บทที่6 Enterprise Business Systems

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Enterprise e-Business SystemsEnterprise e-Business Systems

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Learning ObjectivesLearning Objectives

• Identify and give examples to Identify and give examples to illustrate the following aspects of illustrate the following aspects of customer relationship management, customer relationship management, enterprise resource management, enterprise resource management, and supply chain management and supply chain management systems:systems:– Business processes supportedBusiness processes supported– Customer and business value providedCustomer and business value provided– Potential challenges and trendsPotential challenges and trends

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Section ISection I

• Customer Relationship Customer Relationship Management: The Business FocusManagement: The Business Focus

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Customer Relationship ManagementCustomer Relationship Management

• Provides customer-facing employees Provides customer-facing employees with a single, complete view of every with a single, complete view of every customer at every touch point and customer at every touch point and across all channelsacross all channels

• Provides the customer with a single, Provides the customer with a single, complete view of the company and complete view of the company and its extended channelsits extended channels

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Customer Relationship Management Customer Relationship Management

(continued)(continued)

• CRM..CRM..– Integrates and automates many of the Integrates and automates many of the

customer serving processescustomer serving processes

– Creates an IT framework of Web-Creates an IT framework of Web-enabled software & databases that enabled software & databases that integrates these processes with the integrates these processes with the rest of the company’s business rest of the company’s business operationsoperations

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Customer Relationship Management Customer Relationship Management


– Includes software modules that provide Includes software modules that provide tools that enable a business & its tools that enable a business & its employees to provide fast, convenient, employees to provide fast, convenient, dependable, consistent service.dependable, consistent service.

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• Major Application ComponentsMajor Application Components

– Contact & Account ManagementContact & Account Management• Helps capture and track relevant data Helps capture and track relevant data

about past and planned contacts with about past and planned contacts with prospects & customers.prospects & customers.

66Customer Relationship Management Customer Relationship Management (continued)(continued)

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– SalesSales• Provides sales reps with software tools & Provides sales reps with software tools &

company data needed to support & company data needed to support & manage their sales activities.manage their sales activities.

• Helps optimize cross-selling & up-sellingHelps optimize cross-selling & up-selling


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– Marketing & FulfillmentMarketing & Fulfillment• Helps accomplish direct marketing Helps accomplish direct marketing

campaigns by automating taskscampaigns by automating tasks• Helps capture & manage prospect & Helps capture & manage prospect &

customer response datacustomer response data• Helps in fulfillment by quickly scheduling Helps in fulfillment by quickly scheduling

sales contacts & providing appropriate sales contacts & providing appropriate information on products & services to information on products & services to themthem

66Customer Relationship Management Customer Relationship Management


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– Customer Service and SupportCustomer Service and Support• Provides software tools & real-time access Provides software tools & real-time access

to the common customer databaseto the common customer database• Helps create, assign, & manage requests Helps create, assign, & manage requests

for service from customersfor service from customers– Call center softwareCall center software– Help desk softwareHelp desk software



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• Retention and Loyalty ProgramsRetention and Loyalty Programs

– Helps the company identify, reward, Helps the company identify, reward, and market to their most loyal and and market to their most loyal and profitable customersprofitable customers


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• Three Phases of CRMThree Phases of CRM

– Acquire (new customers)Acquire (new customers)• By doing a superior job of contact By doing a superior job of contact

management, sales prospecting, selling, management, sales prospecting, selling, direct marketing, & fulfillment.direct marketing, & fulfillment.



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– Enhance (customer satisfaction)Enhance (customer satisfaction)• By supporting superior service from a By supporting superior service from a

responsive networked team of sales and responsive networked team of sales and service specialists.service specialists.

– Retain (your customers)Retain (your customers)• Help identify and reward your most loyal, Help identify and reward your most loyal,

profitable customers.profitable customers.


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• Benefits and ChallengesBenefits and Challenges– Allows a business to identify its best Allows a business to identify its best

customerscustomers– Makes possible real-time Makes possible real-time

customization & personalization of customization & personalization of products & services based on products & services based on customer wants, needs, buying habits, customer wants, needs, buying habits, & life cycles& life cycles



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• Benefits and Challenges (continued)Benefits and Challenges (continued)– Enables a company to provide a consistent Enables a company to provide a consistent

customer service experiencecustomer service experience

• FailuresFailures– Due to lack of understanding & preparation.Due to lack of understanding & preparation.– CRM is not a silver bulletCRM is not a silver bullet


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• TrendsTrends– Operational CRMOperational CRM– Analytical CRMAnalytical CRM– Collaborative CRMCollaborative CRM– Portal-based CRMPortal-based CRM


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Section IISection II

• Enterprise Resource Planning: The Enterprise Resource Planning: The Business BackboneBusiness Backbone

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Enterprise Resource PlanningEnterprise Resource Planning

• Serves as a cross-functional Serves as a cross-functional enterprise backbone that integrates enterprise backbone that integrates & automates many internal & automates many internal business processes and business processes and information systemsinformation systems

• Helps companies gain the Helps companies gain the efficiency, agility, & responsiveness efficiency, agility, & responsiveness needed to succeed todayneeded to succeed today

