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Customer Relationship Management and Supply Chain

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Customer Relationship Management and Supply Chain
Chapter 9 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications
Learning Objectives
1. 2. 3. 4. 5. How do enterprise systems help businesses achieve operational excellence? How do supply chain management systems coordinate planning, production, and logistics with suppliers? How do customer relationship management systems help firms achieve customer intimacy? What are the challenges posed by enterprise applications? How are enterprise applications used in platforms for new cross-functional services?

Chapter Outline
9.1 Enterprise Systems What Are Enterprise Systems? Enterprise Software Business Value of Enterprise Systems Supply Chain Management Systems The Supply Chain Information Systems and Supply Chain Management Supply Chain Management Applications Global Supply Chains and the Internet Business Value of Supply Chain Management Systems Customer Relationship Management Systems What is Customer Relationship Management? Customer Relationship Management Software Operational and Analytical CRM Business Value of Customer Relationship Management Systems Enterprise Applications: New Opportunities and Challenges Enterprise Application Challenges Next-Generation Enterprise Applications Hands-On MIS Management Decision Problems Improving Decision Making: Using Database Software to Manage Customer Service Requests Improving Operational Excellence: Evaluating Supply Chain Management Services

9.2

9.3

9.4

9.5

1
Copyright © 2012 Pearson Education

Key Terms
The following alphabetical list identifies the key terms discussed in this chapter. The page number for each key term is provided. Analytical CRM, 380 Bullwhip effect, 368 Churn rate, 381 Cross-selling, 378 Customer lifetime value (CLTV), 381 Demand planning, 370 Employee relationship management (ERM), 377 Enterprise software, 364 Just-in-time strategy, 368 Operational CRM, 380 Partner relationship management (PRM), 377 Pull-based model, 373 Push-based model, 373 Service
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