CRM a powerful tool for tracking customers but which finds its limits at Antalis

Thèmes abordés

CRM, tracking customers, companies, Antalis, market

Résumé du document

CRM is a department that has succeeded in building its place within companies, and have took a prominent place at Antalis. This sector is a very specific sector both on its complexity that is very difficult market to break into.
The market is highly competitive, and although Antalis occupies a leading position in Europe remains some weak spot in its positioning. Improving customer relations is key of the success of a company because it impacts directly on performance.
That is what represents the role of CRM, although very powerful and useful tool to a business, this software shows its limits when it's preventing the company to dig deeper.

Extraits

[...] Conclusion My internship has allowed me to develop a set of skills that are increasingly in demand from enterprises. Having a mix of strategic marketing and analysis and process optimization, allows me to map a company differently from my previous experiences. CRM is a powerful tool that was able to make its place in business and that allowed to make amazing progress. Understanding the client, their habits and their potential to the company finally became noticeable by users of this software. [...]

[...] One is a producer of high quality of paper products (Arjowiggins) and Antalis is a distributor. Antalis affirms its position as a European leader since 3 years in the distribution of papers, packaging solutions and visual communications products for professionals. Source: antalis.co.za Leading positions in most countries in which it has operations and has set up customer focused solutions including CRM tools and e-commerce applications. Potential entrants into Antalis' markets are faced with significant barriers to entry, since market position, logistics network efficiency and the ability to attract new customers are key to profitability. [...]

[...] Complex organizational design, comprehensive technologies and ever-changing customer demands are just the beginning. The lessons learned are monumental but we know that the promises of customer driven CRM are worth the journey My missions, my objectives and my tasks My missions: When I took Antalis, various requirements were expected either in terms of responsiveness, updates on process, my creativity that can bring a fresh perspective on new implementation and on creating a project to boost and create an interaction between MIS, Marketing, BI and CRM sector into a single location. [...]

[...] The platform is mobile and is continuously been developed. During the month from mid-September / early October, the possibility of having a tracking on the number of connections, the user, its activities its comments and connection time will measure the effectiveness of the created communities and of involvement of the CRM leaders My objectives: Due to my previous background, I expected that this experience will be a culmination of my knowledge learned during my MBA and more specifically on IT, IS and CRM. [...]

[...] Customer satisfaction is more than just offering him a product that would suit him. Consumers today expect a real experience, from discovery of a service (or even a simple notion) to the act of purchase through superior customer service and follow-up after purchase. Thus, the customer now has a real impact on the productivity and competitiveness of the company, it must therefore be regarded as either a data in an Excel spreadsheet but as a human that can share his feelings as much as now that with his entourage. [...]