Topic analyze and design of customer relationship strategy of dulux in viet nam

Dulux Vietnam analyzes customer data to identify trends and customer behavior patterns, which allows the company to improve sales strategies and provide better customer services.. - Conv

Ho Chi Minh University of Economics and Finance (UEF)

Marketing Department

CUSTOMER RELATIONSHIP MANAGEMENT

REPORT

Lecture: Mrs Le Kim Nguyen

Topic: Analyze and design of customer relationship strategy of Dulux

in Viet Nam

Class: B08E - Group Fight2die

Members:

01 Nguyễn Sỹ Dũng (Leader) 215044433

02 Lê Bảo Ngọc 215047987

03 Thái Nhật Huy 215041343

Ho Chi Minh City, June/2024

LECTURER COMMENT

-Thank you for your comment!

LECTURER COMMENT 2

CHAPTER I: INTRODUCTION ABOUT DULUX VIETNAM 4

1 History of formation and development 4

2 Mission 4

3 Vision 4

4 Core values 4

CHAPTER II: CRM ANALYSIS 5

1 CRM Sales 5

a Manage potential customers: 5

b Optimize the sales process: 5

c Analyze customer data: 6

d Monitor sales performance: 6

e Customer tracking: 7

2 CRM Marketing 7

3 CRM Services 9

4 CRM Collaborative 10

CHAPTER 3: SOLUTION FOR CRM 11

1 General assessment of CRM activities 11

a Advantage 11

b Disadvantages and solutions 11

CHAPTER 4: CRM STRATEGY DESIGN FOR AKZONOBEL VIETNAM 12

I Targeted customer 12

II Strategic objectives 12

III CRM strategy design implementation process 13

Step 1: Divide tasks into departments: 13

Step 2: Collect information and align technology 15

Step 3: Activity according to the timeline 16

Bước 4: Bảng ngân sách và KPI 17

CHAPTER I: INTRODUCTION ABOUT DULUX VIETNAM

Dulux Vietnam is part of AkzoNobel, a pioneer in the world's leading paint and coatings industry Dulux Vietnam provides decorative paint products and has grown strongly over the years, becoming one of the leading companies in the decorative paint industry in Vietnam Their two main product lines are Dulux and Maxilite, known for their high quality and reliability

1 History of formation and development

- 1992: Akzo Nobel started its decorative paint business in Vietnam

- 1996: British joint venture paint factory, ICi was put into operation

- 1997: The first Dulux was marketed

- 2006-2007: Dulux quickly took the lead in the high-end paint market, a new factory in Binh Duong was built with an investment of up to 8 million Euro on an area of 60,000 square meters, with a production capacity of up to 24 million liters painted one year

- 2008: Akzo Nobel officially acquired ICl

- 2014-2024:

+ Continue to promote the high-end paint segment (Dulux) + Expanding intermediate paint reflex (Maxilite) + Launching Dulux Professional project channel product portfolio

+ Develop widespread distribution channels + Focus on cost optimization

During nearly 30 years of presence in Vietnam, AkzoNobel Vietnam Co., Ltd has

continuously developed strongly and risen to become a leading company in the domestic decorative paint industry

- “Creating a Brighter Future” They exist to promote people's prosperity, health and happiness, by inspiring and helping people make the spaces around them brighter and more sustainable

- Providing innovative and sustainable paint and coating solutions for customers, communities and the environment contributing to a colorful world

- Continuously develop and innovate to meet the growing needs of the market to become the world's leading coating supplier

At Dulux, sustainable development is one of our core values and is integrated into everything we do We always strive to lead the decorative paint industry

by pioneering human values, minimizing harm to the green planet while

constantly improving and creating to bring the most sustainable solutions for| client

- People: We act with integrity and respect human rights in all activities

and value chains including: Diversity and Inclusion to bring good change to the markets where Dulux is present

- Planet: We minimize our environmental impact, reduce our carbon

footprint and achieve zero waste by pioneering sustainable processes and solutions

- Paint: We bring value to painted surfaces by providing customers with

the most sustainable product solutions that span generations

CHAPTER II: CRM ANALYSIS

Dulux Vietnam uses a CRM sales strategy to manage customer relationships and improve its sales performance

a Manage potential customers:

Dulux Vietnam uses a CRM system to manage leads and track each lead's progress through the sales channel Some lead management software Dulux Vietnam uses: Salesforce, Hubspot, Zoho CRM, Microsoft Dynamics CRM This allows Dulux Vietnam to identify potential customers and provide them with targeted marketing messages and sales offers based on their needs and preferences

b Optimize the sales process:

Dulux Vietnam has optimized its sales process to deliver a seamless and personalized experience to customers Dulux Vietnam's sales process is divided into 6 main steps

- Step 1: Search for potential customers:

Dulux Vietnam uses many different channels to find potential customers, including online advertising on the website, Facebook, Zalo

OA, Dulux agents and other marketing activities

- Step 2: Introduce and present the product:

Dulux introduces and presents its products and services

- Step 3: Advise customers:

Dulux advises customers on product-related topics, such as color, quality, application, and usage

- Step 4: Receive orders:

Customers can order directly at stores or through Dulux's website

- Step 5: Confirm order and payment:

Dulux confirms the order and proceeds with payment procedures.

