SUPPLY CHAIN MANAGEMENT & CUSTOMER RELATIONSHIP MANAGEMENT

Daniel Siswanto Lab. Sistem Produksi Jurusan Teknik Industri Universitas Katolik Parahyangan

PENDAHULUAN (1)

Suply chain adalah jaringan organisasi-organisasi, terhubung dari hulu ke hilir dengan segala macam proses dan kegiatan yang berbeda yang memberikan nilai pada produk dan jasa yang sampai ke konsumen. The supply chain encompasses all activities associated with the flow and transformation of goods from raw materials stage (extraction), through to the end users, as well as the associated information flows. Material and information flow both up and down the supply chain. Today, no bussines is an island.

PENDAHULUAN (2)
Contoh Supply Chain untuk perusahaan sereal
Cereal Processing Facility Paperboard Corrugated Manufacturer Packaging Packaged Cereal Distributor Packaged Cereal Grocery Store Packaged Cereal Customer

Grain Farmer

Labels

Wood

Lumbar Company

Label Manufacturer

KARAKTERISTIK SUPPLY CHAIN (1)

1.
2. 3. 4.

Decisions in each part of the supply chain affect the other parts
Accelerator or bullwhip effect The best way to improve the supply chain is to reduce the total replenishment time Accurate forecasting of demand changes and making available actual demand information to all levels can dampen the effects of the demand change

SC vs LOGISTIC MNGT (1)

Logistics is that part of the supply chain process that plans, implements, and controls the efficient, effective flow and storage of goods, services, and related information from the point-of-origin to the point-of-consumption in order to meet customers requirements

SC vs LOGISTIC MNGT (2)

Konsep SC merupakan konsep baru dalam melihat persoalan logistik

Konsep lama logistik sebagai persoalan intern tiap perusahaan, dan titik berat pemecahannya secara intern di tiap perusahaan Konsep baru logistik dipandang sebagai masalah yang lebih luas dan panjang, dari bahan mentah sampai barang jadi mata rantai penyediaan barang SCM

SUPPLY CHAIN MNGT (1)

SCM is the integration of key bussiness processes from end user through original suppliers that provides products, services, and information that add value for customers and other stakeholders.
SCM is a set of approach utilized to efficiently integrate supplier, manufacturer, warehouse, and store, so that merchandise is produced and distributed at the right quantities, to the right locations, at the right time, in order to minimize system wide costs while satisfying service level requirements.

SUPPLY CHAIN MNGT (2)

SCM is defined as the planning, design, and control of the flow of information, materials, and money along the supply chain in order to meet customer requirements in an efficient manner, now and in the future.

SUPPLY CHAIN MNGT (3)

Supply chain management vs Vertical integration Persaingan yang terjadi bukan lagi antar perusahaan, tapi antar supply chain

OBJECTIVES OF A SCM SYSTEM

1. Decrease inventory costs by more accurately predicting demand and scheduling production to match it.
Reduce overall production costs by streamlining the flow of goods through the production process and by improving information flow between an enterprise, its suppliers, and its distributors.

2.

3.

Improve customer satisfaction by offering better quality, higher product variety, and fast response.

FUNCTIONS OF IT SYSTEMS IN SCM

1.
2.

In modern supply chains, information replaces inventory.

Allow collection of information on each product from purchase through production to delivery, and provide complete visibility for all parties involved. Allow acces to any data in the supply chain from a single point of contact. Provide decision-support tools in the form of analysis of total supply chain information.

3. 4.

SUPPLY CHAIN PERFORMANCE MEASURES

1. 2.
3.

4.

On-time delivery performance Quality customer satisfaction and customer loyalty Business cycle time the sum of number of days in inventory and the number of days in accounts receivable Cost a. Total delivery cost to the consumer b. Cost efficiency = (Value added x Total cost of adding the value) = (Sales Cost of materials) x (Labor cost + Overhead)

IMPROVING THE SUPPLY CHAIN STRUCTURE

1.
2.

Forward and backward integration

Major process simplification

3.

Changing the number and configuration of factories, warehouses, or retail locations

Major product redesign Outsourcing logistics to a third party

4. 5.

INTEGRATED SUPPLY CHAIN (1)

Semua organisasi merupakan bagian dari satu atau beberapa supply chain.
Revolusi informasi dan tuntutan konsumen Integrated Supply Chain Perusahaan dalam supply chain bersama-sama harus menciptakan sistem yang lebih responsif terhadap perubahan pasar yang cepat dan sistem yang lebih konsisten dan reliabel dalam demand delivery.

INTEGRATED SUPPLY CHAIN (2)

Kunci untuk mengoptimalkan supply chain menciptakan alur informasi yang bergerak secara mudah dan akurat di antara jaringan (mata rantai) tersebut dan pergerakan barang yang efektif dan efisien yang menghasilkan kepuasan maksimal pada para pelanggan.
Minimasi persediaan di tiap rantai !

TANTANGAN MASA DEPAN (1)

Tuntutan pelanggan yang terus berkembang pergeseran fokus supply chain dari hulu (subsuppliers suppliers manufacturer) ke hilir (manufacturer wholesalers retailers consumers) Customer Relationship Management (CRM) Kekuasaan retailer yang makin besar retailer punya kekuatan untuk mempengaruhi konsumen

Komunikasi yang baik mencegah keterlambatan pengadaan barang maupun penumpukkan barang di gudang yang berlebihan

TANTANGAN MASA DEPAN (2)

Kendala dalam membangun kepercayaan antar komponen supply chain : 1. Ada anggapan bahwa supplier atau pihak lain adalah lawan atau musuh dalam berbisnis, dan bukan mitra Punya tujuan yang berlainan

2.

3.
4.

Win-lose dan bukan win-win negotiation

Hubungan jangka pendek dan bukan jangka panjang partnering

CUSTOMER RELATIONSHIP MANAGEMENT (1)

What is CRM ? CRM is a business strategy for optimizing the value an enterprise derives through customer relationships.

It is the management process or approach of acquiring, retaining and growing profitable customers. Business strategy combined with application technology which improves customer acquisition and retention. Make a customer, not a sale !!!

CUSTOMER RELATIONSHIP MANAGEMENT (2) - Pyramid of Customer

Loyalty
Partner

Customer Keeping
Advocate Supporter Client Customer Prospect Target Prospect

Customer Catching

CUSTOMER RELATIONSHIP MANAGEMENT (3)

Pembagian pelanggan menurut Hermawan Kartajaya : Terrorist customer Transactional customer Relationship customer repeat buying Loyal customer Advocator customer Ubah customer menjadi Advocator Customer !!!

CUSTOMER RELATIONSHIP MANAGEMENT (4) - Traditional Marketing

vs CRM
Traditional Marketing Transactional based Manage products Differentiate products CRM Relationship based Manage customer relationships Differentiate customers

Compete for market share

Talks to customers tell and sell Believes that customers must be treated equally

Compete for share of customers

Engage in a dialogue with customers listen and learn Believes that customers must be treated individually