SAP Provides CRM but Don’t They Need it?

 “And everyone at SAP knows that if customers love you everything else takes care of itself,” Co-Ceo Bill McDermott told reporters in a first public appearance with his counterpart Jim Hagemann Snabe at a news conference at the CeBit trade fair.

In addition to SAP CRM (Customer Relationship Management), their products offerings consist of SAP ERP (Enterprise Resource Planning), PLM (Product Lifecycle Management), SCM (Supply Chain Management), and many others. Particularly, SAP’s CRM system helps companies by giving them a single view of each customer where they can arrange their information ahead of sales, marketing, and services to their network. SAP believes that in our competitive business world, companies who have a competitive advantage are the companies which are customer oriented and giving their full focus on their customer’s satisfaction. “Delivering an outstanding customer experience is key to setting yourself apart from the pack.” Also according to SAP, “Companies seek to retain their best customers and maximize the effectiveness of every customer interaction – whether it’s sales, service, or marketing.”

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Amer Sports Tapping into both B2B and B2C

Amer Sports, a leading company in the sport equipment market, is a financial group which chose to specialise in the sport industry and today, consists of many different strong sport brands. The group is facing two challenges when dealing with Customer Relationship Management (CRM) strategy; by dealing with professional customers and also with end users, it must play on two different fields. I worked for a year as an intern in Amer Sport’s French subsidiary as the Retail and Trade Marketing Manager Assistant on the Salomon brand, and I must say that I have never heard the term “Customer Relationship Management” during my whole internship.

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Everybody can make a sandwich – The question is just how you do it!

The Subway brand, with its innovative service approach, crafty pricing strategy and delicious meals, has in the last years grown massively; not only in reputation but the chain has also surpassed McDonald’s in having more restaurants worldwide. The chain works with the discipline of operational excellence and has a creative and extraordinary business idea that just amazes me and has really changed my perception of the fast food industry. There are so many fast food chains out there today that are incredible in the way they do business; being innovative seeking to get their customers to buy more and more from them; but Subway, according to many, takes the standard of the fast food industry to other levels and is in a class of its own.

If you think about it, the Subway sandwiches and menu’s are not particularly cheap, and the restaurants does not provide an upscale, chic environment that could please a huge crowd like many of the other popular fast food chains. Yet they always somehow provide a sense of personalisation, belonging and a feeling that they listen and indeed, actually care about what you have to say; all this while being very productive with handling customer requests at the same time. Continue reading

Darty – The Contract of Confidence

Darty is a French firm specializing in electrical retailing. Wholly-owned subsidiary of the UK company Kesa Electrical Pl. Currently, Darty is mainly present in France, with 224 stores. The company is quite famous in France, and had revenues of €2921 million in 2011, with a 4.6% positive change compared to 2010 (Platt, 2011). The interesting point of the company is that it is highly focused on enhancing its relationship with the customers. Darty makes this customer relationship management its main argument for sale.

Today, and since its creation, Darty’s originality comes from the willingness of committing in terms of price, choice and service. This customer relationship management is based on what is called the “contract of confidence”, which represents the company’s promise. It is the pillar on which Darty’s strategy relies. Continue reading

CRM in Football – The Case of Manchester City FC

Customer relationship management applies beyond the traditional product and service offerings. CRM has become a core strategic element of sports clubs that recognise the importance of managing and understanding their supporters. For many fans, the football brand is a passion! Due to their cultural ties and emotional appeal, sports clubs surpass organisations operating outside the realm of sports in brand adoration and loyalty. However, this brand craze creates a complex environment and requires careful management and anticipation. This process is especially difficult in the football industry where competition over followers is fierce. It is evident that football without fans wouldn’t be the sport that it is today; a weak fan base leads football clubs to ruin. Fans, as customers, are the base of the football club’s economic model and should not be taken for granted; they fill up stadiums, buy merchandise, and attract sponsorships. Continue reading

Virgin People

Of the world’s top twenty brands, Virgin is the only one to “challenge” and diversify away from its core competencies. The company has businesses in banking, telecommunications, transport, and so on; whereas, compared to the CocaCola company, their product line, successful as it is, doesn’t stray far from beverages. Therefore, the question that must be addresses is how can Virgin do this? How can it be so prolific in comparison to other giant brands of the world? Surely, one man’s endearing personality cannot turn branding on its head to such an extent that the company’s customers will follow him anywhere!? Continue reading

Nespresso – What else?

How the luxury brand Nespresso managed to tie an impressive number of over 10 million customers with a concept of club membership and its “belonging to an elite group” approach.

Launched in 1986, Nespresso is the worldwide pioneer and market leader in high-quality portioned coffee offering innovative coffee machines and 16 flavours of “Grand Cru” capsules. It is an autonomous global business unit of Nestlé, the world’s largest consumer goods company. Nespresso caters to both private consumers and the business segment. The latter generates the lion’s share of Nespresso’s turnover and has grown impressively. With its 20% annual growth rate and double-digit sales increases in world markets; Nespresso is Nestlé’s fastest growing operating unit. It also belongs to Nestlé’s famous billion dollar brands with a turnover of CHF 3.2 billion in 2010. Continue reading