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Question: Discuss about the Relationship Management Of Social Customer. Answer: Introduction Supply chain management related to an organization is an approach of systematic manner which is formulated to manage the distribution of the goods from the producers or suppliers of raw materials. The management of supply chain affects the manufacturing related companies in many ways, which include availability of the inputs that are required for the processes related to production, the costs and the profitability related to the items that are manufactured (Stadtler2015). Company Introduction The company that is taken into consideration for the analysis of supply chain management related activities is Amul India. Amul India is privately owned and it operates in the field of unbiased and independent development of products. The private ownership of the company helps the engineers to develop the products independently. The speciality of the company lies in producing milk and all types of milk products which are of high quality. Amul is a dairy products based organization which is based in India. The organization is based in Anand situated in Gujarat and was founded in the year 1950. Amul as a brand is managed by the cooperative body which is named Gujarat Co-operative Milk Marketing Federation Ltd. which is jointly owned by around 3.6 million producers of milk in Gujarat. The white revolution in India was started by Amul which assisted the country in becoming the largest producer of milk in the world. The chairman or founder of Amul was Dr.VergheseKurien for a period of 30 years, that is from 1972 to 2006. The products of Amul are presently available in almost 60 countries of the world. Amul became a registered company on 14th December 1947, which was a response to the manipulation of the producers of milk (Amul.com 2017). Input Transformation-Outputs process in Amul India The two different processes that are required for the development of products and services in the Amul India are, Customer Relationship Management and Supplier Relationship Management. Input- Transformation- Outputs Process InAmul Supplier Inputs Transformation Outputs Feed Back Raw materials collected from suppliers -Amul milk powder -Preparing the milk -Separation of the curds from whey -Pressing process of the curd -Ageing process of the cheese -Milk has to be packed in small packet ready to use in Outlets. -Keep in store. Stock take list form -Raw milk -Curdling agent -Flavor -Bacterial moles -Wrapping the natural cheese -The natural cheese will be extracted and this will help in producing different cheeses as well - - Use ingredients as Processing as per Finished goods ready-made customers orders with customers order with the help of standard packaging Customer feedback form repackage which is standard preparation from store Procedures -Order of customers First Operational Process: Customer Relationship Management The relationship of the organization with the consumers are important as Amul India provides many different kinds of services of the customers. The services provided by the company include, computer-aided engineering support. The staff of the company is dedicated towards providing the right services to the customers at the right time. According to the ITO framework or Input-Transform-Outcome model which states that the inputs in the supply chain can be transformed into the desired outcomes for the companies. The outcomes received with the help of the inputs are then used for the target outcomes. Customers Customers are the most important assets that decide any companys survival in the market. Amul has always invested most of its attention in customer satisfaction. The major customers of the company include, the major population including children, young people, women and aged people as well. The target customers are mostly homogenous and belong to different categories. Amuls low-cost pricing strategy has helped it attract a major part of the population irrespective of demography. The organization provides varied services to the people related to these sectors (Amul.com 2017). The organization mainly aims towards providing the best of products to the people all over the world. Application of Process 1: The staff of Amul India need to be dedicated towards the services that they provide to the customers and the quality of the services as well. The staff need to provide the services in a personalized manner so that the customers are satisfied with the quality of services provided. The products that need to supplied to the customers are Amul powder milk and Amul cheese.The desired output of the organization is obtained with the help of the staff or the engineers and the ways by which they provide the services to the customers. The ultimate aim of the process is to strengthen the relationship with the customers which can be obtained only with the help of the fruitful services of the staff (Monczka et al. 2015). The website of the company provides interactive platforms to the consumers so that their feedback can be gathered. The relationship with the customers is important as the products need to be marketed to the potential customers. Second Operational Process: Supplier Relationship Management The second process that is considered in the analysis is the supplier relationship management. The relationship of the company with the suppliers need to be maintained successfully as the suppliers are the major part of the manufacturing process. The company needs to form close relationship with the suppliers so that the processes related to supply can be managed successfully (Fredendall and Hill 2016). Good relationships with the suppliers enables smooth operations of the company. The raw materials that are provided by the suppliers are important for the operations of the company and the manufacture of the various products that are offered by the company. The agreements of that are made between the companies and the suppliers are important for the profitable operations of the manufacturing processes (Brandenburg et al. 2014). The process of manufacturing and the costs related to that process are based on the costs that are quoted by the suppliers in the organizations. The organizati on needs to maintain more number of suppliers so that the prices related to the raw materials are decided and maintained by the company and not the suppliers. Application of Process 2: This will enable the company to maintain its profitability and operations as well. According to the ITO framework, the inputs in this case are also the employees of the company or the management. The management is responsible for creating the relationship with the suppliers of the company. The desired outcome is maintaining the relationship with the customers so that Amul India can control the prices that affect the operations and profitability of the company (Seuring 2013). The output of the entire process is related to the profits gained by the organization with the help of the prices of the raw materials provided by the suppliers. The products that are taken into consideration are Amul powder milk and Amul cheese. The relationship with the suppliers is important in this case as the raw materials that need