Dunkin’ Donuts – the birth of a new distribution and

franchising concept

Tsirigotis Dionisis BACHELOR DEGREE SUPPLY CHAIN MANAGEMENT (LOGISTICS) TEI CENTRAL MACEDONIA

Established: 1886 German company It operates in its present form since 1926 One of the most successful companies

worldwide in the luxury car industry

COMPANY PROFILE

In the late 90s and early 00s they were faced with a new challenge:

Customers the while they were happy with the product remained happy with the services offered

Even databases were not updated correctly

THE CHAKKENGE THAT LET TO THE IMPLEMENTATION OF CRM

The company divides its car dealerships in 35 regions «Marketing area».

Organize a management team and project management that puts the basic procedures and how they could apply the crm.

Initially there was a crm database in each region with different parameters.

Salespeople have had the crm to keep them in a constant communication with customers during and after selling.

The logic of service-customer information through salespeople had stopped. now every client managed through the system of crm.

SYSTEM DESCRIPTION CRM (1)

Because of the importance of crm the company decided to create a central customer database for all regions.◦ There was staff trained to find and record their

major customers. This created a problem because in some

regions had little experience in technology and also in some areas of their databases were developed with different philosophies.

So the company decided to educate the staff to be able to use it more easily and efficiently.

SYSTEM DESCRIPTION CRM (2)

The application would be successful◦ Customer satisfaction◦ Sales increase◦ Better knowledge of the patronage of the public◦ Create long-term and update customers◦ Providing high quality services to clients matching

the supplied product

Results

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