PC World Business

With such a vast product range and operations across multiple sales channels, it was vital for PCWB to find a software solution that could help it establish consistent control over its core sales, CRM and logistics functions. Shaun Brannigan, Director of Strategic Projects for PC World Business, commented, "Becoming a multi-channel enterprise means automating internal processes by providing a real-time link between front office sales and support and back office supply chain and logistics activities. And it also means developing a real connection with our customers. A truly customer-centric organisation must have visibility and control over all of the information that leads to great customer service - not just customer details, but consistent product, pricing and fulfilment information too."

PCWB uses Maginus multi-channel software to provide that consistent, customer-focused control. Today, Maginus handles sales, CRM, supply chain, warehousing and help desk activities across the PCWB multi-channel retail operations. Maginus multi-channel software provides the single point of control for all product, pricing and customer information, linking the sales and fulfilment activities to help PCWB deliver exceptional customer service. Over 1,000 employees use Maginus, about half at PCWB's call centres, which handle catalogue sales and support, and half at the PCWB Business Centres within PC World stores across the country.

Whether a customer wants to buy from the PCWB catalogue, from a retail store or through www.pcwb.com, they have access to accurate, up-to-date product information and pricing. Maginus integrates with PC World's in-store ePoS system for off-the-shelf purchases, and supports centrally-negotiated prices and purchases on account through any channel for contract customers. PCWB has also integrated Maginus multi-channel solutions with its existing website. The website is an important channel, now handling 15% of sales by value, and 35% by volume. This will grow towards 40% by volume in the next three years.

The Help Desk functionality is an important Maginus differentiator for PCWB. Using Maginus Help Desk software and workflow automation, PCWB created a powerful Query Management System (QMS) that gives its customer service teams the tools they need to ensure customer queries and support requests are handled according to the company's rigorous quality standards. It's a vital part of building the long-term customer relationship, because customers always measure service not just on the quality of the original sale, but on how their vendor reacts when products don't work as they should.

Shaun Brannigan commented, "In its first seven months 100,000 queries were generated within QMS, from simple customer services requests to full technical support enquiries. Reporting from the QMS system allows us to track our service performance. We have a vastly improved understanding of our ongoing relationships with customers and the insight we need to continuously improve the PCWB experience."

Services and financial solutions are another important differentiator for PCWB, and Maginus has enabled the company to integrate a leasing solution for its business customers into its existing sales and CRM environment. It was vital to ensure that the leasing option didn't add an unacceptable delay to the order taking process. Maginus shows the total price and a leasing cost option automatically during the order entry process, making it easy for customers and sales operators alike to know where they stand. Maginus automatically exports leasing sales to PCWB's finance partner, RentSmart, and receives authorisation automatically so that goods can be released for despatch. The resulting invoice is then sent direct to the leasing provider for a seamless, closed-loop process.

"Maginus gives us a real competitive advantage because it works the way that we want to work, and doesn't force us to change processes to match the technology. Maginus' flexibility is also important for the ongoing growth of our business. We can use Maginus to help integrate new business development opportunities into the business because it gives us a consistent basis for product and customer information, and a reliable, high-capacity technology platform," said Shaun Brannigan.

PCWB has achieved double figure growth over recent years in what has been at best a flat market, and Maginus has played an important role in that success. Since the Maginus implementation, organic sales value is up 44% (13% pa), sales value per head has increased by 33% (10% pa) and organic operating profit is up by 90%, largely as a result of improved efficiency and process integration within the business.

"We couldn't have supported this growth without Maginus," Shaun Brannigan concludes. "In the future, Maginus multi-channel solutions will help us increase our active customer base by focusing our marketing activity, and help us improve customer retention still further as we refine the customer experience. And Maginus will also continue helping us control our cost base and improve efficiency. Quite simply, Maginus helps us achieve our ambitious growth plans."