2012 Readers' Choice: Customer Relationship Management
While still topped by historical leaders SAP and Oracle, this year’s CRM list clearly outlines a change in focus for CG companies. “With the likes of RW3, Salesforce.com and even Microsoft, one can see that speed to solution, accessibility, and usability are increasing in importance,” says Alan Langhals, principal, Deloitte Consulting LLP. “Further, it also illustrates a renewed emphasis on best-of-breed depth of capability over solutions that are part of a broader ERP footprint.” Integration is no longer the overriding factor. Rather, Langhals explains what matters most in CRM today.
What trends do you see in this area that will impact the CG industry?
Langhals: Mobility and the ready access to business intelligence and decision-making data are top-of-mind issues for CG companies. Arming sales and marketing teams with competitive information (demand signal, pricing, promotional) as well as internal sales information is paramount to making quick decisions at retail. The adoption and use of tablet and smartphone technologies are providing sales teams with unlimited access to performance and causal information, which in turn is allowing for point-of-presence, in-store decision-making. Those solutions, which enable or reinforce this capability, will continue to gain favor amongst consumer goods companies.
Has social media changed the face of CRM?
Langhals: While still primarily a mechanism to harness consumer sentiment, social media channels are increasingly becoming a means of gauging consumer reactions for new products. This will become an important and highly influential channel but will not replace the need for more traditional processes and systems.
Can you offer advice for adapting to these dramatic market shifts?
Langhals: As the lines to U.S. consumers blur, CG manufacturers and retailers should look for opportunities to truly work together for consumer wallet share. Retailers will continue to be the predominant channel for product delivery, and the manufacturer will have a presence from a demand generation perspective. Leveraging insights across the value-chain to best balance product position, price, promotion and service will benefit both parties in a meaningful way.
Breakout Favorites
Customer Experience Leader: RW3
“We truly appreciate our business partnership and friendship over the years. You [RW3] have built a world class company and we are proud to be associated with you all.”
— Graham Purdy, VP Sales, National Tobacco Company
SMB Market Leader: SAP
“The SAP Paybacks and Chargebacks application helps us get maximum value from our trade promotion dollars.”
— Leeann Smulligan, Senior Marketing Associate Manager, Ateeco, Inc.