Seeking Smart Customer Relationship Management System

Background / Description

The Open Innovation Platform (OIP), an initiative by the Info-Communications Media Development Authority of Singapore (IMDA), aims to connect real business challenges to problem solvers. 



Banta Global Turnkey Singapore (Banta) is a supply chain management company based in Singapore, a subsidiary of RR Donnelley and Sons, an American Fortune 500 company providing integrated communication solutions and services.

Banta provides kitting and packaging services for clients in the advanced electronics and healthcare sectors. Banta uses a combination of consigned components and purchased components to configure and assemble them into branded products for its customers.

The current ordering process is complex and largely manual, which gives rise to many possibilities of errors that affect customer experience and efficiency.

The current ordering process is highly manual and labour-intensive, and demands that:

1) All the required data to fulfil the customers’ orders are correctly filled by the CRM
2) Due diligence is required of the CRM to keep track of the repeated changes of orders from the customers and ensure that the final order is taken correctly
Banta is looking to leverage technology to automate and reduce errors in the ordering process, so as to provide a superior customer experience and reduce the cost of errors.



How might we automate the ordering process to be more efficient and effective, and achieve a better customer experience?

Technical Specifications


• A prototype solution that will be able to broker:
o The ordering relationships and interdependencies between the parties across the various business models
o Integration with the in-house ERP (E1) system for product specification and information
• The system should largely automate the ordering process via multiple ordering channels (for example, phone, email or other channels) and from multiple customers
• The solution should include a query function for specific customers to further parse the inventory status in cases where alternate components are available for selection
• For a certain period of time, until the customer confirms the order, they should be able to review and change the order as needed
• The system should be able to accurately transcribe the order from the customers, consult the cross reference table in E1 for product integrity, and check the inventory status to determine the availability of the relevant components to commit to the orders
• The system will also trigger an email to the respective customer on the estimated delivery date for the order
• The system should be scalable to facilitate the invoicing and shipping process, if that is required in the next phase



The Customer logs in and queries the Smart Customer Relationship Management (SCRM) system for an intended order of a finished product a certain quantity. They can easily self-check the system with part numbers and quantity without the need to send multiple calls or emails to Banta’s CRM to check for the fulfilment of the order. Some customers have the further feature to query the system for availability with specific product component preference.

Once the system determines that the finished product can be fulfilled, the customer easily places the order through the SCRM System. Once the order is confirmed, the SCRM automatically integrates with E1 and triggers the execution of the order to the Banta kitting process.

• SGD 35,000 of prize money for each winner of this challenge (see Award Model)
• Potential to co-develop solution with an experienced supply chain management company with established networks and domain expertise
• If successful, further opportunity to scale the solution across at least seven similar supply chain entities under RR Donnelley and Sons in Europe and the Americas
• Winner will be publicised by Banta by the end of the challenge



We are open to global and Singapore-based individuals, research providers and companies that have digital technology expertise and innovation capabilities. Some of these include Info-Comm and Media (ICM) start-ups, SMEs and larger companies. Problem Solvers should have the ability and desire to co-create and innovate with Problem Owners or/and other partners to translate their ideas into solutions that can address real business needs. 

There are no restrictions on the geographic location of the problem solvers who may choose to apply to this challenge. However, the prototype needs to be demonstrated in Singapore. Global applicants must be prepared to bear the additional cost of travel. 

Further Details

Technical details of the problem statements as well as information related to the innovation calls can be found on the IMDA Open Innovation Platform (OIP) which you will be redirected to after clicking on the 'Proceed To Details' button below and filling up a short form with your basic information.

Preferred Business Model

  • R&D Collaboration
  • Business Collaboration (Joint Venture, Distribution)

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