10.
11.
12.
13.
a. Customer
Relationship
Management
(CRM):
is
a
corporate
level
strategy
designed
to
create
and
maintain
lasting
relationships
on
the
downstream
information
flow
through
the
introduction
of
reliable
systems,
processes
and
procedures,
whereas
b. Supply
Chain
Management
(SCM)
are
information
systems
focusing
on
improving
upstream
information
flows
with
who
main
objectives—to
accelerate
product
development
and
to
reduce
costs
associated
with
procuring
raw
material,
components,
and
services
from
suppliers.
What
is
a
CRM
system,
and
what
are
its
primary
components?
a. Operational
CRM:
Systems
for
automating
the
fundamental
business
processes—marketing,
sales,
and
support—for
interacting
with
the
customer
b. Analytical
CRM:
Systems
for
analyzing
customer
behavior
and
perceptions
(e.g.
quality,
price,
and
overall
satisfaction)
in
order
to
provide
business
intelligence.
c. Collaborative
CRM:
Systems
for
providing
effective
and
efficient
communication
with
the
customer
from
the
entire
organization
Describe
the
enterprise-‐wide
changes
necessary
for
realizing
a
successful
CRM
strategy.
a. Policy
and
Business
Process
Changes:
Organizational
policies
and
procedures
need
to
reflect
a
customer-‐focused
culture.
b. Customer
Service
Changes:
Key
metrics
for
managing
the
business
need
to
reflect
customer-‐focused
measures
for
quality
and
satisfaction
as
well
as
process
changes
to
enhance
customer
experience.
c. Employee
Training
Changes:
Employees
from
all
areas—marketing,
sales,
and
support—must
have
a
consistent
focus
that
values
customer
service
and
satisfaction
d. Data
Collection,
Analysis,
and
Sharing
Changes:
All
aspects
of
the
customer
experience—prospecting,
sales,
support,
and
so
on—must
be
tracked,
analyzed,
and
shared
to
optimize
the
benefits
of
the
CRM
Contrast
operational
and
analytical
CRM.
a. Operational
CRM
enables
direct
interaction
with
customer;
in
contrast,
analytical
CRM
provides
the
analysis
necessary
to
more
effectively
manage
the
sales,
service,
and
marketing
activities.
How
does
analytical
CRM
help
in
monitoring
social
conversations?
a. It
can
help
organizations
measure
public
perceptions,
and
participating
in
the
conversations
can
keep
customers
satisfied
and
maintain
a
positive
image.
Self-‐Study
Questions:
1. Which
of
the
following
is
commonly
used
to
refer
to
the
producers
of
supplies
that
a
company
uses?
• C—Supply
network
2. Under
VMI
model,
______.
• B—the
suppliers
to
a
manufacturer
manager
the
manufacturer’s
inventory
levels
based
on
pre-‐
established
service
levels.
3. The
bullwhip
effect
refers
to
______.
• B—small
forecasting
errors
at
the
end
of
the
supply
chain
causing
massive
forecasting
errors
farther
up
the
supply
chain.
4. Which
type
of
flow
does
SCE
NOT
focus
on?
• A—procurement
flow
5. RFID
tags
can
be
used
for
______.
• D—All
of
the
above:
Tracking
military
weapons,
eliminating
counterfeit
drugs,
and
tracking
passports
6. A
comprehensive
CRM
system
includes
all
but
which
of
the
following
components?
• C—diagnostic
CRM
7. SFA
is
most
closely
associated
with
what?
• A—operational
CRM
8. All
of
the
following
are
channels
used
for
promotional
campaigns
except
______.
• D—All
of
the
above
are
used:
Twitter,
telephone,
and
direct
mail
9. A
metric
for
being
able3
to
quickly
resolve
customers’
issues
is
called
______.
• D—first
call
resolution
10. Categorizing