Interacting With the Customer - CRM Platform for Optimum Customer Care at Volkswagen

Topics:
Automotive,
CRM
Tags:
Advertising & Promotion,
Software,
SAP AG,
Marketing,
Manufacturing,
Enterprise Software,
Customer Relationship Management (CRM),
CRM,
Automobile Company,
Volkswagen AG
Source:
IBM

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Overview: Volkswagen AG, with its headquarters in Wolfsburg, Germany, is one of the world's leading automobile manufacturers and the largest car maker in Europe. Some years ago, a strategy for a common uniform platform for CRM was formulated in the VW Group. The 'Customer database (KuBa)' project was born. The idea was to consolidate the data available in production systems, and enhance this data with the information gained from customer contacts in a CRM database, and provide an up-to-date, all-round view of the customer. The Customer Interaction Centre (CIC) within SAP CRM 4.0 and the SAP Business Warehouse (SAP BW) form the core of the solution.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: PDF | Size: 213KB | Date: Feb 2005 | Pages: 4

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