- Step 6: Delivery and post-purchase support:

Dulux makes deliveries to customers and provides post-purchase support services

Dulux Vietnam analyzes customer data to identify trends and customer behavior patterns, which allows the company to improve sales strategies and provide better customer services To get the most accurate input data and analyze customer data, Dulux Vietnam has collected data from many sources:

- Sales data:

+ POS system: Record information about each purchase,

including product, quantity, selling price, purchase time, payment method, customer information, etc

+ Website: Records information about products viewed, products

added to cart, products purchased online, etc

- Customer Data:

+ CRM program: Stores customers' personal information,

purchase history, preferences, feedback, etc

+ Customer survey: Collect information about customer needs,

desires and opinions

+ Signup form: Collect customer contact information when they

sign up to receive information about products, promotions, etc

+ Social media: Collect information about customer interactions

with Dulux on social media, such as likes, shares, comments, messages, etc

- Third Party Data:

+ Demographic data: Information about age, gender, income,

education level, etc of potential customers

+ Market data: Consumer trends, shopping preferences,

purchasing behavior, etc

+ Competitor data: Products, prices, marketing campaigns, etc.

of competitors

Dulux Vietnam monitors sales performance using a variety of metrics and statistics to measure the success of sales campaigns and business operations Some of the metrics this business sets to track its sales performance are:

- Number of products sold: This is the most basic indicator to monitor

sales efficiency Dulux Vietnam tracks product sales by month, quarter

or year to assess market demand and evaluate the effectiveness of sales campaigns

- Number of new customers: Dulux Vietnam also considers the number

of new customers to evaluate the attractiveness of marketing and advertising campaigns

- Conversion rate: Conversion rate is the ratio between the number of

potential customers and the number of customers who actually buy the product

- Profit: Dulux Vietnam evaluates profitability to ensure revenue and

business operations of the brand

- Customer feedback: Dulux Vietnam also tracks customer satisfaction

to evaluate the success of sales activities and ensure that the company provides products and services that meet customer needs

Dulux Vietnam follows up with customers after the sale to ensure their satisfaction and encourage them to buy again

For example, Dulux Vietnam deploys hotline 1900 555 561 to collect feedback and record and resolve any problems and product quality problems that customers may encounter

Dulux Vietnam has implemented CRM marketing strategies to attract customers and build long-term relationships Here are some examples of Dulux Vietnam CRM marketing campaigns:

- Personalized marketing campaign: Dulux Vietnam launches online Dulux

training academy for construction contractors And there will be 3 main courses: product and construction training course, color and design training course, and troubleshooting skills training course

- Loyalty program: Dulux Vietnam has launched a loyalty program for Dulux

contractors called: "DULUX PROFESSIONAL CONTRACTOR

PROGRAM" that brings exclusive benefits to customers who register to become Professional Dulux contractors and contractors will receive benefits such as: Dulux membership shirts, exchanging accumulated points for gifts or cash transfers, premium health insurance packages for contractors and relatives, etc This program is considered a successful program and brings great revenue from one of the company's 3 potential customer groups: Professional construction contractors

- Customer service: Akzonobel VietnamDulux Vietnam places great

emphasis on customer service and has implemented activities to improve customer experience For example: In addition to the hotline

1900 555 561, the company has deployed the Zalo OA service that allows customers to contact the hotline for free when they have questions or problems about the product

- Social interaction: Dulux Vietnam interacts with customers on social

media platforms such as Facebook, Zalo, this is a place to share information about new products and services, and offer promotions and discounts as well as responding to customer questions and feedback Besides, it also encourages customers to share their experiences with the brand on social networks, helping to build brand awareness and loyalty

Dulux Vietnam's CRM service is a customer management system designed to manage information about customers during their purchase and product use This system helps Dulux Vietnam provide better services to customers by enhancing interaction and creating a better environment for customer management

Dulux Vietnam's CRM service will focus on main tasks such as:

