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Achieving Operational

Excellence and Customer


Intimacy: Enterprise
Applications
6.1

Copyright 2014 Pearson Education, Inc. publishing as Prentice Hall

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

LEARNING OBJECTIVES

How do enterprise systems help businesses


achieve operational excellence?
How do supply chain management systems
coordinate planning, production, and logistics
with suppliers?
How do customer relationship management
systems help firms achieve customer
intimacy?
What are the challenges posed by enterprise
applications and how are enterprise
applications taking advantage of new
technologies?

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Enterprise Systems

Enterprise systems- Enterprise


resource planning (ERP)
Enterprise systems aim to correct the
problem of firms not having integrated
information. Their main goal is to bridge the
communication gap among all departments
and all information users within a company.
Suite of integrated software modules and a
common central database
Collects data from many divisions of firm for
use in nearly all of firms internal business
activities
Information entered in one process is
immediately available for other processes

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

How Enterprise Systems Work

Enterprise systems
feature a set of
integrated software
modules and a
central database that
enables data to be
shared by many
different business
processes and
functional areas
throughout the
enterprise.

Figure 9-1

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Enterprise Systems

Enterprise software
Built around thousands of predefined
business processes that reflect best
practices
Finance and accounting
Human resources
Manufacturing and production
Sales and marketing

To implement, firms:

Select functions of system they wish to use.


Map business processes to software processes.
Use softwares configuration tables for customizing.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Enterprise software
Enterprise software allows every functional
area to share every process and every piece
of data.
A business can select specific processes in
specific areas but eventually everything the
company does will be shared across all lines.
The software uses predefined processes and
requires the company to adapt itself to the
software.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Enterprise Systems

Business value of enterprise systems


Management: Improved management
decision making, with a comprehensive view
of performance across all functional areas.
More efficient operations and customerdriven business processes: All functional
areas can focus more on the customer and
respond to product demand more efficiently.
A more uniform organization: A more
disciplined approach to business throughout
the entire firm, regardless of physical
location and/or organizational structure.
Include analytical tools to evaluate overall
organizational performance

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Supply Chain Management Systems

Supply chain
It includes all of the internal
functions of an organization,
along with suppliers, distributors,
retailers, and customers.
They are all intertwined and rely on
information from one another to
effectively meet the businesss
objectives.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Supply Chain Management Systems

Supply chain
Network of organizations and processes for:
Procuring materials, transforming them into products, and
distributing the products

Upstream: Suppliers that deal directly with


a manufacturer and their suppliers.
Downstream: Distributors and those that
deliver products to customers.
Internally: The employees that transform
materials, components, and services into
the actual products.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Nikes Supply Chain

Figure 9-2

This figure illustrates the major entities in Nikes supply chain and the flow of information upstream
and downstream to coordinate the activities involved in buying, making, and moving a product.
Shown here is a simplified supply chain, with the upstream portion focusing only on the suppliers for
sneakers and sneaker soles.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Supply Chain Management Systems

Supply chain management


Inefficiencies cut into a companys operating costs
Can waste up to 25 percent of operating expenses

Just-in-time strategy:
Components arrive as they are needed
Finished goods shipped after leaving assembly line

Safety stock: Buffer for lack of flexibility in supply


chain
Bullwhip effect
Information about product demand gets distorted as it
passes from one entity to next across supply chain
overstocked and underused parts, and overpriced
products.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

The Bullwhip Effect

Inaccurate information
can cause minor
fluctuations in demand
for a product to be
amplified as one moves
further back in the
supply chain. Minor
fluctuations in retail
sales for a product can
create excess inventory
for distributors,
manufacturers, and
suppliers.

