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CRM Implementation

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USB, Group 3

USB, Group 3

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  • Global company 100 countries 16400 employees 4 regional offices in SA Implementation in SA yet.
  • Merge of sappi fine paper and sappi kraft New Co “SAPPI paper and paper packaging SA” Derived demand
  • Establish formal processes. Formal KPI Mobile, OLTP, web-based customer portal
  • CM – people focused


  • 1. CRM Implementation Group 3
  • 2. Problem Market Share Loss Open Markets allows for dumping HR loss left SAPPI vulnerable Pricing wars have resulted Investments not paying off Barrier to Success Lack of required capital to invest Backward integration limited Acquiring converters New Approach Passionately engaging to ensure a sustainable future New Vision New Strategy “ i choose paper”
  • 3. Scattered customer interactions Order- management Management Marketing Service Internal sales External sales Sales support Customer Reception Logistics
  • 4. Benefits of Intergrated CRM Order management Management Marketing Customer Reception Logistics Internal sales Customer service Sales support External Sales
  • 5. Why CRM?
    • Improve Sales and Marketing Depts interaction with customers
    • Single contact point for the customer
    • Single view of customer
    • Previous system not user friendly
    • Disparate and distributed systems
    • “ Do as you are told” culture
    • Business knowledge not shared
    • Lack of flexibility
    • Timeliness
    • Quality
  • 6. The Flow in Microsoft CRM It starts with a lead Entered into CRM Qualification: Meeting Oppportuntiy etc. Convert to Account, contact and opportunity Sales process starts Automatic tasks are generated. Probability is set The order is won
    • Relationship mng:
    • Newsletters
    • Follow-up
    • New possibilities
    • Cross sales
    Reporting Follow-up on sales pipeline, opportunities etc. Dispatcher creates a case Customer and contract info is found in CRM Case is in the support queue Customer is happy  Lead is contacted Customer calls with a problem Customers receives a confirmation e-mail Case is solved Answer is found in knowledge base Complete Customer Rel. Management
  • 7. Change Management Employees Project Steering Committee Exordia
    • New strategy roll out
    • Senior Management & HR involved
    • HQ conferences with entire Marketing team
    • Exordia & SAPPI members
    • Meeting programme set up to track and review progress
    • Programme manager appointed to raise change requests
    • Clearly outlined responsibilities
    • T&C agreed upon included intellectual property gained by Exordia may be used by SAPPI for its own benefit
  • 8.
    • Vendor Selection Process
    • Measuring Success Factors
    • Technology
    • Internal and External Clients
  • 9.
    • Adjustment of business strategy to establish growth
    • CRM system facilitate customer focused strategy
    • Top level management support
    • Proper change management
    • Roll out to be completed in Feb 2011
  • 10.