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ASDA is one of the UK's largest food and clothing retailers,
and part of the US' and world's biggest retailer, Wal*Mart.
The Challenge
Having piloted its home shopping operation in the Greater London area,
ASDA was ready to develop its depot-fulfilled telesales channel
model to include store-fulfillment and on-line channels (web and interactive TV),
and to offer the service nationally.
Not only would this involve the implementation of new systems and procedures,
the existing ones would need to be evaluated and strengthened to handle the anticipated
increase in ordering and fulfillment requirements. Brooklyn Consulting helped systems integrator, Infogain, to achieve this.
Project 1 - ASDA Call Centre/Order Processing functions
The ASDA Call Centre is the hub for all off-line customer
interaction. The function not only handles customers' general
inquiries, it accepts telesales and fax orders, assists on-line
customers order inquiries and amendments, processes catalogue
requests, effects refunds and credits, etc..
Assignment Roles: Senior Business Analyst; Process Designer/Improver; Mentor
Assignment Tasks:
Analysis and definition of the call centre's order capture
(telesales) and management activities. The business processes
concentrated on initial capture of orders originating via the
telesales (phone and fax) channel as well as complete CRM of
all existing orders, irrespective of the originating sales
channel.
An ASDA business objective is 'single view of Customer'.
Analysis of the call centre's customer service functions focusing
on streamlining existing processes and integrating with existing
CRM solution to attain ASDA's 'single view of customer'
goal.
Project 2 - ASDA Call Centre Prototype
An ASDA objective was to implement its Call Centre support systems
using a browser-based front-end with the Broadvision suite of web
technologies as the back-end.
Assignment Roles: UI designer; Prototype developer
Assignment Tasks:
Strategic processes of the Order Management and Customer Service
functions were prototyped, achieving the following: absolute
confirmation of the business requirements; goal-oriented user
interface designed by the users; and development springboard
for systems team.
Project 3 - Home Shopping Warehousing & Order Fulfillment
ASDA had been fulfulling its Home Shopping orders via centralised
depot-picked fulfillment. This had proved to be both ineffective
and inefficient, and a closer look was required.
Assignment Role: Senior Business Analyst; Mentor
Assignment Tasks:
Strategic analysis of the depot-picked order fulfilment
processes was conducted, involving examination of: interfaces
between order management and picking systems; warehouse management
and replenishment processes and systems; and the order picking
processes.
Shortly after, ASDA changed to stored-picked fulfulment which has
proved to be far more efficient and improved customer satisfaction
levels.
The results have helped ASDA:
• handle over 5000 new online customers each week
• handle 20-fold increase in sales over the previous 12-month period
• close the online sales gap to market leader Tesco
"Dear Mark
I just wanted to say thanks for your hard work on our home shopping project.
We have been genuinely impressed with the quality of your business analysis work, and your complementary technical skills have been a real benefit.
Your CRM/Call Centre prototype gave us the up-front ability to prove our business processes and user interface design as well as allowing our Call Centre users to take greater ownership of their new system. In short, it helped us achieve a better quality and more effective business system.
It's been a pleasure having you on our team, and I look forward to working with you again soon. Thanks again.
Iain"
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Iain Spence, Director of New Channels, ASDA-Wal*Mart
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