“Shanghai Jin Jiang International E-Commerce provides consistent online to offline services to more than seven million members through a consolidated CRM system”
Business need
Shanghai Jin Jiang International E-Commerce wanted to gain market leadership in the China travel market by integrating resources across different business units through an e-Business platform.
Solution
The company selected Dell Consulting Services to strategically plan their e-Business strategy and design and implement the required underlying customer relationship management (CRM) system supported by Dell PowerEdge servers.
Benefits
• Provides consistent online to offline services to more than seven million members
• Increased market share through efficient integration of resources across business units
• Deployed technology strategically with the help of end-to-end expertise and services
• Enhanced customer experience through an effective loyalty program
• Achieved organization change and planned a financially secure future
Solutions featured
• Infrastructure Consulting Services
• Systems Management
• Servers
Products & Services
Services– Dell Business Consulting Services
Hardware– Dell PowerEdge R710 servers with Intel® Xeon® processors
Service
- Oracle Siebel CRM 8.1.1.7
- Oracle Business Intelligence
- Enterprise Edition 11.1.1.5
- Oracle Service Bus 11.1.1.5
- Oracle Data Integrator 11.1.1.5
- SOA Suite 11.1.1.5
- WebLogic 10.3.5
Shanghai Jin Jiang International E-Commerce is a subsidiary of Jin Jiang International Merchant Services Co., Ltd., one of the largest comprehensive tourism enterprises in China.
Jin Jiang International Merchant Services Co., Ltd. consists of four main business units, namely Jinjiang International Hotels and Jinjiang Inns focused on providing hospitality services, and Jinjiang Travel and Jinjiang Car Rental providing transportrelated services. The Jinjiang brand is approximately worth U.S$ 2.7 billion, offering 861 hotels, 70 travel agency outlets and 10,000 luxury rental cars to the China travel market.
The group established Shanghai Jin Jiang International E-Commerce with the aim of becoming a modern services group and increasing their market share by offering their customers a one-stop e-commerce platform to fulfill all their travel needs. To do so, an e-Commerce platform had to be built which would integrate systems and resources across all business units supported by a centralized Customer Relationship Management (CRM) system.
Involving end-to-end expertise to strategically deploy technology
After evaluating the offering of several consulting firms, Shanghai Jin Jiang International E-Commerce selected Dell Consulting Services to formulate their e-Commerce strategy and deliver tactical implementation and application of a CRM system. Rodney Bao, CEO, Shanghai Jin Jiang International E-Commerce, states, “The successful track record of Dell consultants in the consumer travel industry and in the CRM implementation practice, combined with our existing relationship with Dell, made us confident that they are the right partner for this crucial project.”
Prior to implementing a CRM system at Shanghai Jin Jiang International E-Commerce, Dell consultants played a critical role in establishing the strategy for building a sustainable e-Commerce platform by designing the corporate positioning and profit model, resource integration method and product and loyalty program.
Once the strategy was set, further planning and designing was put into developing the operational, business and IT planning models, on which the e-Commerce platform would run. At the implementation stage, Dell consultants assumed all construction and development tasks required to implement a CRM system and an Electronic Service Bus (ESB) platform as well to build the Shanghai Jin Jiang International E-Commerce website. The company deployed Dell PowerEdge™ R710 servers with Intel® Xeon® processors running Oracle Siebel CRM 8.1.1.7, SOA Suite 11.1.1.5, Oracle Service Bus 11.1.1.5, Oracle Data Integrator 11.1.1.5, WebLogic 10.3.5 and Oracle Business Intelligence Enterprise Edition 11.1.1.5.
Bao explains, “Our e-Commerce platform will propel our business into the future. We needed to ensure that the platform was robust and effective in supporting the growth we have planned for our company. The end-to-end consulting services provided by Dell have enabled us to transform our vision into reality.”
Providing customized solutions to customers
The CRM system has simplified the tasks of staff in the marketing and customer service departments related to obtaining customer information and profile creation.
Similarly, the ESB platform designed by Dell has allowed Shanghai Jin Jiang International E-Commerce to realize seamless data exchange of product, order and customer information. The integration of information from sales, customer service, market management, hotels and travel agencies in a singular system enables Shanghai Jin Jiang International E-Commerce to know their customers’ preferences better and launch targeted promotional campaigns relevant to their customers’ activities. “Customers who use our e-Commerce website to book our services are now able to receive customized services due to the Business Intelligence module deployed by Dell consultants. This has positively enhanced the user experience for our customers,” says Bao.
Boosting monthly e-sales transactions
As a result, the company has seen an immediate jump in sales and has boosted sales transactions through their e-Commerce website in just one month’s time. “Increasing sales transactions through our e-Commerce website indicates a substantial increase in sales within a month. It means that our strategy is working and that the efforts put in by us and the Dell consulting team are paying off,” adds Bao.
Engaging customers through an efficiently managed loyalty program
The increase in sales has also been driven by a customer loyalty program that has been seamlessly integrated across all business units with the implementation of the loyalty module of the CRM system.
This CRM system has enabled Shanghai Jin Jiang International E-Commerce to build a centralized member management system which allows for member identity recognition and rewards.
Data of over three million members was migrated from isolated information systems owned by different business units by Dell consultants to the loyalty module which now processes a substantially higher number of records per day. By integrating the CRM loyalty module with Shanghai Jin Jiang International E-Commerce’s third-party point redemption platform, customers are now able to gain and redeem their points through the Shanghai Jin Jiang International E-Commerce website instead of being directed to a third party site.
Bao states, “Our CRM system has been integrated with our e-Commerce website in an extremely user-friendly manner by Dell. Now, we can keep our customers engaged on our website which is always good for sales.”
Enabling organizational change and securing a brighter future
Working with Dell Business Consulting Services, Shanghai Jin Jiang International E-Commerce has been able to define their strategic position in the market and establish a financial model to see them through the next five years. The partnership has been elemental in bringing across the organizational change that is necessary for any organization to adapt to while fundamentally changing the way business is done.
“Our partnership with Dell in implementing an e-Commerce arm to our business has shown positive results. We are now equipped with technology that can lead us into a future in which the Jin Jiang name will possess a larger share of the market, more engaged customers and ultimately higher revenues,” concludes Bao.
