Business Driven Technology Unit 3 Streamlining Business Operations Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

11-2 Unit Three O Chapter Nine – Enabling the Organization – Decision Making O Chapter Ten – Extending the Organization – Supply Chain Management O Chapter Eleven – Building a Customer-centric Organization – Customer Relationship Management O Chapter Twelve – Integrating the Organization from End to End – Enterprise Resource Planning

Chapter 11 Building a Customer-Centric Organization—Customer Relationship Management 11-3

11-4 LEARNING OUTCOMES 1. Define customer relationship management and its role in supporting business operations 2. Identify the three current CRM trends

11-5 Customer Relationship Management O CRM enables an organization to: O Provide better customer service O Make call centers more efficient O Cross sell products more effectively O Help sales staff close deals faster O Simplify marketing and sales processes O Discover new customers O Increase customer revenues

11-6 Customer Relationship Management

11-7 Customer Relationship Management O Operational CRM – supports traditional transactional processing for day-to-day front- office operations or systems that deal directly with the customers O Analytical CRM – supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers

11-8 Customer Relationship Management O Operational CRM and analytical CRM

11-9 Customer Relationship Management

11-10 The Ugly Side of CRM – Angry Customers

11-11 Current Trends O Current trends include: O Supplier relationship management (SRM) – focuses on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects, which optimizes supplier selection O Partner relationship management (PRM) – focuses on keeping vendors satisfied by managing alliance partner and reseller relationship that provide customers with the optimal sales channel O Employee relationship management (ERM) – provides employees with a subset of CRM applications available through a web browser

11-12 Current Trends O CRM future trends include: O CRM applications will change from employee-only tools to tools used by suppliers, partners, and even customers O CRM will continue to be a major strategic focus for companies O CRM applications will continue to adapt wireless capabilities supporting mobile sales and mobile customers O CRM suites will incorporate PRM and SRM modules

11-13 LEARNING OUTCOME REVIEW O Now that you have finished the chapter please review the learning outcomes in your text