A SOUND VISION FOR CRM

The Sennheiser Story

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Behind the Scenes

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16%

Sennheiser and Sugar

• Planned 680 users worldwide end of 2014– Americas 25%, Apac 22%, EMEA 53%

• Partner: Insignio CRM GmbH

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Goals:

• 360° customer view

• Increase operational effectiveness

• Keep it simple & user oriented

• Use standard process and technology

• Support social business

• Support business strategy

• Deep understanding of markets and shape them

• Support sustainable and profitable growth

• Comply with stringent privacy regulations and laws

CRM Vision

• Significantly increase customer focus throughout the entire organization and enhance customer service

• Support global business growth and profitability• Engage with existing processes and enable new

ones• Adhere to strict data security laws

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CRM Today

• Sales tracking• Contact Management• Perfecting data• Document Management

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CRM Core Business Processes

Opportunity Management

Account & Contact Management

User, Business Team, Report & Workflow Management

Interaction Management

Lead Management

CRM Business Data ObjectsLead, Contact, Account

Call, Task, Email, Note, Meeting

Contract, Document

Project

Report

Opportunity

Account Opportunity

Contract & Document Management Project Management

SugarCRM Scope

Integrations

• LotusNotes• IBM Connections• Oracle JD Edwards Enterprise (ERP)• Mobile: iPhone/iPad

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CRM Business Solution 2013

Sugar( 糖 )CRM

JDE (master data, transactions,

status)

Sales Portal

Mas

ter D

ata

Tran

sact

ion s

, ord

erin

g

BI Customer Information Portal

Data Warehouse

(sales figures)Extraction

Rep

orts

, Gra

phic

s

ERP integration withMagic XPI

Future-Oriented CRM

Integrate Social

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@blakeshelton

How Sennheiser hears social media

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• ReTweet links about equipment use to professional and music industry influencers

• Identify opportunities to link products– eg: headphones for popular video games

• Help consumers find nearest Sennheiser store or affiliate.

Looking ahead

• Gauge current system traffic• Address performance-first concerns• Ensure team is familiar with internal processes &

functionality• Small pilot with social

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Early impact

• Improving data integrity• Driving employee empowerment• Clearer reporting

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Global CRM Lessons

• Reporting needs to account for local culture– U.S. = lead conversions, sales closed, metrics-driven– Asia = strength of relationships

• CRM maturity differences– U.S. users are transitioning from another CRM– Elsewhere, it’s a new concept

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The eight building blocks of CRM (Gartner 2013)

Vision

Metrics

Technology

Information & Insight

Processes

Organisational Collaboration

Customer Experience

StrategyCu

sotm

er

Senn

heis

erCR

M

Cha

mpi

onC

RM

Key

-us

er

Selling the CRM

Next Steps

Mapping from today to our CRM vision

Marketing and Service

CRM Business Systems

Business Intelligence

Web & Social Media

Campaign Management

CRM Business Data Objects

List Management

Target, Target List, Campaign

Service Management

SugarCRM: Sennheiser Hears the Future

Email shotsWeb2Lead

Web Shop

Mass Email Marketing

Case, Product

Moving forward with CRM

• Consumer Systems– Sales contacts– Prospect communication – Task management – Monitoring product performance

• Professional and Integrated Systems– Lead flow management– Opportunity development– Project management

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Moving forward with CRM

• Complete rollout to subsidiaries and throughout company

• Create rule-based reporting package for staff unique to company role

• Social media

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Sugar and Sennheiser – creating the crisp, clear sound of success

THANK YOU