Business Driven

TechnologyUnit 3

Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Streamlining Business Operations

Unit ThreeOChapter Nine – Enabling the

Organization – Decision Making

OChapter Ten – Extending the Organization – Supply Chain Management

OChapter Eleven – Building a Customer-centric Organization – Customer Relationship Management

OChapter Twelve – Integrating the Organization from End-to-End – Enterprise Resource Planning 11-2

Chapter 11Building 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 benefits and challenges of CRM

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Customer Relationship Management (CRM)

O CRM enables an organization to:O Provide better customer serviceO Make call centers more efficientO Cross sell products more effectivelyO Help sales staff close deals fasterO Simplify marketing and sales processesO Discover new customersO Increase customer revenues

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Customer Relationship Management’s Explosive

GrowthCRM Business Drivers

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Using Analytical CRM to Enhance Decisions

O Operational CRM – supports traditional transactional processing for day-to-day front-office 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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Using Analytical CRM to Enhance Decisions

O Operational CRM and analytical CRM

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Customer Relationship Management Success

FactorsO CRM success factors include:

1. Clearly communicate the CRM strategy

2. Define information needs and flows3. Build an integrated view of the

customer4. Implement in iterations5. Scalability for organizational

growth

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LEARNING OUTCOME REVIEW

ONow that you have finished the chapter please review the learning outcomes in your text

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