Ch 11 CRM & SCM Flashcards
what is CRM
customer focused & driven organizaitonal strategy
customer centric way of thinking and acting
Retaining customers is particularly important because repeat customers are the largest generator of revenue for an enterprise.
what is an organizations overall goal
maximize the lifetime value of a customer
customer churn
over an orgs life, invetiably losing % of customers
crm fundamental concept
treat differenrt customers different ly to meet their needs
crm strategy vs crm system
strategy: companys strategy
sustem: info systems in place to support strategy
low end crm + ex
high end crm + ex
many small customers (amazon)
few large customers (bentley motors)
2 elements of CRM
- customer otuch points
2, consoldiating data
customer touch points
interactions b/w business and customer
using omni-channel marketing to touch w customers (all channels marketing)
-computer
-web
-phone
-call centre
-eail
data consolidation
-using data warehouses to create 360 view of a customer (with all data)
-helps with customer identity management (understand customer DNA)
-Collaborative CRM (interactive communication w customers across entire org)
what is customer identity management
consolidating data on customer into one identity
who does operational crm systems support (2 TYPES)
front office processes (direct interactions with customers)
TWO TYPES:
- customer facing apps
-customer touching apps
what do crm tools do?
- improve sales and acct maangement
- form individual erlations w customers
- identify most profitable customers
- provide employees w info
- identify and understand customer needs
customer facing apps
- customer support (call centre)
- salesforce automation
- marketing
- campaign management (target marketing)
customer touching applications (e-CRM)
APPS that customers dierctly interact with
- search and comparison capabilities
- technical and other info services
3.c customized products - personalized web page
- faqs
- email and auto response
- loyalty programs
analytical crm systems
give BI by analyzing customer behaviour and perceptions
-analyze customer data for a lot of purposes
5 developments in other types of crm
1) on demand crm: utility computing/SaaS
2) mobile crm
3) open source crm
4) social crm
5) real time crm: always on, always connected
on demand CRM
- hosted by an external vendor in the vendors data centre
- org has no costs for purchasing system
SaaS
Mobile CRM system
conduct operations of CRM thrhoguh a mobile medium
open source crm system
free crm systems for developers and users, but this is a bit risky and quality control is needed
social crm
monitoring social platforms for customers use of their services
real time crm
responding to customer product searches, requst and complaints
what is supply chian visibiltiy
ability of all orgs to acccess or view releveant data on ourchased materials
3 segments of supplychain
upstream: sourcing or procurement
-help deliver pricing
internal:packaging, assembly or manufactiring
-monitor quality
downstream:: distribution to wholesaler, retailer, customer
three flows in supply chain
mateiral
info
financial
5 compnents of scm
plan
source
make
deliver
return: for defects and errors
goal of scm systems
reduce problems or friction along supply chain
push model
make to stock
production starts with a forecast
Forecast, production, sell to customers
pull model
using web enabled model, make to oorder
problems along the sypply chain
uncerrtaininties in the supply chain- create bullwhip effect
solutions to supply chain problem-vert integration
vertical integration: own some of the upstream suppliers so they r always there
other supply chain solutions:
-inventory management and JIT
-info sharing
JIT:
produce goods as to match customer orders
-share ingo and do VMI
electronic data interchange EDI
allows business partners to exchange routine documents, like POs, electronically
cons: mone company might have to use several standards
extranets
use VPNs
3 types of extranets:
-a company and its dealers, customers, or supplier
-an industry extranet
-joint ventures and other business partnerships
To implement IOSs and SCM systems, a company must connect the intranets of its various business partners to create extranets. Extranets link business partners over the Internet by providing them access to certain areas of each other’s corporate intranets (see Figure 11.7).
The primary goal of extranets is to foster collaboration between and among business partners. A business provides extranet access to selected B2B suppliers, customers, and other partners. These individuals access the extranet through the Internet. Extranets enable people located outside a company to collaborate with the company’s internal employees. They also allow external business partners to enter the corporate intranet, through the Internet, to access data, place orders, check the status of those orders, communicate, and collaborate. Finally, they make it possible for partners to perform self-service activities such as checking inventory levels.
