Southwestern/Great American Uses mySAP Customer Relationship Management to Improve Marketing Communications and Cut Costs

Overview

Southwestern/Great American, Inc. (SW/GA) has been in business since 1855, making it the oldest direct-selling company in America. Cookbook publisher FRP (Favorite Recipes Press), an SW/GA subsidiary, needed to focus and streamline its marketing efforts to reach its goals. FRP was looking to focus on customers whose information resides in their back-end ERP system, which is SAP R/3. SW/GA checked out a few niche solutions that would give it individual pieces of CRM. But after evaluating the comprehensive mySAP Customer Relationship Management (mySAP CRM) solution, the company chose SAP. mySAP CRM connects front- and back-office functions into a single, customer-centric operation.