In the age of Big Data, Customer Relationship Management (CRM) is playing an ever more important role in business growth. CEMS students studying at the University of St. Gallen in Switzerland had the unique opportunity to collaborate with ABB on the planning of their global rollout of the salesforce.com/salescloud CRM system. The project was voted on by CEMS students as the 2016 CEMS Business Project of the Year. We caught up with Oliver Lawrenz, Group Vice President Marketing & Sales – Performance Management, ABB; supervising professor at HSG Jürgen Brücker and CEMS Assistand Martin Weber; and students Maximilian Gademann, Miriam Jarrouj, David Ernst, and Nico Koch to learn more.
The goal of having a single instance of a globally used CRM tool at ABB is threefold.