CRM Solution Success Stories
How are companies using CRM solutions? The range of organizations using CRM systems today varies widely. While CRM was developed largely for service providers such as banks, hospitals, and universities, businesses small and large have found CRM to be beneficial to their bottom lines, regardless of size. Small businesses are finding CRM solutions save them time and money by organzing their client information, making it easier to provide quick and easy customer service without all the paperwork and staffing. Larger companies are using CRM to not only manage their clients, but also identify and retain new customers.
Below are a few customer stories about their experiences using CRM in different industries worldwide.
Alta Resources
Alta Resources is
an outsourcer of customized sales and service applications such as call center management and customer data analysis applications. To keep up with
increasing internet and global demands, Alta needed a CRM solution that integrates
its clients' business processes with its own applications to create mutual
customized call center solutions for its clients. Alta Resources turned to
PeopleSoft
to help them create a unified, seamless CRM solution that resulted in their
ability to expand their business, enter new markets, take on more clients,
and increase revenue significantly within a relatively short period of time.
IBM
As a longstanding technology
organization, IBM suffered from too many departments running on different platforms
and applications that were no longer compatible, as some upgraded
while others didn't and new systems were introduced. IBM was already
using Sieble's CRM solution for it's call centers and technical support,
so when IBM needed help with it's sales and marketing, they turned
to Siebel once again to create a single integrated, company-wide CRM solution platform
that supports IBM sales and marketing worldwide by providing a single
source for customer and marketplace data, in several different languages
and currencies.
Bedfordshire County Council
It's not
surprising that the public sector has turned to higher-tech CRM solutions in
the past few years. Government and public agencies are responsible for
interfacing with and servicing everyone from private citizens to public
corporations and military agencies, and even small organizations can be overwhelmed with management issues. Bedforshire City Council in the U.K.
was experiencing significant growth and a rapidly changing economy. SAP worked
with the Council to create a CRM solution that makes the Council more
efficient and enhances communications within its own department, with private
companies, and with the general public. Bedfordshire County, and other
communities worldwide, has realized that CRM has huge potential benefits to
the efficiency of our government agencies, and can change the way government
interacts with the public.
America OnLine
America Online, the world's largest Internet Service Provider, turned to SalesForce.com
to help it manage its extensive customer base and, on the IT end,
their customer - server interactions. AOL also had an increasingly
complex sales and marketing process that involved multiple external
partners, and managing information across multiple groups and contracts.
SalesForce.com provided AOL with a CRM solution that directs customers
and employees through the fastest and most efficient channels when
seeking information or solutions, increasing productivity for the
entire organization.
Three Rivers Pharmeceuticals (3RP)
3RP
is an example of a start-up company that implemented a CRM solution from the
beginning in order to maximize its profits and efficiency during this most
important growth period. 3RP had planned to do its CRM in-house, but after
researching the amount of staff and financial resources it would take to do so,
especially considering the FDA requirements they would be subject to, 3RP opted
to outsource their software services to Oracle. Oracle quickly implemented an e-business solution that allows 3RP
to focus on it's research and business development while the Oracle
solutions work to manage its contracts, business transactions,
and helps to automate reports.
Blue Cross Blue Shield
Blue Cross Blue
Shield worked with Pegasystems to organize and
implement a CRM system to provide accurate information via one application that could
do several functions, as opposed to several, disconnected information centers. BCBS saw
the time it took to train new employees diminish significantly because of less time
spent teaching system navigation - only having to teach them to navigate one or two
screens instead of six or eight - and more time focusing on quality customer-service
interactions. Employees now have more time to focus on customers instead of searching
for information from several sources. The CRM solution also allows them to automate
processes such as updating an address or requesting a member card, saving company time.
Not only that, but the amount of technical support now needed to maintain the system
is decreased.
American Airlines
American Airlines wanted
to better understand its growing customer base, specifically the members of its
AAdvantage Travel Awards program. AA worked with Epiphany
to create a unique system that helps recognize customer differences
through company-wide sources of data. Using this system, the airline
and it's individual employees can offer personalized services to
its most loyal customers - frequent fliers - and potentially greatly
increase their profitability by retaining customers in an increasingly
dynamic and competitive industry.
Boehringer Ingelheim
In 2003, Boehringer
Ingelheim (BI), a pharmaceutical company, implemented the Siebel ePharma customer relationship management
(CRM) suite to create a new way of approaching the company’s markets and to
standardize information. As a global company, BI needed to standardize its sales
and marketing practices worldwide. The Siebel system allows BI to compile and track
product and client information in order for it to be deployed at any time, to any
client, worldwide. The CRM solution, combined with other factors, optimized the
company's effectiveness in such a way that BI saw their revenues double in a two-year
period.