Information Systems Overview - Enterprise Applications
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Questions and Answers

Which of the following is NOT a benefit of using a CRM system?

  • Reduces the cost of inventory management by streamlining the supply chain. (correct)
  • Increases customer satisfaction by providing a more personalized experience.
  • Improves customer service by providing agents with access to relevant customer information.
  • Automates marketing campaigns and personalized communications.
  • Provides a comprehensive view of customer interactions across all channels.

What is the PRIMARY purpose of capturing and integrating customer data from across an organization in a CRM system?

  • To comply with data privacy regulations.
  • To create a single, unified view of each customer. (correct)
  • To identify potential fraud and security threats.
  • To analyze market trends and predict future customer behavior.
  • To improve the efficiency of internal processes.

Which of the following is NOT a typical contact point for customer interactions that a CRM system would integrate?

  • Social media interactions.
  • Telephone calls.
  • Customer service interactions.
  • Website or shop counter interactions.
  • Email correspondence. (correct)

Which of the following is the MOST accurate definition of a Customer Relationship Management (CRM) system?

<p>A tool for tracking and managing customer interactions across all channels. (C)</p> Signup and view all the answers

How does a CRM system improve customer satisfaction?

<p>By offering personalized recommendations and targeted promotions. (D)</p> Signup and view all the answers

Which of the following is NOT a benefit of i-ERP systems?

<p>Increased risk of data breaches (A)</p> Signup and view all the answers

What is the key characteristic that distinguishes i-ERP systems from traditional ERP systems?

<p>Strong focus on data analytics (C)</p> Signup and view all the answers

How do i-ERP systems enhance business decision-making?

<p>By providing real-time data visualizations for better insights (A)</p> Signup and view all the answers

What is the primary purpose of a Supply Chain Management System (SCMS)?

<p>To manage the flow of goods and services within a company (A)</p> Signup and view all the answers

Which of the following best represents the concept of an Enterprise System?

<p>A software suite that manages a company's core business processes (A)</p> Signup and view all the answers

What is the key advantage of using a single database within an Enterprise System?

<p>Enhanced data integrity and accuracy across departments (B)</p> Signup and view all the answers

Which of the following is NOT a characteristic of a Supply Chain?

<p>It is always centralized and controlled by a single entity (B)</p> Signup and view all the answers

What is the primary challenge in managing a Supply Chain?

<p>All of the above (D)</p> Signup and view all the answers

What is a key objective of using Customer Relationship Management (CRM) software in the context of promoting customer loyalty?

<p>To analyze customer data to predict and prevent churn. (A), To automate customer interactions and streamline service processes. (B), To identify and target customers with the highest potential for future revenues. (C), To personalize customer interactions and provide tailored experiences. (D)</p> Signup and view all the answers

How does the Customer Lifetime Value (CLV) metric contribute to effective CRM strategies?

<p>By measuring the long-term profitability of individual customer relationships. (D)</p> Signup and view all the answers

Which of the following is NOT considered an example of Operational CRM?

<p>Lead generation through social media marketing. (D)</p> Signup and view all the answers

How does Analytical CRM leverage data generated by Operational CRM?

<p>To predict customer churn and proactively address potential problems. (A), To analyze customer sentiments and feedback to improve product development. (B), To create personalized marketing campaigns based on customer behavior data. (C)</p> Signup and view all the answers

What is the primary difference between Operational CRM and Analytical CRM?

<p>Operational CRM focuses on customer interactions, while Analytical CRM focuses on data analysis. (A)</p> Signup and view all the answers

Which of the following is NOT a common example of Analytical CRM applications?

<p>Customer satisfaction surveys to understand customer needs. (C)</p> Signup and view all the answers

How can businesses leverage CRM systems to optimize their customer service efforts?

<p>By providing self-service options and resources to empower customers to solve their problems. (A), By personalizing customer interactions based on their preferences and past experiences. (B), By tracking customer interactions to identify common pain points and areas for improvement. (C), By analyzing customer feedback to understand their expectations and preferences. (D)</p> Signup and view all the answers

What is the significance of the relationship between Operational CRM and Analytical CRM in achieving effective CRM strategies?

<p>Operational CRM provides the data that Analytical CRM analyzes to gain customer insights and drive business decisions. (B), Operational CRM provides the foundation for customer interactions, while Analytical CRM provides the strategic context for those interactions. (C)</p> Signup and view all the answers

Which of the following is NOT a benefit of digital markets mentioned?

