Towngas: Achieving Competitive

Advantage Through CRM.

Presented by:
Priyank shekhar
 About the company
• Incorporated as hongkong china gas company.
• Production, distribution & marketing of gas.
• 1.4 million customers.
• Residential 45%
• Commertial 35%
• Indusrrial 3%
• Equipment sales 17%
 Problems

• Government policies were subject to

change.
• Increasing comptetion
a) HKE
b) CLP
c) Bottled gas suppliers
• Rising customer expectation.
 Solution
(customer relationship management)
• CRM is the survival & succes of towngas,
which helps employee at all the level have
the same understanding the core
customer value.
 CRM strategy
• 12m contacts / year, by call centre.
• Database contains detailed information about
customers such as
• profiles .
• Gas consuption rate.
• Type of equipment purchased.
• Condition of equipment.
• Bill related information.
• Payment information & banking information etc.
Customer Relationship Building
Meter reading

Carry out Regular safety

service inspection

customer

Request for Purchase

service appliance

Install
appliance
 Customer service
• Earlier multiple contact points for different
service.
• One-stop-shop with 5 languages.
• Immediate feedback from customers.
• Field servers visits the house & collects more
detailed information regading gas consuption
pattrens, equipment type and condition
• CFT programe launched, team visit & collects
first hand informations & feedback from
 One-stop-shop Customer Service

Appointment Work order

booking dispatch

Campaign
Order
Design
completion
execution

Towngas
customers

Product & customer Customer service

analysis request

Job Appoimtment &

execution Job dispatch
• CRM→ derive sense of values &
satisfaction→ quality service delivery→
loyalty of customers.
• Monthly & yearly telephonic survey to
gauge the satisfaction level of customer.
 Sales & Marketing Stratgies
• CRM stratgies imfluences sales & marketing
which ultimately provides satisfaction to
customers
• And genrates more buisness
• Up to date information serves better suit the
need of different market segment.
• Towngas Avenue, opened- gas & kitchen
appliances and bath room accessories.
• Cross-sell &encourage the use of towngas.
 Towngas Sales & Marketing
Stratgies
Product & service
Market survey
refined product Market

Post sales Lead Data mining

Data analysis service
CRM

Inquiry Prospect
Customer service Tele marketing
hotline
Sales

Tele sales & order

taking
 Corporate Culture Change
• 83% turn over from gas sales.
• 17% turn over from equipment sales.
• Gas pipelines had previously laid.
• Change from engineering focus to customer & market
focus.
• Introduction of…
• Total quality managent (TQM) 1992
• Superior quality service (SQS) 1992
• Continous transformation (CT) 1996
• Executive committee (ECM)
• Key management focus (KMF) 1998
Towngas Shared Value Model
leadership

Towngas
Shared
values

Sustained
Buisness
Growth
Customer Customer
value focused
Customer Value Formula

Quilty x Service
Customer value
Lead time x Cost
 Outcome Of The Investment In
CRM
• Despite of slowdown the no. of towngas
rseidential customers grew by 4.5%.
• 1334 complimentry letters were recived in 2002.
• Complains were droped from 48 to 34.
• Towngas was the winnner of customer service
award by HK retail management association in
2002.
• Customer satisfaction & employee productivity
rating had surged.
Importance Of Managing Customer
Relationship
• Happy & satisfied customer likely to make repeat
purchase.
• Taliored sale & marketing stratgies are possible
with better understanding customers
• Customer satisfaction is key to customer
retention.
• Reduction of 5% customer defection rate can
increase profit by 25-85%.
• Employee productivity is surged with customer
satisfaction
Success Factor Of Towngas’s CRM
System
• Most of company pay attention towards
CRM, merely as a software.
• To manage customer contacts & call
centre.
• Articulate the goals.
• Narrow the focus to meet them.
• Provide the necessary organizational &
technical support.
The Succes Factor Towngas CRM
System

Corporate Set Constantly

Management Manage
Cultural Meserable Review &
Support the CIS
Change goals Revise target