Samsung Implements CRM

Using SAP customer relationship management solution as foundation for integrated marketing campaigns

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Seoul, Korea  February 24, 2003  Samsung Electronics has implemented a customer relationship management (CRM) solution from SAP as the foundation for new integrated marketing campaigns around the globe aimed at improving customer service and increasing brand awareness.

Beginning in Europe and the Americas, Samsung is using the mobile sales, campaign management and interaction center capabilities of mySAP CRM with its existing SAP enterprise applications in a bid to improve dialogue with its customers and accurately define target audiences.

Soo-Bong Kim, vice president of the regional strategy team at Samsung, said that the company is looking to the CRM solution to drive Samsung's transformation into a more customer-oriented company and to create an integrated platform to measure and improve the performance of its marketing investments.

"Samsung prides itself on meeting people's needs with revolutionary technology," Kim said. "With mySAP CRM, we can now enhance customer services and satisfaction in our fast-growing overseas operations and at the same time optimize sales and marketing activities based on detailed customer analyses."

Samsung is using the mobile sales and campaign management capabilities of mySAP CRM in France, and the campaign management capability in the United States, in an effort to streamline internal marketing processes and execute more effective marketing campaigns, from campaign planning and content management to target customer definition, market segmentation and communication.

Samsung locations in Germany and Mexico went live with the campaign management capability in December 2002. Rollouts throughout Samsung subsidiaries across the globe will follow.

In the United Kingdom, Samsung has implemented its interaction center based on mySAP CRM. The new interaction center, where 35 agents serve more than 300,000 calls in the UK, is intended to allow faster service processing time and improved customer touch point efficiency, allowing better support for general and technical inquiries.

SAP says it worked with Samsung to implement the U.K. interaction center, also collaborating on the design of a Samsung global interaction center template that will be rolled out to more than 40 countries over the next two years, beginning in France.

"By accurately segmenting its global customer base  from its various channel partners and key accounts to its end customers  Samsung can now make targeted, individualized offers to customers, both directly and through its various contact channels," said Peter Zencke, executive board member of SAP. Zencke added that the SAP solution should help Samsung establish a closer connection to its customers by allowing the company to better understanding its customers' needs.

Samsung Electronics employs approximately 64,000 people in 90 offices in 47 countries. The company is the world's largest producer of memory chips, TFT-LCDs, CDMA mobile phones, monitors and VCRs.
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