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PowerPoint Presentation
Interaction of SRM and CRMAn Overview of Best PracticesPresented 9/28/15 by Joni Holeman, CFPIM,CIRM,CSCP,CDDPVP Education for APICS DC Metro Chapter
Interaction of SRM and CRMAgendaIntroductionsGoals and Objectives of the sessionContent slides, with visuals and minimum amount of textQ&A Conclusion
28 Sept 20152UNIVERSTIY DAY NDTA TRANSCOM FALL MEETING 2015
2Session Goals & ObjectivesBy the end of this presentation, you will be able to:
Define Supplier and Customer Relationship Management Recognize the benefits of each appDescribe how the programs complement one anotherDetermine how to quantify SRM & CRM cost savings
28 Sept 20153UNIVERSTIY DAY NDTA TRANSCOM FALL MEETING 2015
3SRM Definition
28 Sept 20154UNIVERSTIY DAY NDTA TRANSCOM FALL MEETING 2015
From APICS Dictionary, 14th Edition:A comprehensive approach to managing an enterprises interactions with the organizations that supply the goods and services the enterprise uses. The goal of SRM is to streamline and make more effective the processes between an enterprise and its suppliers. SRM is often associated with automating procure-to-pay business processes, evaluating supplier performance, and exchanging information with suppliers. An e-procurement system often comes under the umbrella of an SRM family of applications.4
28 Sept 20155UNIVERSTIY DAY NDTA TRANSCOM FALL MEETING 2015
SRM Capabilities5 SRM BenefitsOnline auctions drive down commodity ordering costsAutomated supplier scorecards save time/reduce risk Effective spend analysis enables strategic sourcingCollaborative design, planning & process improvementWeb-based EDI for quicker communication & data sharing
28 Sept 20156UNIVERSTIY DAY NDTA TRANSCOM FALL MEETING 2015
6 Now we switch to CRM!
28 Sept 20157UNIVERSTIY DAY NDTA TRANSCOM FALL MEETING 2015
7CRM Definition
28 Sept 20158UNIVERSTIY DAY NDTA TRANSCOM FALL MEETING 2015
From APICS Dictionary, 14th Edition:A marketing philosophy based on putting the customer first. The collection and analysis of information designed for sales and marketing decision support (as contrasted to ERP information) to understand and support existing and potential customer needs. It includes account management, catalog and order entry, payment processing, credits and adjustments and other functions .8
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CRM Capabilities 9 CRM BenefitsLower advertising expenses via targeted social media messages Bid and lead tracking for more accurate forecastsData mining reveals ordering patterns to reduce inventoryProactive marketing outreach for vulnerable or win-back customersLoyalty program management
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10 Now lets Merge SRM & CRM!
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11Leveraging SRM and CRM Interactions
Early NPI engagement for major clients & suppliers Sharing Point of Sale demand mitigates Bullwhip effect Example: Zaras Fast Fashion 3-week time to marketVoice of Customer present during Value Stream Mapping processesWhat SRM-CRM interaction opportunities exist in your enterprise?
28 Sept 201512UNIVERSTIY DAY NDTA TRANSCOM FALL MEETING 2015
12Exercise
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Teams of 5-7 10 minutes Share your enterprises SRM-CRM opportunitiesDebrief by sharing your teams coolest idea13How Can we Quantify SRM & CRM Savings?Tangible Comparisons Online reverse auction cost of commodities to former costsCompare manual time spent by buyers to process commodity POs to online auction costHow many continuous improvement ideas were initiated by either a supplier or customer within the past quarter? TV, radio or print advertising expenses to cost of email & social media targeted messages Inventory reductions due to timing product runs per customer order patterns
Intangible Comparisons How many supplier rejects were avoided by paying attention to SRM scorecard trends? Which SOPs were changed YTD as a result of insights gained by Business Analytics reports? Can any market share gains be directly attributed to a CRM campaign or initiative? Qualitative nature of Net Promoter Scores or Level of Trust survey results Any quality of worklife enhancements resulting from SRM or CRM implementations?
Final Thoughts or Questions?
28 Sept 201515UNIVERSTIY DAY NDTA TRANSCOM FALL MEETING 2015
15Were Your Objectives Met?How many of us can now give examples to our colleagues at work about
Define Supplier and Customer Relationship Management Recognize the benefits of each appDescribe how the programs complement one anotherDetermine how to quantify SRM & CRM cost savings Thank you for completing your Session Evaluation before exiting!
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16Conclusion
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The basic purpose of any SRM or CRM application is to gather data about buying patterns, quality, delivery performance, ideas for process improvement or customer feedback. The more you know about your customers buying decision process, or your suppliers operating processes, the more often opportunities for win-win collaboration will appear. Each application can provide rapid payback on its own, but for those enterprises with hundreds of suppliers and customers to track, integrating both SRM and CRM promises the highest return on investment.17Thank you very much! Interaction of SRM and CRMAn Overview of Best PracticesPresented 9/28/15 by Joni Holeman, CFPIM,CIRM,CSCP,CDDPVP Education for APICS DC Metro Chapter703 430-4075 [email protected]://www.apicsdcmetro.org