Extranets use virtual private network (VPN) technology to make communication over the Internet more secure. The major benefits of extranets are faster processes and information flow, improved order entry and customer service, lower costs (e.g., for communications, travel, and administrative overhead), and overall improved business effectiveness.
There are three major types of extranets. The type that a company chooses depends on the business partners involved and the purpose of the supply chain. We present each type next, along with its major business applications.
a company and its dealers, customers, or suppliers
This type of extranet centres on a single company. An example is the FedEx extranet, which allows customers to track the status of a delivery. Customers use the Internet to access a database on the FedEx intranet. Enabling customers to monitor deliveries saves FedEx the cost of hiring human operators to perform that task over the phone.
An Industry’s Extranet
Just as a single company can set up an extranet, the major players in an industry can team up to create an extranet that will benefit all of them. For example, ANXeBusiness, a part of the OpenText Business Network (www.opentext.com/products-and-solutions/products/business-network), enables companies to collaborate effectively through a network that provides a secure global medium for B2B information exchange. This network is used for mission-critical business transactions by leading international organizations in aerospace, automotive, chemical, electronics, financial services, health care, logistics, manufacturing, transportation, and related industries. It offers customers a reliable extranet as well as VPN services.
Joint Ventures and Other Business Partnerships
In this type of extranet, the partners in a joint venture use the extranet as a vehicle for communication and collaboration. An example is Bank of America’s extranet for commercial loans. The partners involved in making these loans include a lender, a loan broker, an escrow company, and a title company. The extranet connects lenders, loan applicants, and the loan organizer, Bank of America. A similar case is Lending Tree (www.lendingtree.com), a company that provides mortgage quotes for homeowners and also sells mortgages online. Lending Tree uses an extranet for its business partners (e.g., the lenders).
Portals and Exchanges
As you saw in Chapter 6, corporate portals offer a single point of access through a web browser to critical business information in an organization. In the context of B2B supply chain management, these portals enable companies and their suppliers to collaborate very closely.
There are two basic types of corporate portals: procurement (sourcing) portals for a company’s suppliers (upstream in the supply chain), and distribution portals for a company’s customers (downstream in the supply chain). Procurement portals automate the business processes involved in purchasing or procuring products between a single buyer and multiple suppliers. For example, Celestica has deployed a procurement portal called Supplier Portal through which it conducts business with its suppliers. Distribution portals automate the business processes involved in selling or distributing products from a single supplier to multiple buyers. For example, Dell services its business customers through its distribution portal at http://premier.dell.com.
Emerging Technologies
Logistics experts predict that several technologies will significantly impact supply chains by 2025. IT’s About Business 11.6 illustrates the impact of four of these technologies: robotics, drones, autonomous (driverless) vehicles, and three-dimensional (3D) printing.
the crm approach is design to achieve?
customer intimacy
sales force automation
-part of operational CRM, automatically records aspects of the salels transactions process
1. contact management system
2. sales lead tracking sstem
3. sales forecasting system
4. product knowledge system
5. configurators
Marketing
-part of operational CRM, and used to develop customer purchasing profiles that could lead to
1. cross selling
2. upselling
3. bundling
when does a supply chain have reverse flows or reverse logistics
damaged or unwanted goods
what are the 3 tiers of suppliers
3=basic products, galss plastic rubber
2=sub-assemblies, windshields, plastic mouldings
1= integrated components, dashboards, seats
What is IOS
interorg info systems, SCM is a types of IOS
what does IOS do
enable the partners to reduce the costs of routine business transactions
improve quality of info flow by reducing or eliminating errors
compress cycle time involved in fulfilling business transactions
eliminate paper processing
makes the transfer and processing of info easier for users
2 main sources of problems in supply chain
- uncertainty (demnad, delivery)
- need to coordinate multiple activeies, internal units, and partners
3 solutions to supply chian problems
vertical integration
just in time
info sharing (vmi)
portals and exchanges
two basic types of corporate portals
-procurement portal (sourcing portals): for a single bbuyer and multiple suppliers
-distribution portals: for multiple buyers with a single suppleir
