Informing an Organization High-Tech Solutions for a Low-Tech Environment

Barbara Mulvenna LIS 501 Fall 2001 Survey of Information Science and Information Services Dr. Corinne Jörgensen School of Informatics

Fundamental Data Structure Needs to be structured in a manner that is useful to the organization at every level Needs uniformity to enable accuracy Need consensus and cooperation from all levels of the organization

Goal and Objective A uniform system of tracking discounts Accurate tracking of customers Eliminate confusion Meaningful system to evaluate efforts Advertising, Coupons, In-store Promotions Better control over discounts

Situation Analysis No uniform system for tracking coupons, discounts, or repeat customers Main office is unable to evaluate effectiveness of advertising programs Two main problems: Discount codes vary from store to store License plates in NYS are undergoing change

Background Analysis POS system is somewhat intractable Minimal training at store level regarding input of good data Low awareness of top level management regarding information processes

Background Analysis Communication to individual stores is limited and cumbersome Communication between stores is limited. “This is how we’ve always done it” corporate culture

Sample Data Obvious Problems: Customer Lists- (See Attached)

Sample Data Obvious Problems: Coupon Codes- POS system limits codes to 15 One employee from Corporate Office must travel to each store to enter new coupon codes Mistakes “Reminders” “Reminder Card”

Available Options Customer Lists: 70,000 records Sift through each record and make corrections Who will perform task? How long will this take? How much will this cost?

Available Options Coupon Codes: Too Late to Fix? Over 1 million telephone books distributed 12 coupons in 2 books- all have different codes Entertainment Books 5 coupons In Addition: Quarterly mailers, Discount cards, Reminder notices, etc…

Recommendations Customer Lists: Cost prohibitive to try and correct database Solution: Fix records individually as customers come in for service Use contest to facilitate employee participation Result: Since September more than 5,000 records have been corrected, merged, or updated* *The employees are required to submit a print out of the service record with at least two other incidences of the same cutomer having had service in order to qualify for the contest. Therefore, there is a potential that up to 15,000 records have been updated.

Recommendations Coupon codes: A uniform system that can be tracked and updated easily Solution: Update all coupon codes Enter new codes into computers at all stores Introduce new system to managers during one meeting at corporate office Provide stores with binder where copy of coupon can be seen alongside its new code

This was the quote for the project. Coupon Revision – August 2001 Indications: Need a uniform system of coupon codes that can be tracked and updated easily. Strategy: Update all coupon codes. Enter new codes into computers at all stores. (MOC staff) Introduce new system to managers during one meeting at corporate office. Provide stores with binder where copy of coupon can be seen alongside its new code. Rationale: Eliminate confusion. Better control of discounts. Better result tracking. Materials and cost: 15 - ½” ring binders (these are small enough to fit under the counter) protective sleeves for page inserts (keeps pages clean and resist tearing) tabs or dividers (speeds up look-up time) 2 reams of paper (let me know if you need this item purchased) The binders, sleeves, and tabs will be purchased. The pages will be printed at MOC office, using paper already at hand. Copies of coupons will also be made in-house. Total estimated cost: $85.00 or less Do you have a tax-exempt card for one of the office supply stores? yes no Do you need paper? yes no A copy of the proposal.

The New System Codes Never Change Insert updated coupon instead Visual Reference Lower incidence of error Eliminates confusion Better control over discounts

The New Look Coupon Index (See Attached) Coupon Tracking (See Attached)

This is the index page of each binder. Pages are updated and sent to the stores to be inserted in place of the old coupon. If a customer brings in a coupon that is past the expiration date it is keyed under “expired coupon.”

Managers submit this, attached to the physical coupons that were redeemed during the week.

Result Individual store coupon codes are uniform No longer have to travel to each store to update computer when a new coupon is released Stores are mailed new inserts with instructions for placement Tracking at Corporate Office is accurate Evaluation of discount programs is precise

Setbacks Politics! Consensus is difficult to achieve Negative attitudes

Going Forward As the Communications Consultant Get More Answers, Sooner Ask Specific Questions Repeatedly Watch for Developing Problems Build Consensus in Advance

Conclusion Quality of Information is dependent on many variables: Accuracy/ Reliability All users and contributors must be considered Relevance/ Pertinance All participants must have an interest

Conclusion Value Added Processes: Value is in usage and usefulness Know your user/ contributor Learn the problems of the organization and previous attempts at solving them Keep it simple