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« Microsoft Dynamics CRM Customer Success Stories


Microsoft Dynamics CRM
Customer Solution Case Study


Water Services Provider and Utility Gains Business Visibility and Automates Service Processes with Microsoft Dynamics CRM


Country or Region: Philippines

Customer Profile
Maynilad Water Services, Inc. is the water and wastewater services provider for the 17 cities and municipalities that comprise the West Zone of the greater Metropolitan Manila area.

Business Situation
With a variety of services to offer in a broad and geographically extended market, Maynilad wished to provide a standard and faster response to its customer base.

By leveraging Microsoft Dynamics CRMís out-of-the-box workflows, Maynilad is able to standardize the implementation of different stages of the application process as it moves from one department to another, providing greater visibility into business operations and enhanced customer service.


  • Enhanced Customer Service with Application Processing Automation
  • Efficient Problem Resolution with Case Management Functionality
  • More Connected Business Processes through Integration with Existing Systems

"With Microsoft Dynamics CRM providing a clear view into our business operations, Maynilad is able to deliver fast, efficient service that best meets the needs of our customers."
- Francisco C. Castillo, SVP - CIO, Information Technology Services, Maynilad Water Services, Inc.

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Maynilad Water Services, Inc. takes customer service to the next level with its Workflow Management System (WMS) and Microsoft Dynamics CRM.

Maynilad Water Services, Inc. (Maynilad) is the largest water concessionaire in the Philippines in terms of customer base.

With a net income of 8 billion, the companyís services range from water service installation and maintenance, zone inspections, technical implementation, expansion, wastewater management, geo-mapping of pipelines, billing and reporting to the regulating office of Metropolitan Waterworks and Sewerage System (MWSS).

Maynilad is a recipient of the International Water Associationís Global Honour Award for its Water Service Transformation program, which resulted in the dramatic improvement and accelerated expansion of water services in just five years.

Among the enhancements that made this accomplishment possible is the companyís adoption of a new system for streamlining and automating its business processes to improve customer service.


With 12 business areas spread out across Metro Manila, Maynilad wished to implement a standard way of providing service to all customers from different locations. With the lack of a single system for recording transactions and maintenance processes, Maynilad suffered from data inconsistencies. As a result, due to lack of visibility, improvement areas could not be identified, and customer satisfaction became very low.

Maynilad needed a way to record transactions so that the transactions could be sent accurately to the company’s billing system. The company also needed to automate sales and customer service processes to ensure a proper check and balance in business area operations.


Microsoft Dynamics CRM is the core solution for Maynilad's Workflow Management System (WMS) – the system responsible for enhancing Maynilad's sales and customer service operations. Maynilad sought a system that could centralize sales and service processes, as well as provide full billing transparency. Microsoft Dynamics CRM met the company’s requirements for all business processes, and added more value by automating processes where there was a high risk of inconsistent policy execution.


Enhanced Customer Service with Application Processing Automation

With Microsoft Dynamics CRM, Maynilad automates the creation and validation of new water and sewer service applications, enabling the company to more quickly and efficiently process applications and serve new customers. Existing customers also experience an automated ownership change process, facilitating uninterrupted service to the customer.

Efficient Problem Resolution with Case Management Functionality

The case management functionality in Microsoft Dynamics CRM enables Maynilad to understand and manage customer concerns from the moment an issue is raised to when it is resolved, ensuring that issues are responded to in a timely manner. Examples of water service-specific concerns that cases are labeled as in Microsoft Dynamics CRM are as follows: average billing; contested meter reading; sewer charge; AIU charge; inappropriate rate code; interchange meter; and interchange reading.

More Connected Business Processes through Integration with Existing Systems

With applications for new service connections, after receiving the application and entering the customer information in Microsoft Dynamics CRM, the application gets pushed into the company's billing system, SAP ISU, with all of the customer's contact details transferring to the system.

After the application gets cleared by the legal unit, it is then assigned to the zone team to check for water line availability at the customer's location. If a line is available, the team obtains technical information such as size of service line, meter information, size of the path, etc., and enters it in Microsoft Dynamics CRM. Microsoft Dynamics CRM then pushes the zone data into SAP ISU to automatically create a Contract Account Number (CAN) in SAP ISU.  The CAN is added to the application in CRM, and the application is sent back to the account team.


Ignify is a technology provider of ERP, CRM, eCommerce, and Point of Sale software solutions to organizations. Ignify is winner/finalist of the worldwide Microsoft Partner of the Year Award in 2014, 2013, 2012, 2011 and 2010. Ignify has been included as the fastest growing businesses in North America for seven years in a row by Deloitte, Inc Magazine and Entrepreneur Magazine from 2007 to 2013.

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