ASSIGNMENT OF CRM(CRM Strategy, Customer Data Management OF LENOVO AND ACER) SUBMITTED BY: SUBMITTED TO: Customer Privacy Policies of Companies .CONTENTS BRIEF INTODUCTION OF LENOVO AND ACER Comparison of CRM Strategies of the two companies Methods used for Acquisition of data Customization methods used by companies. 000 Product Support Division service agents around the world. Silicon Valley giant Lenovo [http://www.com] to deploy 3.CRM Strategy. Another aspect in which Acer exercises its CRM strategy is through the fact that it initiates every transaction with the customer by initially acquiring information about the consumer’s preferences. 2006). In order to successfully accomplish the implementation of this CRM strategy. To that end.com] has decided recently to design and implement a major CRM project to build customer loyalty. Lenovo wanted to provide the timely. Acer customized its operations to consumer preference by establishing phone based customer support services through which it provided customers with need-specific support and assistance (Klinker. lenovo's Product Support Division recently developed a system in conjunction with Cambridge Technology Partners [http://www. While computer sales before Acer were carried out through retail outlets and electronic stores where consumers had the option of selecting from a range of available computer systems. Another aspect in which Acer exercises its CRM strategy is through the fact that it initiates every transaction with the customer by initially acquiring information about the consumer’s preferences.lenovo. The project is an excellent indicator of the value placed by industry leaders on increasing their responsiveness to customer needs. it was imperative for Acer to develop a delivery system through which it could ensure timely deliveries to consumers.lets have a brief introduction for both. The purpose of the development of this SCM system in integration with the CRM strategy was to develop and take advantage of a competitive edge. While computer sales before Acer were carried out through retail outlets and electronic stores where consumers had the option of selecting from a range of available computer systems. The purpose of the development of this SCM system in integration with the CRM strategy was to develop and take advantage of a competitive edge. . & Mahfouz. In order to do so. Acer. Terrell. high-quality service usually associated with hungry upstarts. each with a comprehensive view of customers and products. and all the information they need resolve complex customer issues. Evidently customer loyalty is beginning to matter for even the largest players. Acer developed a highly sophisticated SCM system. In order to successfully accomplish the implementation of this CRM strategy.ctp. Customer Data Management Before comparing the CRM strategies as well as method used for acquisition of data and companies private policy of both the companies. it was imperative for Acer to develop a delivery system through which it could ensure timely deliveries to consumers. In order to do so. Acer developed a highly sophisticated SCM system. Acer customized its operations to consumer preference by establishing phone based customer support services through which it provided customers with needspecific support and assistance. These salespeople were not . custom designed Web pages containing purchase data.000 Product Support Division service agents around the world. and a system that benefits the sales. people went to an electronic or retail store to buy computers. Acer’s concept of building made-to-order computers. Evidently customer loyalty is beginning to matter for even the largest players ACER Acer exercises its CRM strategy is through the fact that it initiates every transaction with the customer by initially acquiring information about the consumer’s preferences. only with the salesperson of that particular store. marketing. Comparison of CRM Strategies of the two companies FEATURES LENOVO Valley giant Lenovo has decided recently to design and implement a major CRM project to build customer loyalty. as well as customer service needs.1. and all the information they need resolve complex customer issues Acer’s goal is to provide products and services to their customers with their technological. high-quality service usually associated with hungry upstarts. each with a comprehensive view of customers and products. as Lenovo has had explosive worldwide growth in sales of its personal computing products and printers. To that end. LENOVO's Product Support Division recently developed a system in conjunction with Cambridge Technology Partners to deploy 3. There was no interaction with the manufacturer. it has realized one of its biggest challenges is not in gaining new customers. There are three types of software that Facilitate Acer’s CRM: marketing automation software. The project is an excellent indicator of the value placed by industry leaders on increasing their responsiveness to customer needs. financial and management segments of Acer. HANDLING CUSTOMERS PROBLEMS Specific problems with current customer interaction led to the changes. In recent years. Acer customized its operations to consumer preference by establishing phone based customer support services through which it provided customers with need-specific support and assistance CRM STRATEGY PRODUCT SUPPORTS Lenovo wanted to provide the timely. The databases would include customer information. everyone has access to the same information. interaction and support data from numerous systems into a central repository. This "closes the