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Today's industrial
manufacturing companies are undergoing a shift in the
way that they operate. With the advent of globalisation,
there has been a shift towards outsourcing of jobs to
lower cost countries. There has been intense pressure
to reduce costs in the face of competition from manufacturers
based in lower cost countries. Products are being commoditised
and customer expectations are soaring. During these times
of economic uncertainty coupled with increasing customer
expectations, forward looking industrial manufacturers
are turning to CRM solutions to improve customer relationships
and to derive increased value during the lifetime of these
relationships.
CRM was first introduced to the service industry to help
consumer-oriented markets keep track of thousands, if
not millions, of customers. Manufacturers are different
because they have fewer customers but a much higher transaction
rate with them. Manufacturers tend to sell to the same
customer over and over again. CRM's role in manufacturing
is understanding all the activity that goes on with that
customer and securing that relationship. Most new business
comes from additional opportunities from existing customers.
Hence, CRM is important to industrial manufacturers as
it is all about making it easier for customers to buy
more from the manufacturer. As the customer base is smaller,
there is an increased need to retain customers. In a competitive
market, if the quality and price are equal, it's then
about customer service - all the more reason for manufacturers
to adopt CRM.
Bright Blue's consultants has worked on key Siebel
CRM implementations at leading industrial manufacturers
to help drive them maximise their business benefits out
of all customer interactions. By implementing Siebel CRM,
these companies have increased customer loyalty and also
built long term profitable customer relationships. The
Siebel CRM application has assisted manufacturers in the
following ways:-
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Improve sales
& business development effectiveness and collaboration
across business units & product lines |
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Improve product,
quote and order configuration accuracy to accelerate
the sales cycle |
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Enable sales
and service collaboration with dealers and distributors |
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Deliver superior
customer service & capitalise on post sales
parts & services revenue |
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Increase marketing
campaign effectiveness to drive new business development |
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Gain insight
into customer buying behaviours through real time
analytics |
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