Minicase 3.2 Each company has its own sales cally, DPWN wanted to first create CRM in B-to-B at Deutsche Post force and was calling simultane- a key account management system World Net ously on many identical clients, for that allows the three companies to Deutsche Post World Net (DPWN) is example virtually all of the large coordinate their offerings and sales a fast growing international logis- companies in Europe. As one would communication to the most impor tics service provider. Its portfolio of expect, the organizational struc tant business clients. Given that the companies includes its European tures and systems support (IT) was three individual companies offered B to B parcel service EuroExpress, quite different for the three com- complementary services, the object its express delivery service across panies. DPWN felt that the group of tive was to present with the idea to provide logistics provider (air, sea, and road much better results by coordinat complete logistics solutions for transportation) DANZAS. Revenues ing their sales efforts, specifically, these clients regardless of the type for the three divisions in 2001 were be being able to systematically of desired service. The challenges approximately 615.5bn with an cross-sell its various products that would lie ahead of DPWN increasing portion (45%) coming and services to the many existing were to (a) create transparency from outside its home market clients. Therefore, the company set across customer relationships and Germany. The central problem of out to leverage the entire customer customer potentials, (b) to design DPWN was that the three compa- base across the three companies cooperation processes across the nies served in many cases the same and to build an integrated customer three companies, and to (c) develop customers without knowing this. management approach. Specific sales support tools. ? Questions on Minicase 3.2 need to be integrated across the three 1. How would one define and measure the companies? potential for cross selling in this context? 3. What are the barriers to increased 2. If DPWN creates an integrated key account cooperation between the companies and management system, which key processes thus effective CRM