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Estafeta High - level Business Case-draft

Estafeta High - level Business Case-draft - CRM HIGH-LEVEL...

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CRM HIGH-LEVEL BUSINESS CASE Draft Prepared by ISM, Inc. and Estafeta November 2004 Highlights A unified CRM systems and business process approach to enhance Estafeta’s ability to serve customers. Project Costs (includes hard costs for software and hardware, plus soft costs related to people, training and business process enhancement) of approximately $1.7 million over the 2004 to 2007 time frame. Cumulative revenue increase of approximately $7.2 million over the 2004 to 2007 period. Cumulative gross profit of approximately $1.6 million over the 2004 to 2007 period. Cumulative cost savings resulting from more efficient and effective sales, marketing and customer service efforts as well as reduced turnover of approximately $.4 million. Break-even achieved within 20 months from start of implementation (in three phases). Total net return as of year 2007 of approximately $.3 million. Estafeta
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Table of Contents Introduction and Current State ....................................................................................................... 4 Future State ........................................................................................................................................ 5 CRM Value Proposition .................................................................................................................... 6 Enhanced Productivity ................................................................................................................. 6 Increased Revenue ....................................................................................................................... 6 Cost Savings ................................................................................................................................. 7 Improved Employee Morale ...................................................................................................... 7 Better Customer Knowledge ...................................................................................................... 7 Higher Customer Satisfaction .................................................................................................... 8 Improved Customer Loyalty/Retention and Market Share .......................................................... 8 Cost/Benefit Analysis ......................................................................................................................... 8 Appendix 1: CRM Project Costs .................................................................................................. 9 Appendix 2: Detailed Cost/Benefit Analysis ............................................................................ 10 3
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Introduction and Current State Over its history, Estafeta has achieved an enviable record of growth and development. Despite this, Estafeta executives have detailed some significant urgent issues that the company currently faces including: Revenue and Cost Defining the cost of services (e.g., type of guarantee, type of shipment, alternative routing, origin and destination, and customers’ variability in usage) Customer Achieving accurate customer billing Internal Culture/Capacity/Capability Personnel turnover (45%-50% for front line operations personnel) Lack of documentation regarding selling processes Estafeta needs a national e-Business process Estafeta needs a way to issue commissions automatically All contact with the client must be documented There is a lack of management for true marketing (no announcements) and of national clients District thinking Lack of communication between operations and sales; some sales reps only care to close the sale – whether operations can fulfill the promise is another thing Estafeta has no apparent customer segmentation In addition, ISM has noted a significant level of customer-facing process inefficiencies within Estafeta including: Lack of an integrated customer profile Dependence on many non-integrated systems and databases (customer service, operations, and sales) Inability to track and coordinate marketing and sales activities, particularly in the area of lead and opportunity management.
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