to be procured is important in case of production. Literature review on Quality management As discussed by, Bienstock, Mentzer and Kahn (2015), the concept related to service quality is quite simple in nature and it was related to the provisions of the company to manufacture different milk products that can meet the expectations of the customers as well. The quality management related aspect of the organizations is considered as a critical aspect that affects the business of the organization. The organizations can maintain the base of the customers and also try to expand the number of customers with the help of quality management. Providing high quality services or goods impacts the business operations of the companies in a huge manner. The process of total quality management is implemented in various organizations so that the quality of the services and products are maintained and the customers are also satisfied.According to, Bon and Mustafa (2013), the practices related to total quality management impact the profitability of the organization. The leaders of the organiza tions impact the system of total quality management and this supports the development of employees. The communication with the employees is developed with the help of this process and this plays an important role in the success of the TQM practices. The leadership should be demonstrated by the managers of the organizations so that the employees are motivated towards the different TQM practices. The involvement and behaviour of the management and the employees in the total quality management process enables the success of the business operations. The knowledge levels of the organization should also be maintained effectively so that the knowledge is used in the right manner and in the right place as well. Goetsch and Davis (2014) state that, the successful ways of management of the process and the knowledge related to the organization helps in the management of data in an effective manner. The effective management of process and knowledge related to the organizations helps in decreasing the effects of the activities on the external environment. The organizations that implement the TQ M process need to provide effective training to the employees of the organization so that they are able to improve their individual proficiencies. The organizations where perfect training is provided to the employees tend to adapt to the changes related to the environment rapidly. The quality of an organization is not dependent on any one department; the management of quality is the responsibility of the entire organization. As discussed by, Hazen et al. (2014), supply chain management related activities of an organization is dependent on the total quality management related aspects of the organization. This involves the development of the strategic alliances with the suppliers of the organizations and thereby working along with the organizations so that the expectations of the customers can be met. The suppliers need to be involved in the early stages of product development so that expertise and the capabilities of the employees and suppliers can be used. The inputs given by the suppliers are related to the primary stage of the manufacture of products and the services of the organizations. The high quality of the inputs provided by the suppliers affects the ultimate services or the products that are manufactured. The effective practices of supply chain thereby help the suppliers to adopt the process of quality management as well. The effective management of the quality helps in the on time delivery of t he products to the customers. Jahanshani et al. (2014), state that, the organizations that implement total quality management processes are majorly focussed on the expectations and satisfaction of the customers. The requirements and expectations of the customers need to be judged by the organizations to provide the services or products that are suitable for them. This process aims to encourage the firms so that they can provide products and services are of high quality and also reliable in nature. The productivity and the efficiency of the firms is affected by the type of products they offer to the customers and the effectivity of the products as well. The organizations can increase their share in the market and the sales of the firm by meeting the expectations of the customers. The focus of the organizations on the needs and expectations of the customers helps in increasing the sales and profitability of the firms. The operational performance, the performance of the employees, management of the inventory perform ance, the performance related to innovation, the satisfaction of the customers and performance of the firm are affected by the focus of the organizations on the customers. According to, Jimnez-Jimnez et al. (2015), the organizations in the present situation cannot be casual about the marketing activities only with satisfied customers. The satisfied customers of any organization are not always the loyal ones as they do not have any questions related to the services and products of the organization. The style of the customers to make decisions related to buying is constantly changing. The reasons related to the loyalty of the customers are also changing in the recent times. The satisfied customers of the companies are not the ones who are loyal, they are the ones who are neutral to any type of activities related to the marketing of the organizations. The satisfied customers tend to leave the current company as soon as any other company provides them with better options. On the other hand, the customers who raise complaints regarding the services of the organizations are more loyal and are more bothered about the operations of the organization. The custom ers who are loyal to the organizations tend to choose the company which they trust more and not those which offer the cheapest rates. The quality management related activities of the organizations affect the expectations of the customers from the organizational operations. The quality management related approaches that have been discussed by the authors can be implemented by any other manufacturing organizations as well (Zeng, Phan and Matsui 2015). Potential Issues in Customer and Supplier Relationship Management There are different issues that are related to the customer relationship management in Amul Company that is based in Singapore. The customer relationship management plays a major role in helping the different businesses perform better and this will allow the customers to have a better connection with the customers and this will improve the business as well. The different issues in CRM are as follows: Low engagement of employees is one of the issues that is faced by the organization as the CRM system that is offered to the staffs as well as employees is traditional in nature and this can have huge impact on the business performance along with satisfaction of the customers as well (Chua and Banerjee 2013). Secondly, the kind of CRM that is used by Amul Company is outdated and the automated service that is provided to the customers is not standardized in nature and this is creating huge issues and nuisance for the different customers. The services provided by the