Manufacturers must integrate new and legacy systems to boost operational efficiency
Published on : Friday 06-09-2024
Rajkumar Ravuri, Senior Director, Industry Advisor at Salesforce India.
What factors are driving the top manufacturing imperatives?
India's manufacturing sector is set to reachUS$ 1 trillion by 2025-26, with Gujarat, Maharashtra, and Tamil Nadu leading the way. This growth is driven by significant investments in the automobile, electronics, and textile industries, alongside government initiatives such as Make in India and PLI schemes that attract FDI and improve industrial infrastructure. Leveraging a skilled workforce and lower labour costs, India's manufacturing sector is expanding into new geographies and segments.
The future of manufacturing will focus on an end-to-end customer lifecycle, fostering deeper customer connections and generating more resilient, predictable revenues. Data will be the cornerstone of this future. Manufacturers must integrate new and legacy systems to boost operational efficiency, analyse every stage of the customer journey to make smarter sales and service decisions, and manage the increasing volumes of information flowing through their operations. Solutions like the Salesforce Manufacturing Cloud can help businesses increase the visibility of end-to-end operations and drive business growth with enhanced forecasting capabilities. There are also manufacturing CRM solutions to connect ecosystems and help businesses integrate critical data sources.
How can the manufacturing industry take advantage of all the promises of AI?
In the rapidly evolving Indian manufacturing landscape, traditional production methods are being transformed by advanced analytics and data-driven insights. The integration of AI technologies and analytical capabilities enables manufacturers to optimise operations and create innovative products and services that meet changing customer demands. This transformation drives new offerings and business models within the sector. While many manufacturers already utilise predictive AI for planning, supply chain management, forecasting, and market analysis, generative AI introduces new opportunities and challenges. To fully harness AI's potential, manufacturers must establish a robust data strategy foundation. They need a platform with robust integration capabilities, ensuring seamless access to data within the enterprise across various back office solutions including ERPs and other data repositories, and external data sources.
Salesforce Manufacturing Cloud is specifically designed to unify account planning and forecasting, enhancing transparency and collaboration throughout the ecosystem including the manufacturers, their suppliers, and their distributor and dealer partners. It provides a comprehensive view of manufacturing customers through new sales agreements and account-based forecasting solutions, enabling accurate forecasting, planning, and predictable business outcomes. As a key component of Salesforce Customer 360, it empowers manufacturers to deliver intelligent field services, lifecycle marketing, channel management, and B2B commerce with a unified view across their entire business.
What challenges do they face and can they overcome them?
Manufacturers face several significant challenges due to the complexity of their networks and the siloed nature of valuable data. This fragmentation makes it difficult to access and utilise critical insights for success. Key challenges include:
• Incomplete and Inconsistent Customer Insights: Manufacturers often struggle to obtain a unified and accurate understanding of their customers, assets, and service requirements.
• Inability to Adapt to Change: Manufacturers often find it challenging to respond quickly and effectively to market changes.
• Complex Legacy Systems: Navigating a maze of outdated systems and various disconnected solutions makes it difficult to integrate data, especially when it is locked within ERP systems.
• Collaboration Challenges: Sales, operations, finance, analytics teams, and business leaders often lack a single source of truth, which hampers collaboration and agile decision-making.
Please share your views on having a data strategy to help manufacturers prepare themselves for the AI-powered future.
To take advantage of all the promises of AI, manufacturers must lay a solid data strategy foundation. As manufacturers transition to a comprehensive, end-to-end model, the importance of data has never been greater. They possess valuable information on who bought their products when they were purchased, how they are performing, and when service of the product or replacements of the same might be needed. However, this is just the starting point. Every customer interaction adds to a sophisticated customer profile, driving powerful insights. By leveraging data analytics, manufacturers can identify market segments, analyse buying behaviour, and create targeted marketing and service campaigns. This approach ensures the right product reaches the right audience at the right time, optimising sales efforts and enhancing customer satisfaction.
However, managing the sheer volume of data is only part of the challenge. This data is often stored across numerous systems acquired over several decades, many of which may not integrate well, if at all. The ultimate goal is to manage product data, asset data, customer data, and all other relevant data effectively. By doing so, manufacturers can drive sales growth and enhance customer satisfaction through a seamless, end-to-end customer experience.
The solution is to integrate these systems by attaching APIs to each application, allowing them to talk to one another and create a network of information. This network allows businesses to unlock data from each of their applications, data, devices, and assets. Once the systems are integrated and the data is clean, the organisation will be ready to begin testing AI models. AI in manufacturing encompasses a broad range of tasks or processes that can augment the business in different ways such as using generative AI to generate targeted service resolution recommendations, or personalised campaign communications to your customers or generate product marketing descriptions, etc.
