Redesigning the Organization with Information Systems

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Redesigning the Organizationwith Information
Systems

• Ways to use new info systems
• to improve
• organizational performance

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FleetBoston builds a newLead Management Systems

• 200 billion financial holding company
• 7th largest financial service in U.S.
• Many different customers base
• Acquire 10 banks
• Merge with BankBoston
• Acquire Quick Reilly (investment firm)
• Numerous disparate systems
• Prevent it from consolidate info about customers

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• Customer retention is essential
• Employees faxed or emailed sales leads to other
  departments
• Have little knowledge of appropriate contacts
• Could not track what happened to the lead
• Some customers lost in the process

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• Implement DemandMore Leads
• Lead management system
• Pull information together from all sales
  automation systems in all business units
• Routing and management of referrals

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• Five customers touchpoints
• Call center
• Service desk
• Branch locations
• Campaign-management application
• On-line self-service

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• How it work
• Ex. Mortgage send investment referrals
• Mortgage customers interested in investment
  advices
• System accept sales leads from all of the
  touchpoints
• Assign priority
• Deliver leads to most appropriate sales rep
• Track the leads as it move

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• Requirement
• Employees have to be able to enter customer leads
  using their existing systems
• Culture issues
• Employee reluctant to share their customers info
  with other lines of business
• Incentive program to reward employees when
  cross-divisional referrals

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Management Challenges

• Major risks and uncertainties in systems
  development
• Difficulties of establishing information
  requirements
• Too complicate/ subject to change
• Time and cost is hard to analyze
• Difficulty of managing organizational changes

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• Determine where the greatest strategic impact is
• Understanding what business processes need
  improvement
• Strengthen wrong business model or process can be
  dangerous

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Contents

• Systems as planned organizational change
• Business process reengineering and process
  improvement
• Overview of systems development
• Alternative system-building approaches
• Application development for the digital firm