing between Centra and its partner ecosystem.

Centra has trained more than 100 sales and pre-sales professionals in 2018. These trainings took place in the UAE, KSA, Oman and Bahrain region.

With product deep dive, market analysis, customer success stories, attending partners found the program helpful in terms of enabling them with information required to go-to market on their own.

CENTRA WELCOMES ROCKFORD COMPUTERS TO CAPP

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entra Hub welcomes Rockford Computers LLC, a Business Software, Computer Hardware, Networking, and Digital Marketing solutions provider in the region, to its Centra Alliance and Partner Program (CAPP). With over 18 years of experience in the industry, Rockford Computers offers a range of products and services catering to the client’s needs backed by comprehensive technical and functional support.

The digital transformation of companies is occurring not only in the core operational areas including the value-added chain, but also in the central functions such as purchasing, human resources and finance, taking hold of the processes and systems in accounting at a rapid pace.

Rockford Computers is a leading provider of all types of business management software solutions in Dubai, and accounting software for SMB market is their area of expertise. They bring a wide range of products and services to satisfy client needs to maximize

their business goals. The company is actively involved in providing services such as consultancy, data migration, data recovery and other IT support categories.

Through this partnership, Rockford Computers will play a key role in positioning Centra Hub’s brand portfolio to its customers and hosting events to showcase Centra’s best-in-class solutions to end-customers.

Centra Hub is a digital transformation solutions vendor that provides vertical specific business process automation solutions suites, CRM, HCM and Studio platforms which transforms business landscapes. The company delivers cutting-edge solutions to bring together people and processes through effective, yet easy-to-use software solutions.

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Knowledge Zone

THE DIGITAL TRANSFORMATION OF “DELIVERY”

By Rohan Tejura, AVP ME, Centra Hub

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n today’s online economy, the role of delivery services has become increasingly important.

Whether the requirement be about courier delivery, food delivery, car rentals, e-comm based shopping or even other services like laundry, the pick up and drop off processes are rapidly becoming critical aspects of most businesses.

Moreover, online platforms now advertise turn-around times of delivery within days, a few hours or even minutes, thereby further promoting the shift from traditional brickand-mortar business models to e-commerce models.

Pretty much every business in the B2C space offers the option of delivery to the end customer through an online purchase experience.

The criticality of the logistics end is the key to the success of any such business model – the fulfilment aspects. Without fulfilment, the brand loses all cred-

ibility and will very quickly find itself out of the market and be faced with a plethora of legalities and issues to deal with. It is therefore appropriate in stating that the fulfilment aspects of business management are as important, if not more so, than the core business itself.

With that being said, the aspects that need to be governed are the processes that involve the logging or registration of the order, the estimated turn around time required for delivery, the locating of stocks that need to picked up, the pick up process, the routing, the delivery process, and the engine that governs this entire process – the SLAs (Service Level Agreements).

Especially when considering the volumes of transactions that are now being expected to be managed, it is increasingly important for robust systems to be deployed and kept in place to track and ensure that everything is executed to perfection, and that no single data record is missed or overlooked, and finally, the system needs to be proactive enough to identify a potential failure or delay, and proactively escalate or alert users across the ecosystems so as to ensure that corrective measures can be deployed, and that the stakeholders be kept informed so that expectations can be better managed.

Order Logging & The Pick-Up Process With solutions like the Centra Logistics Management System (LMS), when new orders are placed, a data record is automatically fed into the fulfilment environment with a pick-up order. The LMS system automatically can fetch information such as client details, vendor details, pick up items, pick up location and pick up schedule from the source system.

Moreover the LMS also can automatically generate tracking, airway bill, or routing numbers as well as barcodes for the packages themselves.

Moreover, this entire process is app-driven there-

ONCE THE VEHICLE AND DRIVERS ARE ALLOCATED, THE ROUTING AND PRIORITY OF DISPATCH AND DELIVERY CAN AUTOMATICALLY BE ROUTED USING GPS-BASED ROUTING SOLUTIONS WHICH WILL AUTOMATICALLY DEFINE THE DELIVERY ROUTE AND THE SEQUENCE OF STOPS THAT THE DRIVER NEEDS TO MAKE.

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Knowledge Zone

by further facilitating the pick up process into a process as simple as scanning barcodes to indicate that an order has been picked up and that the parcel is in the possession of the pick-up executive.

Individual barcodes of these packages are smartly grouped under airway bill numbers of tracking numbers thereby ensuring that the completeness of the pick-up requirements is correctly executed, and alerting the pick-up officer incase any packages aren’t yet picked up.

Consolidation & Routing Once all orders are picked up, the packages are dropped off at the sorting or consolidation & routing warehouses of the logistics depots. Here, these parcels are smartly sorted and grouped together based on common delivery location codes. This way, the logistics provisioning team can optimize delivery costs by ensuring that all parcels that need to get to a particular area can be grouped together. Vehicle sizing can also be intelligently nominated by such smart systems keeping track of the volumetric weight of the consignments that need to go to a specific location, and choosing the closest match from the available fleet.

Once the vehicle and drivers are allocated, the routing and priority of dispatch and delivery can automatically be routed using GPS-based routing solutions

which will automatically define the delivery route and the sequence of stops that the driver needs to make.

Once this plan is built by the system, it can be then manually altered to suit any modifications that the routing department wishes to make to further fine-tune, optimize, or manage based on additional priorities that they wish to execute.

Delivery Process The opposite of the pick up process, the barcode scanning tools once again identify that a particular consignment is picked up by the delivery team in order to make the deliveries, and a final scan of the barcodes further updates the system that the delivery has been made to the end customer. The customer confirmation signatures can be obtained on digital PDA devices or through paper signatures as may be needed by the compliance requirements of the jurisdiction.

SLA Management Aspects Most importantly, the system keeps a vigilant watch over the pick-up and delivery dates of the consignments ensuring that there is no breach in the committed schedules. At any point, should the system be able to forsee a potential delay, it has the ability to escalate the matter to specific stakeholders as well as keep the end customers notified as well, thereby establishing efficient communication pro-

tocols and reducing the workload of customer service team members.

Customer Logins & Status LookUp Traditionally, most systems provide visibility of status tracking by allowing customers to look up the current status of a tracking number or airway bill number in being kept abreast of the delivery status of their packages.

Modern systems, however, like the Centra LMS system are more than capable of providing status updates to the end clients proactively through notifications, SMS and email, rather than waiting for customers to login and check their consignment status’ manually.

