From the organization, to the employee, to the customer: all benefit when employees can better connect with customers, easily share that collaboration history with colleagues, and quickly enhance the 360-degree view of customers across interaction channels. See Sennheiser’s vision for future-oriented CRM and using social media to boost effective communications and drive sales growth in this spotlight presentation.

1. A SOUND VISION FOR CRM
Klaus Höling
Group CIO & IT Director
Sennheiser
Johan Giesberts
Global CRM Manager
Sennheiser
@SennheiserUSA #SugarCon

2. The Sennheiser Story
2

4. Behind the Scenes
4
16%

5. Sennheiser and Sugar
• Planned 680 users worldwide end of 2014
– Americas 25%, Apac 22%, EMEA 53%
• Partner: Insignio CRM GmbH
5

6. Goals:
• 360°
customer view
• Increase
operational
effectiveness
• Keep it simple
& user
oriented
• Use standard
process and
technology
• Support social
business
• Support business strategy
• Deep understanding of markets and
shape them
• Support sustainable and profitable
growth
• Comply with stringent privacy
regulations and laws

7. CRM Vision
• Significantly increase customer focus throughout
the entire organization and enhance customer
service
• Support global business growth and profitability
• Engage with existing processes and enable new
ones
• Adhere to strict data security laws
7

8. CRM Today
• Sales tracking
• Contact Management
• Perfecting data
• Document Management
8

9. CRM Core Business Processes
Opportunity Management
Account & Contact Management
User, Business Team, Report & Workflow Management
Interaction Management
Lead Management
CRM Business Data Objects
Lead, Contact, Account
Call, Task, Email, Note, Meeting
Contract, Document
Project
Report
Opportunity
Account Opportunity
Contract & Document
Management
Project Management
SugarCRM Scope

10. Integrations
• LotusNotes
• IBM Connections
• Oracle JD Edwards Enterprise (ERP)
• Mobile: iPhone/iPad
10

11. CRM Business Solution 2013
CRM Business Solution 2013
Sugar(糖)CRM
JDE
(master data,
transactions,
status)
Sales Portal
BI Customer
Information Portal
Data
Warehouse
(sales figures)
Extraction
Reports,Graphics
ERP integration with
Magic XPI

12. FUTURE-ORIENTED CRM

13. Integrate Social
13
@blakeshelton

14. How Sennheiser hears social media
14
• ReTweet links about equipment use to
professional and music industry influencers
• Identify opportunities to link products
– eg: headphones for popular video games
• Help consumers find nearest Sennheiser store
or affiliate.

15. Looking ahead
• Gauge current system traffic
• Address performance-first concerns
• Ensure team is familiar with internal processes &
functionality
• Small pilot with social
15

16. Early impact
• Improving data integrity
• Driving employee empowerment
• Clearer reporting
16

17. Global CRM Lessons
• Reporting needs to account for local culture
– U.S. = lead conversions, sales closed, metrics-driven
– Asia = strength of relationships
• CRM maturity differences
– U.S. users are transitioning from another CRM
– Elsewhere, it’s a new concept
17

18. The eight building blocks of CRM (Gartner 2013)
Vision
Metrics
Technology
Information & Insight
Processes
Organisational Collaboration
Customer Experience
Strategy
Cusotmer
Sennheiser
CRM
Champion
CRMKey-
user
Selling the CRM

19. NEXT STEPS
Mapping from today
to our CRM vision

20. Marketing and Service
CRM Business Systems
Business Intelligence
Web & Social Media
Campaign Management
CRM Business Data Objects
List Management
Target, Target List, Campaign
Service Management
SugarCRM: Sennheiser Hears the Future
Email shotsWeb2Lead
Web Shop
Mass Email Marketing
Case, Product

21. Moving forward with CRM
• Consumer Systems
– Sales contacts
– Prospect communication
– Task management
– Monitoring product performance
• Professional and Integrated Systems
– Lead flow management
– Opportunity development
– Project management
21

22. Moving forward with CRM
• Complete rollout to subsidiaries and throughout
company
• Create rule-based reporting package for staff
unique to company role
• Social media
22

23. Sugar and Sennheiser – creating the crisp,
clear sound of success

24. THANK YOU
@SennheiserUSA #SugarCon