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Business Driven Technology Unit 3 Streamlining Business Operations Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

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11-2 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 OrganizationCustomer Relationship Management 11-3

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11-4 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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11-5 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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11-6 Customer Relationship Management

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11-7 Customer Relationship Management 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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11-8 Customer Relationship Management O Operational CRM and analytical CRM

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11-9 Customer Relationship Management

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11-10 The Ugly Side of CRM Angry Customers

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11-11 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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11-12 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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11-13 LEARNING OUTCOME REVIEW O Now that you have finished the chapter please review the learning outcomes in your text