Digital Transformation of an Industry As is evident in current trends, more and more businesses are adopting the delivery methodology of providing customers with an online purchase experience, thereby driving a transformation and paradigm shift from brick-and-mortar to digital purchase experiences.

The costs benefits of adopting such a model are, from an infrastructure perspective is fairly straight-forward, but most importantly, the scale and bandwidth of business that can be handled through the online model, with a limited administrative workforce with a well governed online Logistics Management System is truly an example of a masterclass of Digital Transformation!

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Knowledge Zone

LOYALTY REDEFINED

By Zameer Qureshi, AVP ME , Centra Hub

Successful businesses dedicate their time not only to figuring out how to attract new customers but also to retaining the ones they already have. Studies have shown that gaining a new customer is actually five to 25 times more expensive than keeping an existing one. Loyalty programs are one of the best ways to make sure that you are rewarding your customers and keeping them interested in your brand and products.

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ccording to The Loyalty Report 2017, the average consumer is involved in 14 loyalty programs, but have the capacity to engage with only seven. Companies lose money on time and effort, and customers get no more value from the businesses to which they are “loyal.”

So how do you keep your business out of that segment? How do you convey enough additional value in your programs to keep your customers coming back?

It’s time to look beyond convoluted rewards systems and offer actual value to customers using their loyalty program. Here are some ideas for building a customer loyalty program that might work for your business.

Customer Masters: Customer master can be created on the CRM, where customer data can be captured, like their contact details and their area of interest etc. In future if any marketing activity to be done based on the data you can filter and run specific promotions.

Online access can be given to the customer either they can login through the portal or a Mobile app access can be given. Credentials and email link to login will be auto send once the members are created on CRM. Loyalty Program Masters: Multiple loyalty programs can be created and run simultaneously. For eg. If you have a group of companies which has Restaurant and HealthClub, 2 separate loyalty programs can be run. An expiry dates can be set, which can stop the program when it reaches the date.

Transactions: Any transaction done by customer, it can integrate with POS terminal and it will update customer account and add to their points. Rules can be set in the back end The Following: New Enrolment,

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Customer’s Birthday, Spend X – Get Y, Spending Tiers, Goal Reached, % Cash Back, Visits, Points, Buy 1 Get 1 Free, Product (SKU) Specific, Department Group, Supplier Based, Tender Type, Specific Date And Time, Day Of Week/Month, Customer Segments, Individual Stores, Groups of Stores.

Loyalty Cards: If Client wish to give loyalty cards to the customers, they can link the card with the customer masters and every time, they do the transaction and use their loyalty card, the points will get accumulated in the customer account.

If there are any replacement of the cards, can be done and the entire history of the customer will be available in the customer master.

Points Earned: Based on the transaction done by customer and rules set in the back end, points will get accumulated in the customer account.

Send regular alerts on their balance and reminders if there is an expiry of points via email or SMS. Points Redeemed: Based on the points available customer will have option to redeem it and through integration it will update the customer account master and deduct the redeemed points. Apart from redeeming points on cash, they can also make use the points as gifts or Vouchers, which can be designed in the backend CRM. Customer insight: Pull your loyalty customers’ transactional reports with the click of a button. Filter by line item, location, rules, and more.

See your customer spend data displayed on easy-to-understand charts.

And dramatically increase the success of your promotions by using this data to make informed decisions about the type of campaigns you run and to whom. Based on the customer behaviors and spend adjust your promotions and Promote your targeted

marketing campaign via email, social media, SMS. Customer Mobile App: Native mobile app is available which will give access to customer to access their loyalty program account, earn and redeem points, and check their point’s balance, without ever having to use a loyalty card. It means you can grow your loyalty member database through online channels like your website, email and social media.

Once members are signed up, they will be able to log in to our loyalty program software portal online to set up promotional automations. These automations will be received as notifications, so your brand always stays topof-mind. And your loyalty members can opt-in to or out of receiving these notifications so they’ll never get anything they don’t want from you Reports & Dashboards: Customize reports and same can be published on dashboards. There are n number of out of box reports which can be used and not only publish on dashboard but also these reports can be auto scheduled to send to various stake holders without human intervention.

Workflows and Approvals: Based on the operation process workflow’s can be created and managed. There tools available in backend CRN which will give control to create the workflows and approvals.

Approvals alerts can be triggered either through CRM login or even a mail or SMS can be triggered and ask for approval.

Integration: Integrate with website, email, social media or SMS to be connected with customers all the time and run campaigns and promotions. Centra has Open API’s available based on which integration with third-party vendors can be done with minor efforts.

NEW FEATURES Known for its innovation through constant research, Centra Hub has been listening to customer feedback and reinventing its own best practices, to incorporate that into its product roadmap. Centra’s R&D team is working roundthe-clock to create new features to its range of best-ofbreed solutions. Below are some of the new features that the company has introduced for customers.

communications and collaboration solutions for businesses.

Twilio is a cloud communications platform-as-a-service (PaaS) company based in San Francisco, California.

Knowlarity Communications is a cloud telephony and AI company that provides cloud-based customer service and sales call handling solutions to businesses.

CRM NEW FEATURES:

With Centra CRM, customers can initiate calls from the CRM via these companies and receive call notifications as well as answer the calls from the CRM via the user’s extension.

New UI and Themes The User Interface (UI) has been revamped, and now, there is an option for selecting themes with a new, smarter, and intuitive horizontal menu and page view format.

Integration with Sign-Easy Sign-Easy is a cloud-based solution to sign and fill documents or get documents signed from phone, tablet or computer. Signatures done with Sign-Easy are compliant with the ESIGN Act, eIDAS as well as the European Directive (EC/1999/93).

Documents, print layouts and contracts from the CRM can be submitted to Sign-Easy to get the customer signature, define signing rules and identify signees who can approve the document.

Once all the authorities sign the document, the signed document will be attached against the record in CRM in an un-editable format.

Ring Central, Twilio and Knowlarity Ring Central is a publicly traded provider of cloud-based

Centra CRM Mobile enhancements • An option of syncing contacts present in the CRM app to the mobile contacts is now made available based on the frequency of the contacts.

• Workflow link modules have now been introduced to mobile apps.

• SQL functions and module rules configured in the CRM module, are now being evaluated in mobile app as well.

• The mobile list view now has an export module.

New Themes in CSS Centra CRM’s Customer Portal UI has been completely revamped with an option of selecting a pre-defined theme.

User-wise Module restrictions A new feature named ‘override user role restrictions’ will enable role restrictions to be configured on user and module level.

