Consolidating Touchpoints for Saabx - Missouri State University

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28 Οκτ 2013 (πριν από 3 χρόνια και 7 μήνες)

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C
ONSOLIDATING

T
OUCHPOINTS

FOR

S
AAB

Presented by Kang Wang

2.17.2009


C
ONSOLIDATING

T
OUCHPOINTS

FOR

S
AAB


Main Ideas


Answers to the questions


Current Information


Saab decided to invest in Siebel Automotive, a
customer relationship management system, as a
way to compete with its rivals in the premium
automotive market.


Three primary channels to communicate with its
customers:



dealer network


Customer assistance center


Lead management center



C
ONSOLIDATING

T
OUCHPOINTS

FOR

S
AAB


M
AIN

P
OINTS


Siebel CRM solution
(Answer of Question#1)



a 360
-
degree view of each customer


Coordinate sales and marketing activities


Measure the sales results of specific leads


Recommend more efficient selling techniques


Target its leads more precisely


Benefits



decreased direct marketing costs



increased lead follow
-
up



increased customer satisfaction



a single view of its customers across multiple


channels








C
ONSOLIDATING

T
OUCHPOINTS

FOR

S
AAB


M
AIN

P
OINTS

(CONT)


1. Explain how implementing a CRM system
enabled Saab to gain a competitive advantage?



Siebel CRM solution



a 360
-
degree view of each customer


Coordinate sales and marketing activities


Measure the sales results of specific leads


Recommend more efficient selling techniques


Target its leads more precisely




C
ONSOLIDATING

T
OUCHPOINTS

FOR

S
AAB


Q
UESTIONS


2. Estimate the potential impact to Saab’s
business if it had not implemented a CRM
system.



High direct marketing costs



Low percent of customer satisfaction



C
ONSOLIDATING

T
OUCHPOINTS

FOR

S
AAB


Q
UESTIONS


3. What additional benefits could Saab receive
from implementing a supply chain management
system?



save time



reduce inventory



increase its own supplier power



decrease the threat of new entrants



decrease the threat of substitute cars

C
ONSOLIDATING

T
OUCHPOINTS

FOR

S
AAB


Q
UESTIONS


4. Create a model of Saab’s potential supply
chain.

C
ONSOLIDATING

T
OUCHPOINTS

FOR

S
AAB


Q
UESTIONS

Saab Cars
USA


U.S.
Dealerships

Saab

Customers

Different kinds
of auto
-
related
manufacturers


5. How is Saab’s CRM implementation going to
influence its SCM practices?


better customer service relating to some supply
chain stages

C
ONSOLIDATING

T
OUCHPOINTS

FOR

S
AAB


Q
UESTIONS

C
URRENT

I
NFORMATION


Saab’s sales in USA were down by 48.2% on
January 2009.


The entire 2009 Saab 9
-
3 family, including the 4
-
door Sport Sedan, 5
-
door
SportCombi

and 2
-
door
Convertible has again earned the
Top Safety
Pick Award.


Saab Cars USA has selected Melissa Data's Data
Quality Web Service for real
-
time verification of
customer data.


Saab Automobile Shortens the Supply Chain for
Dealer Parts Replenishment With Internet
-
Enabled Technology


R
EFERENCE


Saab sales data
-

USA
-

January 2009
, February 4th,2009,
http://www.trollhattansaab.net/archives/2009/02/saab
-
sales
-
data
-
usa.html



Editorial Staff,
Saab Cars USA Test Drives, Buys CRM
App,
Feburary

16, 2009,

http://www.sdcexec.com/online/article.jsp?siteSection=16&i
d=5115&pageNum=1



Saab Automobile Shortens the Supply Chain for Dealer
Parts Replenishment with Internet
-
Enabled Technology,



http://www.in.capgemini.com/resources/success
-
stories/saab_automobile_shortens_the_supply_chain_for_de
aler_parts_replenishment_with_internetenabled_technolog
y/