crm towngas
DESCRIPTION
Achieving Competitive Advantage Through Customer Relationship ManagementTRANSCRIPT
Achieving Competitive Advantage Through Customer Relationship Management66
Sixers
about Towngasabout Towngas
1960Listed in HK Stock Exchange
1992TQM & Business Process Re-engineering
1993Costumer Focus Team
Business:Production & Distribution Gas
It was sole supplier of town gas and related service of 1.4 million household
Groups of customer:45 % (Resident)35% (Commercial)17% (Equipmemt Sales and others)3% (Industrial)
1996Continues Transformation 1998
Key Management Focus
What’s next with TOWNGAS ?
Challenges Challenges
1-Year Sales Growth Number of Customer
Gas Industry Competition
Source : Annual Reports of Towngas, CLP, and Hong Kong Electric.
AcquisitionCost ↓
Base Profit ↑
Revenue Growth ↑
Operation Cost ↓
Referral↑
PricePremium
Loyal Customer Are More ProfitableLoyal Customer Are More Profitable
Source : Mullins, Johm W, Orville. Marketing Management : a Strategic Decision Making Approach 8 ed Mc Graw Hill
Mature Market StrategyMature Market Strategy
framework
CRM Framework CRM Framework
Source : Winner, Russel (2001), Marketing Management 4ed Pearson
Towngas CRMTowngas CRM
Towngas Key Success FactorsTowngas Key Success Factors
Involvement of Managing Director
on CT Project &Department
Managers on ECM Project
From TQM (1990) --> SQS (1992) --> FC (1993) --> ECM (1998)
Uninterrupted Gas SupplyRestoration of gas supply within 24 hoursEmergency team arrived within an hour
Availability within 3 working daysCustomer Service Hotline calls answer within
5 rings
1.4 mio Customer Information More than 2 mio equipment installed
through HK↓
Information about potential customer for new product
Consumption pattern for forcesting and trend analysis
Already Revied in 1999-2002
Customer Shared ValueCustomer Shared Value
from the corporate value, we can conclude that we have to make sure our customer knows that we are :
company customer
RecomendationRecomendation
Data Strengthenin through CIS and BI– Business intelligence (BI) is a broad category of
applications and technologies for gathering, storing, analyzing, and providing access to data to help enterprise users make better business decisions.
– Customer Information System is the computer data base and information system that contains all billing and personal data pertaining to utility customers of the City of Anaheim including billing rates, historical utility consumption, associated charges and meter information. The focus of the system is at the customer level supported by premise and service levels.
WORKING PROCESS through doing Continues Improvement
• Availability of appointment in hours• Reduce number of complains
RecomendationRecomendation
Strengthening Towngas position as one stop solution of gas uses appliance.
– Towngas Avenue– More Outlet : Opened- gas & kitchen
appliances and bath room accessories
LifestyleCashless payment card basis with loyalty point
Social MediaWeb base
Cooking centerCommunity
RecomendationRecomendation
GENERATE MORE BUSINESS• Expansion in mainland china• Line Business Spa
thankyou