SCM and CRM by anusha pai

8/2/2019 SCM and CRM by anusha pai

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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

SCM and CRM by anusha pai

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