Following recent customer satisfaction surveys, ASMPT (Siplace, Dek) has optimized its Customer Relationship Management (CRM) and restructured its global activities into four regions: The previously independent Germany region will be integrated into the EMEA region. Ralph Pötter will take over as Regional Head & Managing Director. He was previously responsible for Global Sales & Key Account Management in the SMT Solutions segment.
ASMPT sees CRM, consisting of the Sales, Service and Marketing processes, as the interface to customers. "A comprehensive understanding of production processes, clear responsibilities, quick and sustainable decisions and lean processes make the difference here," says Waldemar Christen, Vice President CRM . This is only possible if all departments and regions work in perfect harmony and are consistently customer-centric. "We continuously review our processes and tools for agility, efficiency and resilience in order to consolidate our status as a market and technology leader in the semiconductor and SMT segment."
The new structure is accompanied by high standards in terms of technology and customer support: the positive reactions to the Open Automation concept presented by ASMPT at productronica showed that traditional machine sales and account management are evolving rapidly: Electronics manufacturers would expect a Customer Solutions Consultant to advise them at machine, line and factory level. At the same time, he needs to be a competent expert who can provide support with software and hardware solutions and keep an eye on the entire production process. In combination with the ASMPT best-in-class product portfolio and the corresponding customization in customer support, ASMPT already meets these expectations today.
The CRM reorganization is intended to make better use of synergies in the future. The merger of the EMEA and Germany regions will also strengthen the European division in particular with regard to the changes in the geopolitical situation. The focus on Eastern Europe will make it easier for electronics manufacturers to expand and develop production capacities. The Regional Head & Managing Director of the EMEA region, Ralph Pötter, will be supported by the long-standing ASMPT managers Rafael Wojtakowski, Ralph Blömer and Stefan Techau, who are responsible for the sales and service business in Europe East, Germany and Europe West. "We want to significantly increase our market share and competitiveness. And we will not only maintain customer satisfaction at the current very high level, but also further expand it and increase our profitability," says Pötter. "I am looking forward to implementing this with this strong team."
