Business Driven
Technology
Unit 3
Streamlining Business
Operations
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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
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Chapter 11
Building a Customer-Centric
Organization—Customer
Relationship Management
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LEARNING OUTCOMES
1. Define customer relationship management
and its role in supporting business operations
2. Identify the three current CRM trends
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Customer Relationship Management
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
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Customer Relationship Management
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Customer Relationship Management
O Operational CRM – supports
traditional transactional
processing for day-to-day frontoffice 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
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Customer Relationship Management
O Operational CRM and analytical CRM
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Customer Relationship Management
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The Ugly Side of CRM – Angry
Customers
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Current Trends
O Current trends include:
O Supplier relationship management (SRM) – focuses on
keeping suppliers satisfied by evaluating and categorizing
suppliers for different projects, which optimizes supplier
selection
O Partner relationship management (PRM) – focuses on
keeping vendors satisfied by managing alliance partner and
reseller relationship that provide customers with the optimal
sales channel
O Employee relationship management (ERM) – provides
employees with a subset of CRM applications available
through a web browser
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Current Trends
O CRM future trends include:
O CRM applications will change from employee-only tools to
tools used by suppliers, partners, and even customers
O CRM will continue to be a major strategic focus for
companies
O CRM applications will continue to adapt wireless capabilities
supporting mobile sales and mobile customers
O CRM suites will incorporate PRM and SRM modules
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LEARNING OUTCOME REVIEW
O Now that you have finished the
chapter please review the learning
outcomes in your text
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