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Consolidating T ouchpoints for Saab

Consolidating T ouchpoints for Saab. Presented by Kang Wang 2.17.2009. Consolidating Touchpoints for Saab. Main Ideas Answers to the questions Current Information. Consolidating Touchpoints for Saab Main Points.

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Consolidating T ouchpoints for Saab

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  1. Consolidating Touchpoints for Saab Presented by Kang Wang 2.17.2009

  2. Consolidating Touchpoints for Saab • Main Ideas • Answers to the questions • Current Information

  3. Consolidating Touchpoints for SaabMain Points • 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

  4. Consolidating Touchpoints for SaabMain Points (CONT) • 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

  5. Consolidating Touchpoints for SaabQuestions • 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

  6. Consolidating Touchpoints for SaabQuestions • 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

  7. Consolidating Touchpoints for SaabQuestions • 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

  8. Consolidating Touchpoints for SaabQuestions • 4. Create a model of Saab’s potential supply chain. Saab Cars USA U.S. Dealerships Customers Saab Different kinds of auto-related manufacturers

  9. Consolidating Touchpoints for SaabQuestions • 5. How is Saab’s CRM implementation going to influence its SCM practices? better customer service relating to some supply chain stages

  10. Current Information • 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

  11. Reference • 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&id=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_dealer_parts_replenishment_with_internetenabled_technology/

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