Duplicate Company This feature allows the implementer to duplicate an existing company to capture all the masters and modules of that company and to customize it further.

HCM NEW FEATURES: Level wise display of hike percentage This feature can be used to display and hide level-wise score, and hike details as per the appraisal levels defined.

Under global preferences, level wise final score check box option is provided, where the user can select the option as per his requirement.

Info Panel Under customization screen of loans and leaves, another panel named info panel option is provided to display the previous document details.

February 2019 — Issue 8

13

‫منطقة المعرفة‬

‫أن يتم شحنها وموقع تحميل البضائع‬ ‫والجدول الزمني لتحميل البضائع من نظام‬ ‫املصدر‪ .‬عالوة عىل ذلك ‪ ،‬يمكن لنظام (‪)LMS‬‬ ‫ً‬ ‫أيضا إنشاء نظام تعقب‪ ،‬أو فاتورة النقل‬ ‫جوي‪ ،‬أو أرقام توجيه باإلضافة إىل الرموز‬ ‫الشريطية للطرود نفسها‪.‬‬

‫كما تعتمد هذه العملية بالكامل عىل‬ ‫التطبيقات ما يحول عملية االستالم إىل عملية‬ ‫بسيطة مثل مسح الباركود “الرمز” لإلشارة‬ ‫إىل أنه قد تم الحصول عىل أمر وأن الطرد يف‬ ‫حوزة املندوب‪.‬‬ ‫يتم تجميع الباركود الفردي لهذه الحزم‬ ‫بذكاء تحت أرقام فاتورة النقل الجوي ألرقام‬ ‫التعقب‪ ،‬مما يضمن أن اكتمال متطلبات‬ ‫االستالم يتم تنفيذها بشكل صحيح‪ ،‬وتنبيه‬ ‫موظف االستالم يف حالة عدم استالم أي حزم‬ ‫بعد‪.‬‬

‫الدمج والتوجيه‬

‫بمجرد استالم جميع الطلبات‪ ،‬يتم وضع‬ ‫الطرود يف مخازن الفرز أو الدمج والتوجيه‬ ‫يف املستودعات اللوجيستية‪ .‬عندها يتم فرز‬ ‫هذه الطرود بذكاء وتجميعها ً‬ ‫معا استنا ًدا‬ ‫إىل رموز مواقع التسليم الشائعة‪ .‬وبهذه‬ ‫الطريقة‪ ،‬يمكن لفريق اإلمداد اللوجستي‬ ‫خفض تكاليف التسليم من خالل ضمان‬ ‫وضع جميع الطرود التي تحتاج إىل الوصول‬ ‫إىل منطقة معينة ً‬ ‫معا‪ .‬ويمكن أيضا أن يتم‬ ‫تحديد حجم السيارة بطريقة ذكية من خالل‬ ‫هذه األنظمة الذكية التي تتبع الوزن الحجمي‬ ‫للشحنات التي تحتاج إىل الذهاب إىل موقع‬ ‫ً‬ ‫تطابقا من‬ ‫معني‪ ،‬واختيار أكثري الشاحنات‬

‫األسطول املتوفر‪.‬‬ ‫وبمجرد تخصيص السيارة وبرامج‬ ‫التشغيل‪ ،‬يمكن توجيه الشحنة أولوية‬ ‫اإلرسال والتوصيل تلقائيًا باستخدام حلول‬ ‫التوجيه القائمة عىل ‪ GPS‬والتي تحدد مسار‬ ‫التسليم وتسلسل التوقفات التي يحتاج‬ ‫السائق إىل تحديدها تلقائيًا‪.‬‬ ‫بمجرد أن يضع تانظتم هذه الخطة‪،‬‬ ‫يمكن تغيريها يدو ًيا لتالئم أي تعديالت‬ ‫ترغب إدارة التوجيه يف تحسينها أو إدارتها‬ ‫استنا ًدا إىل أولويات إضافية ترغب يف‬ ‫تنفيذها‪.‬‬

‫عملية التسليم‬

‫عىل عكس عملية التحميل‪ ،‬تحدد أدوات‬ ‫مسح الباركود مرة أخرى أن فريق التسليم‬ ‫يقوم بتحميل شحنة معينة من أجل إجراء‬ ‫عمليات التسليم‪ ،‬كما أن الفحص النهايئ‬ ‫للباركود يقوم بتحديث النظام الذي تم‬ ‫تسليمه إىل العميل النهايئ‪ .‬يمكن الحصول‬ ‫عىل توقيعات تأكيد العميل عىل أجهزة ‪PDA‬‬ ‫الرقمية أو من خالل التوقيعات الورقية التي‬ ‫قد تكون مطلوبة ً‬ ‫وفقا ملتطلبات االمتثال‬ ‫للقوانني‪.‬‬

‫جوانب إدارة ‪SLA‬‬

‫أهم ما يف األمر أن النظام يحافظ عىل‬ ‫مواعيد االستالم والتسليم للشحنتني لضمان‬ ‫عدم وجود خرق يف الجداول الزمنية امللتزم‬ ‫بها‪ .‬يف أي مرحلة إذا تمكن النظام من‬ ‫اكتشاف تأخري محتمل‪ ،‬فإنه لديه القدرة‬ ‫عىل نقل األمر إىل أصحاب املصلحة املعنيني‬

‫باإلضافة إىل إبقاء العمالء النهائيني عىل علم‬ ‫بذلك‪ ،‬وبالتايل سيتم إنشاء بروتوكوالت‬ ‫ً‬ ‫فضل عن تخفيض عبء العمل‬ ‫اتصال فعالة‬ ‫يف فريق خدمة العمالء‪.‬‬

‫تسجيالت العمالء‬ ‫وحالة ‪Lookup‬‬

‫توفر معظم األنظمة رؤية تتبع الحالة من‬ ‫خالل السماح للعمالء بالبحث عن الوضع‬ ‫الحايل لرقم التعقب أو رقم فاتورة النقل‬ ‫الجوي وإبقائهم عىل علم بحالة تسليم‬ ‫حزمهم‪ .‬ومع ذلك‪ ،‬فإن األنظمة الحديثة‬ ‫مثل نظام ‪ Centra LMS‬أكرث قدرة عىل‬ ‫توفري تحديثات الحالة للعمالء النهائيني‬ ‫بشكل استباقي من خالل اإلشعارات‬ ‫والرسائل القصرية والربيد اإللكرتوين‪،‬‬ ‫ً‬ ‫بدال من انتظار العمالء لتسجيل الدخول‬ ‫والتحقق من حالة شحنتهم يدو ًيا‪.‬‬

