惠普Implementing an integrated customer relationshi

hp and the new business paradigm

In today’s Internet-driven, highly competitive world, the power has shifted

from the vendor to the customer. Whether in the consumer, commercial,

or business-to-business markets, customers now have much

greater knowledge, much higher expectations, and much different

ideas of what they think is valuable. In order to compete effectively,

companies must shift their emphasis from the product to customer service

and support, and deliver a high quality customer interaction each

and every time.

To maintain its market leadership in this rapidly changing environment,

HP concluded that it needed to reinvent itself. Therefore, it embarked

on a transformation designed to return the company to its roots of

invention and revamp and re-launch its corporate brand. HP wanted to

dramatically improve the way the company—including all HP divisions

and business units—interacts with its customers, enabling it to unleash

its full potential for the next phase of the Internet revolution.

There was an urgent need to present one company “face” to customers

if HP wasn’t to lose some of the value of its corporate branding.

HP consists of over 30 separate entities, each supporting different

products, services, geographical areas and countries around the

globe. Because these entities had developed their own unique customer-

interface processes, to the typical customer, HP looked like many

different companies. In addition, since each of these entities tracked

their customers separately on their own databases, it wasn’t possible

for HP management to understand, at a glance, how each customer

was touching the various parts of HP in terms of products and services.

There was no single, complete, 360-degree view of each customer.

As a result of this and other customer-relationship issues, HP decided

to make customer relationship management (CRM) one of the pillars of

the HP reinvention program. Today, HP’s CRM goal is nothing less

than to deliver the best Total Customer Experience (TCE). HP will put

the strength and skills of the entire organization behind every customer

interaction and during every step in the customer life cycle—from the

time HP first starts to market its products and services, to flexibly tailoring

service contracts, to having a complete customer history at the

click of a button.

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implementing

a crm

solution

hp consulting

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