1. C ONSOLIDATING T OUCHPOINTS FOR S AAB Presented by Kang Wang 2.17.2009

2. C ONSOLIDATING T OUCHPOINTS FOR S AAB Main Ideas Answers to the questions Current Information

3. Saab decided to invest in Siebel Automotive, a customer relationship management system, as a way to compete with its rivals in the premium automotive market. Three primary channels to communicate with its customers: dealer network Customer assistance center Lead management center C ONSOLIDATING T OUCHPOINTS FOR S AAB M AIN P OINTS

4. Siebel CRM solution (Answer of Question#1) a 360-degree view of each customer Coordinate sales and marketing activities Measure the sales results of specific leads Recommend more efficient selling techniques Target its leads more precisely Benefits decreased direct marketing costs increased lead follow-up increased customer satisfaction a single view of its customers across multiple channels C ONSOLIDATING T OUCHPOINTS FOR S AAB M AIN P OINTS (CONT)

5. 1. Explain how implementing a CRM system enabled Saab to gain a competitive advantage? Siebel CRM solution a 360-degree view of each customer Coordinate sales and marketing activities Measure the sales results of specific leads Recommend more efficient selling techniques Target its leads more precisely C ONSOLIDATING T OUCHPOINTS FOR S AAB Q UESTIONS

6. 2. Estimate the potential impact to Saab’s business if it had not implemented a CRM system. High direct marketing costs Low percent of customer satisfaction C ONSOLIDATING T OUCHPOINTS FOR S AAB Q UESTIONS

7. 3. What additional benefits could Saab receive from implementing a supply chain management system? save time reduce inventory increase its own supplier power decrease the threat of new entrants decrease the threat of substitute cars C ONSOLIDATING T OUCHPOINTS FOR S AAB Q UESTIONS

8. 4. Create a model of Saab’s potential supply chain. C ONSOLIDATING T OUCHPOINTS FOR S AAB Q UESTIONS Saab Cars USA U.S. Dealerships Saab Customers Different kinds of auto-related manufacturers

9. 5. How is Saab’s CRM implementation going to influence its SCM practices? better customer service relating to some supply chain stages C ONSOLIDATING T OUCHPOINTS FOR S AAB Q UESTIONS

10. C URRENT I NFORMATION Saab’s sales in USA were down by 48.2% on January 2009. The entire 2009 Saab 9-3 family, including the 4- door Sport Sedan, 5-door SportCombi and 2-door Convertible has again earned the Top Safety Pick Award. Saab Cars USA has selected Melissa Data's Data Quality Web Service for real-time verification of customer data. Saab Automobile Shortens the Supply Chain for Dealer Parts Replenishment With Internet- Enabled Technology

11. R EFERENCE Saab sales data - USA - January 2009, February 4th,2009, http://www.trollhattansaab.net/archives/2009/02/saab- sales-data-usa.html Editorial Staff, Saab Cars USA Test Drives, Buys CRM App, Feburary 16, 2009, http://www.sdcexec.com/online/article.jsp?siteSection=16&i d=5115&pageNum=1 Saab Automobile Shortens the Supply Chain for Dealer Parts Replenishment with Internet-Enabled Technology, http://www.in.capgemini.com/resources/success- stories/saab_automobile_shortens_the_supply_chain_for_de aler_parts_replenishment_with_internetenabled_technolog y/