Information Technology Reference
In-Depth Information
to manufacture cars and trucks, and send finished products to dealerships around the country
when they are needed. Increasingly, SCM is accomplished using the Internet and electronic
marketplaces (e-marketplaces). When an organization has many suppliers, it can use Internet
exchanges to negotiate favorable prices and service. SCM is becoming a global practice as
Philippe Thenoz, vice president of CMA-CGM, a worldwide shipper, “The client wants to
know where the blue socks in size medium are that he ordered two weeks ago from China.”
Customer relationship management (CRM)
programs help a company manage all aspects
of customer encounters, including marketing and advertising, sales, customer service after
the sale, and programs to retain loyal customers. CRM can help a company collect customer
data, contact customers, educate them about new products, and actively sell products to
existing and new customers. Often, CRM software uses a variety of information sources,
including sales from retail stores, surveys, e-mail, and Internet browsing habits, to compile
comprehensive customer profiles. CRM systems can also get customer feedback to help de-
sign new products and services. Tesco, Britain's largest retail operation, uses a CRM Clubcard
program to provide outstanding customer service and deliver loyalty rewards and perks to
valued customers. See Figure 2.3. Customers can earn services such as meals out, travel, dry
cleaning, and car maintenance. The Clubcard loyalty program also extends to Tesco's busi-
ness partners, introducing Tesco customers to other businesses. To be of most benefit, CRM
Zuniga, senior research analyst at pharmaceutical intelligence firm Cutting Edge Information,
“customer relationship management programs must be individually tailored to meet the
programs' specific objectives.”
Figure 2.3
Tesco Web Site
Tesco uses its Web site to help with
customer relationship
management.
