University of Stellenbosch Business School - Group 3 Presentation, November 2010

1. CRM
Implementation
Group 3Group 3

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. Sappi Kraft
Order-Order-
managementmanagement
ManagementManagement MarketingMarketing
ServiceService
Internal salesInternal sales
External salesExternal salesSales supportSales support
Customer
Scattered customer interactions
ReceptionReception
LogisticsLogistics

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. 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. 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. 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. Sappi Kraft
Recommendations
Vendor Selection ProcessVendor Selection Process
 Measuring Success FactorsMeasuring Success Factors
 TechnologyTechnology
 Internal and External ClientsInternal and External Clients

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. Sappi Kraft