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Enterprise System

Enterprise System. enterprise systems : Integrated enterprise-wide information systems that coordinate key internal processes of the firm. (Laudon:2012) enterprise software : Set of integrated modules for applications such as sales and distribution, financial accounting, investment

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Enterprise System

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  1. Enterprise System enterprise systems:Integrated enterprise-wide information systemsthat coordinate key internal processes of the firm.(Laudon:2012) enterprise software:Set of integrated modules for applications suchas sales and distribution, financial accounting, investment management, materials management, production planning, plant maintenance, and human resources that allow data to be used bymultiple functions and business processes.(Laudon:2012)

  2. e-Business e-business adalah penggunaan internet dan jaringan serta Teknologi Informasi lainnya untuk mendukung e-commerce, komunikasi, kerjasama perusahaan, dan berbagai proses yang dijalankan melalui web, baik dalam jaringan perusahaan maupun dengan para pelanggan serta mitra bisnisnya. e-businessmeliputi e-commerce yang melibatkan pembelian dan penjualan, serta pemasaran dan pelayanan produk, jasa, dan informasi melalui internet, dan jaringan lainnya.(Humdiana & Evi : 2008,218) e-business merupakan sistem lintas fungsional di dalam perusahaan

  3. Konsep Sistem Lintas Fungsional di Perusahaan

  4. Penjelasan gambar Gambar diatas mengilustrasikan proses bisnis sistem lintas fungsional perusahaan sebagai model sistem umum perusahaan yang komit terhadap kemajuan teknologi informasi, pada gambar tersebut bila dimulai dari sisi supplier, distributor, reseller maka akan memasuki gerbang perusahaan melalui SCM dari sini transaksi akan diteruskan melalui aplikasi ERP yang dapat mengolah logistik, produksi,dan distribusi. Dampaknya akan melibatkan kontrol oleh manajemen dan kontrol administratif; biasanya perusahaan yang memperkuat aplikasinya di SCM-ERP cenderung perusahaan jenis manufaktur, sebaliknya perusahaan yang memperkuat basis aplikasinya dengan CRM untuk mendukung transaksi cenderung perusahaan jenis jasa/dagang.

  5. CHAPTER OUTLINE 11.1 Defining Customer Relationship Management 11.2 Operational Customer Relationship Management Systems 11.3 Analytical Customer Relationship Management Systems 11.4 Other Types of Customer Relationship Management Systems 11.5 Supply Chains 11.6 Supply Chain Management 11.7 Information Technology Support for Supply ChainManagement

  6. LEARNING OBJECTIVES 1. Identify the primary functions of both customer relationship management (CRM) and collaborative CRM. 2. Describe how businesses mightutilize applications of each of the two major components of operational CRM systems. 3. Discuss the benefits of analytical CRM systems to businesses. 4. Explain the advantages and disadvantages of mobile CRM systems, on-demand CRM systems, and open-source CRM systems. 5. Describe the three components andthe three fl ows of a supply chain. 6. Identify popular strategies to solvingdifferent challenges of supply chains. 7. Explain the utility of each of the three major technologies that supports supply chain management.

  7. 11.1 Defining Customer Relationship Management • Customer relationship management (CRM) is a customer-focused and customer-drivenorganizational strategy. That is, organizations concentrate on assessing customers’ requirementsfor products and services and then providing high-quality, responsive service. • CRM is not a process or a technology perse; rather, it is a customer-centric way of thinking andacting. The focus of modern organizations has shifted from conducting business transactions to managing customer relationships.

  8. CRM builds sustainable long-term customer relationships that create value for the companyas well as for the customer. • A successful CRM strategy not only improves customer satisfaction but also makes the company's sales and service employees more productive, which in turn generates increased profits.

  9. The customer relationship management process.

  10. It is important to distinguish between a CRM strategy and CRM systems. Basically, CRM systems are information systems designed to support an organization's CRM strategy. • All successful CRM policies share two basic elements: (1) The company must identify the many types of customer touch points, and (2) it needs to consolidate data about each customer. Let's examine these two elements in more detail.

  11. Customer Touch Points • Organizations must recognize the numerous and diverse interactions they have with their customers. These interactions are referred to as customer touch points. Traditional customer touch points include telephone contact, direct mailings, and actual physical interactions with customers during their visits to a store

  12. Customer Touch Points.

  13. 11.2 Operational Customer Relationship Management Systems • Operational CRM systems support front-office business processes. Front-office processes arethose that directly interact with customers; that is, sales, marketing, and service. The two majorcomponents of operational CRM systems are customer-facing applications and customertouching applications (discussed below).

