Business Driven Technology Unit 3 Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Streamlining Business Operations

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 11-2

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

LEARNING OUTCOMES 1. Define customer relationship management and its role in supporting business operations 2. Identify the benefits and challenges of CRM 11-4

Customer Relationship Management (CRM) 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 11-5

Customer Relationship Management’s Explosive Growth CRM Business Drivers 11-6

Using Analytical CRM to Enhance Decisions 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 11-7

Using Analytical CRM to Enhance Decisions O Operational CRM and analytical CRM 11-8

Customer Relationship Management Success Factors O CRM success factors include: 1. Clearly communicate the CRM strategy 2. Define information needs and flows 3. Build an integrated view of the customer 4. Implement in iterations 5. Scalability for organizational growth 11-9

LEARNING OUTCOME REVIEW O Now that you have finished the chapter please review the learning outcomes in your text 11-10