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8/2/2019 SCM and CRM by anusha pai
1/27
8/2/2019 SCM and CRM by anusha pai
2/27
ENTERPRISESYSTEMS
Customer
Relationship
Management
Enterprise
Resource Planning
Supply Chain
Management
Manage all of the
organizations
interactions with
customersfront
office
Manage the
majority of an
organizations core
internal processes
back office
Manage the movement of materials
from suppliers and the movement of
finished products through the
distribution channel
e-Commerce
Selling products
and services using
Internet and the
WWW
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CRM SYSTEMS
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Manages all of the ways used by firms to deal with existing andpotential new customers
CRM Uses information system to integrate entire business
processes of a firms interaction with its customers.
Provides end-to-end customer care.
Provides a unified view of customer across the company
Customer Relationship Management Systems (CRM)
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CUSTOMER LOYALTY MANAGEMENT PROCESS MAP
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CRM : CUSTOMER RELATIONSHIPMANAGEMENT SYSTEMS
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CRM
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Business Value of Customer Relationship
Management Systems
Increased customer satisfaction.
More effective marketing and reduced direct
marketing costs
Lower costs for customer acquisition
Increased revenue from identifying most profitablecustomers and segments for marketing
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THREEDIMENSIONS OF CRM
IntegratedCustomer
Data
Operational
Collaborative
Analytic
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Operational CRM
Supports customer interaction with greater convincethrough a variety of channels, like fax, mail, chat
Synchronizes customer interactions consistentlyacross all channels
Makes company easier to do business with.
Examples: Campaign management, e-marketing,account and contact management, telemarketing,teleselling , e-selling, field sales
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Extract in depth customer history , preferences fromdata warehouse and other databases
Allows to analyze, predict, and derive customer
value behavior and forecast demand.
Examples: Develop customer profiles; analyzecustomer or product profitability; identify trends in
sales length cycle; analyze leads generated andconversion rates develop predictive models to try
and anticipate customer behavior
Analytic CRM
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ANALYTICAL CRM DATA WAREHOUSE
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Collaborative CRM
Enables easy collaborations with customers ,suppliers,and partners.
Improves the efficiency and integration throughout thesupply chain.
Allows greater responsiveness to customer needs.
A good example of collaborative CRM is web page
personalization.
Collaborative CRM uses the output of analytic CRM..
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PORTAL-BASED CRM
Provides all users with tools and information that fittheir individual roles and preferences.
Empowers all employees to respond to customerdemands more quickly
Provides the capability to instantly access , link and
use all internal and external customer information.
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SCM SYSTEMS
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SUPPLY CHAIN
A network of activities, such as manufacturingplants, distributioncenters, retail outlets, people,and information, which are linked together intoprocesses supplying goods/services from source
through consumption.
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SCM
A cross-functional interenterprise system that usesIT to help support & manage the links betweensome of a companys key business processes and
those of its suppliers, customers, & business
partners.
Goal is to create a fast, efficient, & low-cost networkof business relationships
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SUPPLY CHAIN MANAGEMENT (SCM)
The integration of suppliers, distributors, andcustomer logistics requirements into one cohesiveprocess.
Close linkage and coordination of activities involvedin buying, making, and moving a product
Reduces time, redundant effort, and inventory costs
Increased responsiveness to customer demands
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SCM
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SUPPLY CHAIN PROCESS
SCOR (Chain Operations Reference Model)identifies five major supply chain processes:
Plan: Balancing demand and supply to meetsourcing, production, and delivery requirements
Source: Procurement of goods and services
needed to create a product or service
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CONTINUE
Make: Processes that transform a product into a
finished state
Deliver: Processes to manage order transportation
and distribution
Return: Processes associated with product returns
and post delivery customer support
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KEY SUPPLY CHAIN MANAGEMENT PROCESSES
Figure 11-4
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BUSINESS VALUEOF SCM
Management decides when, what to produce, store,
move.
Rapidly communicate orders.
Track the status of orders.
Check inventory availability, monitor levels.
Improve delivery service.
Reduce paperwork
Provide product specifications
Share information about defect rates, returns
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INTEGRATION OF SCM ,CRM
Most companies conduct SC and CRM activitiesseparately.
Net result: Too much information tends to slipthrough the cracks.
This can lead to both service failures companiesstruggling to fulfill orders from their most valuablecustomers as well as handle the high costsassociated with excess inventory.
In addition, keeping these activities separatemeans that companies cant identify their most
desirable customers, and thus fail to initiate effortsto attract and retain them.
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INTEGRATION OF SCM ,CRM
Smart companies are using sophisticatedtechnologies to integrate SC and CRM.
This allows them to ensure that they can identifyvaluable customers and effectively meet theirneeds, from the initial order to delivery to post-salescustomer care. They can offer different services todifferent customers.
Net result: Increased loyalty among the bestcustomers, repeat business, and a significant boostto the bottom line.
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QUESTIONS.
1.What is Customer Relationship management ?Explain the types of CRM.
2.What is CRM?, Explain types of CRM.
3.Explain CRM,SCM
4.Explain SCM in detail
5.Can CRM and SCM integrate ?, If yes what is theuse?
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Thank You