[ 18 December 2001 ] CNSG/iGine Joint Breakfast Forum: “eXtended Relationship Management beyond CRM”

CNSG and iGine held a joint breakfast forum where ideas on “eXtended Relationship Management – Beyond CRM” were discussed. Three speakers presented their ideas on issues pertaining to Relationship Management.

Mr. Jeh Shyan Wong, CEO, CNSG outlined the changing landscape and observations on trends in Relationship Management. He propounded that it was increasingly important and cost effective to retain existing customers as compared to acquiring new customers. Ideas of risk management, and value propositions are changing, and this makes the relationship structure increasingly complex, in multiple tiers.

Mr. Tan Chang Huong, CEO, iGine Pte Ltd outlined today’s interconnected global economy condition and spoke on “XRM: Increasing Channel Profitability in Your Multi-Tier Multi-Channel Network & A Customer Case Study”. Mr. Tan stressed that it has become increasingly important for companies to build strong relationships with their strategic partners. Companies were becoming more reliant on their indirect channels, for volume sales, and were efficiently managing the complex multi-tier business relationships that contributes to revenue and profits.

Drawing on the real life case study of a biomedical supplies company, Mr. Tan highlighted that implementation had resulted to significant cost savings in adopting a solution that helped manage the order flow across 5 tiers of channel partners and enjoying an ROI of over 300%. The case study highlighted the challenges and solutions in managing pricing & product info dissemination, visibility to inventory and channel sales performance in a multi-tier sales and distribution network.

Mr. Teong Eng Guan is the Sales Director responsible for expanding WebGain market share in South East Asia. He introduced the idea that “The Application is the Advantage”. Explaining the way data are processed and stored, Mr. Teong illustrated some strengths of Toplink and their advantages.

The event was held at Arundel Room in Goodwood Park hotel