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Quick Response a CPFR jako metody zvyšování hodnoty zákazníka
Authors: Branská Lenka | Vlčková Vladimíra
Year: 2007
Type of publication: článek v odborném periodiku
Name of source: Transport and Logistics
Publisher name: Technická univerzita v Košiciach
Place: Košice
Page from-to: 1-4
Titles:
Language Name Abstract Keywords
cze Quick Response a CPFR jako metody zvyšování hodnoty zákazníka Companies being under pressure of contemporary market environment started to enforce strategy of differentiated Customer relationship management (CRM) more than conception of mass marketing within last years. It means that chosen approach to individual customers and the level to him provided benefits must leads to raising the value not only for customer but for the company as well. Methods Quick Response (QR) a Collaborative Planning, Forecasting and Replenishment (CPFR) are examples of suitable methods supporting raising of customer value. These methods have a lot of commonality but in ultimate effect the term Quick Response must be considered as broader one. While Quick Response method represents conception of ordering and setting of business processes for securing of flexible, efficient and effective satisfying of customers in accord with their value to the company, CPFR method loads this basic idea in the field of management of logistic processes within the company. Both, common and differential outlines of both these methods are stated in the first part of this paper. Next part deals with individual steps of CPFR implementation and their content. Authors refer to fact that elected strategy in the field of planning and replenishment of inventory, i.e. tightness of collaboration and form of resulting system depends on customer value to the company. Various forms of mutual collaboration, which can be realized in relation to very valuable, medium valuable and low valuable customers, are analyzed at the close of the paper. CRM; hodnota pro zákazníka; Quick Response; CPFR
eng Quick Response and CPFR as Methods for Raising Customer Value Companies being under pressure of contemporary market environment started to enforce strategy of differentiated Customer relationship management (CRM) more than conception of mass marketing within last years. It means that chosen approach to individual customers and the level to him provided benefits must leads to raising the value not only for customer but for the company as well. Methods Quick Response (QR) a Collaborative Planning, Forecasting and Replenishment (CPFR) are examples of suitable methods supporting raising of customer value. These methods have a lot of commonality but in ultimate effect the term Quick Response must be considered as broader one. While Quick Response method represents conception of ordering and setting of business processes for securing of flexible, efficient and effective satisfying of customers in accord with their value to the company, CPFR method loads this basic idea in the field of management of logistic processes within the company. Both, common and differential outlines of both these methods are stated in the first part of this paper. Next part deals with individual steps of CPFR implementation and their content. Authors refer to fact that elected strategy in the field of planning and replenishment of inventory, i.e. tightness of collaboration and form of resulting system depends on customer value to the company. Various forms of mutual collaboration, which can be realized in relation to very valuable, medium valuable and low valuable customers, are analyzed at the close of the paper. CRM; Customer Value; Quick Response; CPFR

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