Chapter 8

Chapter 8 In-Chapter Questions

How can organizations better manage their global supply chain? (p. 318)

'''Organizations can better manage their global supply chain by considering both the costs and risks involved in their supply chain. Many companies rely on just-in-time deliveries to keep their inventory levels at a minimum. Organizations can create a better supply chain by adding greater flexibility to their supply chain through the use of multiple suppliers. Organizations can better manage their global supply chain by collaborating with suppliers. '''

What are the trade-offs when developing a supply chain strategy? (p. 318)

'''The trade-offs when developing a supply chain strategy are efficiency and effectiveness. A company that uses a low-cost provider competitive strategy would probably focus more on supply chain efficiency, while a company using a superior customer service differentiation strategy would probably focus on supply chain effectiveness. '''

How are emerging technologies such as radio frequency identification improving the way in which organizations manage their supply chains? (p. 318)

'''Standard bar codes are starting to be replaced by RFID tags, which can be used on a variety of products. RFID tags and other emerging technologies can help organizations to manage their supplies and to keep track of the amount of supplies they have in stock. '''

What’s the tagline for a Web 2.0 company? (p. 323)

“Let them come, and they will build it.”

From the perspective of both McDonald’s and its customers, what are the pros and cons of outsourcing drive-through ordering? (p. 326)

'''A pro for McDonald’s to outsource drive-through ordering is that it is financially beneficial to do so and the company would not have to struggle to find someone to fill the position for taking drive-through orders. A pro for the customer would be if McDonald’s was able to decrease the cost of their food and beverages as a result of lower labor costs. A con for both the company and the customer would be that it would be more difficult to correct orders that were taken incorrectly and the customer would have to wait while the employees at McDonald’s worked out the issue. '''

What risks to customer relationships does a local McDonald’s restaurant assume when utilizing outsourced drive-through service? How can these risks be minimized? (p. 326)

'''A local McDonald’s restaurant assumes a large risk of hurting their customer relationships when utilizing outsourced drive-through service because the customers will no longer be ordering with someone local who is located directly inside the restaurant. These risks can be minimized by increasing the focus on customer service by the employees located physically in the restaurant. For example, greater emphasis can be placed on building a customer relationship by maximizing customer service when the customer is given their food. '''

But what if a company uses its CRM software in a more discriminating way? Where do companies draw the line between using CRM data to offer certain clients customized deals and unethically discriminating against other customers? (p. 342)

'''Companies that use its CRM software in discriminating ways may be using the software in an unethical way. Companies should be careful with how they use the data so that they are not unethically discriminating against some of their customers. '''

Such data sharing alliances benefit from the use of CRM programs, and they are legal—but are they ethical? (p. 342)

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''We do not believe the data sharing is ethical if it is done without the consumer’s knowledge or consent. If the consumer consents or uses a product knowing that their information will be shared, then they are using the product at their own risk. We believe that it is unethical for the groups to take advantage of user’s data and sell it without the customer’s knowledge or consent. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Review Questions and Self-Study Questions:

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Describe supply chains and explain why “supply network” may be a more accurate term.

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''Supply chain is commonly used to refer to a collection of companies and processes involved in moving a product from the suppliers of raw materials, to the suppliers of intermediate components, to final production, and ultimately, to the customer. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''Supply network may be a more accurate term because it is the flow of materials to customers through the various interrelated parties involved in moving raw materials, to intermediate components, and finally to the end product within the production process. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">What are the two process innovations enabled by effective collaboration within supply networks?

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Just-in-time production and vendor-managed inventory 

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Explain how effectively managing the supply chain can help an organization be a responsible social citizen.

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''Effectively managing the supply chain can help an organization be a responsible social citizen by having sustainable business practices. Ethical treatment of workers is an area of scrutiny. Also, a company can try minimizing their carbon footprint by utilizing technology to reducing greenhouse gas emissions, restrict the use of hazardous materials, implement environmentally friendly packaging policies, etc… '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">How does SCP differ from SCE?

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''Supply Chain Planning (SCP): involves the development of a various resource plans to support the efficient and effective production of goods and services. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''Supply Chain Execution (SCE):   is simply the execution of SCP. It puts SCM planning into motion and reflects the processes involved in improving collaboration of all members of the supply chain. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">How does supply chain visibility help an organization react to external events?

