Case study

Consolidating Touch point for saab

1. Explain how implementing a CRM system enabled Saab to
gain a competitive advantages?

There are several competitive benefits which saab gained by

implementing CRM system-

 CRM system helped the organisation in terms of delivery

more to the customers and also in terms of gaining more
from them.

 It Provide Better Customer Service

 Better customer service helps in building customer loyalty

and decreases customer complain

 CRM systems help the organisation in identifying potential

customers the business can easily come up with a strategy to
determine the kind of people they should target such that it
returns them maximum clientage.

 CRM systems give ability to personalize relationships with

customer
 It is a system that allowed to improve productivity and
efficiency
 It increases productivity and saves the valuable time of your
staff. Saving man hours would mean that you could utilize
the services of your staff for some other purpose.
 The system provides Saab dealers with a powerful Web-
based solution for coordinating sales and marketing
activities.
 2. Estimate the potential impact to saab’s business if it had not
implemented a CRM system.

The potential impact to saab’s business if it had not implemented a

CRM system are saab would not been able to identify its potential
customer and would have increased there satisfaction level which in
turn increased there revene and built the goodwill for the
company.it would have also not able to increase productivity and
capture the market and give tough competition to others.

3. What additional benefits could Saab receive from

implementing a supply chain management system?

A supply chain can help reduce overhead expenses in a variety of

ways. For example, it can:

 Improve inventory management

 Improve relationships with vendors and distributors
 Enable more effective demand planning, so production output
levels can be set to most effectively address customer
requirements – without the shortages that result in lost sales,
or the waste that drains budgets

With supply chain all activities can be coordinated and executed

from start to finish, ensuring much higher levels of on-time delivery
across the board.

Supply chain helps in bridging the gap between remote locations to

dramatically improve collaboration among supply chain .

4. How is saabs CRM implementation going to influence scm

practices?
As we know SCM system focus specifically on suppliers and CRM
focus specifically on customer , the implementation of customer
relationship management will surely create a sense of responsibility
among supplier to give better services.