‫التحول الرقمي للصناعة‬

‫كما هو واضح يف االتجاهات الحالية‪،‬‬ ‫تتبنى املزيد من الشركات منهجية التسليم‬ ‫لتوفر للعمالء تجربة شراء مميزة عرب‬ ‫اإلنرتنت‪ ،‬مما يؤدي إىل تحول نموذجي من‬ ‫تجارب االعتيادية إىل الشراء الرقمي‪ .‬إن‬ ‫الفوائد املرتتبة عىل تبني مثل هذا النموذج‬ ‫هو نطاق العمل الذي يمكن التعامل معه‬ ‫من خالل النموذج عرب اإلنرتنت‪ ،‬مع وجود‬ ‫قوة عمل إدارية محدودة مع الخدمات‬ ‫اللوجستية عرب اإلنرتنت املحكومة بشكل جيد‬ ‫ً‬ ‫مثاال حقيقياً عىل دورة‬ ‫يعترب نظام اإلدارة‬ ‫التحول الرقمي‬

‫‪February 2019 — Issue 8‬‬

‫‪07‬‬ ‫‪14‬‬

‫منطقة المعرفة‬

‫التحول الرقمي‬ ‫لخدمات التوصيل‬ ‫تحول نموذجي في إدارة الخدمات اللوجستية للتسليم‬ ‫كتب روهان تيجورا‪ ،‬مساعد نائب الرئيس‬

‫ساهم‬

‫اقتصاد‬ ‫اإلنرتنت‬ ‫الحايل‪،‬‬ ‫يف تنامي دور خدمات التوصيل بشكل كبري‪.‬‬ ‫وسواء كان املتطلب يتعلق بتوصيل الربيد‬ ‫السريع أو توصيل الطعام أو تأجري السيارات‬ ‫أو التسوق القائم عىل الربيد اإللكرتوين أو‬ ‫حتى الخدمات األخرى مثل غسيل املالبس‪،‬‬ ‫فإن عمليات النقل والتوصيل ترتاجع‬ ‫بسرعة ملعظم األعمال‪.‬‬ ‫ُ‬ ‫عالوة عىل ذلك ‪ ،‬تعلن‬ ‫منصات اإلنرتنت اآلن عن‬ ‫أوقات التسليم ستكون‬ ‫يف غضون أيام‪ ،‬أو بضع‬ ‫ساعات أو حتى دقائق‪،‬‬ ‫مما يعزز من التحول من‬ ‫نماذج األعمال التقليدية‬ ‫إىل نماذج التجارة‬ ‫اإللكرتونية‪ .‬يوفر كل‬ ‫نشاط تجاري يف مجال‬ ‫من األعمال إىل املستهلك‬ ‫إىل حد كبري خيار التسليم‬ ‫إىل العميل النهايئ من خالل‬ ‫تجربة الشراء عرب اإلنرتنت‪.‬‬ ‫إن األهمية القصوى للنقاط‬

‫اللوجستيات والتي تعترب املفتاح لنجاح أي نموذج أعمال من هذا القبيل‬ ‫هي جوانب التنفيذ‪ .‬وبدون جوانب التنفيذ‪ ،‬تفقد العالمة التجارية‬ ‫جميع املصداقية وسوف تجد نفسها بسرعة كبرية خارج السوق وتواجه‬ ‫مجموعة كبرية من الجوانب القانونية والقضايا للتعامل معها‪ .‬لذلك من‬ ‫املناسب القول إن جوانب تنفيذ إدارة األعمال مهمة‪ ،‬إن لم تكن أكرث‪ ،‬من‬ ‫األعمال األساسية نفسها‪.‬‬ ‫ومع كل هذا‪ ،‬فإن الجوانب التي يجب أن تخضع للحكم هي‬ ‫العمليات التي تنطوي عىل اإلدخال أو تسجيل الطلب‪ ،‬والتوقيت‬ ‫التقديري املطلوب للتسليم‪ ،‬وتحديد موقع البضائع التي تحتاج إىل‬ ‫شحنها‪ ،‬وعملية االستالم‪ ،‬و التوجيه‪ ،‬وعملية التسليم‪ ،‬واملحرك الذي‬ ‫يتحكم يف هذه العملية بأكملها هو ‪( SLAs -‬اتفاقيات مستوى الخدمة)‪.‬‬ ‫خاصة عند النظر يف حجم املعامالت التي ُيتوقع أن تتم إدارتها‪ ،‬من املهم‬ ‫بشكل كبري أن يتم اعتماد األنظمة القوية وإبقائها يف مكانها الصحيح‬ ‫لتتبع وضمان تنفيذ جميع العمليات إىل حد الكمال‪ ،‬وعدم تفويت أو‬ ‫تجاهل أي سجل بيانات‪ ،‬وأخريا‪ ،‬يحتاج النظام إىل أن يكون استباقيًا‬ ‫بما فيه الكفاية لتحديد الفشل أو التأخري املحتمل‪ ،‬والتصعيد بشكل‬ ‫استباقي أو تنبيه املستخدمني عرب األنظمة البيئية لضمان أن يتم نشر‬ ‫التدابري التصحيحية ‪ ،‬وأن يتم إبقاء أصحاب املصلحة عىل اطالع حتى‬ ‫تدار التوقعات بشكل افضل‪.‬‬

‫تسجيل الطلب وعملية االستالم‬

‫مع حلول مثل نظام إدارة الخدمات اللوجستية ‪،)Centra (LMS‬‬ ‫عندما يتم تقديم طلبات جديدة ‪ ،‬يتم إدخال سجل البيانات تلقائياً‬ ‫يف منطقة التنفيذ مع طلب االستالم‪ .‬يمكن لنظام ‪ LMS‬تلقائيًا إحضار‬ ‫معلومات مثل تفاصيل العميل وتفاصيل البائعني والبضائع التي يجب‬

‫بمجرد تخصيص السيارة وبرامج التشغيل‪ ،‬يمكن توجيه الشحنة أولوية اإلرسال‬ ‫والتوصيل تلقائيًا باستخدام حلول التوجيه القائمة على ‪ GPS‬والتي تحدد مسار‬ ‫التسليم وتسلسل التوقفات التي يحتاج السائق إلى تحديدها تلقائيًا‪.‬‬

