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 Identify and give examples to illustrate the following aspects of customer relationship management, enterprise resource management, and supply chain management systems: Business processes supported Customer and business value provided Potential challenges and trends Learning Objectives Why Study Customer Relationship Management? It is easier than ever for customers to comparison shop and, with a click of the mouse, to switch companies. As a result, customer relationships have become a company’s most valued asset. Case #1: Implementing CRM Systems Mitsubishi Motor Sales Goal: Call center should provide one voice and one set of ears for the customer Case #1: Implementing CRM Systems CRM Project Goals: Choose best-of-breed CRM software components rather than integrated CRM suites Implement changes slowly. Must be simple, scalable, and satisfy need. Case #1: Implementing CRM Systems CRM Project Challenges: Keeping 18 vendors heading in the same . | Enterprise Business Systems Chapter 8 Identify and give examples to illustrate the following aspects of customer relationship management, enterprise resource management, and supply chain management systems: Business processes supported Customer and business value provided Potential challenges and trends Learning Objectives Why Study Customer Relationship Management? It is easier than ever for customers to comparison shop and, with a click of the mouse, to switch companies. As a result, customer relationships have become a company’s most valued asset. Case #1: Implementing CRM Systems Mitsubishi Motor Sales Goal: Call center should provide one voice and one set of ears for the customer Case #1: Implementing CRM Systems CRM Project Goals: Choose best-of-breed CRM software components rather than integrated CRM suites Implement changes slowly. Must be simple, scalable, and satisfy need. Case #1: Implementing CRM Systems CRM Project Challenges: Keeping 18 vendors heading in the same direction Dirty data had to be cleansed Case #1: Implementing CRM Systems What are the key application components of Mitsubishi’s CRM system? What is the business purpose of each of them? What are the benefits to a business and its customers of a CRM system like Mitsubishi’s? Case #1: Implementing CRM Systems Do you approve of Mitsubishi’s approach to acquiring and installing its CRM system? Why or why not? Why have many CRM systems failed to provide promised benefits like those generated by Mitsubishi’s system? Customer Relationship Management (CRM) Definition: The use of information technology to create a cross-functional enterprise system that integrates and automates many of the customer-serving processes in sales, marketing, and customer services that interact with a company’s customers CRM Application Clusters CRM Application Components Contact and Account Management – helps sales, marketing, and service professionals capture and track relevant data about every past and planned .
