Impact of the introduction of an e-CRM solution in the feed industry: the case of Progeo-Mangimi

Feed industry is very demanding in terms of logistics. This activity implies supplying, processing and, most of all, distributing perishable products (raw materials and feed), to a very large number of clients, often scattered in wide market areas (animal farms) with different qualitative, quantitative and timing needs. So far the use of ICTs within the feed industry in Italy regarded mostly the production phase in terms of feed composition optimisation, and the internal logistics. External relationships like e-CRM, etc.. have so far been rarely adopted. For many Italian small and medium enterprises, mostly in the agro-food sector, the diffusion of ICTs solutions for the management of their client relationship has been quite slow. The aim of this paper is to examine the factors affecting the success in the implementation of an e-CRM solution in an Italian feed industry; the implementation strategies adopted and their impact on the company logistics performances have been investigated; the methodological framework for the e-solution implementation strategy analysis is the “Building of organizational support for Supply chain Improvement” as defined in the SCOR model (Bolstorff P., Rosenbaum R., 2003). The SCOR model provided a useful analytical framework in order to define the variables affecting the successful implementation of the e-CRM. The results show a dramatic improvement in the Progeo-Mangimi customer relationship performances; the fundamental role of the Progeo management to organise and motivate the personnel involved, and to interact with the customers, emerged.