Crm and Scm

Topics: Customer relationship management, Supply chain management, Management Pages: 2 (650 words) Published: September 28, 2008
CRM and SCM are both different management concepts: one focusing on concepts used by companies to manage relationship with their customers while the other focuses on planning, implementing and controlling the operations of supply chain. Both the concepts are similar in the way that they can be used to improve organizations functionality in the respective departments. Both management tools can be integrated with the ERP software. Both CRM and SCM can offer benefits in terms of lower costs, higher revenue and improved strategy and performance measurements.

Customer relationship management (CRM) is a broad term that covers concepts used by companies to manage their relationships with customers, including the capture, storage and analysis of customer, vendor, partner, and internal process information. CRM applications attempt to provide insight into and improve the company/customer relationship by combining all these views of customer interaction into one picture. CRM helps firms to organize marketing materials, track customers’ histories and coordinate their multi-pronged interactions with their customers Key function areas of CRM are as follows:

Marketing Automation: It helps target best customers, manage marketing campaigns and generate quality leads. •CRM Tools- There are various CRM tools like Data-cleansing tools, Data analysis or business intelligence tools, Content-management applications, Campaign management system. All these tools are designed to do fixed functions. •Sales Force Automation: Companies can use SFA software to forcast customers need, based on the customers history and transactions, and to alert sales reps accordingly. •Call Centre Automation: When customers call a company to get assistance with a company’s product, representatives can query a knowledge management database containing information about the product. If the company must develop a new solution in response to a unique customer query, the information could be added to the...
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