<p>Increased procurement costs (A)</p> Signup and view all the answers

Which business model exclusively operates in the online space?

<p>Pure-play (A)</p> Signup and view all the answers

What does disintermediation refer to in e-commerce?

<p>Directly connecting consumers and producers without intermediaries (B)</p> Signup and view all the answers

Which is an example of a virtual shop?

<p>Amazon.com (B)</p> Signup and view all the answers

Dynamic pricing typically involves which of the following?

<p>Adjusting prices based on real-time market demand (A)</p> Signup and view all the answers

What is an information broker in the context of e-commerce?

<p>A provider of information on products, prices, and availability (A)</p> Signup and view all the answers

Price discrimination in e-commerce allows for:

<p>Different prices for the same product based on customer segments (B)</p> Signup and view all the answers

What characterizes a clicks-and-mortar business model?

<p>Combines online and physical operations (B)</p> Signup and view all the answers

What is the primary source of revenue for an online marketplace?

<p>Generating revenue from transaction fees (D)</p> Signup and view all the answers

Which business model focuses on providing digital content and relies on user payments for access?

<p>Content supplier (A)</p> Signup and view all the answers

What type of online service primarily generates revenue through subscriptions or advertising?

<p>Online service provider (D)</p> Signup and view all the answers

Which of the following is an example of an online auction site?

<p>eBay.com (A)</p> Signup and view all the answers

What feature distinguishes a portal from other online business models?

<p>Provisions of a web gateway with specialized content (D)</p> Signup and view all the answers

Which of the following best describes a virtual community?

<p>A space for individuals to gather and share information based on common interests (B)</p> Signup and view all the answers

What is a distinguishing characteristic of a transaction broker?

<p>Saves users time and money through online transaction processing (A)</p> Signup and view all the answers

Which of the following is typically NOT associated with the business model of a content supplier?

<p>Offering transaction processing services (D)</p> Signup and view all the answers

What is NOT a component of CRM applications typically used for sales force automation?

<p>Employee performance tracking (A)</p> Signup and view all the answers

What is a key benefit of CRM systems for customer service?

<p>Centralized tracking of customer service escalations (C)</p> Signup and view all the answers

How do CRM systems contribute to effective marketing campaigns?

<p>By providing a central platform for data capture on prospects and customers (C)</p> Signup and view all the answers

What differentiates a CRM system from a PRM system?

<p>CRM focuses on managing customer relationships while PRM manages partner relationships (B)</p> Signup and view all the answers

How does a CRM system facilitate marketing campaign evaluation?

<p>By providing a single point of contact to manage and evaluate various marketing channels (B)</p> Signup and view all the answers

What is the key purpose of CRM software in terms of business processes?

<p>To integrate data from diverse sources for holistic customer information (D)</p> Signup and view all the answers

Which of the following is a core CRM functionality that enhances marketing efforts?

<p>Collecting data on prospects and customers for future outreach (D)</p> Signup and view all the answers

How do CRM systems contribute to seamless customer experience?

<p>By integrating marketing and sales data for a unified customer view (C)</p> Signup and view all the answers

Flashcards

CRM System

A system that captures, integrates, consolidates, analyzes, and distributes customer data across a company.

CRM Software

A software application that helps businesses manage and improve their interactions with current and potential customers.

Contact Points

Various points where a customer interacts with a company, including telephone, email, customer service, mail, website, or physical store.

Know the Customer

The process of collecting and analyzing customer data to gain a better understanding of their needs, preferences, and behaviors.

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Unique Insight into Customers

A key benefit of a CRM system is that it helps businesses understand their customers better by consolidating and analyzing their interactions.

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What are the key benefits of i-ERP systems?

i-ERP systems use machine learning and predictive analytics to learn from exceptions, adapt business rules, and discover insights. This allows for better predictions, planning, recommendations for next best steps, and process automation.

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What is a Supply Chain?

A Supply Chain refers to the network of organizations involved in the procurement, production, and distribution of a product or service. It includes suppliers, manufacturers, distributors, retailers, and ultimately, the end customer.

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What are Enterprise Systems?

Enterprise systems are designed to help businesses streamline their processes, improve efficiency, and make better decisions. They often consist of a set of modules and a central database that integrates various business functions.

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What are ERP systems?

ERP (Enterprise Resource Planning) systems provide a comprehensive view of business operations by integrating data from various departments. They help manage resources, simplify processes, and enhance data-driven decision-making.

