2. Session Outline
BPR Intro
Outcomes of BPR
Role of technology in BPR
Activity- Process Reengineering in E-Commerce business
Process reengineering in Organizational context.
Banking
Successful stories
Google
Amazon
3. BPR Intro
The concept of reengineering originates from management theories
developed as early as the 19th century.
Purpose is to make all business processes best in class.
Early attempts were made by Taylor, Fayol and others.
Total Quality Management-Deming and Jurang contributions
Business Process Reengineering- Michael Hammer and Champy 1990
4. Total Quality Management
Quality movement is strongly associated with Japan
The U.S. ignored the ideas of W. Edwards Deming, “Father of the Quality
Movement”
Total Quality Management (TQM) became popular in the 1980s and 1990s
Integrate high-quality values in every activity
4
5. Elements of Quality Management
5
Employee involvement
Focus on the customer
Benchmarking
Continuous improvement
7. BASICS OF BPR
Business Process Reengineering is the critical analysis and radical redesign of
existing business processes within and between organizations, to achieve
breakthrough improvements in performance.
Business processes have two important characteristics-they have customers and
these customers cross organizational boundaries.
Business Process Reengineering means not only change but dramatic change.
Sometimes BPR efforts may give negative results like very small growth in
performance, damaged morale of the employees etc.
In a survey it is found that in 70 percent of the cases BPR efforts failed because of
lack of understanding of the concept by the executives.
Business Process Reengineering is different from TQM, as the former
focuses on radical changes In short time while the latter aims at incremental
changes with in a time frame generally long.
8. BPR definition
Reengineering is "the fundamental rethinking and radical redesign of
business processes to achieve dramatic improvements in critical,
contemporary measures of performance, such as cost, quality, service, and
speed" (Hammer and Champy, 1993).
This definition contains four key words:
a Fundamental
b Radical
c Dramatic
d Processes
9. Fundamental:
Reengineering first determines what a company must do, and then how to do it.
Reengineering ignores what is and concentrates on what should be.
Radical:
Reengineering is about business re-invention-not business improvement,
business enhancement, or business modification.
Dramatic:
Reengineering is about achieving quantum leaps in performance
Processes:
Process is a collection (set) of activities that take one or more kinds of input and
create (produce) an output that is of value to the customer
10. Evolution of BPR
In 1990 and again in 1993, some definitive works were put
forth by Michael Hammer, James Champy, and Thomas
Davenport.
Business Process Reengineering is a combination of the
adoption of a process view and the application of advanced
Information Technology in planned efforts in organizational
change.
Many companies which have successfully implemented BPR
projects have indicated a number of benefits, such as
11. Contd.,
Improved financial performance;
enhanced customer satisfaction;
cost reduction Ex: Banking
improved product/ service quality, delivery performance, and
productivity, Ex: Pizza, Swiggy
enhancement in flexibility/responsiveness Amazon
reduction in process times; Maruti
faster innovation; and Apple
better organizational restructuring and reengineering of work systems.
AIRLINE INDUSTRY
15. Role of technology in BPR
IT Revolution
Telegraph service
Telephone service
Micro chip
Pagers
Cellular phones
Information and Computer technology
Internet service
19. Instructions
Think you are the in-charge of Business Process Reengineering of your
section (marketing) in an E-commerce company.
How do you reengineer the process.
Clue:
1. Identify the present process from procuring order to delivery of the
good/service
2. Identify areas where you can improvise the process
3. Redesign the process
4. Confirm the process
21. Marketing Process
Procuring order
Opening of homepage
Select option
Asking for search requirements
Opening of selected service
Order Procurement
Displaying select service details
Order confirmation with specific details
Payment- Connecting to concerned bank page.
Completion of payment
Delivery of Product/service
22. Process Improvements
Homepage
Pop-ups
Personalized buttons/links
Ads
Updates
News and circulars
Asking for search requirements
Displaying available services
Asking for preferences
Suggesting preferences
Opening of selected service
Service details
Add-on services
Suggesting value addition to customers
23. Contd,.
Order Procurement
Order finalization
Suggesting past history to modify the order
Add-on services ( optional)
Add-on services-2 ( optional)
Order Confirmation
Retrieving data and reconfirmation of the order
Payment
COD
Credit card
Net-banking
Debit card
Payment banks
Delivery of Product/service
Tracking
Feedback
25. Google LLC is an American multinational technology company that specializes
in Internet-related services and products, which include online advertising
technologies, search engine, cloud computing, software, and hardware.
