ist chapter 11 int - LEARNING OBJECTIVES Identify the...

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LEARNING OBJECTIVES Identify the primary functions of both customer relationship management (CRM) and collaborative CRM. Describe how businesses might utilize applications of each of the two major components of operational CRM systems. Discuss the benefits of analytical CRM systems to businesses. Explain the advantages and disadvantages of mobile CRM systems, on-demand CRM systems, and open-source CRM systems. Describe the three components and the three flows of a supply chain. Identify popular strategies to solving different challenges of supply chains. Explain the utility of each of the three major technologies that supports supply chain management. CUSTOMER RELATIONSHIP MANAGEMENT IN THE INTERNET AGE Customer relationship management has become almost real time with the advent of social media. In this chapter-opening case, you will first read about two problems, which are examples of bad things that can happen very quickly to companies that treat customers poorly. You will then read about two solutions that exemplify the good things that can happen very quickly to companies that treat customers well. A Problem (First Example) A company called N-Control ( ) invented the Avenger video game console controller that was originally designed to help gamers with physical disabilities play video games. The Avenger was also marketed to enhance the performance of “hardcore gamers.” On November 3, 2011, a customer—we'll call him Dave—ordered two Avenger controllers. N- Control's Web site advertised a shipping date of “early December.” By December 16, however, Dave had not received any news regarding an official release date. He emailed Tom, the president of N-Control's marketing firm, Ocean Marketing. Tom promptly responded that the controllers would be shipped the following day. Despite Tom's assurances, however, the controllers did not ship on December 17th, or on the 18th, or at any time in December. Making matters worse, N-Control awarded rebates to customers who ordered their Avengers after December 26th, but not to customers who had placed their orders prior to that date. The company did not explain this policy. When Dave became aware of this policy, he contacted the marketing firm again to find out whether he could become eligible for the rebate by cancelling his initial order and reordering the Avenger. Tom responded with this statement: “Feel free to cancel we need the units we're back ordered 11,000 units so your 2 will be gone fast. Maybe I'll put them on eBay for 150.00 myself. Have a good day.” Understandably irritated by this response, Dave sent Tom a second e-mail in which he copied Mike Krahulik, co-creator of Penny Arcade ( ) and the founder of PAX East, one of the largest gaming conventions in the United States, along with various other
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gaming news Web sites. For some reason, instead of trying to defuse the situation by apologizing to Dave, Tom responded by calling Dave a child, and he laughed at Dave's complaints.
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  • Spring '16
  • The Land, Customer relationship management, crm systems

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