‫‪15‬‬

‫‪February 2019 — Issue 8‬‬

‫قصة نجاح‬

‫صالة عرض بينللي‬

‫يبلغ معدل االنخفاض حاليا ‪ ،18٪‬وهو معدل‬ ‫مرتفع جدًا‪ .‬قد يحدث هذا بسبب التسعير في‬ ‫وقت معين من السنة أو حسب توافر الغرف‪،‬‬ ‫وما إلى ذلك‪ .‬لكن هذا شيء نحتاج ً‬ ‫حقا لتغييره”‬

‫وأضاف‪“ :‬من أكرب مزايا برنامج ‪Centra‬‬ ‫‪ CRM‬هي قدرته عىل تحويل الرؤى التحليلية‬ ‫إىل الفرص وإدارة مسار األعمال لدينا‬ ‫بفعالية‪ .‬لذا‪ ،‬مع هذا الربنامج‪ ،‬نحن قادرون‬ ‫عىل تتبع رحلة القيادة بأكملها‪ ،‬بد ًءا من‬ ‫الدخول يف عملية لتحويل وحتى بعد ذلك‪.‬‬ ‫كما يسمح لنا بإدارة فرق املبيعات لدينا‪،‬‬ ‫وزياراتهم وأنشطتهم‪ ،‬وتتبعهم لألعمال‪،‬‬ ‫والوثائق الداخلة والخارجة‪.‬‬ ‫ويقول سعيد‪“ :‬يتيح ‪Centra CRM‬‬ ‫لشركة رويال كاريبيان اريبيا لخدمة ضيوفها‬ ‫بكفاءة من خالل إنشاء ملفات أفضل‬ ‫للعمالء وحفظ تاريخ الحجوزات للرجوع إليها‬ ‫يف املستقبل‪ .‬ويتمثل أحد املكونات الرئيسية‬ ‫لكسب رضا العمالء يف حفظ بياناتهم بأمان‬ ‫واالستفادة منها عند التواصل معهم يف وقت‬ ‫الحق‪ .‬يسمح لنا برنامج ‪Centra CRM‬‬ ‫بالوصول إىل هذه البيانات يف صيغة قابلة‬ ‫لالستخدام بطريقة يمكن توصيلها بسهولة‬ ‫إىل العميل‪ .‬عالوة عىل ذلك‪ ،‬ونظرًا ألنه‬ ‫يمتلك خوادم ‪ ،SSL‬يمكن الوصول إىل جميع‬ ‫املعلومات يف أي مكان ويف أي وقت”‪.‬‬

‫محمد سعيد‪ ،‬املدير العام لشركة رويال كاريبيان أرابيا الشرق األوسط‬ ‫ويسرح السيد سعيد‪“ :‬يف وقت سابق‬ ‫تمت إدارة بيانات املبيعات والعمالء بالكامل‬ ‫عىل الورق وأدوات ثابتة أخرى‪ .‬لكن اآلن‬ ‫يساعدنا برنامج ‪ Centra CRM‬يف ترقية‬ ‫العمليات التجارية الحالية وتبسيط إجراءات‬

‫الحجز الداخلية‪ .‬ومع هذا الحل القائم عىل‬ ‫السحابة‪ ،‬يمكننا الحصول عىل تقارير ذكية‬ ‫وتحليالت ثاقبة تسمح للشركة بتحليل‬ ‫وتخطيط وتطوير ونشر أنشطة التسويق‬ ‫واملبيعات والخدمات “‪.‬‬

‫“يبلغ معدل االنخفاض حاليا ‪ ،18٪‬وهو‬ ‫معدل مرتفع ً‬ ‫جدا‪ .‬قد يحدث هذا بسبب‬ ‫التسعري يف وقت معني من السنة أو حسب‬ ‫توافر الغرف‪ ،‬وما إىل ذلك‪ .‬وألننا بحاجة إىل‬ ‫تغيري ذلك قمنا باالعتماد عىل نظام إدارة‬ ‫عالقات العمالء (‪ ،)Centra CRM‬النه يتيح‬ ‫لإلدارة الحصول عىل معلومات فورية التخاذ‬ ‫قرارات ذكية ودقيقة والتغلب عىل هذه‬ ‫العقبة من خالل التحليل‪ ،‬حيث توجد النقاط‬ ‫العالقة واملعقدة يف سري األعمال‪ .‬سوف‬ ‫نستكمل تطبيق ‪ Centra CRM‬يف مطلع‬ ‫العام املقبل ونتوقع أن يعمل هذا الحل عىل‬ ‫تعزيز عمليات األعمال وزيادة رضا العمالء‪.‬‬

‫‪February 2019 — Issue 8‬‬

‫‪16‬‬

‫قصة نجاح‬

‫شركة رويال كاريبيان آرابيا تعتمد حل‬ ‫سنترا إلدارة عالقات العمالء لزيادة‬ ‫كفاءة األعمال وتحسين تجربة العمالء‬ ‫مع اعتماد حل سنترا إلدارة عالقات العمالء‪ ،‬تتوقع الشركة زيادة كبيرة في الكفاءة‬ ‫التشغيلية‪ ،‬سير األعمال بشكل سلس ومبسط‪ ،‬وضمان رضا العمالء‬

‫قادت‬

‫رويال كاريبيان‬ ‫آرابيا‪ ،‬تجارب‬ ‫الرحالت البحرية‬ ‫األكرث ابتكارا يف العالم ألكرث من عقد من‬ ‫الزمان‪ .‬كما كانت املمثل الحصري لشركة‬ ‫رويال كاريبيان انرتناشونال‪ ،‬وسيليربيتي‬ ‫كروزس‪ ،‬وأزمارا كلوب كروزس منذ عام‬ ‫‪ .2003‬حيث تتوزع عمليات رويال كاريبيان‬ ‫ارابيا يف تسعة بلدان يف الشرق األوسط بما يف‬ ‫ذلك اإلمارات العربية املتحدة واململكة العربية‬ ‫السعودية والبحرين والكويت وعمان وقطر‬ ‫ولبنان واألردن ومصر‪.‬‬

‫قائم عىل السحابة يوفره ‪ Centra Hub‬وهو‬ ‫ً‬ ‫مسبقا مع تطبيق ‪Focus ERP‬‬ ‫برنامج مدمج‬ ‫‪ ،Suite‬وهو نظام ‪ ERP‬الذي نستخدمه‬ ‫حاليًا‪“ .‬بينما كنا مستعدين لتوسيع هذه‬ ‫[البيئة] من خالل تطبيق ‪، Centra CRM‬‬ ‫أردنا التأكد من عدم توفر حلول إدارة عالقات‬ ‫العمالء أخرى أكرث وفعالية يف السوق‪.‬‬ ‫ونتيجة لذلك‪ ،‬بذلنا الكثري من الجهود‬ ‫الستكشاف ومقارنة الحلول املختلفة‪ .‬يف‬ ‫النهاية ‪ ،‬وجدنا أن هذه الحلول ال تحتوي‬ ‫عىل كل امليزات املطلوبة وال عامل سعر الذي‬ ‫يمكننا تقبله”‪.‬‬

