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
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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
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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
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6 Now we switch to CRM!
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7CRM Definition
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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?
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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
