Best-in-class CRM rolls out worldwide

Student project

Students Isabella Moller, Tatiana Captari and Yingying Wu approached Cummins not only because it’s a Fortune 500 company, but more importantly, because Cummins is a diverse international team like the students themselves, who are from Venezuela, Moldova and China, respectively. A connection was made, mutual enthusiasm was sparked – and a lot of hard work did the rest.

Dominique Van GorpIt only takes a few minutes with Dominique Van Gorp, Director Business Development EMEA at Cummins Filtration, to feel the infectious enthusiasm he has for both his company and the Customer Relationship Management (CRM) project completed by the three Masters in Marketing students this last academic year. “You only get out what you put in – so we decided to leverage their talents and have them work on a project that adds mutual value for the students and for the company.”

The assignment was to develop a best-in-class CRM strategy for the aftermarket distributors of Cummins Filtration in EMEA. Cummins Filtration Inc. is a wholly owned business unit of Cummins Inc. and the world’s leading designer and manufacturer of air, fuel, hydraulic, lube filtration and fuel additive technology products for all engine-powered systems, sold under their core brand, Fleetguard.

No rushed decisions

The basic question was: what is the best way to implement a new CRM strategy (using Siebel software) knowing that such initiatives quite often fail due to a lack of management focus as well as team buy-in? The students conducted numerous internal interviews, did scientific research and also completed a small-scale customer trial in the Nordic region. Not only did they redesign the Target Account Management process, they prepared the training and defined next-step priorities. And, more importantly, control mechanisms were put in place with milestones and timing to keep the whole organisation on track.

Open attitude

Isabella sums it up nicely: “We not only received great guidance from Laura Demartin, who led the project on the Cummins side, but could count on an open attitude as well, specifically from Dominique, who was always willing to listen to our suggestions.” On our side, the students could rely on the expert advice of Deva Rangarajan, Associate Professor and a specialist in CRM – in fact he was overjoyed at being able to dive back into the subject on which he wrote his PhD thesis.

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