Case Study: A Diversified Chemicals Company Focuses On Improving Underlying CRM Business Processes

Although customer relationships have always been important to a global diversified chemicals company, sharing processes and customer data was sometimes difficult across multiple lines of business (LOBs). To overcome this problem, the company assigned a team of business process experts to define common approaches. Business process definitions were used to drive high-level requirements and establish a set of priorities for an integrated approach to customer relationship management (CRM) solutions. A quarterly review process ensures that, as business processes change, new requirements are captured and incorporated into the IT plan for future releases. This enabled a single view of the customer to be substituted for multiple business-specific views and supported the vision that drives the company to "help customers to be more successful."