For the first time in Indian steel industry, Essar Steel has launched web-based Customer Relation Management (CRM). CRM is a powerful internet based marketing content management tool which provides a medium for the delivery and management of accurate marketing information to the customers.
The entire CRM module has been developed in-house by the Company’s IT division. CRM has been integrated with ERP software installed by the Company which would provide access to customers. The ERP software installed by the Company is the largest implemented by any steel companies in India. Essar Steel has a fully integrated computerised system for the entire business operation. The best of Information Technology systems are being used in terms of hardware, software and networking tools. Here Information Technology tool is used as a key enabler to gain efficient operation, cost cutting and competitive advantage.
CRM would provide online access to customers to get an update on their orders, production and dispatch status, status of their account etc. and facilitates quick decision making as a part of supply chain management. Customers can also download data pertaining to their order such as production status, delivery and dispatch status and save it as a record in their computer. The information is updated through ERP implemented by SAP, Germany at the plant.CRM is accessible through the Company’s website http://www.essar.com or http://www.clickforsteel.com which is linked to the SAP to enable the customers to have access to information. Hence customers from any part of the world can get the information.
Each customer would be provided with a password to gain access to the system. Customer would be free to change the password. This will not only assist customers in getting instant information on their order status but would also ease the pressure as they can access it anytime convenient to them. In addition to customers, all the regional managers and field sales staff would also have access to the system through password to know the status of the orders procured by them resulting in saving in time enabling better interaction with the customers.
Last year, the Company had launched “24 carat steel”, branding steel for the first time in the country and called it a gold standard. In line with this philosophy of providing better products and services, the Company has launched CRM
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