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• Author: Anamarija Šmajdek, Photo: Dejan Arrigler, ZMCS Archive

Formation of CRM development vision of the company

• Profile of the client

  • Project demands: Elaboration of the research CRM Index and CRM development vision for the corporate group
  • Client: A leading company in Slovenia and the region
  • Branch: Publishing and media

• Client's demands and problems

  The client decided to make customer relations management one of the key guidelines for the development of the corporate group in their new strategy. At the same time, the client started to consolidate and incorporate companies from the sector so as to improve the competitive strength in the Slovenian and regional markets. With the intention of the earliest possible united presence of the corporate group, a leasing company decided to check the development stage of its sales and marketing function and form the basics for future development of customer relations management. Therefore, the company’s management called upon the advisers of SIGEM Business Consulting to perform the necessary analytical research of all functional and supporting CRM fields of the company.

• Project goals and tasks of SIGEM Business Consulting

  Basic goals of the project Evaluation of the development stage of customer relations management in the corporate group and formation of a CRM development vision.

  Operational goals and tasks: Execution of a CRM Index research / Comparison of the CRM development stage in the client’s company with the stage in other companies in the same sector / Comparison of the development stage of different functional CRM fields in the company / Realization of a workshop on the CRM vision in the client’s company / Identification of possible fields for improvement of customer relations management / Formation of a basic plan for the transition to the future CRM situation

• Solution of SIGEM Business Consulting

  On the basis of received analytical data on the CRM development stage in the company and its business units, the advisers of SIGEM Business Consulting identified the development level of CRM according to two crucial dimensions: complementarity and orientation. Comparable information about the development stage of the individual functional field of customer relations management were gained this way which contributed to the creation of a uniformed picture on the client's competences for the development of CRM. Together with the leading employees in an individual functional field, we were able to identify possible fields for the improvement of existing business operations and form a vision of customer relations management in the corporate group. Based on this, ten project sets were defined which were executed by the client with the intention of introducing CRM in the corporate group. Based on the results, the client decided to preliminarily consolidate business operations of the corporate group and to continue with the project activities for introducing CRM in the period that followed.

• Used service: Raising of incomes