Customers Relationship Management at PT Unilever Tbk
Customers Relationship Management(CRM)helps companies improve the provitability of their interaction with customers while at the same time making the interactions appear friendlier through individualization. Ti succeed with CRM, companies need to match product and campaigns to prospect and customers-in other words, to intelligently manage the customers life cycle.
At the present time the business orientation of an enterprise is not only seen from how much the goods are sold or how much the amount of benefits obtained. Developments in the business world aware of employers to better understand their customer needs. Customer satisfaction is very important orientations for the sustainability of the company's product. Of satisfaction that formed it will arise a high loyalty to the product. To be familiar with any factors that can increase customer satisfaction, the company must have a network of good relationships with customers. This requirement became the forerunner to make a system to understand customer needs, maintain customer loyalty, and provide added value to our customers in conducting business or transactions with the company. Unilever Indonesia is engaged in the manufacture of food, beverage and medical equipment is aware of the need to create high customer loyalty towards its products. With the rapid competition among competitors in the food industry, beverage and medical supplies the company with large market level such as Unilever Indonesia are required to have the advantage of the benefits that a competitive advantage in competing. Unilever Indonesia implement Customer Relationship Management (CRM) to win the competition in maintaining relationships with customers and attract new customers. Through this program customers in particular are expected to retail customers become loyal to the company.
The world economy today is very different from the economy two decades ago. Rapid dissemination of information is a cause of intense competition between companies in the business. The customers can easily find the information they need information about a particular product. In addition, the number of market segments caused the company to be able to determine the correct segmentation and targeting, so much have a clear business focus.
Intense competition made the company to better focus on what is desired by consumers. The main factor that needs to be understood by the company is whether the products are made in compliance with the standards of consumer desire. To accomplish this, the company must be able to provide products with good quality, cheaper prices, product information faster, and better service than its competitors. With the development of e-bussiness then the company should be able to establish an appropriate system application solutions. The company began to change the mindset of the orientation advantage (profit oriented) towards other potential factors that have not been identified previously. Clients' interest and level of customer satisfaction becomes the primary factor that must be considered by the company.
The concept of Customer Relationship Management
CRM is a business model which has the main objective to identify, anticipate, understand the needs of customers both current customers, as well as the potential to become customers by collecting information about customers, sales, marketing effectiveness, and market trends.
CRM business philosophy relies on an understanding of the lifetime value of customers and provide personalized treatment and excellent service. Now that CRM has become a facility to get knowledge as well as a whole about the customer, which will facilitate the company to provide service according to customers' needs and behavior.
The principle of CRM is located on the willingness of businesses to increase customer loyalty and satisfaction without increasing the costs and time. CRM is a solution that remains relevant for today's IT investment. Because if we do not understand who our customer, and what they need, then we can not retain them as loyal customers. If we are not able to retain customers, we will not be able to survive and win the business competition.
CRM itself is not a single product but rather a business strategy that is implemented by creating a unified, integrated application capable of handling various aspects of the required front office. CRM is also used to learn more about customer needs and behaviors in order to develop a closer relationship with customers.
In the implementation of CRM, the technology also has a very important role in an organization to integrate all functions within the organization to achieve organizational goals. Implementing a CRM strategy is not only a means to improve services to customers, but to create interactions that are consistent, reliable and easily accessible in every interaction between customer and company.
CRM Systems in Business Process
Many packages were created to facilitate customer relationship, but mostly depends on the acquisition, updating and utilization of individual customer profiles. Customer profiles are usually stored in a data warehouse and data mining is used for extracting information relating to the company from customers concerned. Furthermore, this customer profile connected on line so that those working in the enterprise may contact the customer concerned. In addition, Web-based front-ends have been created so that customers can contact the company online(like the facebook , yahoo messager and the other facilities of online) to get information about products or services offered by the company, booked orders, check status of existing orders, get answers to questions or to obtain service. By the facebook the company can see what the customers hobbies and they always use in their live so they company can produce the product what the customer need and want. I think the facebook is very important for the company to make the relationship with the customers every the were. CRM software packages help companies to market, sell, and service customers through multiple media, including Web, call centers, field representatives, business partners, retail and dealer networks.