loop" among departments. technical support lines have found themselves overwhelmed and not able to provide the quality. their interests. Yet as sales have mushroomed. they have a persistent focus on delivering the best possiblecustomer experience. which is effective and efficient with customer relationship management.but keeping old as knowledgeable about the ones. accuracy and consistency of response to callers that many have come to expect. product and WITH CUSTOMERS warranty. Acer pioneered the concept of interacting with the customer by phone or by way of the Internet to custom-build a computer specific to that customer’s needs and delivering that computer in a very timely matter. Acer utilizes database software. product since they were not involved in building the Computers. allowing disparate representatives a coveted "single point of contact" with the customer -. Companies with such By having an efficient CRM system.no matter which department answers the call. Acer is not only ranked No. “Acer introduces the latest relevant technology much more quickly than companies with slow-moving. 28 by Fortune 500.another goal of CRM. The customer database helps increase profits because the database contains client information that helps determine effective and efficient ways to target and segment the customers ADOPTATION OF TECHNOLOGY TO MAINTAIN CRM Lenovo will be able to create tailored marketing programs and innovative new products -. and products. indirect . These particular databases store tables of data that can be mined for information about clients and used to generate promotional campaigns. Acer created a supply chain management (SCM) system to maintain CRM to ensured that the right computer parts were always available when and where needed by customers In Lenovo the system Cambridge helped devise combines integrated MAITAIN RELATION customer profile. The science of refining products is made much more exact by using a comprehensive database of support issues. enabling them over inventory every four to not only correct the days on average” . These particular databases store tables of data that can be mined for information about clients and used to generate promotional campaigns. problem and resolve customer issues . 2. Salesforce’s FinancialForce. DATABASE SOFTWARES AND BY CAMPAIGN Acer utilizes database software. which is effective and efficient with customer relationship management. Regardless of the archive destination. access is achieved using standard SQL and enterprise reporting tools LENOVO faced mounting pressure from Salesforce (NYSE: CRM). The customer database helps increase profits because the database contains client information that helps determine effective and efficient ways to target and segment the customers. which doubled in the first half of 2012. The databases would include customer information.a resource can quickly identify problems with a distribution channels. Standard archiving capabilities relocate complete sets of data to secondary databases or XML/CSV file formats. their interests. which has been exploding in growth. Acer had plans in place to build Application Solutions Centers to assist its customers and independent software providers in migrating their systems and applications to Intel's new next-generation.com. Methods used for Acquisition of data FEATURES Lenovo Lenovo can archiving inactive data from their production database environment provides unique values. Salesforce has been incredibly successful cross-selling this service along with its flagship product – its Customer Relationship Management software. turning given product. ACER Acer used its knowledge to add to the value it delivered to its customers. a method that stores customer data on its own servers. stole away customers by offering accounting and finance solutions using cloud computing. . and products. They contact customers if an order is running late. Customization methods used by companies. for example. ACER Acer respects customers’ privacy. to process customers purchase. do not harass customers for data. They will only collect store and use customers’ personal information for defined purposes. or with companies that help Acer fulfil its obligations with others. as required by law or to protect Acer. or the public. around the world. and share product. LENOVO champion s consumer privacy rights at conferences and forums in countries around the world. its customers. Acer. And also by making communications personalised. They believe endless form filling is enough to put a consumer off a purchase.which products they're most inclined to buy. 3. Data collection has to be either unobtrusive or incentivised. and then only with partners who share Acer's commitment to protecting customers privacy and data. Or by Transaction history: Indicates user preferences . That's why. Acer . As a leader in the world of e-commerce and information technology services.com. provides customers primary concern. Customer Privacy Policies of Companies FEATURES LENOVO LENOVO respects the privacy of its customers and is committed to protecting it. CUSTOMERS right to LENOVO secures customer privacy and data security is a information. Across their business. Additionally. Through itsPrivacyOffice.ACQUIRING DATA BY CUSTOMERS ITSELF Lenovo acquires data from market directly to customers. TO MAINTAIN PRIVACY OF CUSTOMERS At Acer. keep records of their customers to make sure to communicate in future Acer First and foremost. LENOVO also leads the way in the worldwide marketplace in advancing the rights of consumers to have their personal information safeguarded. when and