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MODERN ERP. SELECT, IMPLEMENT & USE TODAY’S ADVANCED BUSINESS SYSTEMS. Second Edition . Chapter 7: ERP: Sales, Marketing and CRM. ERP Sales Order Processing . Objective – capture and fulfill the customer order , the document that begins the order fulfillment process

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select implement use today s advanced business systems

MODERN ERP

SELECT, IMPLEMENT & USE TODAY’S ADVANCED BUSINESS SYSTEMS

Second Edition

Chapter 7: ERP: Sales, Marketing and CRM

erp sales order processing
ERP Sales Order Processing
  • Objective – capture and fulfill the customer order, the document that begins the order fulfillment process
  • Ways to refer to Sales Order Processing
    • Contact-to-contract-to-cash
    • Quote-to-cash
    • Order-to-cash
sales related activities
Sales Related Activities
  • Lead Generation
  • Contact
  • Qualification – applicability, affordability, and authority
  • Opportunity/Inquiry
  • Quote – estimate with an expiration date
  • Sales Order – quote that turns into a contract
  • Customer Order/Order Acknowledgement – confirmation of order receipt
  • Order Fulfillment – includes pick, pack, and ship activities
  • Billing – invoice is sent to the customer (A/R)
  • Cash Collection – payment is received from the customer
transactions versus events
Transactions versus Events
  • Transactions have financial implications (things are debited and credited, so will affect the financial statements directly)
  • An event, or activity, is any step in the business process and may or may not have financial implications.
  • Thus, transactions are a subset of events.

Transactions

Events

customer relationship management
Customer Relationship Management
  • Customer relationship management (CRM) bolt-on to ERP. Helps an organization with customer demands:
    • “Know me and know my business”
    • “Help me solve my business problems”
    • “Make it easy for me to do business with you”
three elements of a successful crm strategy
Three Elements of a Successful CRM Strategy
  • People – Company employees, from the CEO to the front-office customer service representatives, sales and marketing, need to buy into and support CRM.
  • Processes - A company's business processes must be reengineered to reinforce its CRM initiative, often from the viewpoint of “How can this process best serve the customer?”
  • Technology - Firms must select the right technology to drive the processes, provide high quality data to employees, and be user friendly.
principles for crm success
Principles for CRM Success
  • CRM is not a software purchase – it’s a strategy
  • CRM must fit the way you work now and in the future
  • Define measureable CRM business benefits
  • Consider total cost of ownership carefully
  • Think beyond features: pick the right partner
benefits of crm
Benefits of CRM
  • Knowing your customers better – personalization and segmentation
    • Using analytics
  • Increase revenues by acquiring new customers and retaining current customers
  • Increased customer satisfaction
  • Decrease selling expenses by
    • making fewer yet more productive sales calls
    • speeding data analysis
    • lowering communication and transactions costs
    • eliminating data redundancy
    • reducing personnel headcount
crm advanced analytics
CRM Advanced Analytics
  • Event monitoring
  • Segmentation
  • Personalization
  • Pricing
  • Trending
  • Advertising
  • Forecasting
  • Profiling
  • Association
crm on premise vs on demand
CRM: On-Premise vs. On-Demand
  • On-Premise – installing the software on-site on the company’s own servers
    • Traditional method of software implementation
  • On-Demand – software is hosted by a third party service provider
    • Software as a Service (SaaS)
knowledge management km and crm
Knowledge Management (KM) and CRM
  • Knowledge Management (KM) – directed process of figuring out what information a company has that could benefit others in the company, the devising ways of making it easily available
  • Companies integrate their CRM systems with KM because they realize that knowledge plays a key role in CRM success.
  • Creating a Knowledge Management System:
    • Recognize what employees know, that is valuable and not being shared
    • Create formal procedures to implement the system
    • Create a knowledgebase including best practices, expertise directories, and market intelligence
    • Make the knowledge available to people that need it
    • Give employees incentives for both sharing their knowledge as well as using others’ knowledge
identifying knowledge to manage
Identifying Knowledge to Manage
  • Skills and knowledge that a company has developed about how to make its goods and services
  • Individual employees or groups of employees whose knowledge is deemed critical to a company’s continued success
  • A company’s aggregation of documents about processes, customers, research results, and other information that might have value for a competitor
reasons for knowledge management systems
Reasons for Knowledge Management Systems
  • Sharing of best practices
  • Restructuring, downsizing, and outsourcing
  • Knowledge can command a premium price in the market
  • Globalization and competition
  • Successful innovation
obstacles to successful knowledge management
Obstacles to Successful Knowledge Management
  • Starting too big
  • Relying on technological shortcuts
  • Not modeling the behavior
  • Treating KM as a one-off project or quick-win
  • Ignoring the power of rewards
  • Ongoing maintenance