Customer Relationship Management

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Rio Bravo IV

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Module 3 |

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Table of Contents

1. Executive Summary 2

2. Leadership 2

3. Supply Chain 3

3.1.1 Team up with the next and final customer 5

3.2. Customer Relationship Management 7

3.2.1 Customer Relationship Management 8

3.2.2 Total Quality Management: 9

3.3. Product development & commercial Projects 10

3.4. Demand Management and Capacity Planning 12

3.5. Order Fulfilment 13

4. The Balanced Scorecard 15

5. Conclusion 19

6. Bibliography 20

1. Executive Summary

The authors present the case study analysis of Rio Bravo IV, and observed that not all the 16 principles of operation management have been applied. The partnership that was introduced in order to improve the product for their client brought some techniques into the organisation helped, however this was at an ad hoc fashion. Customer focus and customer needs where not understood entirely. The leadership of the organisation displayed poor communication, and a lack of measurement systems for processes.

Initiatives such as customer relationship management, customer service management, order fulfilment, demand management and capacity planning would allow the organisation to manage the supply chain cross functionally. The benefits of applying the above-mentioned techniques and principles would be customer satisfaction, customer retention and increased market share, which is in line with the overall company objective.

The introduction of the balance scorecard will assist Rio Bravo IV in measuring benefits of strategic importance.

2. Leadership

The author’s opinion in the Rio Bravo case is the leadership has been formed on an ad hoc fashion. The selection of the team to start up the new production plant had very little experience in the operations field. The ad hoc fashion approach has filtered down throughout the organisation as all new processes and ideas are ad hoc with no formal procedures. The leadership team that has been put in place has poor...