Wrigley Company has the reputation of providing quality products to its customers for a long time. It is a widely known for its popular chewing gum in the global market. In the past five years, Wrigley has revamped its aging, disparate IT systems and processes. To make it possible, it has chosen SAP. According to company sources, the new SAP CRM solution helped the company to streamline its operation to a great extent.
With the candy prices in the US decreasing, the company moved into new confectionery categories. Hence, it required more promotional and seasonal trade attention. Wrigley preferred to keep trade spending lower than average. It invested in a large field force and strong consumer marketing.
It is not enough for a CRM software to be feature-packed; it is also important for the software to facilitate ease of use and offer a "complete" solution for an organization’s needs. Gartner has focused on both these facets in its just published analysis of the CRM market place in North America and Europe. The report places global management consulting and outsourcing company Accenture at the top of the heap.
According to Gartner, Accenture has kept its focus on helping clients upgrade their market and customer strategies. Finanzen quotes Woody Driggs, Accenture managing partner, CRM:
CRM can be a powerful growth engine when companies use it to put the customer at the center of everything they do. The winners will be those organizations that consistently leverage every customer interaction, across every customer channel to reinforce their brand image and to drive customer loyalty.