Ch. 9
What is a touch point?
A method of interaction with a customer
What is a touch point?
A touch point is a method of interaction with the customer, such as telephone, e-mail, customer service desk, conventional mail, Facebook, Twitter, website, wireless device, or retail store.
________ applications are based on data from ________ systems, customer touch points, and other sources that have been organized in data warehouses or analytic platforms for use in data analysis.
Analytical CRM; Operational CRM
How do information systems support the activities in a supply chain?
By reducing inventory levels
__________ determines how much product a business needs to satisfy all of its customers' demand.
Demand planning
Which of the following is NOT a challenge to the implementation of an ERP?
Dramatic reductions in inventory costs and order to delivery time
Kmart had trouble getting products to store shelves when it first implemented i2 Technologies supply chain management software. The i2 software did not work well with Kmart's promotion-driven business model, which created sharp downward spikes in demand for products. The scenario illustrates which of the following?
Enterprise applications require not only deep-seated technological changes but also fundamental changes to the way the business operates.
Which of the following statements best describes employee relationship management?
It deals with employee issues that are closely related to CRM, such as setting objectives, employee performance management, performance-based compensation, and employee training.
Which statement below best describes an enterprise system?
Large scale software that encompasses a whole company across many departments and business functions.
Which of the following comprehensive CRM packages will best assist the company in enhancing its collaboration with distributors and retailers?
Partner relationship management
What tools enable a business to connect customer conversations and relationships from certain types of Web sites to CRM processes?
Social CRM
Which of the following best describes social CRM?
Social CRM consists of tools enabling a business to link customer conversations, data, and relationships from social networking sites to CRM processes.
Which of the following is a network of organizations and business processes for procuring raw materials, transforming these materials into intermediate and finished products, and distributing the finished products to customers?
Supply chain
Which of the following manage(s) the flow of products through distribution centers and warehouses to ensure that products are delivered to the right locations in the most efficient manner?
Supply chain execution systems
__________ enable(s) a firm to model its existing supply chain, generate demand forecasts for products, and develop optimal sourcing and manufacturing plans.
Supply chain planning systems
One recurring problem in supply chain management is when information about the demand for a product gets distorted as it passes from one entity to the next across the supply chain. What is this called?
The bullwhip effect
__________ is a phenomenon in which information about the demand for a product gets distorted as it passes from one entity to the next across the supply chain.
The bullwhip effect
What is churn rate?
The churn rate measures the number of customers who stop using or purchasing products or services from a company.
Which of the following is a scheduling system for minimizing inventory by having components arrive exactly at the moment they are needed and finished goods shipped as soon as they leave the assembly line?
The just-in-time strategy
Which component of an enterprise system would best address the scenario above?
a centralized database
An important output of ________ is the customer's lifetime value to the firm.
analytical CRM
Analytical CRM includes applications that ________.
analyze customer data for improving business performance
Enterprise applications have drawbacks mainly because they ________.
are very expensive to purchase and implement
Partner relationship management is a comprehensive CRM package that will __________.
best assist a company in enhancing its collaboration with distributors and retailers
When demand for a product mistakenly gets distorted as it passes across the supply chain, it is called a ________.
bullwhip effect
Some ERP vendors include in-memory-computing technology that provides ________ tools for ad hoc analysis, what-if scenario analysis, and machine learning that analyzes very large data sets.
business intelligence
The ________ added by SAP help managers obtain more meaningful information from the massive amounts of data generated by enterprise systems.
business intelligence tools
Customer relationship management primarily includes ________.
capturing and integrating customer data
If companies want to reap the maximum value from an enterprise software, they must change the way they work to ________.
conform to the business processes defined by the software
An example of ________ includes someone taking out a loan and then being sold a checking account as well.
cross-selling
Determining the revenue produced by a customer and comparing the revenue to the expenses of acquiring and taking care of the customer is called ________.
customer lifetime value
Some say that a firm's most valuable asset is its ________.
customer relationships
A(n) ________ makes values from a central database available for applications that support all of an organization's internal business activities.
enterprise resource planning (ERP) system
SAP is the best-selling ________.
enterprise software
In an enterprise system, the integrated software modules that focus on cash management and forecasting are related to ________.
finance and accounting
In an enterprise system, the integrated software modules that focus on labor costs and job skills are related to ________.
human resources
In an enterprise system, the integrated software modules that focus on production capacity are related to ________.
manufacturing and production
Customer relationship management applications that track campaign data are related to the ________ aspect of customer relationships.
marketing
The magnitude of a bullwhip effect is a function of the ________.
number of suppliers in a supply chain
Which of the following statements best completes the following sentence? Enterprise systems ________.
provide value by increasing operational efficiency
A supply chain management system using a(n) ________ model bases production schedules on actual customer orders.
pull-based
If a company produces a custom-made automobile only after a customer has placed an order, it is an example of a(n) ________ production model.
pull-based
Make what we sell, not sell what we make" summarizes the ________ model.
pull-based
Department stores that consistently over estimate demand, and then sell the extra inventory at reduced prices follow a ________ model.
push-based
Early supply chain management systems were based on a(n) ________ in which production master schedules were based on forecasts of demand for products.
push-based model
Managers often maintain a(n) ________ as a buffer during unforeseen events.
safety stock
Customer relationship management applications that track Web sales and retail store sales are related to the ________ aspect of customer relationships.
sales
In an enterprise system, the integrated software modules that focus on return requests are related to ________.
sales and marketing
Customer relationship management applications that track social networking data are related to the ________ aspect of customer relationships.
service
Incorporating applications that allow customers to chat with one another about company products is an example of ________.
social CRM
A ________ chain is a network of organizations for obtaining raw materials.
supply
Enterprise applications introduce _________ that describe how once a company adopts an enterprise application from a single vendor, it is very costly to change vendors, and the firm becomes dependent on the vendor.
switching costs
Who are the leading enterprise software vendors?
SAP, Oracle, IBM, Infor Global Solutions, and Microsoft
A comprehensive CRM package contains modules for ________ and _______ relationship management.
partner; employee
A supply chain management system using a(n) ________ model bases production schedules on forecasts.
push-based