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''Supply chain visibility refers to the ability to track products as they move through the supply chain but also foresee external events. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Contrast supply chain effectiveness and supply chain efficiency.

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''Supply chain effectiveness is the extent to which a company’s supply chain is focusing on maximizing customer service regardless of procurement, production, and transportation costs. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''Supply chain efficiency is the text to which a company’s supply chain is focusing on minimizing procurement, production, and transportation costs, sometimes sacrificing excellent customer service. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">What is XML, and how does it impact SCM?

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''XML is extensible markup language which is a data presentation standard first specified by the World Wide Web Consortium, an internal consortium of companies whose purpose is to develop open standards on the web. XML impacts SCM in   that it can aid companies in developing an application for doing web-based ordering, for checking on and managing inventory, for signaling a supplier that more parts are needed, for alerting a third-party logistics company that a delivery is needed, etc… '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">What is RFID, and how does it impact SCM?

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''RFID is Radio frequency identification and they impact SCM in that eliminate line-of-sight reading, no time consuming hand scanning, contain more information than bar codes, variety of information programmable, vast array of potential uses. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">How does CRM differ from SCM

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Customer Relationship Management (CRM):   is a corporate level strategy designed to create and maintain lasting relationships on the downstream information flow through the introduction of reliable systems, processes and procedures, whereas 

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''Supply Chain Management (SCM) are information systems focusing on improving upstream information flows with who main objectives—to accelerate product development and to reduce costs associated with procuring raw material, components, and services from suppliers. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">What is a CRM system, and what are its primary components?

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Operational CRM:    Systems for automating the fundamental business processes—marketing, sales, and support—for interacting with the customer

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''Analytical CRM: Systems for analyzing customer behavior and perceptions (e.g. quality, price, and overall satisfaction) in order to provide business intelligence. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Collaborative CRM:   Systems for providing effective and efficient communication with the customer from the entire organization 

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Describe the enterprise-wide changes necessary for realizing a successful CRM strategy.

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''Policy and Business Process Changes:   Organizational policies and procedures need to reflect a customer-focused culture. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''Customer Service Changes:   Key metrics for managing the business need to reflect customer-focused measures for quality and satisfaction as well as process changes to enhance customer experience. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Employee Training Changes:   Employees from all areas—marketing, sales, and support—must have a consistent focus that values customer service and satisfaction   

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Data Collection, Analysis, and Sharing Changes:   All aspects of the customer experience—prospecting, sales, support, and so on—must be tracked, analyzed, and shared to optimize the benefits of the CRM

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Contrast operational and analytical CRM.

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''Operational CRM enables direct interaction with customer; in contrast, analytical CRM provides the analysis necessary to more effectively manage the sales, service, and marketing activities. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">How does analytical CRM help in monitoring social conversations?

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''It can help organizations measure public perceptions, and participating in the conversations can keep customers satisfied and maintain a positive image. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Self-Study Questions:

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Which of the following is commonly used to refer to the producers of supplies that a company uses?

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">C—Supply network 

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Under VMI model, ______.

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''B—the suppliers to a manufacturer manager the manufacturer’s inventory levels based on pre-established service levels. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">The bullwhip effect refers to ______.

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''B—small forecasting errors at the end of the supply chain causing massive forecasting errors farther up the supply chain. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Which type of flow does SCE NOT focus on?

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">A—procurement flow 

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">RFID tags can be used for ______.

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">D—All of the above:   Tracking military weapons, eliminating counterfeit drugs, and tracking passports 

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">A comprehensive CRM system includes all but which of the following components?

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">C—diagnostic CRM 

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">SFA is most closely associated with what?

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">A—operational CRM 

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">All of the following are channels used for promotional campaigns except ______.

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">D—All of the above are used:   Twitter, telephone, and direct mail

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">A metric for being able3 to quickly resolve customers’ issues is called ______.

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">D—first call resolution   

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Categorizing customers based on statistical analysis of past behavior is ______.

