CHAPTER FIVE

COMPETING ON ANALYTICS WITH EXTERNAL PROCESSES

CUSTOMER AND SUPPLIER APPLICATIONS

Analytics took a great leap forward when companies began using them to improve their external processes—those related to managing and responding to customer demand and supplier relationships. Once kept strictly segregated, the boundaries between customer relationship management (CRM) processes such as sales and marketing, and supply chain management (SCM) processes such as procurement and logistics have been broken down by organizations seeking to align supply and demand more accurately. Unlike internal processes that lie completely within the organization’s direct control, externally focused processes require cooperation from outsiders, as well as ...

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