บทที่6 Enterprise Business Systems

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บทที่6 Enterprise Business Systems

  1. 1. Enterprise e-Business Systems 6
  2. 2. Learning Objectives <ul><li>Identify and give examples to illustrate the following aspects of customer relationship management, enterprise resource management, and supply chain management systems: </li></ul><ul><ul><li>Business processes supported </li></ul></ul><ul><ul><li>Customer and business value provided </li></ul></ul><ul><ul><li>Potential challenges and trends </li></ul></ul>6
  3. 3. Section I <ul><li>Customer Relationship Management: The Business Focus </li></ul>6
  4. 4. Customer Relationship Management <ul><li>Provides customer-facing employees with a single, complete view of every customer at every touch point and across all channels </li></ul><ul><li>Provides the customer with a single, complete view of the company and its extended channels </li></ul>6
  5. 5. Customer Relationship Management (continued) <ul><li>CRM.. </li></ul><ul><ul><li>Integrates and automates many of the customer serving processes </li></ul></ul><ul><ul><li>Creates an IT framework of Web-enabled software & databases that integrates these processes with the rest of the company’s business operations </li></ul></ul>6
  6. 6. Customer Relationship Management (continued) <ul><ul><li>Includes software modules that provide tools that enable a business & its employees to provide fast, convenient, dependable, consistent service. </li></ul></ul>6
  7. 7. <ul><li>Major Application Components </li></ul><ul><ul><li>Contact & Account Management </li></ul></ul><ul><ul><ul><li>Helps capture and track relevant data about past and planned contacts with prospects & customers. </li></ul></ul></ul>6 Customer Relationship Management (continued)
  8. 8. <ul><ul><li>Sales </li></ul></ul><ul><ul><ul><li>Provides sales reps with software tools & company data needed to support & manage their sales activities. </li></ul></ul></ul><ul><ul><ul><li>Helps optimize cross-selling & up-selling </li></ul></ul></ul>6 Customer Relationship Management (continued)
  9. 9. <ul><ul><li>Marketing & Fulfillment </li></ul></ul><ul><ul><ul><li>Helps accomplish direct marketing campaigns by automating tasks </li></ul></ul></ul><ul><ul><ul><li>Helps capture & manage prospect & customer response data </li></ul></ul></ul><ul><ul><ul><li>Helps in fulfillment by quickly scheduling sales contacts & providing appropriate information on products & services to them </li></ul></ul></ul>6 Customer Relationship Management (continued)
  10. 10. <ul><ul><li>Customer Service and Support </li></ul></ul><ul><ul><ul><li>Provides software tools & real-time access to the common customer database </li></ul></ul></ul><ul><ul><ul><li>Helps create, assign, & manage requests for service from customers </li></ul></ul></ul><ul><ul><ul><ul><li>Call center software </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Help desk software </li></ul></ul></ul></ul>6 Customer Relationship Management (continued)
  11. 11. <ul><li>Retention and Loyalty Programs </li></ul><ul><ul><li>Helps the company identify, reward, and market to their most loyal and profitable customers </li></ul></ul>6 Customer Relationship Management (continued)
  12. 12. 6 Customer Relationship Management (continued)
  13. 13. <ul><li>Three Phases of CRM </li></ul><ul><ul><li>Acquire (new customers) </li></ul></ul><ul><ul><ul><li>By doing a superior job of contact management, sales prospecting, selling, direct marketing, & fulfillment. </li></ul></ul></ul>6 Customer Relationship Management (continued)
  14. 14. <ul><ul><li>Enhance (customer satisfaction) </li></ul></ul><ul><ul><ul><li>By supporting superior service from a responsive networked team of sales and service specialists. </li></ul></ul></ul><ul><ul><li>Retain (your customers) </li></ul></ul><ul><ul><ul><li>Help identify and reward your most loyal, profitable customers. </li></ul></ul></ul>6 Customer Relationship Management (continued)
  15. 15. <ul><li>Benefits and Challenges </li></ul><ul><ul><li>Allows a business to identify its best customers </li></ul></ul><ul><ul><li>Makes possible real-time customization & personalization of products & services based on customer wants, needs, buying habits, & life cycles </li></ul></ul>6 Customer Relationship Management (continued)
  16. 16. <ul><li>Benefits and Challenges (continued) </li></ul><ul><ul><li>Enables a company to provide a consistent customer service experience </li></ul></ul><ul><li>Failures </li></ul><ul><ul><li>Due to lack of understanding & preparation. </li></ul></ul><ul><ul><li>CRM is not a silver bullet </li></ul></ul>6 Customer Relationship Management (continued)
  17. 17. <ul><li>Trends </li></ul><ul><ul><li>Operational CRM </li></ul></ul><ul><ul><li>Analytical CRM </li></ul></ul><ul><ul><li>Collaborative CRM </li></ul></ul><ul><ul><li>Portal-based CRM </li></ul></ul>6 Customer Relationship Management (continued)
  18. 18. Section II <ul><li>Enterprise Resource Planning: The Business Backbone </li></ul>6 Orasa T.
