CONSOLIDATING TOUCHPOINTS
FOR SAAB
Presented by Kang Wang
2.17.2009
CONSOLIDATING TOUCHPOINTS FOR SAAB
Main Ideas
 Answers to the questions
 Current Information

CONSOLIDATING TOUCHPOINTS FOR SAAB
MAIN POINTS
Saab decided to invest in Siebel Automotive, a
customer relationship management system, as a
way to compete with its rivals in the premium
automotive market.
 Three primary channels to communicate with its
customers:

dealer network
• Customer assistance center
• Lead management center
•
CONSOLIDATING TOUCHPOINTS FOR SAAB
MAIN POINTS (CONT)

Siebel CRM solution (Answer of Question#1)
•
•
•
•
•

a 360-degree view of each customer
Coordinate sales and marketing activities
Measure the sales results of specific leads
Recommend more efficient selling techniques
Target its leads more precisely
Benefits
•
•
•
•
decreased direct marketing costs
increased lead follow-up
increased customer satisfaction
a single view of its customers across multiple
channels
CONSOLIDATING TOUCHPOINTS FOR SAAB
QUESTIONS

1. Explain how implementing a CRM system
enabled Saab to gain a competitive advantage?
Siebel CRM solution
•
•
•
•
•
a 360-degree view of each customer
Coordinate sales and marketing activities
Measure the sales results of specific leads
Recommend more efficient selling techniques
Target its leads more precisely
CONSOLIDATING TOUCHPOINTS FOR SAAB
QUESTIONS

2. Estimate the potential impact to Saab’s
business if it had not implemented a CRM
system.
•
•
High direct marketing costs
Low percent of customer satisfaction
CONSOLIDATING TOUCHPOINTS FOR SAAB
QUESTIONS

3. What additional benefits could Saab receive
from implementing a supply chain management
system?
•
•
•
•
•
save time
reduce inventory
increase its own supplier power
decrease the threat of new entrants
decrease the threat of substitute cars
CONSOLIDATING TOUCHPOINTS FOR SAAB
QUESTIONS

4. Create a model of Saab’s potential supply
chain.
Saab
Different kinds
of auto-related
manufacturers
Saab Cars
USA
U.S.
Dealerships
Customers
CONSOLIDATING TOUCHPOINTS FOR SAAB
QUESTIONS

5. How is Saab’s CRM implementation going to
influence its SCM practices?
better customer service relating to some supply
chain stages
CURRENT INFORMATION
Saab’s sales in USA were down by 48.2% on
January 2009.
 The entire 2009 Saab 9-3 family, including the 4door Sport Sedan, 5-door SportCombi and 2-door
Convertible has again earned the Top Safety
Pick Award.
 Saab Cars USA has selected Melissa Data's Data
Quality Web Service for real-time verification of
customer data.
 Saab Automobile Shortens the Supply Chain for
Dealer Parts Replenishment With InternetEnabled Technology

REFERENCE



Saab sales data - USA - January 2009, February 4th,2009,
http://www.trollhattansaab.net/archives/2009/02/saabsales-data-usa.html
Editorial Staff, Saab Cars USA Test Drives, Buys CRM
App, Feburary 16, 2009,
http://www.sdcexec.com/online/article.jsp?siteSection=16&i
d=5115&pageNum=1
Saab Automobile Shortens the Supply Chain for Dealer
Parts Replenishment with Internet-Enabled Technology,
http://www.in.capgemini.com/resources/successstories/saab_automobile_shortens_the_supply_chain_for_de
aler_parts_replenishment_with_internetenabled_technolog
y/