Information Systems: Theory & Practice - TU 9
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Questions and Answers

What is a primary benefit of Customer Relationship Management (CRM) systems?

  • Increased customer satisfaction (correct)
  • Increased operational costs
  • Decreased marketing effectiveness
  • Higher churn rate

    • Which of the following represents the churn rate in a business context?

  • The total number of products sold
  • The number of customers who stop using or purchasing products (correct)
  • The total revenue generated from customer purchases
  • The number of new customers acquired

    • What challenge do businesses often face when implementing enterprise applications?

  • Standardized data management
  • Reduction in employee training needs
  • Flexible integration with existing systems
  • Increased purchasing costs (correct)

    • Which factor does NOT contribute to the challenges of enterprise applications?

    <p>Decreased vendor dependence (D)</p> Signup and view all the answers

    What is a benefit of next-generation enterprise applications?

    <p>They are more flexible and web-enabled (C)</p> Signup and view all the answers

    What aspect of Customer Relationship Management systems primarily helps in improving marketing effectiveness?

    <p>Collecting data from customer touch points (C)</p> Signup and view all the answers

    Which of the following is true regarding enterprise application costs?

    <p>They often experience cost overruns (A)</p> Signup and view all the answers

    What impact can cloud-based enterprise applications have on small and medium-sized businesses?

    <p>They enhance flexibility and scalability (B)</p> Signup and view all the answers

    What is a key feature of enterprise systems that enhances data accessibility across different business functions?

    <p>A suite of integrated software modules (A)</p> Signup and view all the answers

    Which of the following is NOT a benefit of supply chain management systems?

    <p>Isolated data management (B)</p> Signup and view all the answers

    What primary function does customer relationship management (CRM) systems serve for businesses?

    <p>Achieving customer intimacy (D)</p> Signup and view all the answers

    Which of the following is a common challenge associated with implementing enterprise applications?

    <p>Integrating with existing processes (C)</p> Signup and view all the answers

    What role do predefined business processes play in enterprise software?

    <p>They reflect best practices (A)</p> Signup and view all the answers

    How do enterprise systems typically help improve operational excellence?

    <p>By providing a central database for data storage (C)</p> Signup and view all the answers

    What is a critical component of customer relationship management systems?

    <p>Concentration on customer interactions (B)</p> Signup and view all the answers

    What is a significant opportunity presented by new technologies for enterprise applications?

    <p>Improved integration capabilities (C)</p> Signup and view all the answers

    What is one of the primary benefits of implementing a Supply Chain Management (SCM) system?

    <p>Match supply to demand (A)</p> Signup and view all the answers

    How can SCM systems affect overall profitability?

    <p>By minimizing supply chain costs (C)</p> Signup and view all the answers

    Which of the following is NOT a function of Customer Relationship Management (CRM) systems?

    <p>Analyze competitor strategies (A)</p> Signup and view all the answers

    What aspect do Partner Relationship Management (PRM) modules primarily focus on?

    <p>Integrating lead generation and assessing partners’ performances (D)</p> Signup and view all the answers

    Which of the following best describes the goal of CRM systems?

    <p>Capture and integrate customer data (C)</p> Signup and view all the answers

    What critical challenge does Customer Relationship Management address in large businesses?

    <p>Diverse ways customers interact with the firm (B)</p> Signup and view all the answers

    Which module is part of a more comprehensive CRM package that focuses on employee management?

    <p>Employee Relationship Management (D)</p> Signup and view all the answers

    What is a significant portion of the operating budget attributed to supply chain costs?

    <p>75 percent (B)</p> Signup and view all the answers

    Flashcards

    Enterprise Systems

    Integrated software systems that support and streamline business processes across an organization.

    ERP Systems

    Enterprise Resource Planning systems are software that integrates all facets of an operation, including planning, manufacturing, sales, and marketing.

    Central Database

    A single repository where all data is stored and can be accessed by different business functions.

    Best Practices

    Proven methods or techniques that have been shown to produce superior results in business processes.

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    Integrated Software Modules

    Components of enterprise systems that work together to perform various business functions and processes.

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    Business Process Mapping

    The analysis of business processes to align them with software functionalities in an enterprise system.

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    Customer Relationship Management (CRM) Systems

    Systems that help businesses manage interactions with customers to improve satisfaction and loyalty.

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    Supply Chain Management Systems

    Systems that coordinate the flow of goods, information, and finances among all stakeholders in a business's supply chain.

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    Business Value of SCM

    SCM systems reduce costs, improve service, and speed up product time to market, thereby increasing profitability.

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    Total Supply Chain Costs

    These costs can be up to 75% of a company's operating budget, highlighting the importance of effective SCM.

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    Customer Relationship Management (CRM)

    Systems that track and analyze customer interactions to improve relationships and service.

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    CRM Data Integration

    CRM systems capture and integrate customer data from various sources to provide a comprehensive view.

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    Customer Lifecycle Management

    CRM systems encompass all aspects of customer relationship management, including service, sales, and marketing.

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    Partner Relationship Management (PRM)

    A component of CRM that focuses on managing relationships with business partners through lead generation and performance assessment.

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    Employee Relationship Management (ERM)

    A CRM component that manages employee performance, objectives, and training within the organization.

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    Analytical CRM

    A system that uses a customer data warehouse to analyze customer data from various touch points.

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    CRM Business Value

    The benefits of CRM include increased satisfaction, reduced costs, and higher sales revenue.

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    Churn Rate

    The percentage of customers who stop using a company's products or services.

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    Customer Satisfaction

    A measure of how products and services meet customer expectations.

