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8-1
Chapter
8
Enterprise Business Systems
Copyright © 2006, The McGraw-Hill Companies, Inc. All rights reserved. 8-2
Learning Objectives
Copyright © 2006, The McGraw-Hill Companies, Inc. All rights reserved. 8-3
Why Study Customer
Relationship Management?
Copyright © 2006, The McGraw-Hill Companies, Inc. All rights reserved. 8-4
Case #1: Implementing CRM Systems
Copyright © 2006, The McGraw-Hill Companies, Inc. All rights reserved. 8-5
Case #1: Implementing CRM Systems
Copyright © 2006, The McGraw-Hill Companies, Inc. All rights reserved. 8-6
Case #1: Implementing CRM Systems
Copyright © 2006, The McGraw-Hill Companies, Inc. All rights reserved. 8-7
Case #1: Implementing CRM Systems
Copyright © 2006, The McGraw-Hill Companies, Inc. All rights reserved. 8-8
Case #1: Implementing CRM Systems
Copyright © 2006, The McGraw-Hill Companies, Inc. All rights reserved. 8-9
Customer Relationship Management (CRM)
Definition:
• The use of information technology to
create a cross-functional enterprise
system that integrates and automates
many of the customer-serving processes
in sales, marketing, and customer
services that interact with a company’s
customers
• Operational
• Analytical
• Collaborative
• Portal-based
Definition:
• Applications that apply many of the same
tools used in CRM systems to enhance
collaboration between a company and its
business partners, such as distributors
and dealers, to better coordinate and
optimize sales and service to customers
across all marketing channels
Definition:
• A cross-functional enterprise system
driven by an integrated suite of software
modules that supports the basic internal
business processes of a company
Benefits of SCM:
• Reduces production and distribution costs
Challenges of SCM:
• Acquisition of secure extranet
Definition:
• A cross-functional interenterprise system
that uses information technology to help
support and manage the links between
some of a company’s key business
processes and those of its suppliers,
customers, and business partners
Definition:
• Involves the electronic exchange of
business transaction documents over the
Internet and other networks between
supply chain trading partners
Benefits of SCM:
• Materials prices reduced
Supplier reluctance:
• Cost of hardware and software
8
End of Chapter