CRM Acceleration Milan 2010 - BMW

How BMW of Italy use SugarCRM for Lead Management Marco Mangini – Retail Integration & Customer Data Manager – BMW Italia S.p.A.

BMW Italy goal To implement a CRM system to enable italian BMW Dealers network evolution in terms of customer & prospect management area from a PULL philosophy to a PUSH philosophy

The Italian Market for BMW Italy is in the top markets in the world for BMW - MINI

The Italian Market for BMW Italy is the second market in the world for BMW Motorrad

BMW Italy Sales Organization
National sales company based in Milan

BMW Italy Sales Organization
Nearly 150 dealers in all over the italian territory (3 brands)

BMW Italy needs
A software to optimize HQ mktg forwarding and tracking leads over the dealers network
A software to allow the dealers managing leads in a faster and clearer way…
… involving directly the dealer salesman
A software to manage corporate campaigns
A software to allow the dealers managing local campaigns

Previous CRM SW limitations
Focoused only on lead assignment to the Dealer
Salesmen were “out of the loop”
Poor reporting
Poor activity management tools
No local campaign management
Poor performance
Not user friendly approach

Previous CRM SW limitations ISSUES: Those limitations caused that many of the leads forwarded from BMW HQ to BMW’s dealers network weren’t properly and completly managed

The software selection
A software selection has been promoted in summer 2008
All the most important CRM providers has been invited
In fall 2008 only 3 softwares (one of which was SugarCRM/Opensymbol) were inserted in the short list
SugarCRM & Opensymbol was the choice in early 2009

Why SugarCRM
High degree of software customizability
High degree of software integrability with central BMW CRM systems based on Siebel Oracle
Opensymbol focus on BMW needs : starting from the earlier stages Opensymbol always kept in mind customer needs
Opensymbol skills on integrating other softwares and on fast customizing SugarCRM
Deployment Flexibility : on demand but with the option to install in house if needed
Price Flexibility: the same price per user regardless of the number of users (from 100 to 2000)

How to size the hardware?
To optimize Performances
To secure highest Reliability
To keep high Flexibility level
To Save on Hardware setup and maintenance costs

The new process on BMW lead management
1. Leads coming from various sources are processed in HQ B.I.
2. Leads are automatically inserted on SugarCRM by HQ B.I.
3. SugarCRM notify the Dealer Marketing Manager and puts new leads on his dashboard
4. The DMM assigns the lead to Sales People
5. The Sales People have limited time to manage the lead
6. The DMM monitors the activity
7. The HQ CRM monitors the entire sales network activity

Ecom website (one of the lead sources)

Dealer Marketing Manager Dashboard

Home Dealer Marketing Manager

Opportunity assignment

Opportunity assigned

Home sales man

Activity management

Home sales man with completed activity

Closing an activity

Closing an opportunity

Dealer Reporting (example)

HQ Monitoring (example)

Training on line

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CRM Acceleration Milan 2010 - BMW

by Enrico Maggi on Nov 15, 2010

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CRM Acceleration Milan 2010 - BMW — Presentation Transcript