Chapter 19 → Outsourcing in the 21st Century (MGT300)

Chapter 15 → Creating Collaborative Partnerships (MGT300)

Chapter 14 → E-Business (MGT300)

Chapter 12 → Integrating the Organization from End to End - Enterprise Resource Planning (MGT300)

Chapter 11 → Building a Customer-Centric Organization – Customer Relationship Management (MGT300)

What is Customer Relationship Management (CRM)?

• CRM manage all aspects of customers' relationship with an organization
• This is an order to:
• increase customer loyalty
• increase customer retention
• increase organization's profitability
• CRM also enable organization to:
• increase customer revenues
• provide better customer service
• discover new customers
• simplify sales & marketing processes
• make call centers more efficient

Benefits of CRM

1. Recency (R)
• How recently a customer purchased items?
2. Frequency (F)
• How frequently a customer purchased items?
3. Monetary Value (M)
• How much a customer spent on each purchase?

Phases (Evolution) of CRM

1. CRM Reporting Technology (customer identification) - what happened?
• help organization to identify customers across other applications
2. CRM Analyzing Technology (customer segmentation) - why happened?
• help organization to segment their customers into categories such as best customer and worst customer
3. CRM Prediction Technology (customer prediction) - what will happened?
• help organization to make predictions regarding customer behavior

Components of CRM Strategy

1. Operational CRM
• it supports front-office operations
• includes all systems that deal directly with the customers
• information is regarding the operational information (granularity info)
2. Analytical CRM
• it supports back-office operations
• includes all systems that do not deal directly with the customers
• information is regarding the analytical information (analyzed info)

CRM Trends

1. Supplier Relationship Management (SRM)
• focus on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects
2. Partner Relationship Management (PRM)
• focus on keeping vendors satisfied by managing partner relationship
3. Employee Relationship Management (ERM)
• focus on providing employee with a subset of CRM applications available through a web browser

CRM Success Factors

• Clearly communicate the CRM strategy
• Define information needs and flows
• Build an integrated views of customers
• Implement in iterations
• Scalablity for organizational growth

Chapter 10 → Extending the Organization Supply Chain Management (MGT300)

Chapter 9 → Enabling the Organization - Decision Making (MGT300)