CUSTOMER RELATIONSHIP

MANAGEMENT

BOSSARD ASIA- Pacific CASE

STUDY- Can it make it’s CRM
strategy work?

Name: Prabha Kiran

Roll no. 221913602021
Class: BBA Gen B section
1) What role can the customer relationship management (CRM) system
potentially play in Bossard’s marketing strategy? How will it help
Bossard to segment existing markets and develop new ones?
A. The role of CRM in marketing strategy is as follows:
 Customer oriented skills will be enhanced
 It helps in the prospective customer
 It also provides value added services
 It helps in converting expenditure to opportunity
 It helps in segmenting where separate screen is used for analyzing
whether a company is growing or shrinking
 It’s a powerful tool to understand in which company should bossard
invest in

2) What are the likely problems Scott will face with his CRM roll-out,
and how should he address them? What are the main opportunities the
CRM system will offer, and how can Bossard enhance its chances of
realizing them?
 Initially, the investment may seem to be high.
 Also, training the employees is required for the smooth functioning of
the system.
 There maybe improper usage of date which will give rise to problems.
 The opportunities may be thea readymade information about the
performance of each employee
 There can be a proper track record of customer data.
 It can be budget friendly.

3) Based on the information provided, how would you recommend

Bossard to develop its marketing strategy and the CRM system to support
it?
A. Recommendations:
 Implementing of the new DCRM strategy
 Segmenting the market maybe quite helpful
 Implementing the HYMC
 Proper training of the employees
 Active involvement of the entire management
 Focus and target the existing and the right customer
 Reduction in the operational costs
 Making proper usage of the existing assets.