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  1. 1. Using Information Technology to create Strategic Customer Relationships GE Energy & GE Healthcare
  2. 2. GROUP MEMBERSMd. Mahedi Mahfuj BIT 0207Mostafizur Rahman BIT 0211Md. Habibur Rahman BIT 0216 8/2/2012 2
  3. 3. Overview• About GE & their products• Past Scenario• Present Scenario• Use of IT• Comparative Analysis• Case Study Questionnaires 8/2/2012 3
  4. 4. Case IntroductionInternet offers for large- scale storage and data analysis.IT provides -Continual monitoring of products -Access at customers’ sites -Cheap connectivity -Building strategic customer relationships 8/2/2012 4
  5. 5. Case IntroductionGE -General Electric company GE is an American Multinational Conglomerate Corporation. Premier model for downstream service expansion.Motto- Imagination at workHeadquarter - Fairfield, Connecticut, United States.Chairman & CEO -Jeffrey ImmeltCIO -Gary Reiner 8/2/2012 5
  6. 6. Case IntroductionGE Divisions- GE Capital, GE Energy, GE Technology Infrastructure, GE Home & Business Solution.GE Market Activities- Generation, transmission and distributionof electricity (e.g. nuclear, gas and solar), lighting, industrialautomation, medical imaging equipment, motor & railwaylocomotives etc. 8/2/2012 6
  7. 7. Before using IT• Lack of network connectivity.• Poor customer relationship.• Equipment failure created customer dissatisfaction.• Customers had to pay hefty regulatory compliance fines. 8/2/2012 7
  8. 8. After using ITGE Energy: Invested heavily in IT for remote monitoring and diagnostics. Deploy a technician ahead of a failure as opposed to on a planned schedule. Charge $500 to $600 per hour for technical support(while most manufacturers can not charge >$100 per hour for the same technician). 8/2/2012 8
  9. 9. After using ITGE Energy: Additional tasks -Customers spare parts inventory. -Complete access to data and knowledge about the status of the equipment. Monitoring everything in ‘real time’. Huge customer dependency. 8/2/2012 9
  10. 10. After using ITGE Healthcare:Typical customer- Medical radiology clinic for a MRI machine GE has tended to lease their machines 8/2/2012 10
  11. 11. After using ITGE Recognition & Ranking:• No 6 largest firm(Fortune)• No 14 most profitable firm(Fortune)• No 7 company for leaders (Fortune)• No 5 best global brand (Interbrand)• No 82 green company (Newsweek)• No15 most admired company (Fortune)• No 19 most innovative company (Fast Company). 8/2/2012 11
  12. 12. Case StudyQuestions(1) 8/2/2012 12
  13. 13. Answerlarge- scale storage and data analysis.Continual monitoring of products.Access at customers’ sites.Cheap connectivity. 8/2/2012 13
  14. 14. Answer Using IT for remote monitoring and diagnosticDeploy a Technician Take on Increase theahead of a failure additional tasks Profitability Managing a customer ‘s Providing complete access to spare parts inventory data & knowledge about the status of equipments 8/2/2012 14
  15. 15. AnswerUsing IT for network monitoring, diagnostic and data analysis ofthe customer’s service data( Demographic data).To estimate the number of “images” that will be required overthe life of the contract 8/2/2012 15
  16. 16. Answer Using IT to analyze the Demographic. To estimate the amount that they will charge their customer.Full Payment = Leasing fee + Using fee ( number of images) 8/2/2012 16
  17. 17. AnswerBenefits for customers: Save time and costs. Customers are provided with info, instruction about the products. High-quality maintenance services 8/2/2012 17
  18. 18. Case Study Questions(2)• What strategic uses of IT discussed in this chapter and summarized in Figure 2.3 and Figure 2.5 do you see implemented in this case? 8/2/2012 18
  19. 19. AnswerStrategic Uses of IT:• Differentiate( consistent the high-quality power)• Innovate( improve quality, network efficiency)• Promote Growth( manage regional, global business expansion) 8/2/2012 19
  20. 20. Answer• Invest in advance IT applications that build barriers to entry against competitors.• Invest in IS people, support personnel, hardware, software ( upgrade, update) and networks. 8/2/2012 20
  21. 21. Case Study Questions(3)• How could other companies benefit from the use of IT to build strategic customer relationships? Provide or propose an example of such uses. 8/2/2012 21
  22. 22. AnswerExample:[ ] Hewlett Packard• Checking serial number for registration and checking warranty duration online .• Finding the spare accessories.• Device drivers are easy to find online. 8/2/2012 22
  23. 23. Answer• Leasing & Financing: Help customers transition from existing equipment to the latest technology.• Reduce risk for customers. 8/2/2012 23
  24. 24. MotiveGary Reiner: "We are not waiting for end-of-the-month or end-of the-quarter or even end-of-the-week results anymore before we act. We now respond continuously.” “To monitor everything in real time." 8/2/2012 24
  25. 25. CONCLUSION• Using IT of remote monitoring and diagnostic for those products sold to customers.• Using IT in analyzing the Demographics for charging the full payment to customers.• Save time and costs.• Many companies in the world are following this way. 8/2/2012 25
  26. 26. Any Question ? 8/2/2012 26
  27. 27. Thank You 8/2/2012 27
  28. 28. Figure 2.3 8/2/2012 28
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