Bossard Asia Pacific

Can it Make Its CRM Strategy Work?

Presented by:
Mehadi Nawaz 2K91/M/26

Ajay Prabhu 2K91/M/32

Shabir Hussain 2K91/M/47
U.Prabir Jaiswal 2K91/M/61
Ashutosh Sharma 2K91/M/67
HISTORY

• Founded in 1831 from a local handwork business in

Zug to a Swiss industrial business and an international
trading concern.
• The business is being run by the 7th generation in the
Bossard family.
• Around 1400 employees, engaged in the global
procurement and sale of every type of fastening
element.
• Bossard also provides engineering and logistical
services associated with these products.
HISTORY

• Core Competence-Fastening Technology

• Over 75 affiliates in 3 regions namely-
Europe
America
Asia/Pacific
• USP – Technical advice on Engineering &
Technology
• The three-stage service package: 
Products, Engineering and Logistics
NEED FOR CRM

• Due to tremendous competition

• Cost of Customer Acquisition rising

• Margins started eroding

• Highly Distributed Operations

BENEFITS OF CRM

• Minimal data entry and migration.

• Compatibility to existing ERP systems.

• Customized according to Bossard strategy.

• Additional flexibility.
FIVE KEY STRATEGIES WITH CRM

1. Focus on existing customers

• Retain the right customers
• Maximize customer profitability

2. Maximize revenue
• Opportunities evaluate the marketing mix
• Re-prioritize sales
• Investments
FIVE KEY STRATEGIES WITH CRM

3. Do more with less

• Streamline business
• Processes
• Improve personal
• Productivity
4. Reduce operational costs
• Right-size service costs
• Reduce costs through
• Consolidation
5. Optimize existing it assets
• Maximize the value of existing systems
CRM INITIATIVE IN BOSSARD

• Initiative was taken to face the increasing competition

in Asia

• Pacific region and to reduce the cost of customer

acquisition.

• Move towards a Dashboard CRM – driven Strategy.

Implementation Risk
High cost involved
DCRM

• Describes a CRM implementation where customer

related information and key data points are organized
in dashboards at a glance.
• It contains Contact details, Number of visit, Key
profitability indicators such as margin contribution
charts.
• Important indicators such as KPI are captured in the
system.
• Could be seen as a sophisticated sales management
tool.
DCRM
USES OF CRM

• Being used for Market identification, segmentation

and
• Customer tracking
• Use of HYMC Screen as a part of DCRM
• Separate screen to analyse whether a company
growing, shrinking in conjunction with the margin
trend.
• Includes a report about new working and market
• Opportunity analyzing the pipeline trend.
• As a knowledge base and sales force management
tool.
CHALLENGES OF DCRM STRATEGY IMPLEMENTATION

• Development process takes longer.

• Sufficient manpower is required for operating the

system which may be a difficulty for a mid size
company like Bossard.

• Continuous input from the market is necessary to

improve and upgrade the system.
 SWOT ANALYSIS

STRENGTHS: WEAKNESSES:
• Scott’s confidence on • Lack of support from
his employees. Bossard’s headquarters
• Low cost in developing in switzerland.
an internal internet • Employees from the
based solution. development team have
• Bossard employees who to be taken out from
have a strong their regular duties.
understanding of the • Lack of experience of
business model. DCRM among the
• Compatibility to employees.
existing ERP systems
 SWOT ANALYSIS
OPPORTUNITY:
• Facilitates the sales
person knowledge.
• Strong customer base.
• High yield margin
contribution (HYMC).
• Increase company's
future growth potential.
• Improved technology.
THREATS:
• Huge cost involved.
• Uncooperation from top
to bottom level due to
past beliefs and
miscommunication.
• Cut throat Competition.
QUESTION 1

What role can the CRM system potentially play in

Bossard’s marketing strategy? How will it help
Bossard to segment existing markets and develop new
ones?
ROLE OF CRM IN MARKETING STRATEGY

• Customer-oriented skills will be enhanced

• Tracks prospective customer

• Providing Value Added Services

• DCRM – Converting expenditure to opportunity

SEGMENTING

• Separate screen used for analyzing whether a company

was growing or shrinking

• Powerful tool to understand in which company

Bossard should invest

• Pipeline report – overview of potential customers

QUESTION 2

What are the likely problems Scott will face with his
CRM roll-out and what are the main opportunities the
CRM system will offer?
PROBLEMS

• Initial investment may seem to be high

• Proper employee training is required for

smooth functioning of the proposed
system

• Improper usage of the customer data

OPPORTUNITIES

• Readymade information about the company ‘s

performance to the employees

• Good track record of customer data

• Not dependent on one employee

• Saves cost

• Consumes less time

QUESTION 3

Based on the information provided, how would you

recommend Bossard to develop its marketing strategy
and the CRM systems to support it?
RECOMMENDATIONS
• Implementation of the DCRM strategy.

• Segmenting the market

•
• Implementation of the HYMC
•
• Training of the employees and customers

• Involvement of the entire management

• Communicate the value proposition of DCRM

RECOMMENDATIONS

• Focus on the existing customer

Retain the right customers
Maximise customer profitability

• Maximise revenue
Evaluate the Marketing Mix

• Reduce Operational cost

• Optimal use of the existing assets

Thank you!