When the beer turns to CRM for help

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By: Wise Marketer Staff |

Posted on April 9, 2003

The export brewery, Beck's, has recently signed up for the 'mySAP' customer relationship management (CRM) system, along with other global consumer product category brands including Adidas-Salomon, according to a statement by the German enterprise solutions provider, SAP AG.

According to SAP, its mySAP CRM system is gaining market traction as consumer product manufacturers strive to achieve better operational efficiency and customer service.

Such companies certainly have to work around tight profit margins in a fiercely competitive environment, and are turning to customer relationship management tools to improve customer relationships, collaboration with retailers, and product development cycles.

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Internally, many consumer goods manufacturers are under pressure to align information from a variety of IT systems and data sources, and to manage inventory and deliveries, satisfying both retailers and consumers. This means that enterprise-wide access to information about customers, production, and distribution are critical to their everyday business operations.

By driving key business processes through marketing, contact centres, e-commerce facilities, and channel management, CRM systems such as mySAP are allowing these companies to boost customer loyalty through the management of business operations, handling of key accounts, and conducting individually targeted marketing campaigns.

"CRM is about giving companies a complete view of the customer," commented SAP executive board member, Peter Zencke. "Our CRM solution helps employees across the enterprise understand retailers and consumers in more detail than before, enabling decision-making based on detailed analysis, and improving speed of delivery, marketing effectiveness, and customer loyalty."

SAP's global clients in the consumer products industry include Asian Paints (India), Barilla Wasa (Germany), Pentax (USA), Pacific Coast Feather (USA), Playmobil (Germany), Tchibo (Germany), Werner & Mertz (Germany), and Zapf Creation (Germany).

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