Introduction 3 B. Project objectives and scope 12 C. Approach 16 C.1 CRM target setting 19 C.2 CRM strategy and technology concept 34 C.3 CRM implementation 74 D. References 77 E. Appendix: Supporting tools to implement CRM 81 E.1 The Internet as a supporting CRM tool 82 E.2 The call center as a supporting CRM tool 93 The key lever for CRM success is the Internet innovative options for individual customer contact B. Project objectives and scope The strategic goals aim at sustainable growth and profitability The project objectives aim at a seamless implementation of CRM from vision to systems integration The project covers the entire business-channel matrix with CRM applications to attract, penetrate and retain customers C. Approach The approach to define and implement Customer Relationship Management consists of three phases The customer relationship management strategy can be ready for implementation in 4.5 months C. Approach C.1 Target setting C.2 CRM strategy and technology concept C.3 Implementation Key questions „target setting“ What customer segments are addressed by the CRM strategy and what are the segment-specific customer requirements? Which benchmarks and best practices can be derived from automotive and non-automotive CRM applications? How is current customer information deficit to be tackled? To what extent can the project build upon existing CRM measures in the Group? What is the vision as the guideline to define the CRM strategy? What are quantified and measurable targets to evaluate business options and to track the implementation process in a consistent way? What overall business potential (additional revenues and improved margins) is associated with the implementation of CRM?