CRM
Implementation
Group 3Group 3
Sappi Kraft
Problem
Market Share Loss
Open Markets
allows for dumping
HR loss left SAPPI vulnerable
Pricing wars have resu...
Sappi Kraft
Order-Order-
managementmanagement
ManagementManagement MarketingMarketing
ServiceService
Internal salesInterna...
Sappi Kraft
Order managementOrder management
ManagementManagement MarketingMarketing
Customer
Benefits of Intergrated CRM
...
Sappi Kraft
Why CRM?
 Improve Sales and Marketing Depts interaction with customersImprove Sales and Marketing Depts inter...
Sappi Kraft
The Flow in Microsoft CRM
It starts with
a lead
Entered into
CRM
Qualification:
Meeting
Oppportuntiy
etc.
Conv...
Sappi Kraft
Change Management
EmployeesEmployees
Project Steering
Committee
Project Steering
Committee
ExordiaExordia
• Ne...
Sappi Kraft
Recommendations
Vendor Selection ProcessVendor Selection Process
 Measuring Success FactorsMeasuring Success...
Sappi Kraft
Conclusions
 Adjustment of business strategy to establish growthAdjustment of business strategy to establish ...
Sappi Kraft
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CRM Implementation

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CRM Implementation

  1. 1. CRM Implementation Group 3Group 3
  2. 2. Sappi Kraft 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. 3. Sappi Kraft Order-Order- managementmanagement ManagementManagement MarketingMarketing ServiceService Internal salesInternal sales External salesExternal salesSales supportSales support Customer Scattered customer interactions ReceptionReception LogisticsLogistics
  4. 4. Sappi Kraft Order managementOrder management ManagementManagement MarketingMarketing Customer Benefits of Intergrated CRM ReceptionReception LogisticsLogistics Internal salesInternal sales Customer serviceCustomer service Sales supportSales support External SalesExternal Sales
  5. 5. Sappi Kraft Why CRM?  Improve Sales and Marketing Depts interaction with customersImprove Sales and Marketing Depts interaction with customers  Single contact point for the customerSingle contact point for the customer  Single view of customerSingle view of customer PROBLEMS:PROBLEMS:  Previous system not user friendlyPrevious system not user friendly  Disparate and distributed systemsDisparate and distributed systems  ““Do as you are told” cultureDo as you are told” culture  Business knowledge not sharedBusiness knowledge not shared  Lack of flexibilityLack of flexibility  TimelinessTimeliness  QualityQuality
  6. 6. Sappi Kraft 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. 7. Sappi Kraft Change Management EmployeesEmployees Project Steering Committee Project Steering Committee ExordiaExordia • New strategy roll outNew strategy roll out • Senior Management & HR involvedSenior Management & HR involved • HQ conferences with entire Marketing teamHQ conferences with entire Marketing team • Exordia & SAPPI membersExordia & SAPPI members • Meeting programme set up to track andMeeting programme set up to track and review progressreview progress • Programme manager appointed to raiseProgramme manager appointed to raise change requestschange requests • Clearly outlined responsibilitiesClearly outlined responsibilities • T&C agreed upon included intellectualT&C agreed upon included intellectual property gained by Exordia may be used byproperty gained by Exordia may be used by SAPPI for its own benefitSAPPI for its own benefit
  8. 8. Sappi Kraft Recommendations Vendor Selection ProcessVendor Selection Process  Measuring Success FactorsMeasuring Success Factors  TechnologyTechnology  Internal and External ClientsInternal and External Clients
  9. 9. Sappi Kraft Conclusions  Adjustment of business strategy to establish growthAdjustment of business strategy to establish growth  CRM system facilitate customer focused strategyCRM system facilitate customer focused strategy  Top level management supportTop level management support  Proper change managementProper change management  Roll out to be completed in Feb 2011Roll out to be completed in Feb 2011
  10. 10. Sappi Kraft

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