Selasa, 14 Desember 2010
Bullwhip Effect in Supply Chains at The Brand of Zara Spanish Fashion
Some companies now use the strategy of maintaining a chain supply (supply chain) in the control or maintain the market, one which is the garment industry. Constraints that often arises is the existence error information received where one result is stock uncertainty that occurs in channels of supply chain. Uncertainty is the main indicator in the bullwhip problem effect.
I want to describes the history of ZARA's success and supply chain, bullwhip effect, and then combined with a successful practice in the supply chain ZARA, ZARA analysis eliminate the bullwhip effect of supply chains of some key aspects.
Spanish fashion brand of ZARA cause rapid reaction known in the fashion industry, the pattern of success and innovation to become the industry benchmark. Annual ZARA 12,000 different types of products for customers to choose the project, from design concept to finished product has been added only 10 days.
Spain's Inditex is ranked first, third world clothing retailer, in 52 countries around the world with nearly 2,000 stores, including Inditex, 9 ZARA is the most famous brand in the pre-eminent brand, called "the fashion industry DELL computers", European research is considered the most brand value .
ZARA founding in 1985, is a clothing brand, also a franchise chain of retail brand clothing brand ZARA. ZARA is owned and operated company sticks to almost any chain network principles, while putting in a lot of money to build their own factories and Yipian logistics systems "five-finger understand customer needs, controls five other fingers production", rapid response to market demand, for provide customers with "affordable fast fashion."
ZARA extraordinarily successful operation of the company's benefit management of the entire apparel industry supply chain, and support rapid response supply chain IT systems. ZARA companies to adopt a "fast, small, some kind of" brand management model, while maintaining and fashion, by combining the development of new models, rapid introduction of new products, and man-made causes "out" to achieve rapid design, rapid production, sale quick, quick update, store merchandise is updated twice a week goal.
Bullwhip Effect
In the supply chain, there is often an example of inaccurate predictions, the demand is not a week, instability of supply, coordination and cooperation among sexually-firm, between Zaocheng lack of supply, production and transportation average Kucun Zuoye high, too high Xian Xiang Cheng Ben. The root cause of this problem there are many, but one of the reasons is the bullwhip effect.
Bullwhip effect is an amplification of supply chain demand variability (variance amplification) phenomenon, is the flow of information from the end client-side delivery to the original supplier, can not effectively realize the sharing of information, making information distortion amplification step by step, led to increased demand for information appears fluctuations. This information is distorted amplification in the graphical display as drive the rejection of the bullwhip effect, it is clearly called bullwhip effect. The root of most downstream clients is equivalent to a whip, and the most upstream suppliers is equivalent to whip the end of the tip of the Ministry, at the end of the root as long as there a little jitter, transfer to the distal end will be a big fluctuation. In the supply chain, this effect is upstream, the greater the change, the more distant from the consumer end, the greater the impact. This information is distorted and the manufacturing process if the uncertainties are added together, would cause great economic losses.
ZARA Way to Eliminate the Bullwhip Effect
ZARA brief history of success, and what the bullwhip effect, of course we think ZARA is how to overcome the bullwhip effect supply chain? In fact, ZARA in the face of supply chain bullwhip effect is very successful, the following analysis will focus on how to eliminate the bullwhip effect. To eliminate the bullwhip effect ZARA should benefit from the entire management and control model.
