Hewlett Packard

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S a b ya sa ch iTa ra i R o ll : 0 3 9

Introduction v Hewlett Packard: Quality printer, High-end servers and PC. v HP is known for its CRM also as it is intent on delivering industry leading customer’s experience world wide. v HP set out to improve a variety of business issues with CRM, with the goal of providing an industry-leading customer experience. v Hp’ customers range from largest companies in the world to small Mom and POP operations and has to satisfy. v HP is rolling out its CRM program world wide and the program’s magnitude only begins to hit home. 

Facts v Mike Overly- CRM program director at HP. v Each organization’s mantra was to manage the total Customer experience. v HP’s initial CRM effort was focused on the organization that touches the customers most: The sales force. v Its goal was to provide the company’s global sales force with an automated and standard way to perform contact management and account planning. v But the hurdle was , every body had their own rule and guidelines for managing customer activities. While, what makes the customers happy is universal.

Contd… v The company chose the CRM solution from its business partner Oracle. v With Customers activity data in an Oracle “Customer master” database, Hp can provide a remote sales person with the ability to track the customer’s activity across organizations. v Overly’s CRM team has made the ability to share information about customer touch points across organizational key CRM success measure. •

“We are in the solution business”, We are not just in solving today's problem”.

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Both headquarters & staff will have access to a range of customer’s information.

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The goal of HP was to enable customer to maintain their

Contd… v They need to phase out a lot of legacy system for standardizing CRM. v Data, business process and technology related information need to put into the current CRM system. v As Oracle CRM is based on portal technology, sales person can customize their interfaces to include client information and contact activities. v The company is delivering much of the training via web to educate staff on how to use Oracle CRM technology and apply it to their job. v

The Challenges v Deploying CRM worldwide. v “We are not talking about every country’s having a unique personal productivity tool, but about the HP solution”. v “We are not talking about every country’s having a unique personal productivity tool, but about the HP solution”. v Ongoing management sponsorship and painless involvement as much as possible for HP’s busy executives i.e. earlier it was easier for the executives to support the CRM team. v v

Good Advice v CRM team members work with the executives in related business organizations to design their future business process. v A horizontal design group is responsible for cross functional process design. v the approach of uniting vertical design efforts with horizontal processes standards facilitates development and ensures that the CRM business processes, technology, data and implementation are consistent across the company. Advice for others: 1) Obtain sustained executive presence i.e. Executive leadership must be engaged throughout the CRM life cycle. 2) Always keep one eye today’s problem and the other eye on tomorrow’s. 3) Ensure change leadership with emphasis on the world leader. 

Overly says, “ Everyday there is anew challenge. You need someone who has good understanding of problem and

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The Golden Nogget v Overly believed that with the implementation of CRM the efficiency would also be increase. v To know CRM Is success , HP has three CRM performance measures. § Increased revenue § Decreased cost § Total customer experience

v In relation to the duration of it implementation he told that “CRM be adopted as a continual corporate practice with no end on sight”.

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The Manager’s Bottom Line v Through sales force automation and its accompanying technology managing the selling process and improving it became easy for sales people. v Early adopters are experiencing rise in returns, efficiency , lower cost and increased profit.

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