Session Ten: Customer Relationship Management / Information Sharing and Incentives

Session Ten: Customer Relationship Management / Information Sharing and Incentives

Objectives:

Customer Relationship Management (CRM)

Strategic Perspective

Data Warehousing

Trends and Opportunities

Guest Lecture: Ronald Swift, Vice-President, CRM Solutions, NCR Corporation

Information Sharing

Semiconductor Equipment Supply Chain Case

Readings:

S. Brobst and J. Rarey, "The Five Stages of an Active Data Warehouse Evolution", Teradata Online Magazine, Spring 2000.

R. S. Swift, "The New Economic Opportunity for Business - Creating Increased Profitability Through CRM", Defying the Limits: Setting a Course for CRM Success, p. 38, 2001.

Cohen, M.A., Ho, T. H., Ren, J. Z., Terwiesch, C., "Measuring Imputed Costs in the Semiconductor Equipment Supply Chain", Working Paper, OPIM Department, The Wharton School, Dec. 2001.

This paper describes a research project in which we evaluated the impact of information sharing in the procurement process for semiconductor fab equipment.

Session Descriptions

Session One: Course Introduction - What is a Value Network?
Session Two: Case Study: EMC
Session Three: Cast Study: Wal-Mart and Cott Beverage
Session Four and Five: Case Study: Dell Computers
Session Six: Data Modeling for Integration
Session Seven: Principles of Distribution and Integration
Session Eight: Supply Chain Coordination Strategies
Session Nine: Supply Chain Systems and Vision
Session Ten: Customer Relationship Management / Information Sharing & Incentives
Session Eleven: After Sales Service and Support / Customer Service Differentiation
Session Twelve: Future Directions