  19. 19. Enterprise Resource Planning <ul><li>Serves as a cross-functional enterprise backbone that integrates & automates many internal business processes and information systems </li></ul><ul><li>Helps companies gain the efficiency, agility, & responsiveness needed to succeed today </li></ul>6
  20. 20. Enterprise Resource Planning (continued) <ul><li>Gives a company an integrated real-time view of its core business processes </li></ul><ul><li>ERP software suites typically consist of integrated modules of… </li></ul><ul><ul><li>Manufacturing </li></ul></ul><ul><ul><li>Distribution </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Accounting </li></ul></ul><ul><ul><li>Human Resource Management </li></ul></ul>6
  21. 21. <ul><li>Benefits and Challenges </li></ul><ul><ul><li>Quality and efficiency </li></ul></ul><ul><ul><ul><li>Helps improve the quality and efficiency of customer service, production, & distribution by creating a framework for integrating and improving internal business processes </li></ul></ul></ul><ul><ul><li>Decreased Costs </li></ul></ul><ul><ul><ul><li>Reductions in transaction processing costs and hardware, software, and IT support staff </li></ul></ul></ul>6 Enterprise Resource Planning (continued)
  22. 22. <ul><li>Decision support </li></ul><ul><ul><li>Provides cross-functional information on business performance to assist managers in making better decisions </li></ul></ul><ul><li>Enterprise agility </li></ul><ul><ul><li>Results in more flexible organizational structures, managerial responsibilities, and work roles </li></ul></ul>6 Enterprise Resource Planning (continued)
  23. 23. <ul><li>Costs of ERP </li></ul><ul><ul><li>The costs and risks of failure in implementing a new ERP system are substantial. </li></ul></ul>6 Enterprise Resource Planning (continued)
  24. 24. 6 Enterprise Resource Planning (continued)
  25. 25. <ul><li>Causes of ERP failures </li></ul><ul><ul><li>Underestimating the complexity of the planning, development, and training required </li></ul></ul><ul><ul><li>Failure to involve affected employees in the planning & development phases and change management programs </li></ul></ul>6 Enterprise Resource Planning (continued)
  26. 26. <ul><ul><li>Trying to do too much, too fast </li></ul></ul><ul><ul><li>Insufficient training </li></ul></ul><ul><ul><li>Believing everything the software vendors and/or consultants say </li></ul></ul>6 Enterprise Resource Planning (continued)
  27. 27. <ul><li>Trends </li></ul><ul><ul><li>Flexible ERP </li></ul></ul><ul><ul><li>Web-enabled ERP </li></ul></ul><ul><ul><li>Interenterprise ERP </li></ul></ul><ul><ul><li>E-Business Suites </li></ul></ul>6 Enterprise Resource Planning (continued)
  28. 28. Section III <ul><li>Supply Chain Management: The Business Network </li></ul>6
  29. 29. Supply Chain Management <ul><li>A 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. </li></ul><ul><li>Goal is to create a fast, efficient, & low-cost network of business relationships. </li></ul>6
  30. 30. Supply Chain Management (continued) 6
  31. 31. <ul><ul><li>Electronic data interchange </li></ul></ul><ul><ul><ul><li>Exchanging business transaction documents over the Internet & other networks between supply chain trading partners </li></ul></ul></ul>6 Supply Chain Management (continued)
  32. 32. <ul><li>The Role of SCM </li></ul>6 Supply Chain Management (continued)
  33. 33. <ul><li>Benefits and Challenges </li></ul><ul><ul><li>Can provide faster, more accurate order processing, reductions in inventory levels, quicker time to market, lower transaction and materials costs, & strategic relationships with suppliers </li></ul></ul>6 Supply Chain Management (continued)
  34. 34. <ul><li>Problem causes </li></ul><ul><ul><li>Lack of proper demand planning knowledge, tools, and guidelines </li></ul></ul><ul><ul><li>Inaccurate or overoptimistic demand forecasts </li></ul></ul><ul><ul><li>Inaccurate production, inventory, and other business data </li></ul></ul><ul><ul><li>Lack of adequate collaboration </li></ul></ul>6 Supply Chain Management (continued)
  35. 35. <ul><li>Trends </li></ul>6 Supply Chain Management (continued)
  36. 36. Discussion Questions <ul><li>Should a company become a customer-focused business? </li></ul><ul><li>Why would systems that enhance a company’s relationships with customers have such a high rate of failure? </li></ul>6
  37. 37. Discussion Questions (continued) <ul><li>How could some of the spectacular failures of ERP systems have been avoided? </li></ul><ul><li>Should companies continue to use EDI systems? </li></ul>6
  38. 38. <ul><li>How can the problem of overenthusiastic demand forecasts in supply chain planning be avoided? </li></ul><ul><li>What challenges do you see for a company that wants to implement collaborative SCM systems? </li></ul>6 Discussion Questions (continued)
  39. 39. <ul><li>Should companies install e-business software suites or “best of breed” e-business software components? </li></ul>6 Discussion Questions (continued)
  40. 40. References <ul><li>James A. O'Brien; George M. Marakas. Management Information Systems: Managing Information Technology in the Business Enterprise 6th Ed., Boston: McGraw-Hill/ Irwin ,2004 </li></ul>6

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