Introducing CRM in an Industrial Company: The Case of the Loccioni Group

Abstract

This chapter first introduces the Loccioni Group, its history and current organizational structure (Section 6.1). Then, the production, sales and marketing processes are described (Section 6.2), followed by an overview of Loccioni’s customer base (Section 6.3). These three initial sections provide a background for understanding the context in which the CRM system was introduced. The following three sections focus specifically on CRM at Loccioni, from the reasons for introducing it and its origins (Section 6.4), through its development in 2005–2006 (Section 6.5) and finally to its implementation in 2007–2008 (Section 6.6). The concluding section summarizes the key points in this chapter.