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FPT Software - Building a CRM Platform to Meet Client Needs for Digital Transformation

Name:

Trần Xuân Hiếu, Data Scientist
Nguyen Xuan Minh Khoi, Data Engineer

Country: Vietnam

Organization: FPT Software

FPT Software is an international provider of IT services with its headquarters in Vietnam's Hanoi. It belongs to FPT Corporation as a subsidiary (FPT – HoSE). FPT Software, which was founded in 1999, is the largest provider of software services in Vietnam, with $513.6 million in sales (FY2020) and 20,000 employees. From delivery centers in the United States, Japan, Europe, Australia, Vietnam, and the Asia Pacific, FPT Software offers services in the smart factory, digital platform, robotic process automation, artificial intelligence, Internet of Things, enterprise mobilization, cloud computing, virtual reality, embedded system, managed services, testing, platform modernization, business applications, application service, BPO, and more. It has around 56 offices spread throughout 26 nations and territories. FPT Software has 700 large clients, 83 of which are Fortune 500 companies in the industries of Automotive, Banking and Finance, Logistics & Transportation, Utilities, and more.

Awards Categories:

  • Responsible AI
  • Value at Scale
  • Most Impactful Transformation Story
  • Excellence in Research
  • Most Extraordinary AI Maker(s)
  • Partner Acceleration

 

Business Challenge:

As an outsourcing software company, FPT Software receives many requests for our digital transformation services. Once we received a request to build a CRM system for one of our clients. The main problem was that our customer lacked an understanding of the CRM system, its main functionality, and their business use case. This became a major hindrance for our digital transformation service since we couldn't understand the domain and use case of our customer.

After several meetings, we finally helped them to understand the problem that they were facing and made the CRM functionality clear. However, a second problem arose, as they did not want a CRM system built from scratch since they lacked a coding background. What's more, a pure CRM tool could not meet their standard of upscale or add-in function in the future.

After several discussions, we believed that Dataiku was the appropriate platform for our client. Dataiku is a flexible data platform sitting between pure coding and no coding environment. The platform provides rich and diverse tools in the format of visualized recipes to be suitable for our client's needs. Moreover, we believe machine learning also plays a vital role in CRM systems. With the explainable AI of ML in Dataiku, it could give a proper explanation behind model prediction for our client. Therefore, we believed that Dataiku was the answer to our problem.

 

Business Solution:

Our process included two main parts: First, we would implement a CRM system in the Dataiku platform. Second, we would support the staff members of our client on how to use Dataiku via training on the Dataiku Academy.

Dataiku allows both data scientists as well as people with less expertise in data engineering to access, store, manage, and transform data prior to deploying Machine Learning algorithms, which allowed us to save a lot of time.

To start, we connected our client SQL server to the Dataiku platform. Then, we created an ETL process for cleaning and extracting important customer data, and pushing extracted data into the Data warehouse in AWS. Based on this, our data analyst team created a visualization from the data in the data warehouse using the web develop feature in Dataiku. At the same time, our data scientist group worked with the machine learning feature of the system.

Our aim is to provide a prediction of whether the customer is going to leave or not and perform customer segmentation so that our client can monitor their customer behavior, improving the decision-making process.

Thanks to the Dataiku Academy, our client's staff could quickly utilize the features of Dataiku, and perform daily tasks and operations. Moreover, the ability to visualize the ETL process of Dataiku allows our client to further understand how the system operates and resolves the problem without the help of a professional data scientist. Whenever they want to implement a new feature, like RFM analysis, integrated with Power BI, providing a warning when a customer is about to leave. They usually consult us to build a new feature for their system.

 

Business Area: Marketing/Sales/Customer Relationship Management

Use Case Stage: In Production

 

Value Generated:

Below are details of the value generated when using Dataiku in our CRM system:

Analytical value:

  • Dataiku allows the CRM system to create and analyze information to manage and track works that need to be done, such as how long the activities between the customer and the customer service unit take place, on which project, and who is in charge.
  • Shortens the sales life cycle and improves critical metrics such as average employee sales, average order value, and average revenue per customer.
  • Improves the response rates of marketing campaigns, while reducing the costs associated with finding potential customers and turning them into loyal customers.

Management value:

  • Declares and manages relationships with customers to understand who they are on the basis of simple profile information about them.
  • Determines which customers have regular relations with the company, which the company has working appointments with, and which partners are involved in the plan to prioritize. This data provides the basis for the companies to understand customers, deploy promotion programs to meet customer demands, as well as research and develop future products.

 

Value Brought by Dataiku:

Trust in FPT Software's digital transformation service. Improved sale efficiency, effective customer management, increased revenue, and reduced traditional customer management costs. Customers depend on the company to manage the model, bringing in passive income for the company.

 

Value Type:

  • Improve customer/employee satisfaction
  • Increase revenue
  • Reduce cost
  • Save time
  • Increase trust

Value Range: Thousands of $

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