Godiva Analysis
GODIVA DESCRIPTIVE REPORT
This document is based on sector studies, special reports or other publications and resources prepared by e-Business W@tch. The European Commission, Enterprise & Industry Directorate
General, launched e-Business W@tch in late 2001 to monitor the growing maturity of electronic business across different sectors of the economy in the enlarged European Union, EEA and
Accession countries. All publications are available in full length on the internet at the e-Business
W@tch website (www.ebusiness-watch.org).
C ASE S TUDY : ICT
E UROPE
I N SUPPORT OF CRM AT
G ODIVA C HOCOLATIER
Abstract
Godiva Chocolatier is specialised in the production of premium chocolate. The company is based n Brussels, Belgium. It has manufacturing facilities in Belgium and the USA and nearly four thousand points of sale world-wide.
Customer relationship management at Godiva is a core part of the business strategy.
Focusing on creating and maintaining lasting relationships with its customers, the company has developed a CRM solution. The physical channels (shop counter, phone/fax) are complemented by ICT applications like dedicated website and the backand front-office applications integrated with intranet and extranet.
Case study fact sheet
Full name of the company:
Godiva Chocolatier
Location (HQ / main branches):
New York – US, Brussels - Belgium
Sector (main business activity):
Production of chocolate, confectionery and drinks
Year of foundation:
1926
Number of employees:
600 in Europe
Turnover in last financial year:
n.a
Primary customers:
Retail and distribution outlets , franchising outlets, private and corporate customers
Most significant market area:
Europe, US, Japan, Hong-Kong
Focus of the case study:
LINK-Extranet system , part of CMR
Key words
CRM
Background and objectives
Godiva Chocolatier was created in 1926 by the Draps family, and for the first 40 years, the company
This document is based on sector studies, special reports or other publications and resources prepared by e-Business W@tch. The European Commission, Enterprise & Industry Directorate
General, launched e-Business W@tch in late 2001 to monitor the growing maturity of electronic business across different sectors of the economy in the enlarged European Union, EEA and
Accession countries. All publications are available in full length on the internet at the e-Business
W@tch website (www.ebusiness-watch.org).
C ASE S TUDY : ICT
E UROPE
I N SUPPORT OF CRM AT
G ODIVA C HOCOLATIER
Abstract
Godiva Chocolatier is specialised in the production of premium chocolate. The company is based n Brussels, Belgium. It has manufacturing facilities in Belgium and the USA and nearly four thousand points of sale world-wide.
Customer relationship management at Godiva is a core part of the business strategy.
Focusing on creating and maintaining lasting relationships with its customers, the company has developed a CRM solution. The physical channels (shop counter, phone/fax) are complemented by ICT applications like dedicated website and the backand front-office applications integrated with intranet and extranet.
Case study fact sheet
Full name of the company:
Godiva Chocolatier
Location (HQ / main branches):
New York – US, Brussels - Belgium
Sector (main business activity):
Production of chocolate, confectionery and drinks
Year of foundation:
1926
Number of employees:
600 in Europe
Turnover in last financial year:
n.a
Primary customers:
Retail and distribution outlets , franchising outlets, private and corporate customers
Most significant market area:
Europe, US, Japan, Hong-Kong
Focus of the case study:
LINK-Extranet system , part of CMR
Key words
CRM
Background and objectives
Godiva Chocolatier was created in 1926 by the Draps family, and for the first 40 years, the company
References: This case study was conducted by Aneta Herrenschmidt-Moller on behalf of the eBusiness W@tch in September and October 2006. Sources and references used: Interview and information delivered by company representatives Mr. Peter Stevens and Ms Viviane Burgess Microsoft @ Convention 2004, presentation papers. Company websites: - www.godiva.be (Sept.2006) - http://shareholder.com/campbell/reports.cfm (August 2006) 6