Case Study - DreamTours is a travel Agency. The company offers a variety of tour packages to the general
public. Tour packages are offered according to their destination, duration (eg: number of days)
and itineraries. - By Hansa Edirisinghe
Fostering Friendships - Enhancing Social Bonds in the Classroom
ADVANCED SYSTEMS DEVELOPMENT - By Hansa Edirisinghe
1. ADVANCED SYSTEMS DEVELOPMENT
BSc (Hons) Assignment
2011
ADVANCED SYSTEMS DEVELOPMENT
Hansa K. Edirisinghe
BSc (Hons) University of Portsmouth, UK
3/1/2011
2. UNIT PROJECT
DreamTours is a travel Agency. The company offers a variety of tour packages to the general
public. Tour packages are offered according to their destination, duration (eg: number of days)
and itineraries.
Customers can just walk into the company’s office and buy a package on the spot. They can also
buy it through the web site provided.
Walk-in customers need to place a deposit before they can confirm their purchases. For a
package, the deposit is 30% of the package price or $300 depending on whichever is higher. For
a tour which will start less than 2 weeks before the tour date, customers have to pay full amount
rather than just deposit.
Internet customers have to pay full amount of the package price but are entitled to 3% discount.
The internet booking is closed 2 working days before the tour departure date. This is to allow
time for the company to process credit card transactions and make arrangements.
The company charges premium for travel during the peak travel period. The premium depends
on the travel dates and destinations.
The company encourages customers to buy travelling insurance. The premium they have to pay
is based on the number of days that they travel. The basic insurance coverage includes flight
delays, lost of luggage and accidents. The premium per day for basic coverage is $15.
The company already has a computer system implemented 10 years ago but it is no longer able to meet
the requirements. Management is looking to implement a completely new system that can support
customer enquiries over the phone as well as through the web site.
Customers booking on the web site will need to register in advance as ‘premium’ customers and would be
issued a username and password. They would then be able to browse the web site for details of tour
packages available to them and book them directly on the web site.
You have been hired as an Analyst/Consultant to help the company analyze and determine requirements
for the new system. The biggest task is to analyze the issues in order to correctly prioritize the most
important features of the new system. Thus resulting in a requirements specification and high level design
that will support the new strategic business plans.
Project Specification
Outside sources may also be used as long as they are properly cited using APA style of citation.
The paper must contain the following segments in the order noted:
1. Develop a Rich Picture of the overall organization and the issues facing it clearly showing the
boundary and consideration of interaction, roles and viewpoints, culture, norms and values.
IS352
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3. 2. Develop a Root Definition (RD) around the given problem theme above and carry out a CATWOE
test of the RD.
3. Build a conceptual model for the above Root Definition.
4. Compare the Rich Picture and conceptual models using an SSM (Soft Systems Methodology) agenda
and hence suggest at least two feasible changes highlighting the economic and social feasibility
analysis for the same.
5. Differentiate between the SSM approach and a purely hard systems approach to the requirements
definition – explaining the advantages and disadvantages of each.
IS352
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5. Soft System methodology
SSM Stage 1 – The problem Situation Encountered
In this stage we must examine the problem situation by using several tools such as Interviews, questionnaires and
observations.
Interviews – we need to interview each and every member of the total process. As per the rich picture the problem
arias of junior sales person to top level management and all the levels of customers are important to identify the
issues. According to those issues we need to find solutions.
Questionnaire
1. Around how many customers you have?
2. Do you have regular customer?
3. Do you provide special service for them?
4. How do you keep you customer information currently? Is it updating regularly?
5. How do you update your customers with new packages and changes which are effect to customers?
6. How do you get the customer feedbacks?
7. How do you get the necessary information about air travel, other transports and ticket bookings?
8. How do you provide the insurance premium to customers?
9. What are the Medias that you use to promote your products? How many customers customer attracted to
your packages form each media?
10. What is the budget you allocate for promotion campaigns each year?
11. What is the purpose of going for a new system?
12. What are the issues you have with the new system in your point of view?
Above kind of questionnaires can be use ever for an interview.
Observations – We can visit the site and observe each and every problem arias, after finding the solution for above
kind of questionnaire. Spend one or two day in the company and we can specifically identify what actually is the
problem aria. It makes easy when we provide solutions.
SSM Sate 2 – The problem situation Expressed
When understanding the situation, it should express by a rich picture to show the whole setting stripped of inessential
details. Our rich picture Figure 1.1 shows Understanding of staff level and customer level, communication with
customers and service providers, identification of issues, primary tasks and Formation of a sharp Focus.