Figure 9.3

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Supply Chain Management Systems

Supply chain planning systems enable firms


to:
Generate demand forecasts.
Develop sourcing and manufacturing plans.
Share information about changes easier and faster so
work can be better coordinated.
Develop better demand planning that matches
production closer with customer demands.
Manage the flow of products through distribution
centers and warehouses by using supply chain
execution systems.
Coordinate activities with supply chain partners.
Handle complex interdependencies among various
supply chain processes.
Allow users to balance the costs of transportation,
delivery, and handling.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Supply Chain Management Systems

Supply chain management


software
Supply chain planning systems
Enable demand planning
Optimize sourcing, manufacturing plans
Establish inventory levels
Identify transportation modes

Supply chain execution systems


Manage flow of products through distribution
centers and warehouses

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Supply Chain Management Systems

Global supply chain issues

Greater geographical distances


Greater time differences
Cultural differences
Participants from different countries
Different performance standards
Foreign government regulations
Different legal requirements

Internet helps manage global


complexities

Warehouse management
Transportation management
Logistics
Outsourcing

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Supply Chain Management Systems

Supply chain management


Push-based model (forecast driven)
Earlier SCM systems
Schedules based on best guesses of demand

Pull-based model (demand-driven)


Web-based
Customer orders trigger events in supply chain

Internet enables move from sequential


supply chains to concurrent supply chains
Complex networks of suppliers can adjust
immediately

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Push- Versus Pull-Based Supply Chain Models


Forecast-driven

Demand-driven

Figure 9-4

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

The Emerging Internet-Driven Supply Chain


The emerging Internetdriven supply chain operates
like a digital logistics
nervous system. It provides
multidirectional
communication among
firms, networks of firms,
and e-marketplaces so that
entire networks of supply
chain partners can
immediately adjust
inventories, orders, and
capacities.

Figure 9-5

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Supply Chain Management Systems

Business Value of Supply Chain Management Systems


The benefits of implementing an integrated,
networked supply chain management system
include:

Match supply to demand


Reduce inventory levels
Improve delivery service
Speed product time to market
Use assets more effectively

In turn a company can:

Improve customer service and responsiveness


Reduce costs
Increase sales
Utilize cash better

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Customer Relationship Management Systems

Customer relationship management


(CRM)- The goals of customer
relationship management systems
are to optimize customer
satisfaction and customer retention
which in turn will maximize revenue
and profitability.
Knowing the customer
In large businesses, too many customers and
too many ways customers interact with firm

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Customer Relationship Management Systems

CRM systems:
Capture and integrate customer data
from all over the organization
Consolidate and analyze customer data
Distribute customer information to
various systems and customer touch
points across enterprise
Provide single enterprise view of
customers

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

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.

Figure 9-6

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Customer Relationship Management Systems

CRM software
Packages range from niche tools to
large-scale enterprise applications.
More comprehensive have modules for:
Partner relationship management systems
are a reflection of internal customer
relationship management systems but extend
past the immediate borders of a firm to its
selling partners.
Integrating lead generation, pricing, promotions,
order configurations, and availability
Tools to assess partners performances

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Customer Relationship Management Systems

CRM software
Employee relationship management
(ERM)
Setting objectives, employee performance
management, performance-based compensation,
employee training

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Customer Relationship Management Systems

CRM software
Employee relationship management
modules associated with CRM focus
more on how employees perform and
interact with customers.
These modules help a company manage:
Employee objectives
Employee performance
Performance-based compensation
Employee training

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Customer Relationship Management Systems


CRM software (cont.)

CRM packages typically include tools for:


Sales force automation (SFA)
Sales prospect and contact information, sales quote
generation capabilities

Customer service
Assigning and managing customer service requests,
Web-based self-service capabilities

Marketing
Capturing prospect and customer data, scheduling
and tracking direct-marketing mailings or e-mail,
cross-selling

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

How CRM Systems Support Marketing


Customer relationship
management software
provides a single point
for users to manage and
evaluate marketing
campaigns across
multiple channels,
including e-mail, direct
mail, telephone, the
Web, and wireless
messages.

Figure 9-7

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

CRM Software Capabilities

The major CRM


software products
support business
processes in sales,
service, and marketing,
integrating customer
information from many
different sources.
Included are support
for both the operational
and analytical aspects
of CRM.