Entire Supply Chain Management
ZARA has a supply chain management is very well equipped: design, procurement, production, distribution and sale terminals. From design to production, to bring new clothes to stores worldwide in just 15 days. ZARA without assistance from external partners to design, warehousing, distribution and logistics, but the full embrace of all-inclusive, to maintain full control over the entire supply chain in China. ZARA's supply chain management where information is quickly passed from buyer to designer and production manager. supply chain management are also available on the flow of raw materials and products in every step of the process real-time tracking. Ultimate goal is to end customers and design, procurement, production and distribution links between upstream run as fast and direct communication.
From the customer to the store manager, store manager of market commissioner from each designer, from designers to production staff, from managers to warehouse distributors, and so forth. At most companies, different departments often have information that might impede communication bureaucracy, but ZARA organizational structure, operational processes, performance measurement, and even the layout of the office will facilitate communication on the principle. It is said that a competitor, ZARA for the supply chain is almost completely controlled. Alone are responsible for all product design and distribution, manufacturing outsourcing ratio is also lower than peers, and almost have all the shops.
ZARA control of the supply chain to enable to control the speed of product and information flows, so can the entire supply chain quickly and run a predictable rhythm. Precise rhythms began to retail outlets. All store managers twice a week under orders, in which Spain and Southern Europe at 3 pm Wednesday and Saturday at 6 pm deadline, another area on Tuesday at 3 pm and 6:00 Friday deadline. The implementation of very tight deadlines.
ZARA described above throughout the supply chain management, an important point, ZARA is supply chain management with accurate control and almost complete overall of strict control, so that the entire supply chain speed and efficiency to the highest, so it will eliminate the demand Forecast Update, limited supply and lack of game elements such as the bullwhip effect is produced, then the supply chain, from basic office to eliminate the bullwhip effect.
Order a Small Number
We know that bulk orders will have the bullwhip effect. ZARA store orders twice a week, and the store manager and demand based on existing sales orders. This is basically each to ensure that meet the needs of the next few days, so as not significant, and twice a week, orders can be sure of repetition.
IT Support For Business
Supply chain management to ensure smooth overall, to ensure effective to achieve a number of small, ZARA approach is to use IT systems that support strong for protecting. The scope of IT to effectively support the needs of customers involved in the collection of information, information on clothing, standardization, product information and inventory management and distribution management, etc., in these operations into IT support, so that processing timeliness and accuracy greatly strengthened.
Some companies now use the strategy of maintaining a chain supply (supply chain) in the control or maintain the market, one which is the garment industry. Constraints that often arises is the existence error information received where one result is stock uncertainty that occurs in channels of supply chain. Uncertainty is the main indicator in the bullwhip problem effect.
I want to describes the history of ZARA's success and supply chain, bullwhip effect, and then combined with a successful practice in the supply chain ZARA, ZARA analysis eliminate the bullwhip effect of supply chains of some key aspects.
Spanish fashion brand of ZARA cause rapid reaction known in the fashion industry, the pattern of success and innovation to become the industry benchmark. Annual ZARA 12,000 different types of products for customers to choose the project, from design concept to finished product has been added only 10 days.
Spain's Inditex is ranked first, third world clothing retailer, in 52 countries around the world with nearly 2,000 stores, including Inditex, 9 ZARA is the most famous brand in the pre-eminent brand, called "the fashion industry DELL computers", European research is considered the most brand value .
ZARA founding in 1985, is a clothing brand, also a franchise chain of retail brand clothing brand ZARA. ZARA is owned and operated company sticks to almost any chain network principles, while putting in a lot of money to build their own factories and Yipian logistics systems "five-finger understand customer needs, controls five other fingers production", rapid response to market demand, for provide customers with "affordable fast fashion."
ZARA extraordinarily successful operation of the company's benefit management of the entire apparel industry supply chain, and support rapid response supply chain IT systems. ZARA companies to adopt a "fast, small, some kind of" brand management model, while maintaining and fashion, by combining the development of new models, rapid introduction of new products, and man-made causes "out" to achieve rapid design, rapid production, sale quick, quick update, store merchandise is updated twice a week goal.
