3. Managing Customer and Supplier Relationships

A. Relationship Management in Supply Chain
Management (SCM)
1. Relationships and SCM
a. definition of customer relationship
1. management (CRM)
b. definition of supplier relationship management (SRM)
c. challenges in implementing CRM and SRM
d. cultural issues
2. Role of technology in enabling CRM and SRM

B. Customer Relationship Management (CRM):
1. CRM and the lifetime customer
a. lower total marketing costs
b. customer satisfaction
c. revenue and profit opportunities
3. Understanding market requirements
a. identify the customer’s perspectives and needs
b. understand customer segmentation
4. Components of a CRM strategy
a. customer care as a product
b. pricing management
c. placement
d. promotion
5. CRM strategies and the product life cycle
a. development stage
b. introduction stage
c. growth stage
d. maturity stage
e. decline stage
6. Developing CRM strategies for specific customer types
a. prospective customers
b. vulnerable customers
c. save or win-back customers
d. loyal customers
7. Developing CRM strategies for specific customer segments
a. benefits of segmentation
b. segmentation by customer value
c. segmentation by customer needs
8. Role of information in CRM
a. sources of customer information
b. voice of the customer (VOC)
c. strategic use of customer information
9. Using technology to improve CRM
a. how information is managed and stored
b. benefits of using a customer data warehouse
c. CRM technologies
d. sales force automation (SFA)
e. keys to successful CRM implementation
10. Measuring CRM performance
a. order processing
b. on-time delivery
c. responses to inquiries
d. product quality
11. Outsourcing CRM
a. performance objectives
b. periodic measurement
c. responsibility
d. knowledge sharing
e. exit strategy

C. Supplier Relationship Management (SRM):
1. SRM and strategic sourcing
a. identifying and assessing potential suppliers
b. strategic cost management
c. leveraging supplier resources and relationships
d. continuous improvement
2. Implementing SRM strategy
a. key steps to implement SRM strategy
b. supplier segmentation
3. Benefits of strategic sourcing and SRM
4. Strategic relationships
a. characteristics of supplier relationships
b. relationship types
c. collaborative planning, forecasting, and replenishment (CPFR)
5. Alliances
a. risks of alliances
b. benefits of alliances
6. Creating successful supplier alliances
a. characteristics of a successful alliance
b. types of commitment required
c. steps in successful alliance implementation
7. Supplier performance
a. certification process
b. supplier rating systems
c. supplier performance feedback methods
8. SRM technology
a. benefits of SRM software
b. obstacles to SRM software adoption
c. processes enabled by SRM technology
9. Impact of SRM on purchasing roles
10. Supplier co-location
a. inventory management
b. product and process innovation
c. licensing technology

D. Integrated Customer/Supplier Relationship
Management (SRM):

1. Integrated supply chain networks
a. environmental drivers
b. technology-driven collaboration
2. Managing supply chain network relationships
a. increasing efficiencies
b. resolving conflicts of interest
3. Roadblocks to implementing CRM and SRM
a. technological limitations
b. participant resistance
4. Creating integrated supply chain networks
a. adopting the right attitudes
b. adhering to collaborative principles
c. asking the right questions
d. structuring the integration strategy

Jim Rohn Sứ mệnh khởi nghiệp