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A Customer Success Story

A Company Built on Customer Service

Client:

International Specialty Products (ISP)

Wayne, New Jersey

www.ispcorp.com

Project Summary: CRM Software Selection Road Map, CRM Software Negotiations

Business Challenge: In order to meet the demands of an increasingly competitive marketplace, ISP,

a recognized global leader for developing, manufacturing, and supplying innovative specialty

ingredients that enhance product performance, turned to CRM to meet and exceed these demands.ISP initiated their CRM project in the fall of 2004.

The key areas that ISP cited as presenting a challenges and goals to maintaining a competitive

position in the marketplace include:

Pricing pressures from competition

Inadequate customer service tools (i.e., telemarketing)

A means to grow existing business at mature accounts

A means to find and develop new customers

Double sales within the next 3 years

Integration of new acquisitions (i.e., getting acquisitions up and running on new product

development)

Increasing customer contact time

Improve processes for commercializing (not developing) ISP products

Improve the process for cataloging and sharing Technical Services work and knowledge

Better integration between inside sales & outside sales relationships

Better manage customer project pipeline

Prospect more customers, and obtain good information about the prospects

Decrease number of distributors over time

Better manage the 6000 ISP

Understand the needs of customers, and use existing products with minor modification tomeet these needs

Produce new products better and faster

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How ISM Helped:

ISPs CRM project was launched as part of an effort to enhance customer service activities and

processes by integrating sales, customer service, R & D and marketing across the entire organization

worldwide.

Recognizing ISM, Inc. as experts in CRM, ISP engaged ISM to formulate a CRM strategy and to

assist with the launch of the CRM program.

ISPs high-level objectives for their CRM project included:

Improve productivity

Generate additional revenues

Decrease costs

Enhance employee morale

Improve customer satisfaction, loyalty and retention

Improve sales performance

Improve reporting/tracking

Enhance employee morale

Increase ease of access to systems

Share data easily between different systems

Decrease multiple data points

ISPs management set challenging growth goals over the next three years. In order to achieve thesegoals, ISP is implementing significant improvements to their customer-facing business processes and

their supporting information systems. With guidance from ISM, ISP evaluated their CRM software

options in light of an in-depth analysis of their business requirements. A review of the ISPsbusiness processes and technical environment led to the defining of requirements included in the

RFP which led to three vendors invited to demonstrate.

ISP benefited from ISMs proven experience in Software Selection and ImplementationManagement. ISMs leadership in the CRM industry provided key insights and advice to ISP in

evaluating their business, technical and project requirements and how to overcome the challenges of

implementing a CRM project.

ISMs technical expertise helped ISP develop a strategy for integrating their IT architecture to create

and support a common robust customer profile, enabling ISP to maintain a unified view of thecustomer to leverage the talents and the relationships of ISP employees and partners in

understanding their customer needs and delivering the right products.

ISMs experience emphasizes that ISP properly integrates the critical people, process, technologyCRM mix, as well as ensure that ISPs CRM efforts are cross-functional and integrate sales,

marketing, customer service, e-business and business intelligence.

The Results:

ISP moved through ISMs CRM Road Map Methodology at a fairly quick pace and chose a vendorto present at their annual sales meeting to obtain buy-in from the account executives in just under

four months. The software was implemented and a global training program was launched five

months later.

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ISM applied its 19 years of experience in the industry to negotiate ISPs purchase of a CRM

application. The terms of the contract and the first phase of the roll-out were supported by a businessprocess review that highlighted immediate, short- and long-term opportunities.

About the Client:International Specialty Products (ISP) is recognized globally for developing, manufacturing, and

supplying innovative specialty ingredients that enhance product performance. With 160 years of

experience, ISP serves over 6000 customers in more than 90 countries. ISPs customers represent awide variety of industries including personal care, pharmaceuticals and oral care, food and beverage,

coatings and adhesives, alginates, household, industrial and institutional cleaning, and agriculture.

ISPs success is the result of innovative products, a strong research and development program,

excellent customer service, and good relationships.

ISPs commitment to service is based on an in-depth understanding of customers' needs and ISPs

ability to quickly translate that knowledge into new or improved products. ISPs dedicated technologycenters on four continents were established to provide the highest standard of service. Whether a

customer needs an entirely new chemistry or an enhanced ingredient for an established product, ISP's

scientists at 60 locations around the world provide innovative solutions.

ISPs ability to serve customers is further strengthened through collaborations with market leaders that

offer complementary chemistries and products. We are continually seeking relationships that will

broaden ISPs capabilities, so that ISP's customers will have access to a comprehensive range of themost advanced products available to significantly accelerate their time-to-market.

About ISM

ISM has been a leading strategic advisor in the CRM market since 1985. Our services include a fullmenu of CRM services including our two most popular services: One-Day Executive Briefings and

Software Selection. Our services have been utilized by companies such as AAA, IBM, McGraw

Hill, Nike, PepsiCo, United Way, Xerox, and government agencies including the Department ofDefense.

"Trustworthy experts dedicated to long-term customer relationships"