It is considered one of the Big Four technology companies, along
with Amazon, Apple and Facebook.
Founded in 1998 by Larry Page and Sergey Brin while they were Ph.D. students
at Stanford University in California.
In August 2015, Google announced plans to reorganize its various interests as a
conglomerate called Alphabet Inc.
Google is Alphabet's leading subsidiary and will continue to be the umbrella
company for Alphabet's Internet interests.
Sundar Pichai was appointed CEO of Google, replacing Larry Page who became
the CEO of Alphabet.
26. Product mix of Google
The company's rapid growth since incorporation has triggered a chain of
products, acquisitions, and partnerships beyond Google's core search engine
(Google Search).
It offers
1. services designed for work and productivity (Google Docs, Google Sheets,
and Google Slides),
2. email (Gmail/Inbox),
3. scheduling and time management (Google Calendar),
4. cloud storage (Google Drive),
5. social networking (Google+),
6. instant messaging and video chat (Google Allo, Duo, Hangouts),
7. language translation (Google Translate),
27. 7. mapping and navigation (Google Maps, Waze, Google Earth, Street View),
8. video sharing (YouTube),
9. note-taking (Google Keep), and
10. photo organizing and editing (Google Photos).
11. The company leads the development of the Android mobile operating system,
the Google Chrome web browser, and Chrome OS, a lightweight operating system based
on the Chrome browser.
12. Google has moved increasingly into hardware; from 2010 to 2015, it partnered with
major electronics manufacturers in the production of its Nexus devices, and it released
multiple hardware products in October 2016, including the Google
Pixel smartphone, Google Home smart speaker, Google Wifi mesh wireless router,
and Google Daydream virtual reality headset.
13. Google has also experimented with becoming an Internet carrier (Google Fiber, Project
Fi, and Google Station).
28. Google.com is the most visited website in the world.
Several other Google services also figure in the top 100 most visited
websites, including YouTube and Blogger.
Google is the most valuable brand in the world as of 2017, but has received
significant criticism involving issues such as privacy concerns, tax
avoidance, antitrust, censorship, and search neutrality.
Google's mission statement is "to organize the world's information and
make it universally accessible and useful", and its unofficial slogan was
"Don't be evil" until the phrase was removed from the company's code of
conduct around May 2018.
29. Amazon.com, Inc., doing business as Amazon, is a
multinational technology company focusing in e-commerce, cloud
computing, and artificial intelligence in Seattle, Washington.
It is one of the Big Four or "Four Horsemen" of technology along
with Google, Apple and Facebook due to its market
capitalization, disruptive innovation, brand equity and hyper-competitive
application process.
31. Amazon is the most valuable public company in the world ahead of Apple and Alphabet.
It is the largest e-commerce marketplace and cloud computing platform in the world as
measured by revenue and market capitalization.
Amazon.com was founded by Jeff Bezos on July 5, 1994, and started as an online bookstore but
later diversified to sell video downloads/streaming, MP3
downloads/streaming, audiobook downloads/streaming, software, video games, electronics,
apparel, furniture, food, toys, and jewelry.
The company also owns a publishing arm, Amazon Publishing, a film and television
studio, Amazon Studios, produces consumer electronics lines including Kindle e-
readers, Fire tablets, Fire TV, and Echo devices, and is the world's largest provider of cloud
infrastructure services (IaaS and PaaS) through its AWS subsidiary.
Amazon has separate retail websites for some countries and also offers international shipping of
some of its products to certain other countries.
100 million people subscribe to Amazon Prime.
32. Products and Services
Amazon.com has a number of products and services available, including:
Amazon Fresh
Amazon Prime
Amazon Web Services
Alexa
Appstore
Amazon Drive
Echo
Kindle
33. Contd.,
Fire tablets
Fire TV
Video
Kindle Store
Music
Music Unlimited
Amazon Digital Game Store
Amazon Studios
Amazon Wireless