how often. provide service and support. when access to their information. They use customers’ information to support and enhance their relationship with customers. They only share customers personal data outside the Acer family of companies with customers consent. and customers visit acer. service and company news and offerings with customers. They do not sell any personal information. LENOVO assur es that its global policies and procedures match the highest standards of privacy excellence. access and accuracy. nonprofit organization whose mission is to build a user’s trust and confidence in the Internet by promoting the use of fair information practices. developed by Acer in partnership with the National Consumers League. These principles are notice. Below are the guidelines PRIVACY details of LENOVO privacy they use for protecting the practices are described in our Online Privacy Statement at the bottom of every LENOVO web page. LENOVO is the first Fortune 50 company to joinSafe Harbor.acer. GUIDELINES FOR CUSTOMERS TO MAINTAIN PRIVACY LENOVO is a licensee of the TRUSTe Web Privacy Seal Program. The mission of BBB OnLine is to promote trust and confidence on the Internet by advocating ethical online business practices. Additionally. Visithttp://www.com or support applications loaded on computer.org/technol ogy/essentials/ to learn more about how to protect privacy on the Internet through a consumer education campaign called Online E-ssentials. Because LENOVO wants to demonstrate its commitment to your privacy. TRUSTe is a worldwide.The guidelines at this site are applicable only to this domestic . help customers to maintain control SUPPORT rent or lease customers' personally over their personal data on the SYSTEM FOR identifiable information. independent. LENOVO's Global Master Privacy Policy is established on principles consistent with Fair Information Practices as well as the Safe Harbor principles established by the European Union and theUnited States. onward transfer. “Please refer to your warranty statement or Acer's Return Policy for policies that apply to information contained on hard drives returned to Acer”.bbbonLine. Other Acer and Acer cobranded sites may operate under their own privacy and security policies. security and oversight (enforcement). the international data protection agreement enabling the safe and legal transfer of personal data across Acer is a proud participant in the BBB OnLine® Privacy Program.org Acer's Privacy statement discloses the privacy guidelines for the entire domestic Acer Web site. Further information about this program is available at http://www.nclnet. choice. The Internet. information customers provide them during a visit to their Internet site or when customers use their online support offerings such as support.does not sell. The BBB OnLine Privacy Program is backed by an organization noted for its expertise and experience in conducting successful national self-regulation programs--the Council of Better Business Bureaus. it has agreed to disclose its information practices and have its privacy practices reviewed for compliance by TRUSTe. name. Register on acer. Fill out a support request 1. e-mail and any other information they provide to them.com The online store at acer. they may contact a sales representative over the telephone. Organization for Economic Cooperation and Development (OECD) principles. and advocate consumer-empowering technologies. In a few areas on Acer Web site and online customer support tools. but do not want to provide their credit card information online. If at any time customers would like to make a purchase. They ask customers to provide information that will enable them to enhance customers site visit. Participate in a sweepstakes or other promo 5. is CUSTOMERS GUIDELINES FOR PRIVACY LENOVO continues to advocate for consumer privacy rights.country borders. It is completely optional for them to participate. TRUSTe is a worldwide. it has agreed to disclose its information practices and have its privacy practices reviewed for compliance by TRUSTe. to assist them with purchase and technical support issues or to follow up with them after they visit. Our privacy policy is based on the Fair Information Practices. promote consumer privacy education. (please see Acer's Store Security page for details on these security measures). and the Global Business Dialogue on Electronic Commerce (GBDe) Guidelines. Subscribe to a newsletter or a mailing list 3. Lenovo support responsible legislation. nonprofit organization whose mission is to build user’s trust and confidence in the Internet by promoting the use of fair information practices. For example. The TRUSTe program only covers the information that is collected through the Web site at www.com 2.Safe Harbor Agreement. Provide feedback in an only online survey 4. They request information from customer when they: 1.com 2.com is designed to give customers options concerning the privacy of their credit card information. Because LENOVO wants to demonstrate its commitment to your privacy. This certification program implemented . Request e-mail notification of your order status (called "Order Watch") CUSTOMERS HELPLINE FOR PRIVACY LENOVO is a licensee of the TRUSTe Web Privacy Seal Program. independent. address. Register on lenovo. They offer the industry standard security measures available through browser called SSL encryption. Request assistance from our "Product Advisor" 4.Web site. self.lenovo. Place an order 3. Simply call 1-800- . Acer is committed to data security with respect to information collected on their site. .WWW-ACER.