Bangalore: Preliminary results and analysis from a comprehensive survey of 150 executives from key high-tech and discrete manufacturing companies says their businesses goals are undermined by expensive, antiquated order management systems and processes that weaken customer relationships, increase inventory management costs and greatly limits their company's ability to grow.

The partial results of the research were shared by Infosys Technologies at the 'AMR Research supply chain conference' in early June. The conference was attended by operations, IT and supply chain executives from semiconductor manufacturers, original equipment manufacturers, and fabrication companies. Additional insights from the research will be available later this year.

According to Partha Bose, solution leader, Infosys Technologies, 64 per cent of respondents indicated they have limited or immature order management capabilities.

"It's quite clear that manufacturers are not satisfied with outdated processes and technology across geographies and divisions," Bose said. "The results of the research are even more remarkable when you consider that more than 50 per cent of the executives said the order management process was critical to customer experience and satisfaction."

These issues were echoed during the round table discussion. According to one participant, "Currently it is challenging for customers to do business with us. Lack of visibility to global data hampers accuracy of promise dates and service personalization."

"To address this issue," Bose said, "a metrics-driven approach can help companies create differentiated service and delivery capabilities for profitable and strategic customers. Capturing insights hidden in transaction data is essential for aligning performance to key metrics such as customer profitability, order productivity and revenue leakage. Infosys has pre-defined maturity models and metrics-driven change programmes that accelerate realisation of measurable business results."

Romit Dey, associate vice president, Infosys Technologies, added, "Most high-tech companies experience rapid changes in order volumes and have grown through multiple acquisitions and through diversification of customer segments. This makes it difficult to seamlessly engage new customers and grow the business across product lines and geographies. Over time, companies should invest in areas such as multi-tier visibility of demand signals and guided selling."

According to David Caruso, senior vice president, industry research, AMR Research, "Leading companies have recognised that demand-driven operations are the best way to create customer loyalty and enhance operating efficiencies. A customer-centric approach in every aspect of the order process is the key to significant market advantage. AMR has defined this through the demand-driven supply network (DDSN) framework that is relevant across multiple industries."