‫وبدعم من رويال كاريبيان انرتناشيونال‪،‬‬ ‫وهي العالمة التجارية العاملية الحائزة عىل‬ ‫عدة جوائز والبالغ عمرها ‪ً 49‬‬ ‫عاما‪ ،‬تتبع‬ ‫رويال كاريبيان أرابيا إرث كبري من االبتكارات‬ ‫الصناعية‪ .‬وتقدم الشركة تجارب لم يسبق‬ ‫مشاهدتها من قبل يف البحر‪ ،‬لتناسب مع‬ ‫العائالت والباحثني عن املغامرة عىل حد‬ ‫سواء‪ .‬تبحر سفينة الرحالت البحرية يف ‪24‬‬ ‫من أكرث سفن الرحالت البحرية ابتكارا يف‬ ‫العالم إىل الوجهات األكرث شعبية يف برمودا‪،‬‬ ‫الكاريبي‪ ،‬أوروبا‪ ،‬كندا‪ ،‬نيو إنجالند‪ ،‬أالسكا‪،‬‬ ‫أمريكا الجنوبية‪ ،‬آسيا‪ ،‬أسرتاليا ونيوزيلندا‪.‬‬

‫وبفضل التقدم التكنولوجي‪ ،‬فقد‬ ‫ظهرت عدد من عمليات األتمتة التي يمكن‬ ‫استخدامها للحفاظ عىل التوازن الدقيق الالزم‬ ‫بني املبيعات وخدمة العمالء‪ .‬وكان التحدي‬ ‫هنا يف رويال كاريبيان العربية هو اختيار‬ ‫العملية الصحيحة‪.‬‬

‫ويقول السيد محمد سعيد‪ ،‬املدير العام‬ ‫لشركة رويال كاريبيان أرابيا الشرق األوسط‪:‬‬ ‫“بالنظر إىل مدى ضخامة عملياتنا وانتشارها‪،‬‬ ‫من األهمية بمكان أن نستفيد من التكنولوجيا‬ ‫لتعزيز عملياتنا وجعلها أكرث كفاءة‪ .‬بعد أن‬ ‫شهدنا نموا مطردا عىل أساس سنوي‪ ،‬فقد‬ ‫حان الوقت اآلن لنقل جهودنا يف التسويق‬ ‫واملبيعات واألعمال إىل مستوى متقدم‪.‬‬ ‫وبالتايل‪ ،‬فقد احتجنا إىل أداة يمكنها تنظيم‬ ‫وتخصيص وأتمتة العمليات الداخلية لجعل‬ ‫سري العمل أكرث سالسة وكفاءة”‪.‬‬ ‫“برنامج ‪ Centra CRM‬عبارة عن برنامج‬

‫‪17‬‬

‫‪February 2019 — Issue 8‬‬

‫ويوضح السيد سعيد‪“ :‬إدارة غرف سفينة‬ ‫ً‬ ‫تماما عن إدارة‬ ‫الرحالت البحرية يختلف‬ ‫الفنادق االعتيادية‪ ،‬عىل سبيل املثال‪ .‬حيث‬ ‫تدير رويال كاريبيان أكرث من ‪ 2000‬غرفة يف‬ ‫كل سفينة عىل مستوى العالم كل أسبوع‪،‬‬ ‫ً‬ ‫أسبوعا! مما‬ ‫وعىل مدار السنة ‪ -‬أي ‪52‬‬ ‫يتطلب الكثري من الدقة والرتكيز‪ ،‬وبرمجيات‬ ‫قوية ديناميكية وقابلة للتخصيص حسب‬ ‫احتياجاتنا “‪.‬‬ ‫وأضاف سعيد‪“ :‬لقد بدأنا نتحدث إىل‬ ‫‪ Centra Hub‬لرنى ما تقدمه إدارة عالقات‬ ‫ّ‬ ‫وتفصل متطلباتنا للتحقق من‬ ‫العمالء‪،‬‬ ‫مدى قابلية هذا الحل للتخصيص وقابليته‬ ‫التطوير‪ .‬وكان كبار قياديي شركة ‪Centra‬‬ ‫جز ًءا ال يتجزأ من هذه املحادثات وقدموا‬ ‫لنا رؤى مفيدة حول منتجاتهم وفوائدها‬ ‫ألعمالنا‪ .‬أقدر ً‬ ‫حقا تخصيصهم الوقت الكايف‬ ‫لفهم متطلبات أعمالنا وكيلية بناء الحلول‬

