Discount School Supply Case Study Summary

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Recommended: Aspects of customer relationship management

The Three companies: Discount School Supply(DSS), Sherwin-Williams and First American Corporation(FAC) sought competitive advantages by utilizing CRM systems. Firstly, DSS focused on guaranteeing the sales procedure is proficiently managed. Secondly, Sherwin-Williams improved their supply chain by embarking on a CRM project. Lastly, FAC realized growth by utilizing CRM strategies in making organizational transformations.
Case 1:

Discount School Supply(DSS), formerly known as SmarterKids.com, retails educational toys assisting parents in fostering educational goals for their children. The company is a market hub supporting about 200 toy manufacturers (Discount School Supply, 2016).DSS’s CRM projects focused on required applications that could …show more content…

The company serves external customers and numerous suppliers. Therefore, the company regarded service to both customers and suppliers as significant to its competitive success (The Sherwin-Williams Company, 2016).
Sherwin-Williams went through 27 acquisitions between 1990 and 2000. After each acquisition, information systems from the companies had to be patched and this resulted in a disjoint data infrastructure. To present a unified structure to customers and preserve productive vendor relations, Sherwin-Williams management realized they needed a solo, cohesive view of its entire business, across all business units and the supply chain. Accordingly, Sherwin-Williams began a CRM project. Sherwin-Williams constructed a series of data marts targeted at specific CRM initiatives. The first mart contained the uppermost sales performance information. Following this data mart in February 1999, Sherwin-Williams had access to its 20 business units’ data (such as Wal-Mart) short of manually consolidating the data from several sources. The company also formed effective design and implementation procedures to sustain new

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