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6. Question 1. Rich picture of overall Organization
Figure 1.1 Rich picture
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7. Question 2. Issues and primary tasks for Root definition
Issues
Customer service representations do not trained enough to provide proper information about the packages
to walk-in customers.
Internet customers can not access to web sites when many people are using the web site.
Customers scared to provide their credit card details to the web site.
The travel packages cost is very high and customers do not attract to those packages.
Marketing department does not do promotion campaigns.
Insurance department is not working efficiently and customers do not encouraging getting the insurance
premium.
Customer does not getting a popper guidance to make online booking and payments.
Primary tasks
Provide Traveling packages to customers
Attract customers for the tour packages
Increase the number of online customers
Encourage customers to enroll for insurance courage
Customers enable to deal with the company in two ways, such as directly and through the website.
Walk-in customers need to deposit a part payment before confirm the purchases and Internet customers
should make the full payment.
Allow credit card transaction for internet customers.
SSM Sate 3 – Relevant Systems & Root Definition
Relevant Systems which might resolve the issues
Information kiosk System
Enhanced network system
Online promotion System
Online system for Customer registration and guidance with secured payment
Relevant System Justification
Name of System: Online Customer registration and guidance System with secured payment gateway
Reason: Customers could do the bookings at any time anywhere by their own very easily and can check the states
of the booking any time. Customers can get guidance form online instructors for text, voice or video chatting in 24
hour service. Company guaranties the security of credit card and personal details of customers. Customer can check
the booking states any time.
Relation: A Customer service representation does not aware about the online system and they couldn’t guide
customer to the online system and can connect them only in the working hours. Company could not guaranty the
security of payment details. Customer service is not efficient to find the states of each and every booking at any time.
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8. CATWOE test of Root Definition
C – Customer
A – Actors
T – Transformation
W – Weltanschauung
O – Owner
E – Environment
Travelers
Company Management
Provide tower packages
Provide transport Facilities
Book air Tickets
Provide facility for online bookings and Online purchases
Guide Tourists
Provide insurance premiums to tourists
Customers always need guidance.
Customer can get package details form office or from web site. From
getting the details for finish the tower, the company bonded to guide
the customer in a very efficient way.
With the customer guiding system guides customers online Web, as
well as offline from Information kiosk.
Owner of the company
Customer service office and the company web site
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9. Question 3. SSM Stage 4 – The Conceptual Model
Figure 1.2 Conceptual Model
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10. Question 4. SSM Stage 5 – The Comparison
i.
Agenda
Ref
In Real
World
Present From
Measure of Performance
Proposed Changes
Comment
A1
Yes
Customer service
provide the
necessary
information to
customers
A2
Yes
Recruit experienced
customer service.
Provide 24 hours online
customer service with
text, Audio and video
calling facility. Organize
workshops for staff.
Implement an
information kiosk and
feed all the package
details in-detail with
graphs and images
This kind of
customer service
attracts more
customers.
Customer service
functions become
very efficient.
Customer find all
the package
information by their
own
A3
Yes
Walk-in customer
get about the
packages form
customer service
and reading the
broachers.
Customer gets the
membership form
from customer
service.
How much they know
about the packages.
Communication skills to
express ideas in several
languages. Practical
knowledge of traveling
procedures.
How many customers
confirm the purchases.
How much the customer
needs to travel. The
distance that customer
travel.
Number of customers
ask membership forms
for one day
Customers do not
waste time at long
queues.
A4
Unknown Cannot access the
web page some
times
Yes
Travel insurance
policy is handled
by company
Insurance
department.
How many users can
access the web site at
once
Number of travelers who
are enroll for insurance
premium
Membership form
attached in information
kiosk and online web
page fill and submit
immediately
Allocate web server with
better conditions
Negotiate with a reputed
insurance company to
provide travel insurance
policy for customers to a
low price.
In part
Number of customers
call to ask the details
about travel packages
Customers
encourage buying
insurance. The
value of the
traveling package
increases
People aware
about the company
travel packages
A5
A6
ii.
News paper
advertisement are
the only way to
promote travel
packages which
company provides
Publish advertisement
on television, radio and
internet
More customers
get use of web site.
Feasible changes
Change in Procedure
According to our agenda, there are several procedural changes need to be done.
The current Customer service is not efficient and customers are disappointed with the support for customer
service. Online customers also need call company customer service and have to get the information.
Customer service does not work on time and it is very difficult to catch a customer service office in rush
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11. hours. - So we need to recruit experienced customer service officers as the customer service staff. There
should be a 24 hours customer service, especially for online customers.