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">B—unethical 

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1"> 

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Assigned Problems

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Match the following terms with the appropriate definitions:

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">JIT:   e—An SCM innovation that optimizes order quantities such that parts or raw material arrive just when they are needed for production

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Supply Chain Efficiency: d—The extent to which a company’s supply chain is focusing on minimizing procurement, production, and transportation costs

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Supply Chain: '''g—Commonly used to refer to the network of producers of supplies that a company uses. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Supply Chain Visibility: a—The ability to track products as they move through the supply chain, but also to foresee external events.

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">CRM:   f—Applications that help to create and maintain lasting relationshps with customers by concentrating on the downstream information flows

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">CIC:   '''i—The use of multiple communication channels to support the communication preferences of customers. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">SCM:   '''j—Applications that help improve inter-organizational business processes to accelerate product development and innovation and to reduce costs. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">VMI:   h—A business model in which the suppliers to a manufacturer (or retailer) manage the manufacturer’s (or retailer’s) inventory levels based on pre-established service levels

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">CAM:   b—The use of information systems to control production processes

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">RFID:   '''c—The use of electromagnetic energy to transmit information between a reader (transceiver) and processing device, used to replace bar codes and bar code readers. '''

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<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">5. Analyze the supply chain for your favorite electronic gadget and compare this with the supply chain of your favorite pair of jeans. How do the supply chains differ? What are potential reasons for this? '''The supply chain that I was able to find online for a pair of jeans can be compared and contrasted to the iPhone 4 supply chain. The supply chain for jeans has several locations that do the same thing. For example, the cotton suppliers are China, the United States, Mexico, and India. The denim can be manufactured in the U.S., India, or China. This supply chain differs from the supply chain for the iPhone 4 because the locations that produce parts for the iPhone tend to be more focused on producing only one part of the iPhone, and one location or general geographic area is used to produce that part. For example, the fabrication and assembly portion of the iPhone is headquartered in Taipei, while the cameras are mainly made in Santa Clara, California. These supply chains may differ because certain areas of the world have greater or easier access to different resources and materials. Producing the parts of the iPhone may require more specialization for the production of each part, whereas the production of jeans may be a more general process since there is no need for production of complex technological parts.'''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Sources: http://public.tableausoftware.com/profile/#!/vizhome/iPhone4GlobalSupplyChain/Dashboard1

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=11&ved=0CF8QFjAK&url=http%3A%2F%2Fis.ba.ttu.edu%2Ffaculty%2Fch10.ppt&ei=m6lMU-3zAtHIsATPs4CQBQ&usg=AFQjCNEMiAvOUXRAetA7QXJhAXrOJAf1bg&bvm=bv.64764171,d.cWc

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">8. What applications other than those mentioned in the chapter are there for RFID tags? What must happen in order for the use of RFID to become more widespread? '''In addition to tracking inventory and assisting companies in managing their supply chain, RFID tags can be used in security cards that allow employees to access locked areas of a building and are also used in the cards that allow cars to pass through toll lanes. One challenge with the RFID tags is the volume of data that they generate. Databases that process the data from the RFID tags should be improved so that they can better handle the large amount of data generated from the RFID technology for the use of RFID to become more widespread. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">Case #2:   CRM 2.0 :

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">What role does technology play in CRM? Is CRM mostly about technology or mostly about relationships?

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''Technology allows individuals within the organization to post profiles, provide real-time status about themselves or activities of the organization, organize groups, manage feeds, share documents, etc… CRM is about both technology and relationships because the relationship with the customer would not be as effective without the technology. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">What types of communication (e.g. e-mail, texting, Facebook, and so on) methods would you want to have with a company you do business with? Explain.

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''I would personally want e-mail communication because even though it may a bit slower than Facebook or texting for instance, it would give you a record of the conversation. You would be able to print this out for   you records or forward it if need be to another party. '''

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">If you were the CEO of a Fortune 500 company, would you be comfortable using social media sites like Facebook and LinkedIn as part of your CRM strategy? Why or why not?

<p class="MsoNoteLevel1CxSpMiddle" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">'''I would because it would provide an efficient way to keep in contact with customers to ensure their issues can be addressed effectively. Also, it would allow satisfied customers to leave positive feedback about their experience which in turn would grow the business even further. These forms of communication allow for interaction between customers and other customers, and customers and the business. '''

<p class="MsoNoteLevel1CxSpLast" style="margin-left:0in;mso-add-space:auto; text-indent:0in;mso-list:l0 level1 lfo1">