4545618-Enterprise-Business-Systems-(8) - Chapter 8...

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Chapter 8 Enterprise Business Systems James A. O'Brien, and George Marakas. Management Information Systems with MISource 2007, 8 th ed. Boston, MA: McGraw-Hill, Inc., 2007. ISBN: 13 9780073323091
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Chapter 8 Enterprise Business Systems 2 Identify and give examples to illustrate the following aspects of customer relationship, enterprise research, and supply chain management systems Business processes supported Customer and business value provided Potential challenges and trends Learning Objectives
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Chapter 8 Enterprise Business Systems 3 Customer Relationship Management A customer-centric focus 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
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Chapter 8 Enterprise Business Systems 4 Case 1 Business Benefits of CRM Forex Capital Markets trades $20 billion worth of currency per month 12,000 clients in 70 countries Tracking sales leads and prospects Began with Excel spreadsheets Switched to Access database Volume forced move to CRM system Access controlled through data security and information sharing privileges
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Chapter 8 Enterprise Business Systems 5 Case 1 Business Benefits of CRM Wyse Technology World leader in thin-client computing Revenues in excess of $180 million Doubled sales within 12 months of installing CRM system No additional staff needed
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Chapter 8 Enterprise Business Systems 6 Case Study Questions Why can’t Microsoft Excel spreadsheets and Access database software handle the customer relationship needs of companies like FXCM? What functions do CRM systems like Salesforce provide to a company that these software packages do not? What business benefits has the Salesforce CRM system provided to FXCM? To Wyse Technology? Salesforce.com is an example of an ASP (application service provider), which was discussed in Chapter 4. What benefits do you see in this case for that method of providing a CRM system to a company versus installing a CRM software package? What disadvantages might arise? Which method would you prefer?
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Chapter 8 Enterprise Business Systems 7 What is CRM? 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
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Chapter 8 Enterprise Business Systems 8 Application Clusters in CRM
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Chapter 8 Enterprise Business Systems 9 Contact and Account Management 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 life cycle events of
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This note was uploaded on 08/15/2010 for the course COMPUTER E IT-402 taught by Professor Muhammadkashifshaikh during the Spring '10 term at Sir Syed University of Engineering &Technology.

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4545618-Enterprise-Business-Systems-(8) - Chapter 8...

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