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Enterprise Resource Planning (continued)Enterprise Resource Planning (continued)

• Gives a company an integrated real-time Gives a company an integrated real-time view of its core business processesview of its core business processes

• ERP software suites typically consist of ERP software suites typically consist of integrated modules of…integrated modules of…– ManufacturingManufacturing– DistributionDistribution– SalesSales– AccountingAccounting– Human Resource ManagementHuman Resource Management

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• Benefits and ChallengesBenefits and Challenges– Quality and efficiencyQuality and efficiency

• Helps improve the quality and efficiency of Helps improve the quality and efficiency of customer service, production, & distribution by customer service, production, & distribution by creating a framework for integrating and improving creating a framework for integrating and improving internal business processesinternal business processes

– Decreased CostsDecreased Costs• Reductions in transaction processing costs and Reductions in transaction processing costs and

hardware, software, and IT support staffhardware, software, and IT support staff

66 Enterprise Resource Planning (continued)Enterprise Resource Planning (continued)

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• Decision supportDecision support– Provides cross-functional information Provides cross-functional information

on business performance to assist on business performance to assist managers in making better decisionsmanagers in making better decisions

• Enterprise agilityEnterprise agility– Results in more flexible organizational Results in more flexible organizational

structures, managerial responsibilities, structures, managerial responsibilities, and work rolesand work roles


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• Costs of ERPCosts of ERP– The costs and risks of failure in The costs and risks of failure in

implementing a new ERP system are implementing a new ERP system are substantial.substantial.


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• Causes of ERP failuresCauses of ERP failures– Underestimating the complexity of the Underestimating the complexity of the

planning, development, and training planning, development, and training requiredrequired

– Failure to involve affected employees Failure to involve affected employees in the planning & development phases in the planning & development phases and change management programsand change management programs


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– Trying to do too much, too fastTrying to do too much, too fast

– Insufficient trainingInsufficient training

– Believing everything the software Believing everything the software vendors and/or consultants sayvendors and/or consultants say


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• TrendsTrends– Flexible ERPFlexible ERP– Web-enabled ERPWeb-enabled ERP– Interenterprise ERPInterenterprise ERP– E-Business SuitesE-Business Suites


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Section IIISection III

• Supply Chain Management: The Supply Chain Management: The Business NetworkBusiness Network

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Supply Chain ManagementSupply Chain Management

• A cross-functional interenterprise system A cross-functional interenterprise system that uses IT to help support & manage that uses IT to help support & manage the links between some of a company’s the links between some of a company’s key business processes and those of its key business processes and those of its suppliers, customers, & business suppliers, customers, & business partners.partners.

• Goal is to create a fast, efficient, & low-Goal is to create a fast, efficient, & low-cost network of business relationships.cost network of business relationships.

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Supply Chain Management (continued)Supply Chain Management (continued)66

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– Electronic data interchangeElectronic data interchange• Exchanging business transaction Exchanging business transaction

documents over the Internet & other documents over the Internet & other networks between supply chain trading networks between supply chain trading partnerspartners

66 Supply Chain Management (continued)Supply Chain Management (continued)

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• The Role of SCMThe Role of SCM


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• Benefits and ChallengesBenefits and Challenges– Can provide faster, more accurate Can provide faster, more accurate

order processing, reductions in order processing, reductions in inventory levels, quicker time to inventory levels, quicker time to market, lower transaction and market, lower transaction and materials costs, & strategic materials costs, & strategic relationships with suppliersrelationships with suppliers


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• Problem causesProblem causes– Lack of proper demand planning Lack of proper demand planning

knowledge, tools, and guidelinesknowledge, tools, and guidelines– Inaccurate or overoptimistic demand Inaccurate or overoptimistic demand

forecastsforecasts– Inaccurate production, inventory, and Inaccurate production, inventory, and

other business dataother business data– Lack of adequate collaborationLack of adequate collaboration


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• TrendsTrends


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Discussion QuestionsDiscussion Questions

• Should a company become a Should a company become a customer-focused business?customer-focused business?

• Why would systems that enhance a Why would systems that enhance a company’s relationships with company’s relationships with customers have such a high rate of customers have such a high rate of failure?failure?

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Discussion Questions (continued)Discussion Questions (continued)

• How could some of the spectacular How could some of the spectacular failures of ERP systems have been failures of ERP systems have been avoided?avoided?

• Should companies continue to use Should companies continue to use EDI systems?EDI systems?

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• How can the problem of How can the problem of overenthusiastic demand forecasts overenthusiastic demand forecasts in supply chain planning be in supply chain planning be avoided?avoided?

• What challenges do you see for a What challenges do you see for a company that wants to implement company that wants to implement collaborative SCM systems?collaborative SCM systems?

66 Discussion Questions (continued)Discussion Questions (continued)

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• Should companies install e-business Should companies install e-business software suites or “best of breed” e-software suites or “best of breed” e-business software components?business software components?

66 Discussion Questions (continued)Discussion Questions (continued)

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ReferencesReferences

• James A. O'Brien; George M. Marakas. Management Information Systems: Managing Information Technology in the Business Enterprise 6th Ed., Boston: McGraw-Hill/ Irwin,2004

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บทที่6 Enterprise Business Systems