2. copyright 2003 Jack M. Kaplan
Crafting a Customer Strategy
Prepare a strategy plan to acquire and retain
customers, determine customer needs, value,
and requirements. Key Questions
1. How will e-business target the customers?
2. What are the customer buying habits?
3. What demographics are needed to track
customer performance?
4. What database requirements are needed for
analysis?
3. copyright 2003 Jack M. Kaplan
Key E- Business Components
Enterprise Resources Planning,
Supply Chain Management,
Customer Relationship Management and
e-procurement,
4. copyright 2003 Jack M. Kaplan
Enterprise Resource Planning
ERP provides the architecture to gather
information among the different functions, units
and locations.
The system allows entrepreneurs to get the
information they need on a timely, reliable and
consistent method.
1.
5. copyright 2003 Jack M. Kaplan
Supply Chain Management
The supply chain is a “process” by which products
are delivered to customers.
A supply chain refers to the network of
relationships that companies use with suppliers
to purchase, manufacture, and deliver and fulfill
products
6. copyright 2003 Jack M. Kaplan
Supply Chain Examples
Examples can be material, information or financial
flows.
• Material flows- involve product flows from
suppliers to customers as well as product
returns.
• Information flows- involves forecasts and orders
transmissions.
• Financial flows - involve credit card information,
credit terms, payment schedules,
7. copyright 2003 Jack M. Kaplan
SCM Questions
Use these key SCM questions to get started.
• How to define supply chain problems and
issues?
• How is a business case justified
• Should the business build or buy?
8. copyright 2003 Jack M. Kaplan
Examples of SCM
• Dell Computers, custom assembly and distribution of
personal computers. Dell sells direct to end customers
and avoids having to estimate demand by producing to
order. Dell can customize the product to what the
customer wants and eliminates finished goods inventories
throughout the supply chain.
• Wal-Mart, they transmit point of sale information to their
suppliers so they can use the data to forecast sales and
inventories.
• For some items that sell well, a electronic replenishment
scheme automatically generates electronic orders to
replenish the depleted stock items.
9. copyright 2003 Jack M. Kaplan
Customer Relationship
Management
• Timely delivery of excellent service.
• The CRM system is the heart of e-business. It
can include gathering marketing data such as
industry and pricing forecasts that help to
adjust selling strategies, and/or information on
how to best select and manage customers.
10. copyright 2003 Jack M. Kaplan
CRM Goals
• Using existing relationships to grow revenue.
customer relationships through up selling
and identifying and retaining the best
customers.
• Using customer information for excellent
service. savings can be realized in customer
time and increasing productivity.
• For example, customers shouldn’t have to
repeat information to various customer service
personnel when calling for information
11. copyright 2003 Jack M. Kaplan
On Line E- Procurement
Online procurement can eliminate manual paper
based procedures, and automate the order to
receipt cycle time and improve productivity
