Renault is the parent company of the Renault Group, and the principal operational structure for passenger cars and light commercial vehicle activities in France. Founded in France in 1898, last year the company sold 1.8 million cars around the world, with sales reaching 208 billion francs. This case study takes the form of an interview with Bruno Chazalette, Head of Sales Methods at Renault, who offers a practical example of "an application of new approaches to CRM". Other questions answered in detail include: What are the key assets for the success of CRM in the industrial vehicles sector? What tools do you use to measure the benefits of CRM? What kinds of IT instruments do you use?
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