Dunkin Donuts the birth of a new distribution

Dunkin’ Donuts – the birth of a new distribution and franchising concept Tsirigotis Dionisis BACHELOR DEGREE SUPPLY CHAIN MANAGEMENT (LOGISTICS) TEI CENTRAL MACEDONIA

COMPANY PROFILE � Established: 1886 � German company � It operates in its present form since 1926 � One of the most successful companies worldwide in the luxury car industry

THE CHAKKENGE THAT LET TO THE IMPLEMENTATION OF CRM � In the late 90 s and early 00 s they were faced with a new challenge: � Customers the while they were happy with the product remained happy with the services offered � Even databases were not updated correctly

SYSTEM DESCRIPTION CRM (1) � The company divides its car dealerships in 35 regions «Marketing area» . � Organize a management team and project management that puts the basic procedures and how they could apply the crm. � Initially there was a crm database in each region with different parameters. � Salespeople have had the crm to keep them in a constant communication with customers during and after selling. � The logic of service-customer information through salespeople had stopped. now every client managed through the system of crm.

SYSTEM DESCRIPTION CRM (2) � Because of the importance of crm the company decided to create a central customer database for all regions. ◦ There was staff trained to find and record their major customers. � This created a problem because in some regions had little experience in technology and also in some areas of their databases were developed with different philosophies. � So the company decided to educate the staff to be able to use it more easily and efficiently.

Results � The ◦ ◦ ◦ application would be successful Customer satisfaction Sales increase Better knowledge of the patronage of the public Create long-term and update customers Providing high quality services to clients matching the supplied product

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