This document discusses customer relationship management (CRM) strategies for Towngas, a gas utility company in Hong Kong. It outlines Towngas' history and business focus on customer service. Charts show its customer base breakdown and growth compared to competitors. The document then discusses CRM frameworks and how Towngas implemented CRM through initiatives like an emergency customer management project. It analyzes Towngas' key success factors such as senior management involvement and uninterrupted gas supply. Recommendations include strengthening customer data systems, improving work processes, expanding product offerings and services, and generating new business through areas like mainland China.

1. Achieving Competitive Advantage Through
Customer Relationship Management66
Sixers

2. about Towngasabout Towngas
1960
Listed in HK
Stock Exchange
1992
TQM & Business Process
Re-engineering
1993
Costumer
Focus Team
Business:
Production &
Distribution Gas
It was sole supplier of
town gas and related
service of 1.4 million
household
Groups of customer:
45 % (Resident)
35% (Commercial)
17% (Equipmemt Sales and
others)
3% (Industrial)
1996
Continues
Transformation 1998
Key Management
Focus
What’s next with
TOWNGAS ?

3. ChallengesChallenges

4. 1-Year Sales Growth Number of Customer
Gas Industry Competition
Source : Annual Reports of Towngas, CLP, and Hong Kong Electric.

5. Acquisition
Cost ↓
Base
Profit ↑
Revenue
Growth ↑
Operation
Cost ↓
Referral↑
Price
Premium
Loyal Customer Are More ProfitableLoyal Customer Are More Profitable

6. Source : Mullins, Johm W, Orville. Marketing Management : a Strategic Decision Making Approach 8 ed Mc Graw Hill
Mature Market StrategyMature Market Strategy

7. framework
CRM FrameworkCRM Framework
Source : Winner, Russel (2001), Marketing Management 4ed Pearson

8. Towngas CRMTowngas CRM

9. Towngas Key Success FactorsTowngas Key Success Factors
Involvement of
Managing Director
on CT Project &
Department
Managers on ECM
Project
From TQM (1990) --> SQS (1992) --> FC (1993) --> ECM (1998)
Uninterrupted Gas Supply
Restoration of gas supply within 24 hours
Emergency team arrived within an hour
Availability within 3 working days
Customer Service Hotline calls answer within
5 rings
1.4 mio Customer Information
More than 2 mio equipment installed
through HK
↓
Information about potential
customer for new product
Consumption pattern for forcesting
and trend analysis
Already Revied in 1999-2002

10. Customer Shared ValueCustomer Shared Value
from the corporate value, we can conclude that we have to make sure our customer
knows that we are :
company customer

11. RecomendationRecomendation
Data Strengthenin through CIS and BI
– Business intelligence (BI) is a broad category of
applications and technologies for gathering, storing,
analyzing, and providing access to data to help
enterprise users make better business decisions.
– Customer Information System is the computer data
base and information system that contains all billing
and personal data pertaining to utility customers of
the City of Anaheim including billing rates, historical
utility consumption, associated charges and meter
information. The focus of the system is at the
customer level supported by premise and service
levels.
WORKING PROCESS through doing
Continues Improvement
• Availability of appointment in hours
• Reduce number of complains

12. RecomendationRecomendation
Strengthening Towngas position as one
stop solution of gas uses appliance.
– Towngas Avenue
– More Outlet : Opened- gas & kitchen
appliances and bath room accessories
Lifestyle
Cashless payment card
basis with loyalty point
Social Media
Web base
Cooking center
Community

13. RecomendationRecomendation
GENERATE MORE BUSINESS
• Expansion in mainland china
• Line Business Spa

14. thankyou