Molson Coors Taps CAS for CRM Success

To maintain its position as market leader in the Canadian brewing market, Molson Coors Brewing Company will implement CAS CPWerx for a multi-channel Customer Relationship Management (CRM) project in Canada. Following an extensive global selection program led by Molson Canada, CAS won out over larger suite providers due to its comprehensive footprint in the consumer products market as well as its ability to integrate seamlessly with Molson Coors' existing SAP back-office applications. Beginning this month, Molson Coors will deploy CPWerx 6.0, including integrated Reporting & Analytics, to its sales teams and support personnel across Quebec, Ontario and Western Canada. 

Molson Coors decision to make a significant investment in a smaller, best-in-class CRM provider bolsters the notion that bigger isn't necessarily better. The strengths of specialist vendors such as CAS include rich functionality, diversification and flexibility, and heightened levels of vendor support.

"Molson Coors has a number of complex requirements across four different regions in Canada, all of which have different business processes. With CPWerx, we can tailor the software to match those specific processes," says Jon Van Duyne, CEO, CAS Americas. "In addition, on this particular project, we have a terrific relationship and partnership in IBM Consulting Services, which is something that Molson was looking for. All the parties are excited and anxious to get to work, which is a great way to begin."