Recently, a company spent $25 million in CRM system’s execution.
The company has been one of the leading forest-products companies in the world but for the past several years, office products – pens, computers, desks etc., have comprised the largest segment of its annual sales.
One-third of the company’s revenue is generated from its online business and because office product customers rely on flawless e-commerce site performance to help reduce their administrative overhead, competition within this sector is strong.
What Prompted The Company To Go For CRM?
Of late, the company’s application server was failing to meet volume and performance expectations.
The web site was not integrated with customer account information, so clients with questions about order position or account balances flooded the call centers. The customers were demanding and each customer had different needs.
As the company was in B2B business, managers of the contracted company were primarily treated as customers. After a lot of discussion, the management decided to go for CRM to:
Implement electronic report delivery – to...
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