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Chennai, Sept. 12

An effective customer relationship management (CRM) system can cut costs and increase conversion of leads into sales, according to Dr Jung K. Paeng, Senior Vice-President and Chief Information Officer, Hyundai Motor Company and Kia Motors Company.

Speaking at Auto Tech 2006, a conference titled `IT for Excellence in Automotive Manufacturing', organised by the Confederation of Indian Industry (CII), he said that leveraging IT for the auto industry could help in automating the campaign process as well as conduct target marketing.

Integrated solution

He said that most auto manufacturing companies are dependent on the dealers for a large portion of the campaign, which meant that information on those customers and leads remained with the dealers. With an integrated CRM solution, the information would be accessible to the company, and customer service would become an easier task.

Hyundai Motor Company is about to implement a CRM project in India, he said, after which the company would look to begin similar projects in China, Europe and US.

Increasing efficiency

Earlier, Mr Kapil Jain, Vice-President, HP India, said that since most automotive companies expend a significant amount of energy on inventory management, an IT solution that increases efficiency is important.

Apart from that, he said that HP provides solutions in design, supply chain as well as demand chain (through CRM).

(This article was published in the Business Line print edition dated September 13, 2006)
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