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    Enterprise Application Challenges

    Issues such as high costs, long implementation times, and technology changes faced during ERP applications implementation.

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    Next-generation Applications

    Modern enterprise solutions that are flexible, web-enabled, and often cloud-based.

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    Data Standardization

    The process of organizing data for consistency and usability across systems.

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    Salesforce Examples

    Salesforce provides various products and pricing schemes as part of their CRM solutions.

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    Study Notes

    Information Systems: Theory & Practice - TU 9

    • This module focuses on achieving operational excellence and customer intimacy through enterprise applications.
    • The Lenzing Group case study highlights business challenges (high environmental standards, global operations, inefficient supply chains) and solutions (revising supply chains, deploying JDA sales & operations planning, improving information systems).

    Enterprise Systems

    • Enterprise resource planning (ERP) systems are suites of software modules with a common central database.
    • Data from various departments is collected and used for internal business activities.
    • Information entered in one process is immediately available for other processes.
    • ERP systems feature a central database integrating business processes and functional areas.

    How Enterprise Systems Work

    • Data flows between finance & accounting, sales & marketing, human resources, and manufacturing/production through a centralized database.
    • Each functional area feeds data into the database, encompassing transactions, forecasts, requests, and changes in sales and marketing data.

    Enterprise Software

    • ERP software is built around predefined business processes reflecting best practices.
    • Firms choose modules, map business processes to software processes, and customize through configuration.

    Business Value of Enterprise Systems

    • Increase operational efficiency by streamlining processes.
    • Provide firm-wide information support for better decision making.
    • Enable rapid responses to customer requests for information or products.
    • Use analytical tools to evaluate organizational performance and improve decision-making.

    Prominent ERP Vendors

    • Vendors include SAP, Oracle, Microsoft, Infor, and Epicor.

    Supply Chain Management Systems

    • Supply chain encompasses procuring, transforming, and distributing products.
    • Upstream supply chain involves suppliers, their suppliers, and managing relationships.
    • Downstream involves processes for delivering to customers and internal supply chain.
    • The Nike supply chain example demonstrates the flow of information and materials.

    Supply Chain Management Systems - Inefficiencies

    • Inefficiencies can cut into 25% of operating expenses.
    • Just-in-time strategy is optimal (components arrive as needed; finished goods shipped after assembly).
    • Safety stock is a buffer for supply chain flexibility.
    • The bullwhip effect illustrates the distortion of information about demand as it travels up the supply chain.

    Supply Chain Management Systems - Software

    • Software models existing supply chains and enables demand planning.
    • Optimizes sourcing, manufacturing plans, and establishes inventory levels, transportation modes.
    • Systems manage product flow through distribution centers and warehouses.

    Supply Chain Management Systems - Global Issues

    • Global supply chain issues include distances, time differences, varying performance standards, and diverse legal requirements.
    • International eCommerce helps manage complications regarding warehousing, transportation, and logistics. Outsourcing is often a factor.

    Supply Chain Management Systems - Models

    • Push-based modeling (build-to-stock) schedules based on best guesses of demand (using earlier systems).
    • Pull-based modeling (demand-driven) uses customer orders as triggers, enabling faster adaptations in sequential supply chains.

    Customer Relationship Management (CRM) Systems

    • CRM systems manage firm's interaction with customers in large businesses.
    • CRM systems capture and integrate customer data organization-wide.
    • Customer data is used to help tailor enterprise views based on customer information.
    • CRM software provides unified management across sales, service, and marketing channels; it offers automation, integrates information, and manages campaigns.

    CRM Software Capabilities

    • CRM software supports sales force automation, customer service requests, and marketing efforts.
    • CRM integrates lead management, pricing, promotions, order configurations, and availability.
    • Tool sets assess partner/employee performances; manage objectives, and have performance-based compensation and training modules.

    CRM Systems- Business Value

    • CRM systems increase customer satisfaction, reduce direct marketing costs, and improve marketing effectiveness.
    • Lowering customer acquisition/retention costs and increasing sales revenue are also benefits.
    • Number of customers stopping or reducing use of a company's services (churn rate) indicate growth/decline of firm customer base.

    Analytical CRM Data Warehouse

    • Analytical CRM utilizes customer data warehouses and associated tools to analyze customer data collected across all customer touch points.
    • Sources include retail stores, websites, calls and social media data used for business intelligence (flexible reporting, ad hoc analysis, "what-if" testing).

    Example: Salesforce - Products and Pricing

    • Salesforce provides unified CRM platform services (sales, service, marketing, commerce, engagement, and platform).
    • Salesforce offers various pricing tiers from Essentials (all-in-one sales) to Enterprise (fully customizable).

    Enterprise Applications: Challenges and Opportunities

    • Challenges include high implementation costs prone to overruns, long development times, technology changes impacting firm's business process, organizational learning, vendor dependence, and standardization/management issues.
    • Next-generation enterprise apps provide flexibility, web/mobile-enabled user interfaces (UI), and integration with other systems, including cloud-based versions for small/mid-size businesses. Social CRM, Business intelligence, and flexible reporting complete the picture.

    Tasks for This Week

    • Actively read chapter 9 (including case studies).
    • Watch promotion videos on ERP/SCM/CRM systems (links on Moodle).

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    Related Documents

    TU09 - Enterprise Applications PDF

    Description

    Explore the critical role of enterprise applications in achieving operational excellence and customer intimacy. This module includes a case study on the Lenzing Group, addressing their business challenges and the solutions through improved information systems and supply chain management.

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