Bài giảng Information Systems in Business - Chapter 8 Enterprise Business Systems

Enterprise Business SystemsChapter8McGraw-Hill/IrwinCopyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.Identify and give examples to illustrate the following aspects of customer relationship management, enterprise resource manage-ment, and supply chain management systems:Business processes supportedCustomer and business value providedPotential challenges and trendsUnderstand the importance of managing at the enterprise level to achieve maximum efficiencies and benefits.Learning ObjectivesCustomer Relationship Management (CRM)Customer focusedCustomer relationships – most valued assetFind and retain most profitable customers possibleCompany has Single, complete view of every customerCustomers haveSingle, complete view of the companyIntegrates and automates customer-serving processesContact and Account ManagementTrack relevant data aboutEvery past and planned contact with prospects and customersOther business and life cycle eventsData captured from touchpointsTelephone, fax, e-mailWebsites, retail stores, kiosksPersonal contactMarketing and FulfillmentAutomate direct marketing campaignsQualifying leads for targeted marketingScheduling and tracking mailingsCapturing and managing responsesAnalyzing the business value of the campaignFulfilling responses and requestsCustomer Service and SupportShared databaseRequests for service are created, assigned, and managedCall center software routes calls to agentsHelp desk software provides service data and suggestions for solving problemsPersonalized support informationPrimary objective - enhancing and optimizing customer retention and loyalty Identify, reward, and market to the most loyal and profitable customersEvaluate targeted marketing and relationship programsRetention and Loyalty ProgramsBenefits of CRMIdentify and target the best customersReal-time customization and personalization of products and servicesTrack when and how a customer contacts the companyProvide a consistent customer experienceProvide superior service and supportCRM FailuresReasons for FailureLack of senior management sponsorshipImproper change managementElongated projects that take on too much, too fastLack of or poor integration between CRM and core business systemsLack of end-user incentives leading to poor user adoption ratesLack of understanding and preparation -- # 1Not solving business process problems firstNo participation on part of business stakeholders involvedWhat is ERP?Cross-functional enterprise system Integrated suite of software modulesSupports basic internal business processesManufacturingLogisticsDistributionAccountingFinanceHuman resourcesFacilitates information flowsBusinessSupplierCustomerCauses of ERP FailuresMost common causes of ERP failureUnder-estimating complexityPlanning, development, trainingFailure to involve affected employeesToo much too fastInsufficient trainingInsufficient data conversion and testingOver-reliance on ERP vendor or consultantsSupply Chain Management (SCM)Helps a companyGet the right productsTo the right placeAt the right timeIn the proper quantityAt an acceptable costGoal of SCM is to efficientlyForecast demandControl inventoryEnhance relationshipsReceive feedbackBenefits of SCMKey BenefitsFaster, more accurate order processingReductions in inventory levelsQuicker times to marketLower transaction and materials costsStrategic relationships with supplierChallenges of SCMKey ChallengesLack of knowledge, tools, and guidelinesInaccurate data Lack of collaborationSCM tools are immature, incomplete, and hard to implementTrends in SCMCVS, McKessonCVS leading drug retail chainMcKesson largest pharmaceutical distributorPoint-of-sale dataAgreed on service levelsReduced replenishment timeModern Plastics, SupplySolution, Inc.Upraded reactive system to proactive system