Presentation on theme: "Enterprise e-Business Systems"— Presentation transcript:
1 Enterprise e-Business Systems 6Enterprise e-Business Systems
2 6Learning ObjectivesIdentify and give examples to illustrate the following aspects of customer relationship management, enterprise resource management, and supply chain management systems:Business processes supportedCustomer and business value providedPotential challenges and trends
3 6Section ICustomer Relationship Management: The Business Focus
4 Customer Relationship Management 6Customer Relationship ManagementProvides customer-facing employees with a single, complete view of every customer at every touch point and across all channelsProvides the customer with a single, complete view of the company and its extended channels
5 Customer Relationship Management (continued) 6CRM..Integrates and automates many of the customer serving processesCreates an IT framework of Web-enabled software & databases that integrates these processes with the rest of the company’s business operations
6 Customer Relationship Management (continued) 6Includes software modules that provide tools that enable a business & its employees to provide fast, convenient, dependable, consistent service.
7 Major Application Components Customer Relationship Management (continued)6Major Application ComponentsContact & Account ManagementHelps capture and track relevant data about past and planned contacts with prospects & customers.
8 Customer Relationship Management (continued) 6SalesProvides sales reps with software tools & company data needed to support & manage their sales activities.Helps optimize cross-selling & up-selling
9 6 Marketing & Fulfillment Customer Relationship Management (continued)6Marketing & FulfillmentHelps accomplish direct marketing campaigns by automating tasksHelps capture & manage prospect & customer response dataHelps in fulfillment by quickly scheduling sales contacts & providing appropriate information on products & services to them
10 6 Customer Service and Support Customer Relationship Management (continued)6Customer Service and SupportProvides software tools & real-time access to the common customer databaseHelps create, assign, & manage requests for service from customersCall center softwareHelp desk software
11 Retention and Loyalty Programs Customer Relationship Management (continued)6Retention and Loyalty ProgramsHelps the company identify, reward, and market to their most loyal and profitable customers
13 6 Three Phases of CRM Acquire (new customers) Customer Relationship Management (continued)6Three Phases of CRMAcquire (new customers)By doing a superior job of contact management, sales prospecting, selling, direct marketing, & fulfillment.
14 6 Enhance (customer satisfaction) Retain (your customers) Customer Relationship Management (continued)6Enhance (customer satisfaction)By supporting superior service from a responsive networked team of sales and service specialists.Retain (your customers)Help identify and reward your most loyal, profitable customers.
15 Benefits and Challenges Customer Relationship Management (continued)6Benefits and ChallengesAllows a business to identify its best customersMakes possible real-time customization & personalization of products & services based on customer wants, needs, buying habits, & life cycles
16 6 Benefits and Challenges (continued) Failures Customer Relationship Management (continued)6Benefits and Challenges (continued)Enables a company to provide a consistent customer service experienceFailuresDue to lack of understanding & preparation.CRM is not a silver bullet
18 Enterprise Resource Planning: The Business Backbone Orasa T.6Section IIEnterprise Resource Planning: The Business Backbone
19 Enterprise Resource Planning 6Enterprise Resource PlanningServes as a cross-functional enterprise backbone that integrates & automates many internal business processes and information systemsHelps companies gain the efficiency, agility, & responsiveness needed to succeed today
20 Enterprise Resource Planning (continued) 6Gives a company an integrated real-time view of its core business processesERP software suites typically consist of integrated modules of…ManufacturingDistributionSalesAccountingHuman Resource Management
21 Enterprise Resource Planning (continued) 6Benefits and ChallengesQuality and efficiencyHelps improve the quality and efficiency of customer service, production, & distribution by creating a framework for integrating and improving internal business processesDecreased CostsReductions in transaction processing costs and hardware, software, and IT support staff
22 Enterprise Resource Planning (continued) 6Decision supportProvides cross-functional information on business performance to assist managers in making better decisionsEnterprise agilityResults in more flexible organizational structures, managerial responsibilities, and work roles
23 Enterprise Resource Planning (continued) 6Costs of ERPThe costs and risks of failure in implementing a new ERP system are substantial.
25 Enterprise Resource Planning (continued) 6Causes of ERP failuresUnderestimating the complexity of the planning, development, and training requiredFailure to involve affected employees in the planning & development phases and change management programs
26 Enterprise Resource Planning (continued) 6Trying to do too much, too fastInsufficient trainingBelieving everything the software vendors and/or consultants say
28 Supply Chain Management: The Business Network Section III6Supply Chain Management: The Business Network
29 Supply Chain Management 6Supply Chain ManagementA cross-functional interenterprise system that uses IT to help support & manage the links between some of a company’s key business processes and those of its suppliers, customers, & business partners.Goal is to create a fast, efficient, & low-cost network of business relationships.
31 Supply Chain Management (continued) 6Electronic data interchangeExchanging business transaction documents over the Internet & other networks between supply chain trading partners
32 Supply Chain Management (continued) 6The Role of SCM
33 Supply Chain Management (continued) 6Benefits and ChallengesCan provide faster, more accurate order processing, reductions in inventory levels, quicker time to market, lower transaction and materials costs, & strategic relationships with suppliers
34 Supply Chain Management (continued) 6Problem causesLack of proper demand planning knowledge, tools, and guidelinesInaccurate or overoptimistic demand forecastsInaccurate production, inventory, and other business dataLack of adequate collaboration
36 Discussion Questions6Should a company become a customer-focused business?Why would systems that enhance a company’s relationships with customers have such a high rate of failure?
37 Discussion Questions (continued) 6How could some of the spectacular failures of ERP systems have been avoided?Should companies continue to use EDI systems?
38 Discussion Questions (continued) 6How can the problem of overenthusiastic demand forecasts in supply chain planning be avoided?What challenges do you see for a company that wants to implement collaborative SCM systems?
39 Discussion Questions (continued) 6Should companies install e-business software suites or “best of breed” e-business software components?
40 References6James A. O'Brien; George M. Marakas. Management Information Systems: Managing Information Technology in the Business Enterprise 6th Ed., Boston: McGraw-Hill/ Irwin,2004