There are broachers and hand bills to promote the travel package which kept on a corner of the reception.
Walk-in customer only gets the chance to at least read a broacher. Company use news paper which is the
only media to advertise the company and their packages. - But there are such powerful Medias to go to
customers include visual Medias and audio. Not only television and radio, web page advertisements are
also a very powerful currently. So it is required to use television, radio and internet to advertise the company
travel packages.
The company encourages customers to buy travelling insurance. The premium they have to pay is based on
the number of days that they travel. Currently the travelling insurance handled by company insurance
department. Comparing the company’s current customer service useless activities, customers do not
encourage buying the insurance policy. From the company side, it is a big responsibility to give an insurance
policy to a customer for $15. - So company should leave it out that responsibility to a reputed Insurance
company. Customers always look at the quality of the components of package. Customers always attract
the name of the insurance company which they get insurance premium, included to the package.
Changes in Policy
There should be procedural change with the company customer service Department. Currently they work
8.30 am to 5.30 pm on weekdays and 9.00 am to 2.00 pm on Saturday. All customer service employees
enable for over time and employee entitle hourly payments for Sunday. According to the new system the
company implements 24 hours customer service unit. – So the Working shifts should design as Morning,
evening and night.
Morning
Evening
Night
: 6.00 am – 2.00 pm
: 2.00 pm – 10.00 pm
: 10.00 pm – 6.00 am
(Provide transport to office)
(Provide transport to home)
(Provide transport for both ways)
All customer service employees should cover 8 working hours. Employee allow to come 15 minutes late
form shift in time and 15 minutes early from shift out time. If the work hours lower than 7.30, it calculates as
a half day and if work hours lower than 4 hours, it calculates and full day leave. Late coming and early going
hours calculated as late hours which could be effect to employee’s salary at the end of the month.
Changes in Attitude
There should be organizing trainings and workshops for company staff to develop their skills. Toleration and
hospitality is essential when working with customers. Work no time and provide what the customer expected
helps to keep commitment.
Company should take all the customers as the potential
Make sure not skipping any telephone call
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12. Change in Structure
Currently they have single office for their businesses. If we can increase the number of branch offices in
main cities, it will be more effective to attract more customers and can provide very effective customer
service.
SSM Sage 6 – Debate Feasible changes
According to the agenda, we analyze what we could do and take out the necessary debates with the customer and
figure out what actually we can be done.
In order to do this we need to:
Consider cost and benefits
Risk factors
Available technology
Time scales
Methodological Direction – noting that the proposed change may be one of several kinds
Question 5
There are basically two main approaches in problem solving.
Hard system methodology is more relevant to technical and engineered systems.
Soft system methodology is more relevant to human and social systems.
I.
Hard system Methodology
The hard systems Methodology are basically defining the problem solving sequence.
The problems arise which defined from hard systems methodology can applied to soft systems, especially the
systems that involve humans.
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13. The hard systems methodology begins with a basic acceptance of the objectives, problem specification and
organizational needs. This aims to provide solutions to a identified problem in the terms in which the problem is
posed.
Source : http://t3.gstatic.com/images?q=tbn:ANd9GcSb4cC0j9jrvTbmdpQbEp8CF06oJ0X_DRd3Y2rsOjLzA6pGp9Pp&t=1
II.
Soft System Methodology
Soft systems methodology has its foundations in action research and general systems theory, but has evolved into a
methodology in its own right. It is characterized by involvement in a problem situation and learning by doing. It is
further characterized by trying to see a system from as many perspectives as possible, and through the eyes of
others rather than the researcher. (James, P. 2005).
Source : http://portals.wi.wur.nl/files/images/msp/soft%20systems%20methodology.gif
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14. III.
Main differences between Hard and soft system Methodologies
Source : http://upetd.up.ac.za/thesis/submitted/etd-07212006-120145/unrestricted/03chapter3.pdf
IV.
Advantages and disadvantages of Soft and hard methodologies
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15. Reference
James, P. (2005). actKM Online Journal of Knowledge Management, Volume 2, Issue 1, Retrieved on 26th March
2011 from http://ebookbrowse.com/soft-systems-methodology-and-grounded-theory-combined-a-knowledgemanagement-research-approach-1-pdf-d15310626
Bibliography
Hard System Methodology
www.toonloon.bizland.com (2011) Retrived on 28th March 2011 from
http://www.toonloon.bizland.com/nutshell/systems.htm
Soft System Methodology
www.toonloon.bizland.com (2011) Retrived on 19th March 2011 from http://www.scribd.com/doc/12089291/SoftSystem-Methodology
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