Bosch Power Tools adds CRM to loyalty scheme

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By: Wise Marketer Staff |

Posted on January 25, 2003

Bosch Power Tools adds CRM to loyalty scheme

Bosch Power Tools & Accessories has appointed technology consulting firm, BORN, to create a full customer relationship management (CRM) system to support the its loyalty and service programme for the new line of cordless tools.

To coincide with the launch of its new range of cordless power tools, Bosch rolled out its loyalty and service programme, Provantage, to track customers' purchasing behaviour and service issues, and to provide a means for communicating with customers.

Fostering loyalty Customers are automatically entered into the CRM database upon registering their product for warranty, whether online, by telephone or by mail.

"Fostering greater loyalty is increasingly important in today's market," said Randy Valenta, director of product service for Bosch Power Tools & Accessories. "We believe this CRM system will help us be more responsive to our customers' needs and, in turn, build more affinity with our most loyal customers."

Technology BORN managed the project, integrated the company's systems with its fulfilment and call centres, and developed the customer database and customer-facing web registration systems. The new CRM system is built on Microsoft's .NET platform, using web services to integrate with outside suppliers.

"The Bosch CRM system is unique," said Dan Hanson, BORN's Milwaukee branch manager. "It was customised to the needs of Bosch using .NET and web services. The information exchange between customers, Bosch and third-party suppliers is completely seamless, creating the most convenient customer service environment possible."

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