Chapter 8 - Enterprise business systems. In this chapter, you will learn to: Identify and give examples to illustrate the following aspects of customer relationship management, enterprise resource manage-ment, and supply chain management systems: Business processes supported, customer and business value provided, potential challenges and trends; understand the importance of managing at the enterprise level to achieve maximum efficiencies and benefits. | Enterprise Business Systems Chapter 8 McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Identify and give examples to illustrate the following aspects of customer relationship management, enterprise resource manage-ment, and supply chain management systems: Business processes supported Customer and business value provided Potential challenges and trends Understand the importance of managing at the enterprise level to achieve maximum efficiencies and benefits. Learning Objectives Customer Relationship Management (CRM) Customer focused Customer relationships – most valued asset Find and retain most profitable customers possible Company has Single, complete view of every customer Customers have Single, complete view of the company Integrates and automates customer-serving processes Customer relationships have become a company’s most valued asset Every company’s . | Enterprise Business Systems Chapter 8 McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Identify and give examples to illustrate the following aspects of customer relationship management, enterprise resource manage-ment, and supply chain management systems: Business processes supported Customer and business value provided Potential challenges and trends Understand the importance of managing at the enterprise level to achieve maximum efficiencies and benefits. Learning Objectives Customer Relationship Management (CRM) Customer focused Customer relationships – most valued asset Find and retain most profitable customers possible Company has Single, complete view of every customer Customers have Single, complete view of the company Integrates and automates customer-serving processes Customer relationships have become a company’s most valued asset Every company’s strategy should be to find and retain the most profitable customers possible Managing the full range of the customer relationship involves Providing customer-facing employees with a single, complete view of every customer at every touch point and across all channels Providing the customer with a single, complete view of the company and its extended channels CRM uses IT to create a cross-functional enterprise system that integrates and automates many of the customer-serving processes Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Contact and Account Management Track relevant data about Every past and planned contact with prospects and customers Other business and life cycle events Data captured from touchpoints Telephone, fax, e-mail Websites, retail stores, kiosks Personal contact CRM helps sales, marketing, and service professionals capture and track relevant data about Every past and planned contact with prospects and customers Other business and
