Bowi is a German company founded in 1987 specializing in customer relationship management. It offers three main solutions: xRM analysis and design to map customer processes, CRM projects to implement CRM systems, and CRM services including technical support and training. Its products include Selligent Relationship Management software, interactive marketing tools, mobile CRM, and an xRM Ecosystem Cockpit to provide transparency across business networks. Bowi has participated in research projects on value chain analysis and social CRM intelligence.

1. www.sti-innsbruck.at© Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at
Bowi

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1. Background
• Founded in 1987
• Based in Landau, Germany
• Focused on Customer Relationship Management in all areas of sales,
marketing and service
• Our guiding principle: "Long-lasting relationships with our
customers"
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2. Solutions
• A solution combines a method, organization, technology and
implementation in the context of a project, working to fulfill a
strategically defined objective in the organization of a company and its
environment.
• 3 Solutions:
– xRM Analysis and Design
– CRM Projects
– CRM Services
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2.1. xRM Analysis and Design
• bowi believes in extending CRM to all of the relationships across the
entire value creation network.
• Based on our models, bowi determines an organizational solution (a
process design) and the necessary technology to meet the needs of
customers, for example by mapping the processes in a CRM system
(data flows, monitoring, etc.).
• The overall conceptual design is implemented in a project, resulting in
the optimization of the quality of relationship management.
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2.2. CRM Projects
• Depending on the customer's needs, bowi helps select the software
supplier and provide support during the presentations and decision-
making.
• During the entire project life cycle, bowi is responsible for its progress
and maintaining motivation.
• Bowi solutions support organization and change processes with
effectively implemented technology.
• “we design long-lasting and flexible systems that promote relationship-
oriented company growth.”
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2.3. CRM Services
• Technical areas
– ERP integration
– BI integration
– Database management
– Integration of external systems and data
– Programming/customisation
– Integration of mobile devices (mobile CRM)
– Operation of the system and hosting
– Website connection
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2.3. CRM Services
• Training, support, data quality and services
– Training
– Different levels of (technical) support, reliable operation of CRM
technology
– Different levels of (conceptual) support, guarantee secure
processes
– Management of data duplicates
– Campaign support (selection, analyses, address handling)
– Interactive marketing
– Preparation of market data
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3. Products
• 4 Projects:
– Selligent Relationship Management
– Selligent Interactive Marketing
– Selligent Mobile CRM
– xRM Ecosystem Cockpit
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3.1. Selligent Relationship Management
• is a generic software solution that supports all of the processes in the
customer lifecycle and the company ecosystem;
• serves as a portal for all of the information the user requires, including
data from outside of the xRM database;
• provides sales, service and marketing teams with a comprehensive
picture of customer and communication activities:
– makes connections between customers and market partners visible,
– calculates customer satisfaction indicators.
– the database is directly synchronized with groupware such as Outlook and
provides a clear overview of the status of multi-level campaigns
• Users can largely customize the tool on their own, also after it has been
implemented, without any time-consuming program updates.
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3.2. Selligent Interactive Marketing
• Individualized interactive communication
• Communication across all channels
– SIM identifies the topics and channels customers react to – e.g. letters, emails,
questionnaires, sweepstakes, etc. – by analyzing the response KPI*s and
assigning a category or interest score to customers in the CRM database.
– If customers react differently or are interested in varying topics, the campaign
can split and specifically address sub-groups
• Listen to the market – understand what customers want
– SIM measures whether customers have read or deleted the campaign emails,
whether they have visited the website via a specific link or have viewed and
bought certain products in the web shop.
– With targeted questionnaires and sweepstakes, organizations find out more
about their customers and adapt campaigns to their needs
– Marketers tailor their campaigns to the reactions of their customers across
multiple channels and, as a result, boost brand loyalty with customized
campaigns.
– ensures that customers are addressed individually
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* KPI = Key Performance Indicator

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3.2. Selligent Interactive Marketing
• Plan virtually and monitor what happens online
– With simple drag & drop, users assemble elements in the graphical
scenario builder, making it easy to design different concepts –
ranging from confirmation of registration to personalized websites
through to extensive reactivation strategies implemented on a
cross-channel level and telemarketing options.
– Marketers test the campaigns they have drafted in simulations
performed on small parts of the overall target group and monitor the
performance of individual components of the campaigns in detail on
analytical dashboards
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3.3. Selligent Mobile CRM
• directly access the central CRM application from their smart phone or
tablet.
• Depending on their roles, users are allocated the same access rights
and are subject to the same rules as in the office.
• Users are kept informed on time-sensitive data, such as appointments,
complaints and participation in campaigns when they are out of the
office and they can use their mobile devices to update information such
as classifications, notes and service orders.
• During a field visit, customers can sign important documents, for
example service orders, directly on the smart phone or tablet.
• The certified document is stored and can be accessed by all persons
involved in the CRM database and is automatically sent to the customer
per email.
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3.4. xRM Ecosystem Cockpit
• The challenges of network building and transparency beyond
company boundaries
• Cockpit-based solutions: from the Value Chain Cockpit to the xRM
Ecosystem Cockpit
– bowi was a partner in the Value Chain Cockpit (VCC) research project
– defined a cockpit-based solution that brings together all of the essential information
across the value chain of a company.
– On the basis of the prototype developed in the research project, bowi is introducing a
new product - xRM Ecosystem Cockpit - in 2012, an end-to-end tool that enables the
visualisation and management of complex value chains and provides a sound basis
for optimally managing relationship networks.
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4. Research Projects
• 2 research projects:
– Value Chain Cockpit
– Social CRM-Intelligence
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4.1. Value Chain Cockpit
• conducted from 2009 to 2011
• defined a cockpit-based solution
that brings together all of the
essential information across the
value chain of a company
• Company ERP (Enterprise
Resource Planning) systems are
extended to include
comprehensive views of customer
relationship management,
production and logistics data from
CRM and SCM systems.
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4.2. Social CRM-Intelligence
• November 2011
• These focus specifically on
supporting corporate interactions
with the social Web.
• detect trends and understand
comments, opinions, requests
and messages that are posted
online.
• facilitate communication via
social media channels.
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5. Associates
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6. Some statistics
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6. Some statistics
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