  14. Operational CRM systems provide the following benefits: • Efficient, personalized marketing, sales, and service; • A 360-degree view of each customer; • The ability of sales and service employees to access a complete history of customer interactionwith the organization, regardless of the touch point.

  15. CRM tools to accomplishthe following objectives: • Improve sales and account management by optimizing the information shared by multipleemployees and by streamlining existing processes (e.g., taking orders using mobile devices). • Form individualized relationships with customers, with the aim of improving customersatisfaction and maximizing profi ts. • Identify the most profi table customers, and provide them the highest level of service • Provide employees with the information and processes necessary to know their customers. • Understand and identify customer needs, and effectively build relationships among thecompany, its customer base, and its distribution partners.

  16. Customer-Facing Applications These applications include • Customer Service And Support • Sales Force Automation/SFA, • Marketing, • Campaign Management

  17. Customer Service And Support • Customer service and support refers to systems thatautomate service requests, complaints, product returns, and requests for information. • Today,organizations have implemented customer interaction centers (CIC), where organizationalrepresentatives use multiple channels such as the Web, telephone, fax, and face-to-face interactionsto communicate with customers. • The CIC manages several different

  18. Types of customer interaction. • call center • outbound telesales • inbound teleservice. • Information Help Desk • e-mail and • Web interaction. • live chat

  19. Sales force automation (SFA) • SFA is the component of an operationalCRM system that automatically records all of the components in a sales transactionprocess. • SFA systems include a contact management system, which tracks all contacts that havebeen made with a customer, the purpose of each contact, and any follow-up that might be necessary. • This system eliminates duplicated contacts and redundancy, which in turn reduces therisk of irritating customers. SFA also includes a sales lead tracking system, which lists potentialcustomers or customers who have purchased related products.

  20. Elements of an SFA system • a sales forecasting system, which is a mathematicaltechnique for estimating future sales, and a product knowledge system, which is a comprehensivesource of information regarding products and services. • More-developed SFA systems alsohave online product-building features, called confi gurators, that enable customers to model theproduct to meet their specifi c needs. For example, you can customize your own running shoe at NikeID (http://nikeid.nike.com).

  21. Marketing. • CRM systems have many important applicationsfor an organization’s marketing department as well. For example, they enable marketersto identify and target their best customers, to manage marketing campaigns, and to generatequality leads for the sales teams • Additionally, CRM marketing applications can sift throughvolumes of customer data—a process known as data mining—todevelop a purchasing profi le; that is, a snapshot of a consumer’s buying habits that may lead toadditional sales through cross selling, up selling, and bundling. • Cross selling is the marketing of additional related products

  22. A snapshot of a consumer’s buying habits that may lead to additional sales • Cross selling is the marketing of additional related products to customers based on a previouspurchase. • Up selling is a sales strategy in which the business person provides to customers theopportunity to purchase related products or services of greater value in place of, or alongwith, the consumer’s initial product or service selection. • Bundling is a form of cross selling in which a business sells a group of productsor services together at a lower price than their combined individual prices.

  23. Campaign management applications • Campaign management applications help organizationsplan campaigns that send the right messages to the right people through the right channels. • Organizations manage their customers very carefully to avoid targeting people who have optedout of receiving marketing communications. • Further, companies use these applications to personalizeindividual messages for each particular customer.

  24. Customer-Touching Applications • Corporations have used manual CRM systems for many years. In the mid-1990s, organizationsbegan using the Internet, the Web, and other electronic touch points (e.g., e-mail, point-of-saleterminals) to manage customer relationships. • In contrast with customer-facing applications,where customers deal directly with a company representative, customers interact directly withthese technologies and applications. Such applications are called customer-touching CRMapplications or electronic CRM (e-CRM) applications.

  25. Customers typically of applications to help themselves. • Search and Comparison Capabilities. • Technical and Other Information and Services. • Customized Products and Services. • Personalized Web Pages. • FAQs. • E-mail and Automated Response. • Loyalty Programs.

  26. 11.3. Analytical Customer RelationshipManagement Systems • Analytical CRM systems provide business intelligence by analyzing customer behavior and perceptions. Forexample, analytical CRM systems typically provide information concerning customer requestsand transactions, as well as customer responses to the organization’s marketing, sales, and serviceinitiatives. • These systems also create statistical models ofcustomer behavior and the valueof customer relationships over time, as well as forecasts about acquiring, retaining, and losingcustomers.

