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Reuters Market Light Implements Sage CRM and ERP solutions

August 24, 2010

Reuters Market Light (RML) has successfully implemented an integrated Sage CRM and Sage Accpac ERP solution suite to automate processes of voucher management, complaint management, customer interaction and financial operations.


RML is part of Thomson Reuter’s group and offers Indian farmers up-to-date, local and customized commodity pricing information, news and weather updates through SMS based subscriptions.

Officials with Sage India said that RML is using a 100 user pack of Sage CRM and 5 a user pack of Sage Accpac ERP.

Before implementing the current system, RML was using discrete systems for voucher management, complaint management and profile management. Pre-paid vouchers were generated in one application and were sold by the distributors to the farmers.

Company officials said that as the integrated system took shape the vouchers began to be generated as a batch file from Sage Accpac ERP and dispatched to distributors.

Furthermore, since Sage Accpac ERP is integrated with Sage CRM, customer information automatically gets reflected in the CRM.

As the farmer calls in for service activation, a customer care executives validates him as a new customer or an existing customer in Sage CRM and takes note of his information preferences. Sage CRM synchronizes automatically with the profile management system, therefore activating SMS service on the farmers mobile.

Company officials said that the Sage CRM case management feature tracks complaints and issues from start to close. The customer service staff has access to all the relevant customer information including calls received, interactions, escalation history and support cases. This ensures quick resolution of issues and improves the levels of customer satisfaction.

“Today over 200,000 farmers rely on our service to get information which is critical to the way they work therefore it was important for us to automate critical processes which could ensure the information reaches the farmer at the right time and grievances are seamlessly addressed,” said Ranjeet Pawar, vice president operations for Reuters Market Light.

Pawar said that RML was looking for an integrated solution that could give the company a single platform to serve the customers.

“We are pleased to partner with Reuters Market Light in their initiative to empower Indian farmers using state of the art technology to provide timely information that enhances overall farmer productivity,” said Thomas Abraham, managing director of Sage India.


Anil Sharma is a contributing editor for ContactCenterSolutions. To read more of Anil’s articles, please visit his columnist page.

Edited by Beecher Tuttle

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