respective company have to be properly sorted as this can cause huge problems and the respective company can lose customers as well (Rodriguez, Peterson, and Ajjan 2015). The kind of CRM that is used by the respective company is not suitable in nature and this can cause huge issues in meeting the different requirements of the business. As this is a large business, it is essential in nature to consider different kind of alternatives that is required as this will help in improving the business and enable proper access to different data in different locations as well (Khodakarami and Chan 2014) There is less effectiveness in the data that is being used by the respective company as the technique of simply collecting different data of the customers I not enough in nature and this can cause huge issues for the entire business as well (Trainor et al. 2014) There are different security issues as well that can be faced by AmulCompany as the traditional CRM can cause misuse of the data and this can lead to mistreatment of the data as well (Siu et al. 2013). Lastly, the data relating to the customers has to be properly changed as this can have huge negative impact on the entire business as well as on the customers. The data relating to the customers changes frequently in nature and this involves constantly changes with the different tastes and preferences of the entire competitive market as well (Choudhury and Harrigan 2014). Strategies to be implemented These are the different gaps in the expectation of the customers as well as perceptions of the customers that are generated by the company. There are different reasons of such gap wherein there is inadequate market research orientation along with lack of upward communication as well. There is insufficient relationship focus that will cause gaps in the customer relationship management in Amul Company. It is recommended that the company implements the following steps to ensure better functioning of the various departments and enhanced customer satisfaction: The first step that the company has to take is to ensure proper collection of the data as well as storing of the data of the consumers as it is essential in nature as this will help in keeping proper track of the different records of the employees. (Brodie et al. 2013). Second, proper and timely updates as it is essential in nature as this will help in making the customers feel more valued in nature. In addition, proper buying patterns is essential to be understood by the company as this will help in analysing the different problems that can be analysed in order to properly maintain good relationships with the customers Third, the segmentation of customers into different categories and the related marketing of products should be done in accordance with the changing needs of the customers Fourth, the company should consider starting incentives and rewards plan for the retailers as this would motivate them to promote the brand further, enabling the company to expand with minimum effort Fifth and last, immediate response is essential in nature as this will help in addressing the different issues related to clients and this will help in improving the relationship with the customers as well. In addition to the recommendations made above, further suggestions are mentioned below that can help Amul improve its quality management approach. As discussed by, Klee and Westgard (2014), the quality management approach of the organizations is also changing since the last few years. The new quality management approach of the organizations needs to take into consideration many different points including: The causes and the consequences of the process related to quality management of the organizations need to be considered by the management. The root causes of the quality management issues and the related consequences needs to be addressed by the organizations. The samples or the groups of customers who are taken into consideration for quality management related issues should also be taken care by the company. The process of quality management must also try to analyse the processes which are working well for the company and those which are not quite suitable. The investigation of quality management process needs to end with the corrective actions that are taken regarding the various issues that are identified. The customers of the company need to be the main focus while analysing the quality management related aspects. The processes need to be amended based on the needs and requirements of the customers (Siva et al. 2016). The quality management process of the organization should be able to meet the expectations of the customers. The companies can also aim to exceed the expectations of the customers and surprise them. The other major role played by the quality management process is to take care of the different needs of the customers and provide services in a personalized manner. The needs of the different consumers are also different from each other. The organizations need to understand these needs and demands and design the products and services accordingly. The quality management process of the organizations should be able to evaluate the quality of services that are provided to the customers in each and every channel. The perceptions of the consumers also need to be addressed based on the management of quality (Zavadsky and Hiadlovsky2014). Challenges faced by Amul India However, there are different challenges that have to be faced by Amul Company in maintaining such relationship with the customers that are as follows: The customers can sometimes be arrogant in nature that can cause huge issues in the performance as well reputation of the entire company (Almunawarand Anshari 2015) Proper response has to be provided to the complaints of the customers but there can be different issues such as wherein the respective company is not maintaining proper laws as well as other credentials that can impact the reputation of the company Lastly, there is communication gap between the company individuals as well as the customers and this can cause huge issues in the communication process. This will hugely impact the reputation of the company along with other issues related to the policies as well as procedures. Conclusion These are the different challenges that can be faced by the individuals as well as the entire company wherein the proper customer as well as supplier relationship management is not maintained. The proper analysis of the different requirements of the customers has to be met by the organization as this will help in improving the different improvements of the upward communication process in the company along with the different customers in the entire organization as well. Proper act on the different insights as well as information has to be analysed as this will help in improving the customer and supplier relationship management. References Almunawar, M.N. and Anshari, M., 2015. Social Customer Relationship Management. InEncyclopedia of Information Science and Technology, Third Edition(pp. 5255-5262). IGI Global. Amul.com (2017).Brands :: Amul - The Taste of India. [online] Amul.com. Available at: https://www.amul.com/m/brands [Accessed 26 Dec. 2017]. 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