1. Customer Relationship Management and Supply Chain Management
CHAPTER 11
Customer Relationship Management and Supply Chain Management

2. CHAPTER OUTLINE 11.1 Defining Customer Relationship Management
11.2 Operational Customer Relationship Management Systems
11.3 Analytical Customer Relationship Management Systems
11.4 Other Types of Customer Relationship Management Systems
11.5 Supply Chains
11.6 Supply Chain Management
11.7 Information Technology Support for Supply Chain Management

3. LEARNING OBJECTIVES
1. Identify the primary functions of customer relationship management and collaborative CRM.
2. Describe how businesses might utilize applications of each of the two major components of operational CRM systems.
3. Discuss the benefits of analytical CRM systems to businesses.

4. LEARNING OBJECTIVES (continued)
4. Explain the advantages and disadvantages of mobile CRM systems, on-demand CRM systems, and open-source CRM systems. 5. Decribe the three components and the three flows of a supply chain.

5. LEARNING OBJECTIVES (continued)
6. Identify popular strategies to solve different challenges of a supply chain. 7. Explain the utility of each of the three major technologies that supports supply chain management.

6. 11.1 Defining Customer Relationship Management
Customer relationship management (CRM) is an organizational strategy that is customer-focused
and customer-driven.

7. From Neighborhood Stores…….
Personal

8. To Today…..
Mobile population
The Web
Giant malls
Impersonal

9. Customer Intimacy?
You
Your competition
Your customer
Your problem

10. The Need for CRM
It costs six times more to sell to a new customer than to sell to an existing one.
A typical dissatisfied customer will tell 8-10 people.
By increasing the customer retention rate by 5%, profits could increase by 85%.
Odds of selling to new customers = 15%, compared to the odds of selling to existing customers (50%)
70% of complaining customers will remain loyal if their problem is solved

11. Tenets of CRM One-to-one relationship between a customer and a seller.
Treat different customers differently.
Keep profitable customers and maximize
lifetime revenue from them.

12. Lifetime Customer Value
The value of a customer to a company depends on three dimensions: the duration of the
relationship, the number of relationships (e.g., the number of products from a
company that a customer purchases), and the profitability of the relationship.

14. Customer Touch Points CUSTOMER Direct Web Computer Physical Store
Smart
Phone
Customer
Service
Sales
Representative
CUSTOMER
Service
Center
Field
Service
Technician
Direct
Mail

15. Data Consolidation = 360-Degree View of Customers

16. Data Consolidation
Accounting
POM
Finance HR
Customer
Marketing
MIS

17. 11.2 Operational Customer Relationship Management Systems
Two major components of operational CRM
Customer-facing applications
Customer-touching applications
Operational CRM is the component of CRM that supports the front-office business processes.
That is, those processes that directly interact with customers; i.e., sales, marketing, and service.

18. Customer-Facing Applications
Customer service and support
Sales force automation
Marketing
Customer-facing applications are those applications where an organization’s sales, field service,
and customer interaction center representatives actually interact with customers.
Customer service and support refers to systems that automate requests, complaints, product returns,
and requests for information.
Sales force automation automatically records all the aspects in a sales transaction process.
Campaign management applications help organizations plan campaigns so that the right messages are
sent to the right people through the right channels.
Campaign management

19. Sales Force Automation
An example of a configurator
A configurator is an online product-building feature.
If you click on the Nike logo above, you will go to Nike’s running shoe configurator.

20. Marketing Cross selling Up selling Bundling
Cross selling is the practice of marketing additional, related products to customers based on
their previous purchases.
Up selling is a sales strategy in which the sales person will provide customers the opportunity
to purchase higher-value related products or services as opposed to, or along with, the consumer’s
initial product or service selection.
Bundling is a form of cross selling in which a business sells a group of products or services together at a price that is lower than the combined individual prices of the products.

21. Customer-Touching Applications
Search and comparison capabilities
Technical and other information and services
Customized products and services
In customer-touching applications, customers interact directly with online technologies and applications
rather than interact with a company representative.
Loyalty programs

22. 11.3 Analytical Customer Relationship Management Systems
Analytical CRM systems analyze customer behavior and perceptions in order to provide actionable business intelligence.

