CASE STUDY CHAPTER 9

PG390
CUSTOMER RELATIONSHIP MANAGEMENT HEADS TO THE CLOUD

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WHAT IS SALESFORCE.COM
Successful enterprise scale software as a service (SaaS)
Global leader in cloud based customer relationship
management (CRM)

Can access by using phone and computer

Subscription fee as low as $15/month
Has >100,000 customers
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BENEFITS
No major investment on hardware
No major investment on software
Not required upgrading corporate computer system

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CUSTOMER

ADVANTAGE

1) FIRECLAY
TILE
Tile
manufacturer

i)
ii)
iii)
iv)
v)
vi)

Internal

Increase new sales leads by adopting new Salesforces email

and Web to lead capabilities
Automatically generate specific task based on the type of lead
(architect, contractor,dealer and homeowner)
Track sales performance and customer demand
Maintain customer services (sales,profile and etc)
Automate service function ( order confirmation, follow up
customer satisfaction survey,shipping notification)
Increase customer satisfaction by 90%

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CUSTOMER

ADVANTAGE

2) Dr. Pepper
Snapple
Group
(Beverages
company)

i)
ii)
iii)
iv)

Replace Outmoded Ms Excel application.

Able to compile report more than 50 beverage brands
Able to track sales performance against objectives in real time
Currently tracked more than 10,000 accounts with automated
reports and dashboards monitoring KPI, sales calls, volume

CUSTOMER

ADVANTAGE

3) GRT Hotel& i)
Resorts
(Owned 10
ii)
hotels in
South India)
iii)

Possible for all hotels to share customer data (ie Room, rate
preference)
Create joined marketing program that eliminate unneccsary
price competition between hotel
Has reliable database so Can forecasting sales,know target
market, increase productivity by 25%
iv) Ensure confidential data (ie promotional plan cannot be
removed even though the staff resigned

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Internal

CUSTOMER

ADVANTAGE

4) Thomas
Cook France
(1700
employees
2nd largest
travel
company in
France)

i) Use SugarCRM software

ii) Able to distinguish themselves with other competitors and
internet travel services by providing an outstanding customer
experience
iii) Previously used pen paper (traditional method)
iv) User friendly
v) System could be easily customized and deployed quickly
vi) Drive immediate business activities and analyze high level
business issue by using CRM software (email marketing effort
FAQ modules and dashboard)

DISADVANTAGE OF CLOUD BASED

ENTERPRISE
Maintaining control of their data and security
Availability assurances and services level agreement are not
always available which they could not guarantee their data
will be available at all time

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