  27. The relationship between operational CRM and analytical CRM.

  28. 11.4. Other Types of Customer Relationship Management Systems Now that you have examined operational and analytical CRM systems, let’s shift our focus toother types of CRM systems. Three exciting developments in this area are • on-demand CRMsystems, • mobile CRM systems, • open-source CRM systems.

  29. On-Demand CRM Systems • Customer relationship management systems may be implemented as either on-premise or ondemand. • Traditionally, organizations utilized on-premise CRM systems, meaning that theypurchased the systems from a vendor and then installed them on site. • This arrangement wasexpensive, time consuming, and infl exible. Some organizations, particularly smaller ones,could not justify the cost of these systems

  30. Mobile CRM Systems • A mobile CRM system is an interactive system that enables an organization to conduct communicationsrelated to sales, marketing, and customer service activities through a mobilemedium for the purpose of building and maintaining relationships with its customers. • Simplyput, mobile CRM systems involve interacting directly with consumers through portabledevices such as smartphones. Many forward-thinking companies believe that mobile CRMsystems have tremendous potential to create personalized customer relationships that maybe accessed anywhere and at any time.

  31. Open-Source CRM Systems • As explained in Technology Guide 2, the source code for open-source software is availableat no cost. • Open-source CRM systems, therefore, are CRM systems whose source code isavailable to developers and users.

  32. 11.5. Supply Chains • A supply chain is the fl ow of materials, information, • money, and services from raw material suppliers, through factories and warehouses, tothe end customers. A supply chain also includes the organizations and processes that create anddeliver products, information, and services to end customers. • Supply chains improve trust and collaboration among supply chain partners, thus improvingsupply chain visibility and inventory velocity. • Supply chain visibility is the ability forall organizations in a supply chain to access or view relevant data on purchased materialsas these materials move through their suppliers’ production processes and transportation • networks to their receiving docks.

  33. The Structure and Components of Supply Chains • Upstream, where sourcing or procurement from external suppliers occurs. • Internal, where packaging, assembly, or manufacturing takes place. • Downstream, where distribution takes place, frequently by external distributors.

  34. 11.6 Supply Chain Management • The function of supply chain management (SCM) is to improve the way a company finds theraw materials it needs to produce a product or service and deliver it to its customers. • That is,supply chain management is the process of planning, organizing, and optimizing the variousactivities performed along the supply chain.

  35. There are five basic components of SCM: • Plan: Planning is the strategic component of SCM. Organizations must have a strategy formanaging all the resources that go toward meeting customer demand for their product orservice. Planning involves the development of a set of metrics (measurable deliverables)to monitor the organization’s supply chain to ensure that it is efficient and it delivers highquality and value to customers for the lowest cost. 2. Source: In the sourcing component, organizations choose suppliers to deliver the goods andservices they need to create their product or service. Supply chain managers develop pricing,delivery, and payment processes with suppliers, and they create metrics to monitor andimprove their relationships with their suppliers. They also develop processes for managingtheir goods and services inventory, including receiving and verifying shipments, transferringthem to manufacturing facilities, and authorizing supplier payments. 3. Make: This is the manufacturing component. Supply chain managers schedule the activitiesnecessary for production, testing, packaging, and preparation for delivery. This componentis the most metric-intensive part of the supply chain, where organizations measure qualitylevels, production output, and worker productivity. 4. Deliver: This component, often referred to as logistics, is where organizations coordinatethe receipt of customer orders, develop a network of warehouses, select carriersto transport their products to their customers, and set up an invoicing system to receive payments. 5. Return: Supply chain managers must create a responsive and flexible network for receivingdefective, returned, or excess products back from their customers, as well as supportingcustomers who have problems with delivered products.

  36. 11.7. Information Technology Support for Supply Chain Management Three technologies, in particular, provide support for IOSs and SCM systems: • electronic datainterchange, • extranets, and • Web services.

  37. Electronic Data Interchange (EDI) • Electronic data interchange (EDI) is a communication standard that enables business partnersto exchange routine documents, such as purchasing orders, electronically. • EDI formatsthese documents according to agreed-upon standards (e.g., data formats). It then transmitsmessages over the Internet using a converter, called a translator.

  38. Extranets • The primary goal of extranets is to foster collaboration between and among business partners. • A business provides extranet access to selected B2B suppliers, customers, and otherpartners. These individuals access the extranet through the Internet. • Extranets enable peoplelocated outside a company to collaborate with the company’s internal employees.

  39. Portals and Exchanges • Procurement portals automate the business processes involvedin purchasing or procuring products between a single buyer and multiple suppliers. • Distribution portals automate the business processes involvedin selling or distributing products from a single supplier to multiple buyers.

  40. SELESAI

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