MIS Session 13

Management Information SystemsManagement Information Systems

• Network of organizations & business processes for

– Procuring raw materials, – Transforming these materials into intermediate and

finished products, – Distributing the finished products to customers.

• It links

– Suppliers, Manufacturing plants, Distribution Centers, Retail outlets, and customers

– Supply goods and services from source through consumption.

• Materials, information, and payments flow through the supply chain in both directions

What is Supply Chain?

© Prentice Hall 20112


NIKE’S Supply Chain



• Upstream of supply chain – It includes the company’s suppliers, the suppliers’

suppliers, – the processes for managing relationships with

suppliers at all levels

• Downstream of supply chain – It includes organizations and processes for distributing

and delivering products to the final customers.


Two Streams of Supply Chain?


BULLWHIP EFFECT IN SUPPLY CHAIN



• Supply Chain planning systems– Model existing supply chain, – Demand planning and forecasting– Develop optimal sourcing and manufacturing plans– Example: Cannondale Demand Planning System

• Supply Chain execution systems– Manage the flow of products through distribution centres and warehouses – Products delivery to the right locations in the most efficient manner. – Tracking the physical status of goods– the management of materials, warehouse and transportation operations– Example: UPS Package Tracking System

Supply Chain Management System(SCMS)



CASE STUDY

“

CANNONDALE LEARNS TO MANAGE A GLOBAL

SUPPLY CHAIN

”

Information System for Supply Chain Management



CANNONDALE LEARNS TO MANAGE A GLOBAL SUPPLY CHAIN


• Southwest Airlines Takes off with better Supply Chain Management

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-9


• Nike Supply Chain Management Disaster

• http://www.dailymotion.com/video/xzqv1o_nike-supply-chain-management-disaster_school

Implementation of SCM- Issues and Challenges


http://www.dailymotion.com/video/xzqv1o_nike-supply-chain-management-disaster_school





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Customer Relationship Management(CRM)

Systems


• An integrated approach for identifying, acquiring and maintaining customers. siebel.com

• To coordinate all of the business processes that deal with customers in – sales– Marketing – Customer service

• To optimize revenue, customer satisfaction, and customer retention.

• To manage firm’s relationships with their customers in a superior manner


A shift in thinking• Transaction Learning relationship• Mass Marketing Individual marketing• Transaction Value Life time value• Product Life Cycle Customer Life Cycle• Customer Satisfaction Customer Loyalty• Share of the market Share of the customer• Product differentiation Customer differentiation

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• First, we will obsess over our customers.

• Obsessing over our customers is everybody's job.

• I'm looking to the engineering teams to build the experiences our customers love.

• I'm looking to the sales and marketing organizations to showcase our unique value propositions and drive customer usage first and foremost

(http://www.microsoft.com/en-us/news/ceo/index.html)


• Capture and integrate customer data from all over the organization, Consolidate and analyse the data and distribute the results to various systems and customer touch points

• A touch point is a method of interaction with the customer such as telephone, e-mail, Web site

How CRM System Works?



• Single enterprise view of customers for improved sales and customer service.

• Single view of the company to the customers regardless of touch point

What CRM System Provides?




Company Product name1. Microsoft Microsoft Dynamics CRM 3.02. Sage Software SalesLogix CRM3. SAP America Inc. SAP Business One CRM4. Parature Inc. Parature5. Entellium Entellium CRM6. Pivotal corp. Pivotal CRM7. Maximizer Software Maximizer Enterprise CRM8. Netsuite Inc. NetSuite CRM+9. Oncontact Software Oncontact V10. ADAPT Software Applications ADAPT crm11. Exact Software North America e-Synergy12. Saleforce.com

2020software.com Where is Siebel??

CRM Providers

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• The world's most complete customer relationship management (CRM) solution, Oracle's Siebel CRM helps organizations differentiate their businesses to achieve growth.

• Siebel delivers a combination of transactional, analytical, and engagement features to manage all customer-facing operations.

• With solutions tailored to more than 20 industries, Siebel CRM delivers comprehensive on premise and on demand CRM solution

• http://www.oracle.com/us/products/applications/siebel/overview/index.html


Operational CRM• Customer-facing applications, such as

– sales force automation– Call centre and customer service support– Marketing automation

Analytical CRM • Applications that mine customer data generated by

operational CRM

• For improving business performance and decision making

OPERATIONAL VERSES ANALYTICAL CRM


Direct marketing:

Cross-product analysis

Customer profiling

Measures Churn rate number of customers who stop using or purchasing products

or services

Determine Customer lifetime value (CLTV) – Revenue produced by a specific customer, – Expenses incurred in acquiring and servicing that customer,

and the– Expected life of the relationship


HOW ANALYTICAL CRM WORKS?


A Successful CRM Implementation Project in a Service Company: Case Study (uploaded)

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-25

Avoid the following Four Perils of CRM)

Peril 1: Implementing CRM Before Creating a Customer Strategy

Peril 2: Rolling Out CRM Before Changing Your Organization to Match

Peril 3: Assuming that More CRM Technology Is Better

Peril 4: Stalking, Not Wooing, Customers

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Documents

MIS Session 13