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What are Supply Chain Management (SCM) systems?

Supply Chain Management (SCM) systems are designed to optimize the flow of goods and information across the entire supply chain. They involve various aspects like planning, procurement, inventory management, and logistics.

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What are i-ERP systems?

i-ERP systems are more advanced versions of traditional ERP systems. They employ intelligent features, such as machine learning and analytics, to enhance decision-making and business processes.

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What are the business benefits of Enterprise Systems?

Enterprise systems provide several benefits to businesses: improved operational efficiency, data-driven decision making, faster response times to customer inquiries, and analytical tools for performance evaluation.

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How do Enterprise Systems work?

A typical enterprise system is composed of multiple modules that are interconnected and share a common database. This shared database allows for unified data access across different departments and functions.

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Customer Relationship Management (CRM)

A process of managing the interactions between a company and its customers, often involving capturing and analyzing data to improve relationships and loyalty.

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Partner Relationship Management (PRM)

Similar to CRM but focused on managing relationships with business partners.

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Employee Relationship Management (ERM)

Managing interactions with employees to improve their engagement, satisfaction, and productivity.

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Sales Force Automation (SFA)

Modules within CRM systems that automate tasks related to sales, like tracking prospects, managing contacts, and generating quotes.

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Self-Service Features

CRM features that allow customers to access information and resolve issues independently.

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Marketing in CRM

CRM helps track customer and prospect data, send marketing materials, and analyze campaign effectiveness.

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Customer Information Integration

CRM consolidates customer information from various sources, providing a comprehensive view for better decision-making.

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CRM Functionalities

CRM functionalities help streamline and automate business processes across sales, marketing, service, and customer information.

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Analytical CRM

An analytical CRM application helps businesses analyze customer data generated by operational CRM applications.

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Operational CRM

Operational CRM applications support direct interaction with customers, such as sales force automation, call centers, and customer support.

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Customer Loyalty Management

A strategy for identifying and cultivating customers who are most valuable to a business.

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Process Map

A process map is a visual representation of how a process works.

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Campaign Management

The process of using customer data to create targeted marketing campaigns.

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Customer Lifetime Value (CLV)

The revenue generated by a customer minus the costs of acquiring and retaining them, projected over the expected duration of the relationship.

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Segmentation of Customers

A CRM system classifies customers based on their value and needs for targeted strategies.

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Information asymmetry reduction in digital markets

Digital markets reduce information asymmetry, making information readily available to all participants.

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Reduced procurement costs in digital markets

Online marketplaces have significantly reduced the costs associated with sourcing and acquiring goods or services, due to factors like online procurement systems and streamlined processes.

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Reduced transaction costs in digital markets

Digital platforms have streamlined transactions, facilitating online payments, contracts, and communication, thus reducing costs involved in these activities.

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Price discrimination in digital markets

Businesses leverage digital platforms to charge different prices based on consumer behavior and market segmentation, offering personalized deals.

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Dynamic pricing in digital markets

Digital tools allow companies to adjust prices dynamically based on factors like real-time demand, inventory levels, or competitor pricing.,

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Disintermediation in digital markets

Digital platforms eliminate intermediaries like traditional distributors, allowing companies to directly connect with consumers.

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Pure-play e-commerce

A business model that operates exclusively online, with no physical storefront.

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Click-and-mortar e-commerce

A business model that combines both online and physical presence, offering both e-commerce and traditional retail operations.

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Online Marketplace

Offers an online platform for buyers and sellers to connect, browse, and negotiate prices on products. They might host auctions or offer B2B services, earning revenue from transaction fees.

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Portal Website

A website that acts as a gateway to specialized content (like news, music, videos) and services. They might make money through subscriptions or advertising.

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Content Supplier

Generates revenue by providing digital content like news, music, photos, and videos online. Users may pay for access or advertisers might pay for ad space.

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Online Service Provider

Provides online services to individuals and businesses, often earning money through subscriptions, transaction fees, advertising, or collecting user data.

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Virtual Community

A community online where people with similar interests can interact, share information, and connect. They often use forums, chat rooms, or other interactive tools.

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Transaction Broker

A business model that focuses on processing transactions online, earning fees for each successful transaction. Users save time and money by completing tasks digitally.

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Customer-Focused Business Model

An online business model that prioritizes the user experience by providing easy access to relevant products and services. They often feature comparison tools and reviews.

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Online E-commerce

Aims to simplify the process of buying and selling goods online. They often connect buyers and sellers directly.

