Background

• Customer and market orientation used to be weak for “historical” reasons (RUAG being state-owned and supplier to the Swiss army and air force)
• Heterogeneous sales and marketing processes and systems within and across business units result in low transparency over customer activities, sales funnel and profitability
• No clear coordination between marketing and sales activities, missing clear focus on profitable customers

Solution

• Development of RA CRM process framework as a basis for detailed process definition
• Definition and alignment of CRM sales and marketing processes across all business units
• Specification of the functional business requirements of sales, marketing and cross-sectional functionalities independently of a specific CRM system
• Development of sales and marketing use cases for the showcases of the system vendors
• Conduct of live system presentations in showcases by the CRM system vendors
• CRM system recommendation and decision based on the specification coverage, high-level IT requirements, showcases and costs
• Definition of a stepwise implementation plan for the next project phase
• Definition of KPIs to monitor implementation success

Benefits/Results

• Detailed and comprehensive definition of business and high-level IT requirements across all business units and independently of a specific CRM system; as solid basis for vendor selection and to establish a new mindset and common understanding about the benefits of CRM
• Buy-in of all business units regarding the selected CRM system
• Improved sales and marketing processes on the basis of the cross-functional and cross-departmental process definition