‫ً‬ ‫وفقا لذلك‪ .‬أخريًا‪ ،‬توصلنا إىل استنتاج مفاده‬ ‫أن هذا الربنامج اآليل لديه ميزات فريدة‬ ‫تسمح لنا بزيادة املبيعات واالحتفاظ بالعمالء‬ ‫وتقديم أفضل خدمة ممكنة “‪.‬‬ ‫وباإلضافة إىل تبسيط عمليات األعمال‪،‬‬ ‫فإن مجال االهتمام الرئييس لشركة رويال‬ ‫كاريبيان ارابيا هو خدمة وإدارة عالقات‬ ‫العمالء‪ ،‬وضمان الرضا الكامل‪.‬‬ ‫ويقول السيد سعيد‪“ :‬يساعدنا حل‬ ‫‪ CRM‬يف تحليل البيانات التي نجمعها‬ ‫ووضع اسرتاتيجيات التسويق والخدمات‬ ‫ً‬ ‫تفضيال من قبل عمالئنا‪ .‬حيث‬ ‫بطريقة أكرث‬ ‫ً‬ ‫تساعد هذه املعلومات املوظفني أيضا عىل‬ ‫فهم مشكالت العمالء والعثور عىل حل لها‬ ‫بشكل أسرع‪ ،‬مما يساعدنا عىل زيادة مستوى‬ ‫الخدمة املقدمة للعمالء‪ ،‬والذي يؤدي بدوره‬ ‫إىل تحسني والء العمالء‪ .‬كما قد تؤدي‬ ‫الخدمات الفعالة واملرضية إىل إتاحة الفرصة‬ ‫للعمالء للتوصية بمعارفهم وبالتايل توليد‬ ‫أعمال جديدة لنا “‪.‬‬ ‫يساعد ‪ Centra CRM‬الشركة يف‬ ‫الحصول عىل رؤى يف عمليات املبيعات‬ ‫الخاصة بهم لتحقيق أقىص قدر من التفاعل‬ ‫مع العمالء‪ .‬كما أنه يمتلك أدوات مثل‬ ‫تحليالت املبيعات‪ ،‬أذونات األدوار‪ ،‬التسلسل‬ ‫الهرمي لفريق املبيعات وإدارة املنطقة التي‬ ‫تجعل من ‪ Centra CRM‬أفضل الحلول‬ ‫إلدارة الحمالت التسويقية‪ ،‬والحصص‬ ‫السوقية‪ ،‬وتكامل صفحات الوصول‪ ،‬إلخ‪.‬‬ ‫كما يقوم ‪ Centra CRM‬بأتمتة املهام‬ ‫الروتينية مثل ملء نماذج الطلبات‪ ،‬وفصل‬ ‫املشبوهة منها والتوقعات‪ ،‬والربيد اإللكرتوين‬ ‫والرسائل النصية الجماعية‪ ،‬واملتابعة‪ ،‬وأكرث‬ ‫من ذلك بكثري‪ ،‬مما يتيح للمستخدمني‬ ‫الرتكيز بشكل أكرب عىل تسويق وبيع النقاط‬ ‫املعقدة للعمالء وحلها‪.‬‬

‫اشتهرت ‪ Centra Hub‬بفضل ابتكاراتها من خالل األبحاث‬ ‫املستمرة‪ ،‬باالستماع إىل مالحظات العمالء وإعادة ابتكار أفضل‬ ‫املمارسات الخاصة بها‪ ،‬من خالل العمل بهذه املالحظات لتحسني‬ ‫املنتج‪ .‬يعمل فريق األبحاث والتطوير يف ‪ Centra‬عىل مدار الساعة‬ ‫البتكار ميزات جديدة ملجموعة من أفضل الحلول‪ .‬فيما ييل بعض‬ ‫امليزات الجديدة التي قدمتها الشركة للعمالء‪.‬‬

‫ميزات ‪ CRM‬الجديدة‪:‬‬

‫واجهة املستخدم الجديدة واملوضوعات‬

‫لقد تم تجديد واجهة املستخدم (‪ ،)UI‬حيث أن هناك خيار لتحديد‬ ‫السمات باستخدام تنسيق عرض أفقي جديد أذىك وأوضح‬ ‫للصفحة‪.‬‬

‫التكامل مع تسجيل سهل‬

‫‪ Sign-Easy‬هو حل قائم عىل السحابة لتسجيل املستندات‬ ‫وتعبئتها أو الحصول عىل مستندات موقعة من الهاتف أو الجهاز‬ ‫اللوحي أو الكمبيوتر‪ .‬تتوافق التوقيعات التي تمت مع ‪Sign-Easy‬‬ ‫مع قانون ‪ ESIGN‬و ‪ eIDAS‬باإلضافة إىل التوجيه األوروبي (‪EC /‬‬ ‫‪.)1999/93‬‬

‫يمكن تقديم املستندات املطبوعات والعقود من خالل ‪ CRM‬إىل‬ ‫‪ Sign-Easy‬للحصول عىل توقيع العميل‪ ،‬وتحديد قواعد التوقيع‬ ‫وتحديد هوية األشخاص الذين يمكنهم املوافقة عىل املستند‪.‬‬ ‫بمجرد توقيع كافة املعنيني عىل املستند‪ ،‬سيتم إرفاق املستند ّ‬ ‫املوقع‬ ‫مع السجل يف ‪ CRM‬بنسيق غري قابل للتحرير أو إعادة الصياغة‪.‬‬

‫رينغ سنرتال‪ ،‬نوالريتي وتويليو‬

‫‪ Ring Central‬هي شركة تجارية تقدم حلول االتصاالت والتعاون‬ ‫القائمة عىل السحابة للشركات‪.‬‬

‫‪ Twilio‬هي شركة االتصاالت السحابية كخدمة (‪ )PaaS‬ومقرها‬ ‫يف سان فرانسيسكو ‪ ،‬كاليفورنيا‪.‬‬

‫شركة “أنالرايتي كوميونيكيشنز” هي شركة اتصاالت سحابية‬ ‫وشركة ذكاء صناعي التي تقدم خدمات التعامل مع املكاملات‬ ‫وحلول التعامل مع املبيعات للشركات القائمة عىل السحابة‪.‬‬

‫مع ‪ ، Centra CRM‬يمكن للعمالء إجراء مكاملات من ‪CRM‬‬ ‫عرب هذه الشركات وتلقي إشعارات املكاملات باإلضافة إىل الرد عىل‬ ‫املكاملات من ‪ CRM‬عرب نطاق املستخدم‪.‬‬

‫تحسينات ‪ Centra CRM‬للمحمول‬

‫ •يتوفر اآلن خيار مزامنة جهات االتصال املوجودة يف تطبيق‬ ‫‪ CRM‬مع جهات اتصال الجوال بنا ًء عىل معدل تكرار جهات‬ ‫االتصال‪.‬‬ ‫ •تم اآلن إدخال وحدات روابط سري العمل لتطبيقات الجوال‪.‬‬ ‫ •يتم اآلن تقييم وظائف ‪ SQL‬وقواعد الوحدة النمطية التي‬ ‫يتم تكوينها يف وحدة ‪ ،CRM‬يف تطبيق الجوال ً‬ ‫أيضا‪.‬‬ ‫ •يحتوي عرض قائمة املحمول اآلن عىل وحدة أرسال‪.‬‬

‫موضوعات جديدة يف ‪CSS‬‬

‫تم تجديد واجهة مستخدم بوابة عميل ‪ Centra CRM‬بالكامل‬ ‫ً‬ ‫مسبقا‪.‬‬ ‫مع وجود خيار لتحديد موضوع محدد‬

‫قيود الوحدة النمطية للمستخدم‬

‫ستعمل ميزة جديدة باسم “تجاوز قيود دور املستخدم” عىل‬ ‫تمكني قيود الدور عىل مستوى املستخدم والوحدة‪.‬‬

