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Unilever CRM Case Study

Find out how Unilever have managed their CRM needs in order to create better customer service, and see how your company can apply it to their services.

Unilever Overview

Unilever are a company which produces a large number of products for a wide range of customers. They are well recognized as a brand by many people, and their customer service needs to be able to handle a large volume of calls. As they have so many different types of brand products on sale at one time, they need an integrated system which can handle all of their CRM needs at once.

Unilever’s CRM needs

As with many other multinational companies, Unilever need to have a strong customer service profile in order to ensure that they are always able to meet customers' needs. The main problem with the information which the company had already collected from customers was that it was disorganized and poorly handled. The simple fact that there was so much information around meant that Unilever faced a challenge over handling it correctly. Before adopting the new CRM, Unilever's managers realize that they were facing a data collection and database system which just could not keep up with their rapid expansion.

It was clear that Unilever needed a new system which could handle the large number of demands upon its programs. Unilever needed a CRM which could make generating reports very easy, allowing managers to spot important trends in the local area. They also needed a system which was not so labor and time intensive, making the whole data collection and processing system easier to handle. Streamlining product information was a priority for the company, and this is where their new CRM software needed to be focused.

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Unilever and CRM

The end result of their search for a new CRM system was to start using SAP’s MySap program. This helped to increase the effectiveness of call centre operations, allowing Unilever to provide better customer service. In addition, it also allowed for greater efficiency for staff, improving the speed at which customer queries could be handled. By speeding up this stage of the data collection process, the data was easier to process, and could then be analysed and used for research.

By simply improving the data base, Unilever was able to give its staff better access to the right information and provide an easier way of handling that information. The database, which required constant updating previously, is now better able to manage its processes and access to data. Unilever considers that it is now able to manage increased productivity, receiving more calls and improving the accuracy of their solutions. By simply changing the way that the database was organised and handled, Unilever were able to create a more streamlined service which provided better information distribution for both customers and members of staff.

Unilever are a large multinational company, but small businesses can also benefit from using CRM to control their knowledge base and handle data more effectively.