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Lecture 23 – Enterprise Applications

Lecture 23 – Enterprise Applications. Business Information Systems Laudon & Laudon, Ch.8 (P.261). Enterprise systems. What Are Enterprise Systems? Based on integrated software modules and a common central database How Enterprise Systems Work Best practices

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Lecture 23 – Enterprise Applications

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  1. Lecture 23 – Enterprise Applications Business Information Systems Laudon & Laudon, Ch.8 (P.261)

  2. Enterprise systems • What Are Enterprise Systems? • Based on integrated software modules and a common central database • How Enterprise Systems Work • Best practices • Business Value of Enterprise Systems • Increase operational efficiency • Support decision making and rapid responses to customer requests • Include analytical tools to evaluate overall performance

  3. How Enterprise Systems Work

  4. The Supply Chain • A network of organizations and processes for procuring raw materials, transforming them into products, and distributing the products • Upstream supply chain: firm’s suppliers, suppliers’ suppliers, processes for managing relationships with them • Downstream supply chain: organizations and processes responsible for delivering products to customers

  5. Nike’s Supply Chain

  6. Information and Supply Chain Management • Inefficiencies cut into a company’s operating costs • Just-in-time strategy • Safety stock • Bullwhip effect

  7. Supply Chain Management Applications • Information visibility • Supply chain planning systems • Demand planning • Supply chain execution systems

  8. Supply Chain Management and the Internet • Intranets • Extranets • Demand-driven supply chains • Push-based model • Pull-based model • Digital logistics nervous systems • Sequential  concurrent supply chains

  9. Push- Versus Pull-Based Supply Chain Models The difference between push- and pull-based models is summarized by the slogan “Make what we sell, not sell what we make.”

  10. Business Value of Supply Chain Management Systems • Match supply to demand • Reduce inventory levels • Improve delivery service • Speed product time to market • Use assets more effectively • Reduced supply chain costs lead to increased profitability • Increased sales

  11. What Is Customer Relationship Management? • Knowing the customer • Touch points • Single enterprise view of customers • Data and analytical tools answer important questions about customers • Who are our loyal customers? • Customers’ lifetime value?

  12. Customer Relationship Management (CRM) CRM systems examine customers from a multifaceted perspective. These systems use a set of integrated applications to address all aspects of the customer relationship, including customer service, sales, and marketing.

  13. CRM Software • CRM packages are available with a wide spectrum of functions • Partner relationship management (PRM) • Employee relationship management (ERM) • Sales force automation (SFA) • Customer service • Marketing • Cross-selling • Up-selling • Bundling

  14. Operational and Analytical CRM • Operational: customer-facing applications such as sales force automation, call center and customer service support, and marketing automation • Analytical: applications that analyze customer data output from operational CRM applications • Based on data warehouses populated by operational CRM systems and customer touch points • Customer lifetime value (CLTV)

  15. Business Value of Customer Relationship Management • Business benefits: • Increased customer satisfaction • Reduced direct-marketing costs • More effective marketing • Lower costs for customer acquisition/retention • Increased sales revenue • Churn rate

  16. Challenges and Opportunities • Technology changes • Business process changes • Organizational changes • Switching costs • Data management

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