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Cementhai Sales and Marketing Co, the marketing and retail arm of the Siam Cement Group, has embarked on a new marketing approach based on a CRM investment of 200 million baht. The program enables the home mart chain to build methodologies, strategies, software, and web-based capabilities to manage the customer portal. By charting the needs of customers in each specific marketing segment, the dealer network is able to come with answers for all customer demands.

The CRM move is beginning to show returns already, and Cementhai has a sales target of 100 billion by 2012. This is an ambitious target going up to double the company’s current sales figures. However, as Bangkok Post reports, the authorities are determined to see the CRM program pay off in the long run:

The CRM strategy will help to improve our marketing strategy to suit the real demand of customers. If we (Cementhai Home Mart) are able to satisfy customers by offering what they really need, they will think of us as the first choice.