Hewlett-Packard (HP) is ranked as one of the Top 30
organizations in America, with worldwide revenues of
USD $42.2 billion in 1999. HP, a leading provider of
computing and imaging solutions and services for business
and home, is focused on capitalizing on the opportunities
of the Internet and the proliferation of electronic
services.
 Challenge
In the high-end Enterprise Systems market, strong customer
relations are often the difference between a market
leader and a market follower. Exceptional customer care
is mandatory for long-term success.
While HP
is already regarded as one of the premiere examples
of a customer-focused organization, it has never allowed
itself to get complacent. In 1999, HP made a concerted
effort to improve sales staff efficiency and effectiveness
when dealing with customers.
HPês customer-focused
research found that change amongst account teams caused
frustration for customers. A major issue which arose
was that despite a long history with HP, customers would
find that new account representatives may have very
little knowledge of prior client and organization history.
"Customers
want us to understand who they are, and they want us
to be able to seamlessly deal with changes in account
management," said Peter Hall, general manager,
Channels & Alliances, Asia Pacific. "They want
us to understand what the relationship has been in the
past and what future opportunities have been discussed."
HP sought a Customer Relationship Management (CRM) solution
that would provide direct access to customer information
and ultimately improve customer relations.
"We
felt we could improve customer relationships by ensuring
the account teams were equipped with all the historical
information on customers, so as to make sure we were
effective in meeting customer needs," said Mr.
Hall.
HP identified
three key search criteria for its CRM application: ease
of use, ease of deployment, and ease of customization.
"We
were pressed for time to implement a solution that would
minimize disruptions to both account teams and clients,"
said Mr. Hall. "We wanted to ensure significant
improvements on current work processes."
Implementation
The decision to implement SalesLogix2000 came down to
the difference between two factors - complexity and simplicity.
SalesLogix2000
was able to offer:
-
Simple purchasing arrangements
-
Simple
deployment plans
-
Simple
customization
-
A user-friendly
application
Results
Since the implementation of SalesLogix, HP has witnessed
organization-wide benefits.
"The
immediate benefit of SalesLogix is a more productive
and successful sales force," said Mr. Hall. "However,
return-on-investment really comes from the account history
that has been established and maintained within the
system."
"Many
people focus on the immediate benefits ã how the system
helps to manage the tasks today ã but the major benefit
is the accessible customer historical records. The ease
of access to this information is extremely valuable."
Not unlike
other large organizations, HP places large demands on
sales staff to generate forecasts and provide reporting
information. SalesLogix has enabled sales staff to automate
comprehensive sales reporting functionalities.
"All sales reports are now developed out of the
back end, without any extra effort on behalf of the salespeople,"
said Mr. Hall. "This has enabled them to focus on
their core strength - selling."
Another
benefit is the ability to customize and implement in-house
forms and processes onto the SalesLogix database.
"The
salespeople have been given a valuable tool that enables
them to keep all information, including sales methodologies,
in one central location," said Mr. Hall.
"One
of the goals we identified for this project was to make
the SalesLogix application such a company differentiator
that salespeople would prefer to work for HP."
How will YOUR
company benefit from Compulan CRM?
For more information about this or other success stories,
contact Compulan.
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