What about the importance of harnessing Data + AI + CRM for a connected manufacturing value chain?
Cloud-based applications, AI/ML, IoT, and automation are revolutionising business operations and collaboration, offering a holistic view of the supply chain. This enables near real-time issue management and proactive decision-making, which are vital for operational continuity and adapting to market changes.
With the increasing accessibility of data, manufacturers can use AI and ML for scenario planning, demand forecasting, and inventory positioning, enhancing accuracy and efficiency. Additionally, AI-driven communication tools like chatbots can reduce response times, easing the burden on staff and improving customer service.
Incorporating resilience into supply chains is essential for anticipating and responding to disruptions before they escalate. By utilising Data, AI, and CRM, businesses in the manufacturing sector can create a connected and efficient value chain that reduces risk and improves overall performance. This comprehensive approach ensures that companies are well-prepared to navigate future challenges and maintain a competitive edge.
How do you see the role of Salesforce in helping the manufacturing industry to accelerate digital transformation?
Salesforce plays a pivotal role in accelerating digital transformation within the manufacturing industry. Salesforce Manufacturing Cloud lets you bring your entire book of business and customer service journey into Salesforce. All your teams – from sales, operations, finance, channel partners, and customer service – can collaborate on developing accurate volume and revenue forecasts, drive business growth, and ensure customer satisfaction. Manufacturing Cloud for Service helps you manage your entire customer service experience. You can solve customer issues, automate service processes, manage warranties, survey your customers, and forecast your service revenue and spare parts demand.
Salesforce Manufacturing Cloud is specifically designed to offer flexible and scalable solutions that evolve with an organisation’s needs. It provides a user-friendly, click-based configuration out of the box and can seamlessly integrate from manual data uploads to comprehensive system integration.
Salesforce's integration of analytics tools with existing ERP and supply chain data sources enables manufacturers to bypass traditional, slow-to-implement systems and achieve immediate visibility into operations. This capability enhances production and plant performance, optimises sales and operations planning, and mobilises the supply chain. By providing tools for data analytics, customer engagement, and collaboration, Salesforce helps manufacturers leverage advanced technologies effectively, facilitating a smoother and more responsive digital transformation. This comprehensive approach enables the manufacturing industry to streamline operations, reduce risks, and maintain a competitive edge in a rapidly evolving market.
Can you share some case studies of how Salesforce customers, both in India and globally, are leveraging its products to drive success?
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• PLI schemes PLI schemes PLI schemes is taking customer engagement to the next level with Salesforce Manufacturing Cloud. By centralising customer data, Polycab’s sales reps get valuable insights that help them tailor interactions for different customer segments, from B2B buyers to retailers. Salesforce’s sales automation also streamlines quote and order management, speeding up service across Polycab’s vast distribution network.
• Pidilite Industries Limited is boosting productivity and strengthening relationships with both contractors and customers using Salesforce. They've developed powerful apps on Salesforce to automate sales and service processes, allowing for quicker responses to customer needs. The Dr. Fixit app, built on Heroku, provides contractors with tools for real-time quotes and product recommendations. Meanwhile, the TEAM app simplifies influencer onboarding and workshop management, significantly enhancing engagement and efficiency.
• CEAT is driving its customer-centric strategy forward with Salesforce by integrating processes and data to better connect with channel partners and consumers. Salesforce Community Cloud has streamlined dealer operations with a self-service portal, improving sales by 1.2% and speeding up claim settlements. Salesforce Customer 360 and Service Cloud have optimised dealer management and complaint resolution, while Sales Cloud has automated lead management, boosting conversion rates significantly. These advancements are positioning CEAT for accelerated growth and improved service.
BPE opens new factory in Greater Noida to enhance automated testing capabilities
Best Power Equipments (BPE), a leader in power solutions, announces the opening of its new 20,000-square-foot factory in Greater Noida. The state-of-the-art facility is now operational, featuring advanced automated systems for Lithium-ion battery manufacturing, BESS manufacturing on a large scale.
The new factory is part of BPE's strategic expansion plan, designed to enhance the company's production capabilities and support its growing market presence both domestically and internationally. The facility's high-tech equipment, including automated battery testing and sorting machines, reflects BPE's commitment to quality and innovation in the power solutions industry.
"We are excited to launch our new facility, which marks a significant milestone in our growth journey," said Vivek Kapoor, Chief Technology Officer at BPE. "This expansion allows us to increase our production efficiency and improve our service offerings across all sectors. The investment also demonstrates our dedication to providing high-quality power solutions to our clients worldwide."
Located in Greater Noida, the factory benefits from its strategic positioning near key transportation networks, enabling BPE to efficiently serve markets in India, as well as in regions such as Southeast Asia and the Middle East.
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