mitsbushi motar sale (dnrtmylove@ infinite)
Post on 30-May-2018
222 Views
Preview:
TRANSCRIPT
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 1/33
Chapter Six, Case #1
Implementing Customer Relationship
Management Systems
Client: Mitsubishi Motors
Group #
VARUN YADAY
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 2/33
Company Background
Official Name: Mitsubishi Motors North America, Inc.
• Responsible for manufacturing, finance, distribution
and marketing of Mitsubishi brand coupes,
convertibles, sedans and sport utility vehicles through
a network of nearly 700 dealers in the United States,
Canada, Mexico and the Caribbean.
• Began selling cars in1981 and built their first car in
1988.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 3/33
Company Background
• The fastest growing Japanese corporation in North America
• Sales have grown 81% percent over the past four
years.• Sold 345,111 new vehicles in the United States in
2002, their best year ever for the fourth consecutive
time.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 4/33
Company Background
• Finnbar O'Neill formerly of
Hyundai Motor America now
resides as Mitsubishi’s Motors
North America, CEO.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 5/33
Company Background
Parent company: Mitsubishi Motors Corporation
(MMC) is a Japanese company with a strong German-
American alliance partner in DaimlerChrysler and an
international management team.
• MMC is a multinational manufacturer and distributor of automobiles, buses, parts and power-trains. It began
as the motor vehicle division of Mitsubishi Heavy
Industries, Ltd., with the production of the first
Mitsubishi automobile in 1917.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 6/33
Company Background
• In 1970 MMC became an independent entity that is
now a publicly traded company based in Tokyo,
Japan.
• MMC began selling its vehicles and power-trains inthe United States in the 1970s under the Chrysler
brand.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 7/33
Company Background
• In 1981 MMC went out on its own and began
creating the organization that has evolved into
Mitsubishi Motors North America.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 8/33
Customer Relationship Management
What is CRM?
• CRM is a cross functional enterprise system that
integrates and automates many customer serving
processes in sales, marketing, and customer services
that interact with a company’s customers.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 9/33
Customer Relationship Management
• CRM also creates an IT framework of Web-enabled
software and databases that integrate these
processes with the rest of the company’s business
processes.• CRM systems include a family of software modules
that provide the tools that enable a business to
consistently provide the highest level of service to the
customers.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 10/33
Customer Relationship Management
Why do companies use CRM?
• Companies use CRM to help them become customer-
focused businesses.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 11/33
CRM Implementation
Why did Mitsubishi Motor decide to implementCRM?
• Executives felt that company lacked a customer
focus.
• Customer service was very poor.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 12/33
CRM Implementation
Why did Mitsubishi Motor decide to implementCRM?
• More than 18 service lines customers had to
navigate to get help.
• Customer service department was costly and
inefficient.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 13/33
CRM Implementation
How did Mitsubishi Motor implement CRM?
• Formed a project team that included members from
sales, marketing, finance and IT departments.
• The team then set guidelines on what type of CRMsoftware they would implement and how it would be
implemented.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 14/33
CRM Implementation
• The team decided that Mitsubishi would implement abest-of-breed software based on company needs,
and not a CRM suite that would force the company to
fit needs to a software.
• The team also decided to implement changes to
current operations slowly, only adding another when
employees were utilizing the last one.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 15/33
CRM Implementation
The Beginning
• Mitsubishi started CRM in 1999 by outsourcing their
basic level customer service calls to Sitel Corp., and
condensing their 18 service lines and call centers to
one using “call center software” by Siebel systems.
• The next year a new customer-centric database was
consolidated in-house, to power the call center.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 16/33
CRM Implementation
• In early 2001, a digital phone switch from Avaya Inc.was installed that allowed flexible skills-based call
routing.
About half of customer calls were now
handled by an interactive voice response unit
rather than a person!
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 17/33
CRM Implementation
• In March 2001, user interface upgrades gaveoperators access to 11 screens of customer
information all on one screen.
• Smart Scripts Workflow software from Siebel was
also implemented in March 2001.
Operators were now provided with decision
tree scripts and automated correspondence.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 18/33
CRM Implementation
• In June 2001, workforce management software fromBlue Pumpkin Software was implemented to hourly
forecast call center coverage.
• Finally, late in 2001, NiceLog software from Nice
Systems was installed to record agents’ voice and
screen activity for quality assurance and training.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 19/33
CRM Benefits to Mitsubishi
• Happier customers – satisfaction rate rose 8%
• Career growth and higher pay for call center
employees.
• Greatly reduced call center turnover (20% to about 7%).
• 66% reduction in cost per call.
• Able to handle 38% more calls.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 20/33
Question #1
What are the key applications components of
Mitsubishi’s CRM system, and what is the business
purpose of each of them?
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 21/33
Question #1
The key application components of Mitsubishi Motors’,
customer relationship management system, are sales,
marketing and fulfillment, customer service, customer
support, contact and account management, retention,and loyalty programs.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 22/33
Question #1
Sales
• Support and manage their sales activities.
• Optimize cross selling.
• Up selling to customers.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 23/33
Question #1
Contact and Account Management
• Track of relevant data about every past and
planned contact
• With prospect and customer to help with sales,marketing and service professionals
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 24/33
Question #1
Marketing and fulfillment
• Marketing professionals accomplish direct
marketing campaigns by automating such tasks as
making sure all calls are returns.• Provide for the service of the customer to make
sure all callbacks and customer needs are met.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 25/33
Question #1
Customer Service and Support
• Provides the tools for real time access to customer
information and information about the company.
• Calls are routed based on customer need.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 26/33
Question #1
Retention and loyalty programs
• identify, reward, and market to their most loyal and
moneymaking customers
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 27/33
Question #2
What are the benefits to a business and customers
of a CRM system like Mitsubishi’s?
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 28/33
Question #2Question #2
Answer:
• Shared or distributed data.
• Cost reduction.
• Better Customer Service.
• Better Customer Retention.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 29/33
Question #2
Answer:
• More new business.
• More Profit !
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 30/33
Question #3
Do you approve of Mitsubishi’s approach to acquiring
and installing a CRM system?
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 31/33
Question #3
Yes, we agree with Mitsubishi’s approach to acquiringand installing their CRM.
• Their approach allowed for a CRM that was a
“custom fit” for their company’s needs. • Current customer service employees now have more
opportunities for education and advancement.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 32/33
Question #3
• The implementation was slow and gradual so that
no major changes were made abruptly, and
employees were not behind on the new technologies.
• The benefits that Mitsubishi has gained (lower costper call, higher customer satisfaction) from their CRM
are a compliment to their acquisition and
implementation process.
8/14/2019 MITSBUSHI motar sale (DNRTmylove@ infinite)
http://slidepdf.com/reader/full/mitsbushi-motar-sale-dnrtmylove-infinite 33/33
Conclusion
Thank you!
Questions or comments?
top related