José A. Díaz, Corporate Marketing
and Strategic Planning Director,
3M Mexico
STICKING WITH
YOUR CUSTOMERS
3M MEXICO GAINS EFFICIENCY AND BETTER INFORMATION WITH CRM ON DEMAND.
BY MARTA BRIGHT
ROCIO MAGAÑA
or a company centered in one of the world’s fastest-growing and most congested cities, a critical aspect
of good customer relationship management (CRM)
may simply be getting knowledgeable salespeople to a
customer’s office on time, with the right information at their
fingertips. That was one of the challenges that 3M Mexico,
a subsidiary of St. Paul, Minnesota–based 3M, took into
account when it started to look for a CRM system that would
power a new strategy for customer relationships—and provide
company executives with the business intelligence they needed
to make sure that all of their sales and marketing efforts were
as efficient and effective as possible.
With 65,000-plus products that include office supplies
such as Post-it Notes, industrial tapes and adhesives, dental
and healthcare products, telecommunication solutions, graphic
materials, safety and security solutions, and other products
from more than 40 diverse technologies, maintaining a good
grasp on customer and business connections requires 3M