- Customer information management: The system allows Dulux Vietnam to manage customer information, including contact information, purchase history, and complaint history Thanks to that, Dulux Vietnam can better manage the support process if product problems occur and ensure customers are served on time

- Sending notifications and reminders: Dulux Vietnam customer care and support department is responsible for sending notifications and reminders to customers about new product information or product complaint processes that customers have submitted previously reflected And notifications will be received via gmail, sms and switchboard calls

- Contact with customers: Dulux Vietnam provides 24/7 customer care service through communication channels such as phone, email, website, helping customers access service and support anytime, anywhere

- Income: Customer income is used to classify customers into different income groups and devise appropriate marketing strategies for each customer

- Customer loyalty program: Dulux Vietnam Has customer loyalty programs to increase interaction with customers and meet their needs These programs include special loyalty offers and customer events This helps departments within the business to directly work on customer accounts (Sales, marketing, customer care)

Dulux departments manage customer information including store information, contractor information, and their individual customers on a common platform and share customer information with each other to thereby support customers best customers with systems that provide tools to help departments interact with each other

to share information about promotions, new products, service information, etc For example: If a customer needs to buy paint, please contact Dulux's customer service hotline for advice on the nearest genuine Dulux paint dealer Call center staff will proactively advise customers' needs based on the list of stores that the regional Sales department has previously updated to the company's system

With Collaborative, Dulux hopes to help its departments improve relationships with customers and enhance their ability to provide better services to customers This system also helps Dulux manage customer information nationwide and devise appropriate business strategies to improve service quality and enhance customer satisfaction

CHAPTER 3: SOLUTION FOR CRM

a Advantage

- Customer-centric: Dulux Vietnam always puts customers first and focuses on creating and maintaining long-term relationships with customers

- Using advanced technology: Including customer management system and data analysis to capture customer information to provide and improve better services

- Optimize the customer management process to ensure efficiency and save time

- Create a good experience for customers: Dulux Vietnam values customer experience and creates services and products that meet customer needs, while providing professional, quick and effective customer care

- Professional staff: Dulux Vietnam trains professional staff in communication skills as well as customer care, helping them meet customer requirements well and create a great experience for customers

- Cooperation with partners: Dulux Vietnam cooperates with partners to provide better services to customers, improve the feasibility and efficiency of services

Dulux Vietnam has achieved some success in creating customer satisfaction However, to improve service management quality and enhance customer satisfaction, Dulux Vietnam needs to continue to improve operations and make appropriate improvements to meet customer needs

b Disadvantages and solutions

Dulux is a big brand, a giant in the global paint industry, and has a huge paint market share in the Vietnamese and international markets Dulux Vietnam has taken very right steps in their CRM programs in Vietnam, but there are still disadvantages

- High costs: Dulux Vietnam has invested a huge amount of money in building and operating technology for their CRM process, promotions and customer services also cause businesses a huge amount of costs

=> Solution: Dulux Vietnam should focus on taking care of their loyal customers, as well as applying AI technologies and automation programs to be able to communicate with customers through direct stores, emails and websites

- Lack of flexibility in warranty: Dulux Vietnam usually has a warranty period of 5-10 years, but customers may be dissatisfied because in

remote locations, paint retail stores are not directly affiliated with the manufacturer production, it is difficult to provide warranty services to customers

=> Solution: Dulux should expand its distribution system as well as support retail points in remote places in the market, so they can provide return and warranty services for customers

- Promotional services have not really reached customers, because the majority of customers in the Vietnamese market are not really interested and do not share their information with distribution stores

=> Solution: Akzonobel Vietnam should divide customers by category, location, and filter the conditions that customers can meet, so that Dulux can deploy marketing and promotion campaigns to each specific customer file

- The company deploys communication campaigns to introduce products

to customers, but has not actually reached potential customer files

=> Solution: Akzonobel Vietnam should inform customers about product introduction by sending brochures or catalogs to customers via email, or consultants to thereby improve customers' decisions about choosing kind of paint

- CRM strategies have high complexity and low assimilation, which leads to inconsistency in coordination between departments

=> Solution: Businesses need to upgrade the CRM system to be integrated in many places, and departments can access existing data sources

CHAPTER 4: CRM STRATEGY DESIGN FOR AKZONOBEL VIETNAM

Campaign: “Tận Hưởng Trọn Khoảnh Khắc Cùng Dulux”

- Customer wishes: After the pandemic, customers feel more about the need to spend more time traveling, enjoying every moment of life, while still in good health

- Target audience: Dulux stores, contractors and individual customers

- Short-term goal:

+ Enhanced offtake growth by 47% compared to plan

+ Received 90% positive feedback across all social media platforms + Connect with large contractors through the QR Barcode program