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CLIENT CASE STUDY


Deppon Logistics: New CRM capabilities increase VIP customer revenue by 47.5 percent

Customer insights and innovative, targeted services help Deppon to better serve its key accounts.

Overview

The logistics market in China is changing rapidly, and Deppon knew that it needed to transform its business to better serve key accounts and stay ahead of the curve. It collaborated with Accenture to design and build a new sales and marketing model, innovative industry-specific products and services, and optimized delivery capabilities. A new IT planning strategy aligned Deppon’s infrastructure and processes to business activities. Analytics-driven customer segmentation, more relevant service scenarios and a new sales management pipeline system helped maximize the value customers, particularly key accounts, receive. Deppon can now flexibly and efficiently allocate resources to key accounts and execute against sales plans. These changes have already contributed to sustainable business gains, growing overall sales revenue in key accounts by 47.5 percent year on year. Thanks to its new capabilities, Deppon’s customers benefit from a greater variety of relevant services, improved convenience and faster delivery.

Opportunity

Like other Chinese logistics companies, Deppon faced a varied customer base, increasing complexity, and disruptive new entrants and business models. In this rapidly changing and competitive marketplace, Deppon sought to transform its business to attain the goal of becoming China’s leading logistics company. To do so, Deppon knew that it needed to identify and understand its most valuable customers, develop new strategies and innovative business models, and add services to offer a fully integrated range of logistics solutions. A more customer-focused mindset and an efficient customer management system and related processes would underpin these efforts. Deppon collaborated with Accenture to design and build a new sales organization that benefits from advanced customer insights.

Solution

Accenture helped Deppon better serve its customers with a new sales and marketing model, innovative industry-specific products and services, and optimized delivery capabilities. A new IT planning strategy aligned Deppon’s infrastructure and processes to business activities. The team also built a sales pipeline management system and related functions within Deppon’s CRM system. An outcome-oriented, quick-win scheme clustered customers in clearly defined segments, focusing on key accounts. The team conducted analytics for these segments, using the information to better understand customer needs, develop relevant service scenarios and pricing models, and maximize the value key client accounts receive. Accenture also helped Deppon train front-line employees to create a more responsive sales and customer services team.
“Deppon is committed to providing a full-range of logistics services to meet market demand. We are delighted to continue our relationship with Accenture as we seek long-term business growth and expansion.”
CUI WEIXING
Chairman of Deppon

Results

With a greater understanding of its customers, Deppon is providing innovative, targeted offerings that better serve its varied customer base. These changes have already contributed to sustainable business gains, especially in key client accounts where overall sales revenue grew by 47.5 percent year on year. Operational improvements helped align the organization to new business activities and created a robust foundation for analytics. Deppon can now flexibly allocate resources to key accounts and more efficiently execute against sales plans. Industry-specific solutions serve as a model that can be extended to other new industries, supporting market expansion. Thanks to its new capabilities, Deppon’s customers benefit from a greater variety of relevant services, improved convenience and faster delivery.