Astraworld Becomes a Fully Customer-Centric Organization with mySAP CRM

mySAP CRM Helps Indonesia’s Largest Automotive Company Improve Customer Service and Reduce Costs

JakartaSAP announced today that Astraworld, Indonesia’s largest automotive company, has successfully implemented mySAP CRM. This is SAP’s Customer Relationship Management (CRM) solution that sets new standards for the way companies connect with their customers and create customer-centric business processes across enterprise wide operations.

With this implementation, Astraworld improves its customer service, creates a strong differentiation against its competitors, reduces operational resources and administrative tasks, and provides customer intelligence across the enterprise for faster and more accurate decision making.

Astraworld is an operational unit of Astra International – Indonesia’s largest automotive distributor for brands such as Toyota, BMW, Daihatsu, Isuzu, Peugeot, Nissan Diesel and Honda Motorcycle. PT Astra International Tbk was founded in 1957 and is now one of the largest business conglomerates in Indonesia with over 100,000 employees.

Astraworld was established in 2002 to provide value-added after sales service through a membership program that pays attention to both the customers’ dynamic lifestyle and their motoring needs, to achieve the highest customer loyalty . With offices in Jakarta, Bandung, Semarang, Surabaya, Denpasar and Medan, Astraworld has over 265,000 members. Innovative and personalized services to members include: Call Center, portal (, Discount Services, Bonus Rupiah and Emergency Roadside Assistance (ERA) – services which are available 24 hours x 7 days a week. Astraworld’s commitment to provide ever-present service to members is aptly summarized in its tagline “You’re Not Alone”.

Before implementing mySAP CRM, Astraworld was running another CRM solution although Astra International ran mySAP ERP (Enterprise Resource Planning). Astraworld realized that its previous standalone CRM solution did not work out in business. “This lack of integration goes against CRM fundamentals, such as having a single view of the customer and having real time and accurate information,” said Hendry Yoga, CEO of Astra International. Since the CRM solution was not integrated with the mySAP ERP solution at Astra International, Astraworld required additional resources to do administrative tasks, such as manually uploading data between the two solutions. To remain successful in Indonesia’s highly competitive automotive sector, Astraworld saw the need for customer service improvements. “The market has become very competitive, and if a customer does not obtain first class service, they will look for it elsewhere,” added Hendry.

Astra looked to the functions of mySAP CRM solution for assistance. Implementing and integrating the mySAP CRM solution with its mySAP ERP solution helped the company obtain end-to-end business integration, enhancing its customer service efficiency and improving responsiveness to customers. “With mySAP CRM, we integrated our customer database and sales information with the service records of the cars. As a result, we now have more transparent relationships with customers and more accurate processes,” said Hendry. “With a fully integrated system, we have realized immediate savings. We reduced our manpower and saved time by cutting manual data entry and greatly reduced the chances of mismatched information. In addition, our customers appreciate the level of responsiveness and we can better meet the demands of our constantly changing and evolving market. Our level of customer service has clearly improved.”

The initial mySAP CRM implementation involved 21 users. SAP Consulting provided support throughout the process in the form of expertise from local as well as regional resources. Working together with Astraworld and Corporate Information System & Technology PT. Astra International (CIS&T-AI), they were able to implement some of the newest features, streamlining several of Astraworld’s most complex processes. Working together, Astraworld, CIS&T-AI and SAP Consulting services accomplished the initial rollout of mySAP CRM in only 6 months. Last month, it went live.

Astraworld plans to expand the implementation of mySAP CRM. Building on the successful implementation and benefits of mySAP CRM, Astraworld is planning to add more SAP functionality. In the next stage, Astrawolrd wants to be able to supply sales leads to Astra International. “We continue to be pleased with SAP solutions. We have realized marked business improvements by elevating our level of service to customers, and will look to SAP to help us continue to provide customer service efficiencies throughout Astra,” added Hendry.

About Astra International

Astraworld is an operational unit of Astra Intrenational – Indonesia’s largest automotive distributor for brands such as BMW, Daihatsu, Isuzu, Peugeot, and Toyota. PT Astra International Tbk was founded in 1957 and is now one of the largest conglomeration business group in Indonesia with over 100,000 employees. It diversified into the manufacture and distribution of automobiles, heavy equipment and components. Astraworld was established in 2002 with a mission to be the “ultimate Motoring Lifestyle Consumer Agent” for Astra International, delivering innovative and personalized services in order to achieve the highest customer satisfaction rate. With offices in Jakarta, Bandung, Semarang, Surabaya, Denpasar amd Medan, Astraworld has over 265,000 members. Services provided include: call center, portal, discount services, bonus system and emergency roadside assistance.

About SAP

SAP is the world’s leading provider of business software*. Today, more than 33,200 customers in more than 120 countries run SAP® applications—from distinct solutions addressing the needs of small and midsize enterprises to suite offerings for global organizations. Powered by the SAP NetWeaver® platform to drive innovation and enable business change, SAP software helps enterprises of all sizes around the world improve customer relationships, enhance partner collaboration and create efficiencies across their supply chains and business operations. SAP solution portfolios support the unique business processes of more than 25 industries, including high tech, retail, financial services, healthcare and the public sector. With subsidiaries in more than 50 countries, the company is listed on several exchanges, including the Frankfurt stock exchange and NYSE under the symbol “SAP.” (Additional information at

* SAP defines business software as comprising enterprise resource planning and related applications such as supply chain management, customer relationship management, product life-cycle management and supplier relationship management.

About mySAP CRM

Moving beyond traditional CRM functionality, SAP’s innovation and unmatched industry expertise are setting new standards for the way companies connect with their customers and partners, creating customer-centric business processes across enterprisewide operations and business applications. mySAP™ Customer Relationship Management (mySAP CRM) delivers the market’s greatest breadth and depth of functionality, offering more than 280 end-to-end, industry-specific processes to cover the unique business demands of more than twenty-five industries. Built on the open, Web services-based architecture of the SAP NetWeaver™ technology platform, mySAP CRM helps companies leverage existing IT investments, achieve lower total cost of ownership, gain faster return on investment and continually evolve the business processes having the greatest impact on success. (Additional information at