Figure 9-8

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Customer Loyalty Management Process Map

Figure 9-9

This process map shows how a best practice for promoting customer loyalty
through customer service would be modeled by customer relationship management
software. The CRM software helps firms identify high-value customers for
preferential treatment.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Customer Relationship Management Systems

Operational CRM includes


everything a company should
provide those employees who
interface directly or indirectly
with the customer: the sales
force, call centers, and support
activities.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Customer Relationship Management Systems

Operational CRM:
Customer-facing applications such as
sales force automation, call center and
customer service support, and
marketing automation

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Customer Relationship Management Systems

Managers and decision makers


use the Analytical CRM to help
them improve business
performance. The analytical CRM
uses data from the operational
CRM and provides managers with
the opportunity to target
smaller, specific customer groups
or market segmentation.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Customer Relationship Management Systems

Analytical CRM:
Based on data warehouses populated by
operational CRM systems and customer
touch points
Analyzes customer data (OLAP, data mining,
etc.)
Customer lifetime value (CLTV) - It costs six times
more to gain a new customer than to keep an old
one.
By measuring the CLTV of customers, organizations
can calculate customer profitability and determine
which customers they should cater to.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Analytical CRM Data Warehouse

Analytical CRM uses a


customer data
warehouse and tools to
analyze customer data
collected from the firm's
customer touch points
and from other sources.
Figure 9-10

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Customer Relationship Management Systems

Business value of CRM systems

Increased customer satisfaction


Reduced direct-marketing costs
More effective marketing
Lower costs for customer
acquisition/retention
Increased sales revenue

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Customer Relationship Management Systems

Churn rate:
Number of customers who stop using or
purchasing products or services from a
company
Indicator of growth or decline of firms
customer base

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Enterprise Applications: Challenges and Opportunities

Daunting Implementation:
Technological and fundamental changes
will pervade every corner of the
organization.
The organizational structure and culture
will change.
The most daunting task will be retraining
thousands of workers and convincing them
the change is good. It will be easier to fail
than to succeed.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Enterprise Applications: Challenges and Opportunities

High Up-Front Costs and Future


Benefits:
On average, it takes three to five years to
fully implement an enterprise system.
And, the software is very expensivevery
expensive. Keeping the firm on track and
focused on the end result is more difficult
than most firms anticipate.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Enterprise Applications: Challenges and Opportunities

Data Management:
Now that one database serves the entire
organization, if data are mismanaged, it will
affect every business function and process.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Enterprise Applications: Challenges and Opportunities

Inflexibility:
Making changes in one area of the business
is much more difficult after implementing
an enterprise system.
The software is just too complex to easily
change.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Enterprise Applications: Challenges and Opportunities

Realizing Strategic Value:


Businesses that rely on unique or cuttingedge processes to gain a competitive
advantage may lose that edge with
enterprise system software.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Enterprise Applications: Challenges and Opportunities

Enterprise application challenges


Highly expensive to purchase and implement
enterprise applications
Average cost of ERP project in 2014$2.8 million

Technology changes
Business process changes
Organizational learning, changes
Switching costs, dependence on software
vendors
Integrating cloud applications

Data standardization, management, cleansing

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Enterprise Applications: Challenges and Opportunities

Next-generation enterprise
applications
Enterprise solutions/suites:
Make applications more flexible, Web-enabled,
integrated with other systems

SOA (Service-Oriented Architecture)


standards
Open-source applications
On-demand solutions
Cloud-based versions
Functionality for mobile platform

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Enterprise Applications: Challenges and Opportunities

Next-generation enterprise applications (cont.)

Social CRM
Incorporating social networking technologies
Company social networks
Monitor social media activity; social media
analytics
Manage social and Web-based campaigns

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Enterprise Applications: Challenges and Opportunities


Next-generation enterprise applications (cont.)

Social CRM
DreamFace combines Social Networking, Rich
Internet Application, and Web 2.0 personalization
and customization technologies in a disciplined
approach to help businesses create a new class of
Enterprise Social Applications.
DreamFace is composed of a Widget Platform to
create, use, and distribute dynamic content, a Social
Networking Framework to manage and connect
users, who consume and convey information through
their social networks and Mobile Services for
Broadcasting or Publishing information to mobile
devices.

Achieving Operational Excellence and


Customer Intimacy: Enterprise
Applications

Enterprise Applications: Challenges and Opportunities

Next-generation enterprise applications (cont.)

Business intelligence
Inclusion of BI with enterprise applications
Flexible reporting, ad hoc analysis, what-if
scenarios, digital dashboards, data
visualization

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