materi 11 enterprise business systems

8/13/2019 Materi 11 Enterprise Business Systems

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Management Information

System

Dr. Hary Budiarto

Materi 11Enterprise Business

Systems


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Customer RelationshipManagement (CRM)

Definition: The use of information technology to

create a cross-functional enterprise

system that integrates and automates

many of the customer-serving processes

in sales, marketing, and customer servicesthat interact with a companys customers


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CRM Application Clusters


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CRM Application Components

Contact and Account Management helpssales, marketing, and service professionals

capture and track relevant data about every past

and planned contact with prospects andcustomers, as well as other business and life

cycle events of customers

Sales provides sales reps with tools and

company data sources needed to support and

manage sales activities, and optimize cross-sellin and u -sellin


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Marketing Fulfillment help marketingprofessionals accomplish direct marketing

campaigns by automating such tasks as

qualifying leads for targeted marketing, andscheduling and tracking direct marketing

mailings

Customer Service and Support providesservice reps with software tools and real-time

access to the common customer database

shared by sales and marketing professionals


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Retention and Loyalty Programs help acompany identify, reward, and market to

their most loyal and profitable customers


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Three Phases of CRM


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Three Phases of CRM

Acquire new customers by doing a superior jobof contact management, sales prospecting,selling, direct marketing, and fulfillment

Enhance relationship with customer bysupporting superior service from a responsivenetworked team of sales and service specialistsand business partners

Retain and expand business with customers byproactively identifying and rewarding the mostloyal and profitable customers


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Benefits of CRM

CRM allows a business to identify andtarget their best customers so they can be

retained as lifelong customers for greater

and more profitable services.

CRM makes possible real-time

customization and personalization ofproducts and services based on customer

wants, needs, buying habits, and life

cycles.


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Benefits of CRM

CRM can keep track of when a customercontacts the company, regardless of the

contact point.

CRM systems can enable a company to

provide a consistent customer experienceand superior service and support across

all the contact points a customer chooses.


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CRM Failures

Lack of understanding and preparation

Rely on CRM to solve business problem

without first developing the businessprocess changes and changemanagement programs that are required

CRM projects implemented without theparticipation of the business stakeholdersinvolved


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Trends in CRM

Operational

Analytical

Collaborative

Portal-based


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Operational CRM

Supports customer interaction with greaterconvenience through a variety of

channels.

Synchronizes customer interactions

consistently across all channels

Makes your company easier to do

business with


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Analytical CRM

Extracts in-depth customer history, preferences,and profitability information from your data

warehouse and other databases

Allows you to analyze, predict, and derivecustomer value and behavior and forecast

demand

Lets you approach your customers with relevantinformation and offers that are tailored to their

needs


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Collaborative CRM

Enables easy collaboration withcustomers, suppliers, and partners

Improves efficiency and integration

throughout the supply chainAllows greater responsiveness to

customer needs through sourcing of

products and services outside of yourenterprise


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Portal-based CRM

Provides all users with the tools and informationthat fit their individual roles and preferences

Empowers all employees to respond to customer

demands more quickly and become trulycustomer-focused

Provides the capability to instantly access, link,

and use all internal and external customerinformation


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Partner RelationshipManagement (PRM)

Definition:Applications that apply many of the same

tools used in CRM systems to enhance

collaboration between a company and its

business partners, such as distributors

and dealers, to better coordinate and

optimize sales and service to customers

across all marketing channels


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Enterprise Resource Planning(ERP)

Definition:A cross-functional enterprise system

driven by an integrated suite of software

modules that supports the basic internal

business processes of a company


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ERP Application Components


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ERP Process & InformationFlows


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ERP Benefits

Quality and Efficiency ERP creates aframework for integrating and improving a

companys internal business processes

that results in significant improvements inthe quality and efficiency of customer

service, production, and distribution

Decreased Costs Significant reductions

in transaction processing costs and

hardware, software, and IT support staff


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ERP Benefits

Decision Support Provides vital cross-functional information on business

performance quickly to managers to

significantly improve their ability to makebetter decisions in a timely manner

Enterprise Agility ERP breaks down

many former departmental and functional

walls of business processes, information

systems, and information resources


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Costs of ERP


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Causes of ERP Failures

Business mangers and IT professionalsunderestimate the complexity of the planning,development, and training needed

Failure to involve affected employees in theplanning and development phases

Trying to do too much too fast in the conversionprocess

Failure to do enough data conversion and

testing


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Trends in ERP


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Supply Chain Management(SCM)

Definition:A cross-functional interenterprise system

that uses information technology to help

support and manage the links betweensome of a companys key business

processes and those of its suppliers,

customers, and business partners


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SCM Life Cycle


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Electronic Data Interchange(EDI)

Definition: Involves the electronic exchange of

business transaction documents over the

Internet and other networks betweensupply chain trading partners


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EDI Activities


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Role of SCM


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SCM Planning Functions

Supply Chain Design optimize networkof suppliers, plants, and distribution

centers

Collaborative Demand and Supply

Planning develop an accurate forecast ofcustomer demand by sharing demand and

supply forecasts instantaneously across

multiple tiers


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SCM Execution Functions

Materials Management share accurateinventory and procurement order information,

ensure materials required for production are

available in the right place at the right time, and

reduce raw material spending, procurement

costs, safety stocks, and raw material and

finished goods inventory

Collaborative Manufacturing optimize plans

and schedules while considering resource,

material, and dependency constraints


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Collaborative Fulfillment commit to deliverydates in real time, fulfill orders from all channelson time with order management, transportationplanning, and vehicle scheduling, and supportthe entire logistics process, including picking,packing, shipping, and delivery in foreigncountries

Supply Chain Event Management monitorevery stage of the supply chain process, fromprice quotation to the moment the customerreceives the product, and receive alerts when

problems arise


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Supply Chain Performance Managementreport key measurements in the supply

chain, such as filling rates, order cycle

times, and capacity utilization


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SCM Objectives


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SCM Benefits

Faster, more accurate order processing

Reductions in inventory levels

Quicker times to market

Lower transaction and material costs

Strategic relationship with suppliers


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Causes of SCM Failures

Lack of proper demand planning knowledge, tools andguidelines

Inaccurate or overoptimistic demand forecasts

Inaccurate production, inventory and other business dataprovided by a companys other information systems

Lack of adequate collaboration among marketing,production, and inventory management departmentswithin a company

Immature, incomplete or hard to implement SCMsoftware tools


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Trends in SCM


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Summary

Customer relationship management is across-functional enterprise system that

integrates and automates many of the

customer-serving processes in sales,marketing, and customer services that

interact with a companys customers.


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Summary

Enterprise resource planning is a cross-functional enterprise system that

integrates and automates many of the

internal business processes of a company,particularly those within the manufacturing,

logistics, distribution, accounting, finance,

and human resource functions of thebusiness.


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Summary

Supply chain management is a cross-functional inter-enterprise system that

integrates and automates the network of

business processes and relationshipsbetween a company and its suppliers,

customers, distributors, and other

business partners.

materi 11 enterprise business systems

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