CRM at Bosch

Power tools company supports loyalty program for new product line with .Net-based customer relationship app

Tempe, AZ  January 10, 2003  Bosch Power Tools & Accessories has worked with technology consulting firm BORN to develop a customer relationship management (CRM) system to support the company's loyalty and service program for its new line of cordless tools.

To coincide with the launch of the new cordless power tools in September, Bosch rolled out its loyalty and service program, PROVANTAGE, to track customers' purchasing behaviors and service issues, and to provide a means for communicating with customers. Customers are automatically entered into the CRM database upon registering their product for warranty online or via telephone or mail.

"Fostering greater loyalty among our clients is increasingly important in today's market," said Randy Valenta, director of product service for Bosch. "We believe this CRM system will help us be more responsive to our customers' needs and, in turn, build more affinity with our most loyal customers."

The new system was built on Microsoft's .NET platform, using Web services to integrate the Bosch system with outside suppliers. BORN managed the project, integrated the company's systems with its fulfillment and call centers, and developed the customer database and customer-facing Web registration.

The system was developed in two phases: First, BORN built the system's database and Web interfaces using the .NET platform and Web services. Phase one was completed in time for the launch of the product line. The second phase, concluded by October 1, created the system's reporting capabilities.

"The Bosch CRM system is very unique to any industry," said Dan Hanson, BORN's Milwaukee branch manager. "It is customized to the needs of Bosch, using the most progressive technology available in .NET and Web services. The information exchange among customers, Bosch and third-party suppliers is completely seamless, creating the most convenient customer service environment."