23. The Relationship Between Operational CRM and Analytical CRM
Sales
Marketing
Customer Service and Support
Campaign Management
Customer-facing Applications
Customer
Data
Warehouse
Search and Comparison
Customized Products
Technical Information
Personalized Web Pages
FAQ
/ Auto Response
Loyalty Programs
Customer-touching Applications
See Figure 11.3.
Data Mining
Decision Support
Business Intelligence
OLAP

24. 11.4 Other Types of Customer Relationship Management Systems
On-demand CRM
Mobile CRM: Pal Mickey
at Disneyworld
On-demand CRM is a CRM system that is hosted by an external vendor in the vendor’s data center.
Mobile CRM is an interactive CRM system that enables an organization to conduct communications
related to sales, marketing, and customer service activities through a mobile medium for the purpose of building
and maintaining relationships with its customers.
Open-source CRM is CRM software whose source code is available to developers and users.
Open-source CRM

25. Supply Chains

26. Generic Supply Chain
Supply chain: refers to the flow of materials, information, money, and services from raw material
suppliers, through factories and warehouses, to the end consumers.
Upstream component of a supply chain: sourcing or procurement takes place.
Internal component of a supply chain: packaging, assembly, or manufacturing takes place.
Downstream component of a supply chain: distribution takes place.

27. Supply Chain (recall Figure 1.5)
Another look at a supply chain (from Figure 1.5).

28. A Look at Warehouse Operations
See video of UPS Worldport
Note: warehouses are just one component of supply chains

29. The Flows of the Supply Chain
Material flows
Information flows
Material flows are the physical products, raw materials, supplies and so forth that flow along
the chain.
Information flows are all data related to demand, shipments, orders, returns and schedules
as well as changes in any of these data.
Financial flows are all transfers of money, payments and credit-related data.
A supply chain involves a product life cycle approach, from “dirt to dust”.
Financial flows

30. 11.6 Supply Chain Management
Supply chain management (SCM)
Interorganizational information system (IOS)
Supply chain management (SCM) is the function of planning, organizing and optimizing
the supply chain’s activities.
Interorganizational information system (IOS) involves information flows among two
or more organizations.

31. Push Model
Mass production
Forecast
Salesperson
Happy customer

32. Pull Model
Dell factory
Dell customer order
Dell customer

33. Problems Along the Supply Chain
Poor customer service
Poor quality product
High inventory costs
Loss of revenues

34. The Bullwhip Effect Order Quantity Order Quantity Order Quantity Order
Figure 10.2
Time
Time
Time
Time
Customer Sales
Retail Orders
To Wholesaler
Wholesaler
Orders to
Manufacturer
Manufacturer
Orders to
Supplier

35. Solutions to Supply Chain Problems
Using inventories
Just-in-time inventory
Information sharing
Vendor-managed inventory
Just-in-time inventory: a system in which a supplier delivers the precise number of parts to
be assembled into a finished product at precisely the right time.
Vendor-managed inventory: an inventory strategy where the supplier monitors a vendor’s
Inventory for a product or group of products and replenishes products when needed.

36. 11.7 Information Technology Support for Supply Chain Management
Electronic data interchange (EDI)
Extranets
Electronic data interchange (EDI) is a communication standard that enables
business partners to exchange routine documents, such as purchase orders,
electronically.
Extranets link business partners to one another over the Internet by providing
access to certain areas of each other’s corporate intranets.

37. EDI Benefits Minimize data entry errors Length of messages are shorter
Messages are secured
Reduces cycle time
Increases productivity
Enhances customer service
Minimizes paper usage and storage

38. EDI Limitations Significant initial investment to implement
Ongoing operating costs are high due to the use of expensive, private VANs
Traditional EDI system is inflexible
Long startup period
Multiple EDI standards exist

39. Comparing Purchase Order Fulfillment Without EDI
See Figure 10.3.

40. Comparing Purchase Order Fulfillment With EDI

41. Extranets
The main goal of extranets is to foster collaboration between business partners.
An extranet is open to selected B2B suppliers, customers and other business partners.

42. The Structure of an Extranet
See Figure 10.4.

43. Types of Extranets A company and its dealers, customers or suppliers
An industry’s extranet
Joint ventures and other business partnerships
A company and its dealers, customers or suppliers – centers around one company.
An industry’s extranet – major players in an industry team up to create an extranet.
Joint ventures and other business partnerships – partners in a joint venture use extranet as a vehicle for communications and collaboration.