Selecting the product

This large automotive manufacturer wanted a fully integrated, highly analytical reporting solution for its marketing, sales and after sales departments. Siebel Marketing, combined with Siebel Analytics, was a natural choice for an organisation which was already standardising on the Siebel suite of business applications. By deploying this functionality they aimed to:

1. bring together all their interactions with their customers under a single identity (that of the customer's local dealer);
2. provide these departments with a deeper level of understanding of their customers;
3. allow these departments to analyse and monitor the success of their own activities.

Employing resources

This company wanted a consulting organisation that would give straightforward yes/no answers to their questions, as well as bringing a high level of expertise and extensive experience to the project. In particular they wanted a highly proficient technical lead, with experience of in depth interaction with business users, to ensure the success of the project. Customer Systems provided a consultant who fitted the bill perfectly, thanks to his experience with both Siebel Marketing and Siebel Analytics, and his no-nonsense approach to this kind of deployment.

Deploying the product

The level of customisation of the existing Siebel application presented a major challenge. Heavy customisation meant that much of the out-of-the-box functionality of Siebel Marketing had to be redeveloped, and our consultants had to design most of the localisation and translation from scratch. Although this added to the scope of the project, it also allowed the company to deploy a solution which was precisely tailored to their requirements.

Success

In spite of the scale of the task, this project was delivered within just five months. The new application brings together the multiple marketing departments within the organisation, giving them a single view of their customer base, and allowing them to coordinate their marketing operations - resulting in many new sales opportunities. In addition, all departments can now ensure that their activities are customised to individual customers' buying habits and preferences - and the appropriate language for each customer.