Chapter 6. Enterprise eBusiness Systems

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Chapter 6. Enterprise e-Business Systems
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CRM

• Customer Relationship Management
• Purpose
• customer-focused or customer centric strategy
• a single, complete view of every customer to
  employees
• a single, complete view of the company to the
  customer
• Architecture
• Integration and Automation of customer serving
  processes
• Web-enabled software databases
• Software modules

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CRM The Channels
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CRM
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CRM
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CRM

• Contact Account Management
• Helps capture and track relevant data about past
  and planned contacts with prospects customers.
• Various channels.
• Sales
• Provides sales reps with software and data
• Helps optimize cross-selling up-selling

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• Cross-selling The strategy of pushing new
  products to current customers based on their past
  purchases.
• Cross-selling is designed to widen the customer's
  reliance on the company and decrease the
  likelihood of the customer switching to a
  competitor.
• Upselling The technique of selling additional
  products to customers who only planned to buy
  one.

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CRM

• Marketing Fulfillment (doubleclick.net)
• Helps direct marketing campaigns by automating
  tasks
• Helps capture manage response data
• Helps sales contact provides information on
  products service

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Doubleclick.net

• DoubleClick develops the tools that advertisers,
  marketers and web publishers use to plan, execute
  and analyze marketing programs.
• enterprise marketing management,
• online advertising and email delivery,
• direct marketing,
• marketing analytics,
• data management.
• improve the performance and simplify the
  complexities of marketing
• A complete suite of integrated applications.

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Doubleclick.net

• Consumers are embracing new forms of media and
  communication.
• Theyre browsing in one channel and shopping in
  another.
• The era of multi-channel marketing

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CRM

• Customer Service and Support
• Provides software tools real-time access to
  common customer database (call center, help desk,
  web-self-service)
• Helps create, assign, manage requests for
  service from customers
• Retention and Loyalty Programs
• Helps the company identify, reward, and market to
  their most loyal and profitable customers

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CRM

• Three Phases of marketing relationship are
  supported by CRM
• Acquire (new customers)
• By doing a superior job of contact management,
  sales prospecting, selling, direct marketing,
  fulfillment.
• Enhance (customer satisfaction)
• By supporting superior service from a responsive
  networked team of sales and service specialists.
• Retain (your customers)
• Help identify and reward your most loyal,
  profitable customers.

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CRM
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CRM

• Benefits and Challenges
• Allows a business to identify its best customers
• real-time customization personalization based
  on customer wants, needs, buying habits, life
  cycles
• Enables a company to provide a consistent
  customer service experience
• Failures
• Lack of understanding preparation.
• Lack of implementation

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ERP

• Enterprise Resource Planning
• Serves as a cross-functional enterprise backbone
  that integrates automates many internal
  business processes and IS
• Gain the efficiency, agility, responsiveness
• Integrated real-time view of its core business
• ERP software suites typically consist of
  integrated modules of
• Manufacturing, Distribution, Sales, Accounting,
  Human Resource Management

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ERP
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• Benefits and Challenges
• Quality and efficiency
• Helps improve the quality and efficiency of
  customer service, production, distribution
• Decreased Costs
• Reductions in transaction processing costs and IT
  resources
• Decision support
• Provides cross-functional information on business
  performance
• Enterprise agility
• Results in more flexible organizational
  structures, managerial responsibilities, and work
  roles
• Costs of ERP
• substantial

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Costs of Implementing ERP
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ERP

• Causes of ERP failures
• Underestimating the complexity of the planning,
  development, and training required
• Failure to involve affected employees in the
  planning development phases and change
  management programs
• Trying to do too much, too fast
• Insufficient training
• Believing everything the software vendors and/or
  consultants say

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mySAP ERP Overview

• In 1992, SAP launched SAP R/3, the most
  successful ERP software in the market.
• SAP R/3 Enterprise, the latest version of SAP
  R/3, available to customers worldwide in January
  2003.
• In 2003 mySAP ERP, extends the value and
  functionality of SAP R/3.

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Supply Chain Management

• Inter-enterprise system that help support
  manage the links between some of a companys key
  business processes and those of its suppliers,
  customers, business partners.
• What business processes?

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Supply Chain Management

• Benefits and Challenges
• provide faster, more accurate order processing
• reductions in inventory levels
• quicker time to market
• lower transaction and materials costs
• strategic relationships with suppliers

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Supply Chain Management

• Problem
• Lack of proper demand planning knowledge, tools.
• Inaccurate or overoptimistic demand forecasts
• Inaccurate production, inventory, and other
  business data
• Lack of adequate collaboration

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Supply Chain Management
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Business to Business

• Electronic business marketplaces
• Companies offer the business community a variety
  of marketing and product information on the World
  Wide Web
• Direct market links between businesses
• Companies rely on EDI via the Internet or
  Extranets for direct computer-to-computer
  exchange of business transaction documents with
  their business customers and suppliers

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B2B

• Traditional form of B2B
• Interorg. Information Systems(IOS)
• Systems shared by two or more organizations
• Built and owned by one organization
• Increases efficiency and effectiveness
• Organizations use similar systems to serve
  international sites
• Initiation
• Buyer-initiated
• Seller-initiated
• Both-initiated

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Electronic Data Interchange

• Exchanging business transaction documents over
  the Internet other networks
• EDI Standards
• Compatible hardware and software electronic form
  format
• How to Subscribe to EDI
• Larger companies purchase hardware and software
• Medium and small companies seek third-party
  service
• EDI on the Web, or extranet
• technologies XML eXtensible Markup Language
• http//www.covalentworks.com/

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B2B

• From information perspective
• Vertical Information Interchange
• Output of one organization used in processes of
  another
• Between vertically related organizations
• Saves time and money
• Inventory system tracking
• Better serves customers
• Saturn allows customers to order specific models

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Vertical Information Interchange
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B2B HubBusiness marketplace

• Modern Form of B2B
• Horizontal Information Interchange
• Organizations performing similar activities share
  information
• Real estate agencies maintain multiple listing
  service
• Financial institutions share financial
  information
• Airlines share reservation systems
• Sabre system for Travel agencies to share
  database.
• http//www.sabre-holdings.com/aboutUs/index.html
• www.orbitz.com bypass travel agencies

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