HISTORY

Founded in 1831 from a local handwork business in Switzerland by Frank Bossard.

Core Competence-Fastening Technology

Around 1400 employees, engaged in the global procurement and sale of every type of fastening element.
Bossard provides engineering and logistical services. USP Technical advice on Engineering & Technology

What is CRM ?

Need for CRM in Bossard ?

Due to tremendous competition Cost of Customer Acquisition rising Margins started eroding

Highly Distributed Operations

What is DCRM ?
DCRM is a tool where customer related information and key data points are organized in dashboards at a glance.
Contact details Number of visit Key profitability indicators such as margin contribution charts which are captured in system.

It contains

It could be seen as a sophisticated sales management tool.

Benefits of DCRM
Minimal data entry and migration. Compatibility to existing ERP systems.

Customized according to Bossard strategy.

Additional flexibility.

DCRM initiative in Bossard

Initiative was taken to
Face the increasing competition in Asia Pacific region Reduce the cost of customer acquisition.

Move towards a Dashboard CRM driven Strategy. Implementation of DCRM had Risk & Moderate cost involvement.

Question 1
What

role can the CRM system potentially play in Bossards marketing strategy?

ROLE OF CRM IN MARKETING STRATEGY

Customeroriented skills will be enhanced Providing Value Added Services

Tracks prospective customer

Converting expenditure to opportunity

Uses of DCRM

Being used for

Market identification Segmentation Customer tracking

Use of HYMC Screen as a part of DCRM

Separate screen to analyze whether a company growing, shrinking in conjunction with the margin trend

Uses of DCRM
As a knowledge base and sales force management tool

Includes a report about new working and market

Opportunity analyzing the pipeline trend

Question 2
What

are the likely problems Scott will face with his CRM roll-out and what are the main opportunities the CRM system will offer?

Challenges of DCRM strategy implementation

Development process takes longer Huge manpower is required Continuous input from the market is necessary to improve and upgrade the system Difficult to implement for a mid size company like Bossard

OPPORTUNITIES
Availability of information about the companys performance to the employees

Good track record of customer data

Not dependent on one employee Saves cost Consumes less time

Question 3
Based

on the information provided, how would you recommend Bossard to develop its marketing strategy and the CRM systems to support it?

Recommendations
Implementation of the DCRM strategy.
Segmenting the market. Implementation of the HYMC. Training of the employees and customers.

Involvement of the entire management.

Recommendations
Maximize customer profitability by retaining him.

Evaluate marketing mix to maximize revenue.

Reduce operational cost.

Optimal use of existing assets.