Bullwhip Effect
In the supply chain, there is often an example of inaccurate predictions, the demand is not a week, instability of supply, coordination and cooperation among sexually-firm, between Zaocheng lack of supply, production and transportation average Kucun Zuoye high, too high Xian Xiang Cheng Ben. The root cause of this problem there are many, but one of the reasons is the bullwhip effect.
Bullwhip effect is an amplification of supply chain demand variability (variance amplification) phenomenon, is the flow of information from the end client-side delivery to the original supplier, can not effectively realize the sharing of information, making information distortion amplification step by step, led to increased demand for information appears fluctuations. This information is distorted amplification in the graphical display as drive the rejection of the bullwhip effect, it is clearly called bullwhip effect. The root of most downstream clients is equivalent to a whip, and the most upstream suppliers is equivalent to whip the end of the tip of the Ministry, at the end of the root as long as there a little jitter, transfer to the distal end will be a big fluctuation. In the supply chain, this effect is upstream, the greater the change, the more distant from the consumer end, the greater the impact. This information is distorted and the manufacturing process if the uncertainties are added together, would cause great economic losses.
ZARA Way to Eliminate the Bullwhip Effect
ZARA brief history of success, and what the bullwhip effect, of course we think ZARA is how to overcome the bullwhip effect supply chain? In fact, ZARA in the face of supply chain bullwhip effect is very successful, the following analysis will focus on how to eliminate the bullwhip effect. To eliminate the bullwhip effect ZARA should benefit from the entire management and control model.
Entire Supply Chain Management
ZARA has a supply chain management is very well equipped: design, procurement, production, distribution and sale terminals. From design to production, to bring new clothes to stores worldwide in just 15 days. ZARA without assistance from external partners to design, warehousing, distribution and logistics, but the full embrace of all-inclusive, to maintain full control over the entire supply chain in China. ZARA's supply chain management where information is quickly passed from buyer to designer and production manager. supply chain management are also available on the flow of raw materials and products in every step of the process real-time tracking. Ultimate goal is to end customers and design, procurement, production and distribution links between upstream run as fast and direct communication.
From the customer to the store manager, store manager of market commissioner from each designer, from designers to production staff, from managers to warehouse distributors, and so forth. At most companies, different departments often have information that might impede communication bureaucracy, but ZARA organizational structure, operational processes, performance measurement, and even the layout of the office will facilitate communication on the principle. It is said that a competitor, ZARA for the supply chain is almost completely controlled. Alone are responsible for all product design and distribution, manufacturing outsourcing ratio is also lower than peers, and almost have all the shops.
ZARA control of the supply chain to enable to control the speed of product and information flows, so can the entire supply chain quickly and run a predictable rhythm. Precise rhythms began to retail outlets. All store managers twice a week under orders, in which Spain and Southern Europe at 3 pm Wednesday and Saturday at 6 pm deadline, another area on Tuesday at 3 pm and 6:00 Friday deadline. The implementation of very tight deadlines.
ZARA described above throughout the supply chain management, an important point, ZARA is supply chain management with accurate control and almost complete overall of strict control, so that the entire supply chain speed and efficiency to the highest, so it will eliminate the demand Forecast Update, limited supply and lack of game elements such as the bullwhip effect is produced, then the supply chain, from basic office to eliminate the bullwhip effect.
Order a Small Number
We know that bulk orders will have the bullwhip effect. ZARA store orders twice a week, and the store manager and demand based on existing sales orders. This is basically each to ensure that meet the needs of the next few days, so as not significant, and twice a week, orders can be sure of repetition.
IT Support For Business
Supply chain management to ensure smooth overall, to ensure effective to achieve a number of small, ZARA approach is to use IT systems that support strong for protecting. The scope of IT to effectively support the needs of customers involved in the collection of information, information on clothing, standardization, product information and inventory management and distribution management, etc., in these operations into IT support, so that processing timeliness and accuracy greatly strengthened.
Langganan:
Komentar (Atom)