SCHOOL OF MANAGEMENT

NAME : K.HARIPRANESH
ROLL NO : 21TPBM045
CLASS : MBA -A
SUBJECT : MIS ( MANAGEMENT
INFORMATION SYSTEM )
 SAMSUNG CRM & ERP

CRM - CUSTOMER RELATIONSHIP

MANAGEMENT

INTRODUCTION
Samsung has been dedicated to making a better world through
diverse businesses that today span advanced technology,
semiconductors, skyscraper and plant construction,
petrochemicals, fashion, medicine, finance, hotels, and more.
Our flagship company, Samsung Electronics, leads the global
market in high-tech electronics manufacturing and digital
media.
Samsung is the first company to include product registrations
at the manufacturer websites, and provides valuable insights
that allow brands to better support existing customers and
inform product road map plans. The core strengths of
Samsung are innovation offering reliable products and
services; talented people; a responsible approach to business
and global citizenship; and collaboration with our partners and
customers, Samsung is taking the world in imaginative new
directions. The major objective of Samsung is to sustain
Customer Relationship management through effective and
efficient market relationships.
Challenges faced Samsung in CRM perspective
 Lack of customer profiling 
 Less scope of engagement with the end user 
  No active participation in the site 
 No demographic targeting

CRM objectives of Samsung

 Build relationships directly with their customers by
gathering profile data and insights to improve customer
intelligence 
 Improve the account creation process to allow people to
quickly engage 
 Increase participation in the site

CRM process framed by Samsung

 The first step in achieving these objectives was to
implement an easier way for customers to set up a new
account, or access an existing one. Social login, which is
the ability for a website visitor to use an existing identity
such as Facebook, Google, Yahoo! etc. to register or
login was chosen. Almost immediately, Samsung website
visitors affirmed that they prefer social login to avoid
remembering another username/password combination
by choosing to use a social or email identity to register.
When customers choose to use a social identity,
Samsung also gains valuable insights about them. Social
profile data is often the most complete and reliable data
available and provides information on demographics and
more – interests, activities, friends and other products
owned. When social profile data is combined database
along with other relevant data and analytics, a 360-
 degree view of customers is developed to provide a
deeper understanding of the motivations, success.

OUTCOME
The outcome revealed that customers who chose social login
to create or access an account were high value customers:
Social login users are more likely to open email and click
through a link on email and leave a product review.
Samsung has been able to successfully: 
 Expedite the account creation process 
 Access and leverage social profile data to enhance
customer intelligence

Increase engagement on site and via email with high-value

customers who prefer to use social login. Samsung
Electronics has implemented a customer relationship
management (CRM) solution from SAP as the foundation for
new integrated marketing campaigns around the globe aimed
at improving customer service and increasing brand
awareness. Samsung is using the mobile sales, campaign
management and interaction center capabilities of mySAP
CRM with its existing SAP enterprise applications in a bid to
improve dialogue with its customers and accurately define
target audiences

CONCLUSION
The CRM case study of Samsung has revealed the features of
database related CRM features where elimination of duplicate
data plays an important role, sales tracking and marketing has
gone a rapid transformation, easy report creation,
Segmentation analysis etc.

ERP (ENTERPRISE RESOURCE PLANNING)

Samsung Electronics today announced that the company has

launched its N-ERP (Next Generation – Enterprise Resource
Planning1) system in its regional and local offices in
Southeast Asia, Southwest Asia and China. The N-ERP is the
enhanced system of the current G-ERP (Global ERP) which
has managed the company’s global operation throughout
manufacturing sites and sales offices worldwide. Samsung
will expand the system in phases to reach complete global
implementation by January next year.
“As a global company operating in 74 countries, Samsung
introduced the next generation ERP system with an advanced
solution,” said Seongwoo Moon, Senior Vice President and
Head of Corporate Business Innovation Center, Samsung
Electronics. “To fully support rapidly growing future business
opportunities, Samsung has enhanced the IT system to be
more flexible and widely applicable.”
By launching N-ERP, the company plans to effectively
support innovations in future business such as the expansion
of D2C (Direct to Consumer) business. Samsung adopted the
latest ERP package and advanced solutions, and designed the
flexible system which is capable of handling various
businesses in the future.
 The N-ERP provides the improved system performance
required to process large amounts of data; flexible architecture
and process to adapt to new businesses such as D2C; and
helps maximize productivity by introducing new automated
technologies such as Optical Character Recognition (OCR)
and Artificial Intelligence (AI).
Samsung established the system based on In-Memory
database to enhance the speed of data processing and analysis.
Also, the company prepared for dramatic increase of business
data volumes in the future by parallelly connecting the
hardware with large capacity. Additionally, the system
supports business simulation based on actual business data to
support rapid decision making.
Samsung enhanced the flexibility of the system architecture
to effectively work on various business strategies. Samsung
has also reinforced system flexibility and made the process
more efficient to respond to various business strategies. By
adopting open API, the system enables the real-time
connection of systems in and outside the company. Also, the
system adopted the cloud based professional solution to
promptly respond to new businesses in the IT industry.
Samsung offers the latest technology which can automate
data collection and data processing. The company also
introduced Optical Character Recognition (OCR), machine
learning and Chat Bot to the platform to allow employees to
work more effectively.