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Study Notes

Information Systems Overview

  • NOVA IMS Information Management School
  • Presenter: Manuela Aparicio, Ph.D.
  • Date: 2024/2025

Learning Unit 5: Enterprise Applications

  • Topic: Enterprise applications: ERP, SCM, CRM, and E-Commerce
  • Content of LU5:
    • 5.1 Enterprise Systems (ERP)
    • 5.2 Supply Chain Management Systems (SCM)
    • 5.3 Customer Relationship Management Systems (CRM)
    • 5.4 E-Commerce

5.1 Enterprise Systems (ERP)

  • Enterprise systems include computer software, application software and system software.
  • Examples of application software include: email, word processor, spreadsheets, web browsers.
  • Examples of system software include: middleware, database packages, operating systems.
  • ERP systems are used for building information systems.
  • ERP systems, such as those from SAP, Oracle, and others, are used by companies for integration of various activities like planning, running and management of activities tasks.
  • ERP systems include modules relating to purchasing, finance, sales, customer interaction and more.
  • They provide advantages through improved efficiencies of various functional areas and provide a single database for integration.
  • ERP systems have evolved historically through stages from ICS, MRP, MRPII, ERP, ERP II, ERP III and ERP IV.
  • ERP systems now include connections to customers, suppliers, cloud systems, and IoT sensors.
  • Intelligent ERPs (ERP V) use cloud deployments due to the ever increasing data size and use machine learning and predictive analytics.
  • ERP systems improve IT maintenance cost, operating/labor costs, and customer interactions. (Examples presented by percentages of improved operations, i.e. 2% reduced IT maintenance cost, 4% reduced operating and labor costs, 6% improved lead time)

5.2 Supply Chain Management Systems (SCM)

  • Supply chains are networks of organizations and processes that perform several activities:
    • Finding and purchasing raw materials
    • Transforming them to products
    • Distributing said products to customers.
  • Supply chains are divided into upstream and downstream.
    • Upstream: encompasses suppliers and their network, relationships with said suppliers.
    • Downstream: encompasses processes and organizations relating to getting the product to the customer.
  • Nike's supply chain as an example includes suppliers, tiers of suppliers, contract suppliers, distributors, retailers, and customers.
  • Supply chains utilize tools like intranets and extranets to improve communication between entities involved in the supply chain.
  • Supply chain models exist in two forms: Push based model (build to stock), where activities are scheduled based on forecast demand, and Pull based model (demand driven) where customer orders trigger supply chain activities.

5.3 Customer Relationship Management Systems (CRM)

  • CRM is used to know, understand the customer and how they interact with the company.
  • CRM systems are tools for data capturing and analysis across all areas of the company, and to distribute that information.
  • CRM tools provide a unique perspective on customer behavior.
  • CRM tools offer contact points (e.g. telephone, email, customer service, mail, web site, shop counter).
  • Applications offer further features like sales force automation, customer service, and marketing.
  • CRM's also offer further features such as analytics, and ways to manage customer loyalty.
  • Analytical CRM allows the identification of customer value, revenue and cost of customer relations management.
  • Collaborative and social CRM allow for customer contact, supporting open innovation and gathering information via social media, support sentiments analysis.

5.4 E-Commerce

  • Key concepts include digital products, which involve products like music, video, software, newspapers or magazines, or books that are delivered in a digital platform.
  • The cost of producing the first item in production is often high, whereas subsequent items have a virtually zero cost (marginal cost). Delivery costs are low through Internet.
  • Digital markets allow for price discrimination, dynamic pricing, and disintermediation, lowering information asymmetry, procurement costs, and transaction costs.
  • Types of business models on the Internet include virtual shops, information brokers, transaction brokers, online marketplaces, and content suppliers.
  • E-commerce involves several categories: Business-to-customer (B2C), Business-to-business (B2B), Consumer-to-consumer (C2C), Mobile commerce (m-commerce), Social e-Commerce, and AR and V-commerce.
  • m-commerce services may include location based information (e.g. directions, shopping, movies, cinema directories and films), banking, and financial services, performing activities like payments or managing bank accounts, advertising, and games and entertainment.

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This quiz covers Learning Unit 5 from the NOVA IMS Information Management School, focusing on Enterprise Applications, including ERP, SCM, CRM, and E-Commerce. Learn about the types of enterprise systems and their roles in integrating business activities. Test your understanding of how ERP systems support organizational functions and enhance management processes.

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