Toronto-based Mercedes-Benz Canada, with a network of 55 dealers, did not know enough about its customers. Dealers provided customer data to the company on an ad hoc basis. Mercedes did not force dealers to report this information. There was no real incentive for dealers to share information with the company. How could CRM and PRM systems help solve this problem?

Mercedes-Benz adopts a method where the dealers are the only contact with the customers and company has failed to communicate with the customers directly.

Customer Relationship Management (CRM) is a tool that can be utilized by the company for easier day to day work. The information can be kept up to date which is easy to import, export and apply statistics to find information. The information can be accessed by Mercedes from anywhere. It helps to connect with the customers.

Another tool Partner Relationship Management (PRM) is used to connect with partners. The tasks can be scheduled and performance can be managed. Information and report details can be shared with the help of CRM and PRM from dealers and partners with Mercedes.