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Lesson 15 - Customer Relationship Management •...

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Lesson 15: Enterprise Applications Enterprise Resources Planning An integrated software approach to controlling all business processes with a common architecture NOT a planning tool Create a single IT system for all business functions so enterprise-wide decisions can be made Often only applied in limited functional areas Commercial products available (Ex. SAP, PeopleSoft, Oracle, Microsoft Dynamics, etc) ERP: Advantages vs. Disadvantages Need for ERP driven by need for real-time information Advantages: o Eliminate inefficient systems o Improved work processes o Ease of data/information access o Customer order integration Disadvantages o Expense and time in implementation o Radical changes often necessary o Difficult to integrate with other systems o High risk in using one vendor o High risk of failure in implementation
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Unformatted text preview: Customer Relationship Management • “Continuous” customer relationship management= one-to-one marketing; treat different customers differently • Develop long term social as well as business reltionships with customers • Focus on the needs of customers by knowing who they are, what they do and what they need • Build customer loyalty via customer satisfaction; product brand loyalty is eroding Supply Chains • The flow of products and information between trading partners • Supply chain management= the management of information between/among stages in the chain to maximize efficiency and profitability • Collaborative supply chain= intra-organizational and inter-organizational collaborations of core functions • In service industries; supply chain= service chain...
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