‫الشركات املكررة‬

‫تسمح هذه امليزة للمنفذ بتكرار شركة موجودة للتعرف عىل جميع‬ ‫الوحدات التابعة لتلك الشركة وتخصيصها بشكل أكرب‪.‬‬

‫ميزات ‪ HCM‬الجديدة‪:‬‬ ‫مستوى العرض من نسبة االرتفاع‬

‫يمكن استخدام هذه امليزة لعرض وإخفاء نقاط املستوى‪ ،‬وتفاصيل‬ ‫االرتفاع ً‬ ‫وفقا ملستويات التقييم املحددة‪ .‬يف إطار التفضيالت‬ ‫العاملية‪ ،‬يتم توفري خيار مربع االختيار النهايئ من املستوى النهايئ‪،‬‬ ‫حيث يمكن للمستخدم تحديد الخيار ً‬ ‫وفقا ملتطلباته‪.‬‬

‫لوحة املعلومات‬

‫ضمن شاشة التخصيص الخاصة بالقروض واإلجازات‪ ،‬يتم توفري‬ ‫خيار لوحة أخرى باسم لوحة املعلومات لعرض تفاصيل الوثيقة‬ ‫السابقة‪.‬‬

‫‪February 2019 — Issue 8‬‬

‫‪18‬‬

‫المدير التنفيذي يتحدث‬

‫رسالة الرئيس التنفيذي‬ ‫أعزايئ العمالء والشركاء‪،‬‬

‫املقر الرئييس الدويل‬

‫أتمنى لكم جميعا سنة جديدة سعيدة مع أطيب‬ ‫التمنيات من جميعنا يف ‪ Centra Hub‬لعام ناجح‬ ‫ومثمر للجميع‪.‬‬

‫عاما ً‬ ‫كان ‪ً 2018‬‬ ‫بارزا يف ‪ .Centra Hub‬نمت أعمالنا بشكل كبري عىل الصعيد‬ ‫العاملي عرب عدة مناطق حول العالم‪ ،‬وخالل عامني فقط منذ إنشاء الشركة‪،‬‬ ‫حصلنا عىل خمس جوائز صناعية مرموقة ملحفظة الحلول الغنية باملميزات‪،‬‬ ‫ومبادرات القنوات وتميز العمالء‪ .‬نود أن نشكر فريقنا املتفاين وعمالئنا وشركائنا‬ ‫لدعمهم املستمر ولكونهم جزء كبري من نجاحنا‪.‬‬ ‫يف هذا العدد من ‪ ،Centra Hub‬يمكنك قراءة كيف اختارت شركة رويال‬ ‫كاريبيان اريبيا حل ‪ Centra CRM‬لتحقيق كفاءة تشغيلية أفضل‪ ،‬وسري العمل‬ ‫بطريقة آلية ومبسطة‪ ،‬وتعزيز رضا العمالء‪ .‬باإلضافة إىل تبسيط عمليات األعمال‬ ‫الخاصة بهم‪ ،‬حيث كان أكرث ما يهم شركة رويال كاريبيان العربية هو رعاية وإدارة‬ ‫عالقات العمالء‪ ،‬وضمان تجربة أفضل للعمالء وتحقيق الرضا التام‪.‬‬ ‫وعىل صعيد القنوات‪ ،‬تعاقدنا مع روكفورد للكمبيوترات‪ ،‬التي ستلعب دورًا‬ ‫رئيسيًا يف تحديد محفظة العالمة التجارية ‪ Centra Hub‬لعمالئها‪ ،‬وقد صاغت‬ ‫العديد من املبادرات الجديدة يف إطار برنامج ‪Centra Alliance and Partner‬‬ ‫‪ )Program (CAPP‬يف عام ‪.2019‬‬

‫املكتب ‪ ، 3003‬املجمع ‪،C‬‬ ‫برج فورتشني‪،‬‬ ‫أبراج بحرية الجمريا‪,‬‬ ‫دبي‪ ،‬اإلمارات العربية املتحدة‬ ‫تليفون‪+971 4 421 6220 :‬‬ ‫فاكس‪+971 4 421 6507 :‬‬

‫مقر الشركة‬ ‫الطابق األول‪6-3-249/6 ،‬‬

‫الكازار بالزا‪ ،‬شارع رقم ‪1‬‬ ‫مقابل سيتي سنرت‪ ،‬بانجارا هيلز‬ ‫حيدر آباد ‪500034 -‬‬ ‫تليفون‪+91 40 67535303 :‬‬

‫‪www.centrahub.com‬‬

‫يف قسم “منطقة املعرفة” ‪ ،‬يتحدث‪ ،‬روهان تيجورا عن التحول الرقمي يف‬ ‫عمليات التسليم‪ ،‬وكيف يقدم تحوال نمطيا يف إدارة الخدمات اللوجستية للتسليم‬ ‫والشراء الرقمي‪ .‬يف مقالة الخرباء حول برامج الوالء‪ ،‬يشرح زامري قرييش‪ ،‬كيف‬ ‫تعيد ‪ Centra CRM‬تعريف إدارة والء العمالء‪.‬‬ ‫نأمل أن تستمتعوا بقراءة هذه الطبعة ونتطلع إىل تعليقاتكم القيمة ً‬ ‫دائما‪.‬‬

‫املخلص‪،‬‬ ‫نيسيث نايك‬

‫املدير التنفيذي‪ ،‬سنرتا للتكنولوجيا‬

‫المحتوى‬ ‫‪18‬‬

‫ميزات جديدة‬

‫ميزات ‪ CRM‬الجديدة‬ ‫ميزات ‪ HCM‬الجديدة‬

‫‪19‬‬

‫‪February 2019 — Issue 8‬‬

‫‪16-17‬‬

‫قصة نجاح‬

‫شركة رويال كاريبيان آرابيا تعتمد حل سنترا‬ ‫إلدارة عالقات العمالء لزيادة كفاءة األعمال‬ ‫وتحسين تجربة العمالء‪.‬‬

‫‪14-15‬‬

‫منطقة المعرفة‬

‫التحول الرقمي‬ ‫لخدمات التوصيل‬

‫يناير ‪ * 201٩‬الطبعة ‪0٨‬‬

‫الرسالة اإللكترونية الرسمية‬

‫قسم المعرفة‬

‫تحويل إدارة الخدمات‬ ‫اللوجستية والتوصيل‬

‫سنترا تنهي العام ‪2018‬‬ ‫بإيرادات مرتفعة‬

‫تعتمد رويال كاريبيان اريبيا السعودية على ‪ Centra CRM‬لتعزيز وأتمتة وتبسيط العمليات‬