Town Gas
Transcript of Town Gas
TOWNGASAchieving Competitive
Advantage through Customer Relationship
Management Group 09, IMT Ghaziabad
Company Background
Incorporated as HongKong and China gas Company
Listed on the Hongkong exchange since 1960
Owned 70% of the piped-gas market in china
Turnover Distribution in 2002
Turnover in 2002
Residential MarketCommercial MarketIndustrial MarketEquipment Sales
10 Year Key Financial Figures
1993
1995
1997
1999
2001
0
1000
2000
3000
4000
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7000
8000
Sales (HK$ million)Profit After TaxProfit Margin
Competitor Analysis
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Net In
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Net In
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Custo
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Acc
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Sale
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2000
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TowngasCLPHongKong Elec-tric
Strategy at Towngas
Survival
Success
C.R.M.
Pillars of CRM Strategy
Tremendous Database Customer ServiceSales & Marketing
Strategies
Competitive Advantage
Towngas: CRM Initiatives in line
1990:Multiple contact points for different service requirements
1992:Realization of Total Quality Management (TQM) conceptFormation of Superior Quality Service (SQS) group
1993:Customer Focus Team (CFT) Programme
1994: Launch of 24-hour Customer Service Hotline
1996:More top downInitiative of continuous Transformation
1998:The Executive Committee (ECM)Initiatives resulting in major organizational restructuring7 layers to 4 layers
2001:Towngas AvenueA lifestyle concept StoreSelling contemporary gas appliances
Customer Service Initiatives
Common
Goal
ConsistentQuality of Service
Sense of valueSatisfaction
Loyalty
Sales & Marketing Strategy
Market Data Mining
After Sales Servic
e
C.R.M.Product Lead
ProspectTele Marketing
Sales
Towngas Shared Value Model
Sustained
BusinessGrowth
Leadership
CustomerFocused
CustomerValue
CRM continued to pay off
Residential customer growth by
4.5%
Growth rate of 0.3%
Steady upward trend
Service Commitments
met
Targetsexceeded
1334 complementar
y letters
Complaints dropped 48 to
34
Winner of Customer
Service Award
Surge in Customer
Satisfaction rating &
employee productivity
Questions & Answers
Why is it important to manage customer relationships?
Why did Towngas choose CRM as a tool to strengthen its business?
What are the success factors of Towngas’ CRM System?
What did it do differently than many other companies that had also invested a lot of money in CRM to find that the system was not generating the expected returns?
How did Towngas, primarily a gas production and distribution company, implemented successful CRM strategies?
Why didn’t Towngas install the system earlier?
What were the implications for companies that were planning to implement CRM?
Thank You..!!