Two CRM success stories
Concrete examples of successful CRM implementations have, up to now, been scarce. These are two of Europe's most successful, according to an Aberdeen Group report.
According to Ute Appenzeller, author of a new Aberdeen Group report, CRM implementations in Europe are working, if done correctly. The report looks past the negative publicity of some failed CRM implementations, and analyses successful implementations - what made them work and why. One of the implementations featured is that of HSBC Bank and e-mail and e-service company, Amacis.
HSBC Bank HSBC Holdings is one of the world's largest banking and financial services organisations in the world, with operations in 78 countries and territories. In 1999, in the UK, HSBC launched digital TV banking, which was followed in 2000 by internet banking. HSBC had to find a way of handling the high volume of customer interactions that these new services generated: a way that would automate responses and integrate with existing databases. Major concerns were to safeguard information that would be sent out by the automated process and to ensure consistent handling of customers over all the channels used. It would also have to support a global rollout in all the languages in the company's diverse international customer base.
Three phases The implementation of Amacis Visibility began in May 2000, with a pilot to provide email support for the new TV banking customers. The first phase included the development of web forms to address technical support issues and provide feedback for the Internet Banking customers. Phase 2 expanded email support to the needs of specific business units. Phase 3, currently in progress, will offer management secure, authenticated, free format messages delivered through Internet Banking. Customer requests are automatically directed to the most appropriate part of the organisation.
Sytner Group Another success story is that of UK premium brand motor retailer, Sytner Group, and Logica, global IT and management solutions provider. The group has a turnover in excess of £600 million and a total of 46 dealerships representing all major prestige brands including Rolls-Royce, Ferrari, Porsche, BMW, Mercedes-Benz, Audi, Jaguar and Land Rover.
Customer care centre Driven by questions like "who owns the customer?" and "who owns customer data?", Logica and Sytner transformed Sytner's business into a clicks and mortar model. This meant providing Sytner's customers with internet-based sales and service, and establishing one, unified view of customer data. The system incorporates a centralised customer database linked to dealership point of sale systems, a public website and internal intranet, and a PeopleSoft CRM-driven Customer Contact Centre linked to both the database and web site.
In just 4 months This enables Sytner to generate personalised, one-to-one marketing campaigns and to build more profitable and loyal customer relationships. The implementation was successfully completed within 4 months, a timescale that particularly impressed the Aberdeen Group.
For more information about What works in Europe: Success Stories in Customer Relationship Management, click here.