Magazine article CRM Magazine

Reigniting the Engine with Service Software: Fairbanks Morse Engine Implements a CRM System That Unites Its Customer Records and Tracks Its Engine Service Requests

Magazine article CRM Magazine

Reigniting the Engine with Service Software: Fairbanks Morse Engine Implements a CRM System That Unites Its Customer Records and Tracks Its Engine Service Requests

Article excerpt

* Tell me about your organization. Fairbanks Morse manufactures large diesel and duel-fuel engines primarily for the marine propulsion and stationary power markets, including nuclear standby power. Conceived in 1893, the company operates out of Beloit, Wis. Fairbanks Morse is a division of EnPro Industries and employs about 400.

* What problems were you facing? The largest problem we had was trying to better communicate with our end-use customers and making sure we were communicating with them on a much more frequent basis. We have a rather large installed base of customers. And for our marine locations, where the boat can be moved from customer to customer, we had a difficult time tracking that customer hand-off and finding out where that engine installation was.

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In addition to the number of customers--especially with the U.S. Navy as a customer--we needed to monitor the locations and monitor the engine run times so that we could better track and manage our parts forecast and our service schedule and inventory.

We used myriad manual systems, including Excel files, Access Database, and Word documents. Everyone had their own tool, depending on their geographic location or job duty. The fragmentation created a lot of double work and miscommunication between the company and customer. One individual would have a certain type of info and would relay that to the customer; then that customer would call in on the same subject and speak to a different person and get a completely different set of information. We had done it like that for quite some time.

* What was the tipping point? It was a cultural shift. We wanted to move away from being an engineering company and more toward being a customer-focused company. We knew that if we wanted to continue to see organic growth, we needed to do a better job of capturing a higher percentage of the shared wallet of customers.

We felt [new CRM] tools would help us better communicate going forward.

We turned to Laurus Technologies for help in implementing Oracle's E-business service software. Fairbanks Morse has been using Oracle E-Business for financials so Laurus recommended integrating the suite's Teleservice and Installed Base modules. …

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