管理信息系統(tǒng)（第11版）課件：Achieving Operational Excellence and Customer Intimacy Enterprise Applications

AchievingOperationalExcellenceandCustomerIntimacy:EnterpriseApplicationsSTUDENTLEARNINGOBJECTIVESEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsHowdoenterprisesystemshelpbusinessesachieveoperationalexcellence?Howdosupplychainmanagementsystemscoordinateplanning,production,andlogisticswithsuppliers?Howdocustomersrelationshipmanagementsystemshelpfirmsachievecustomerintimacy?STUDENTLEARNINGOBJECTIVESWhatarethechallengesposedbyenterpriseapplications?Howareenterpriseapplicationstakingadvantageofnewtechnologies?EssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsSTUDENTLEARNINGOBJECTIVESEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsLearningTracksSAPBusinessProcessMapBusinessProcessesinSupplyChainManagementandSupplyChainMetricsBest-PracticeBusinessProcessesinCRMSoftwareVideoCasesCase1:Workday:EnterpriseCloudSoftware-as-a-Service(SaaS)Case2:EvolutionHomecareManagesPatientswithMicrosoftDynamicsCRMInstructionalVideo1:GSMSProtectsProductsandPatientsBySerializingEveryBottleofDrugsTechnologyHelpsNvidiaAnticipatetheFutureProblem:

Longproductionleadtimewithchangingmarketmadeforecastingofcustomerdemanddifficult,andproductionneverreceivedbusinessunitforecasts.Switchtonew40-nanomenterproductionprocesswhilemaintainingseparateinventoryandsupportforcustomersusingolderchips.Solutions:Enablereal-timereportingbyimplementingenterpriseapplicationEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsSAPAPO(advancedplanningandoptimizations)combinedwithSAPBusinessObjectsWebIntelligenceandcustomizeddashboardsreplacedspreadsheet-basedforecastingsystemIllustrates:Needforenterprise-widesystemsforimproveddatagatheringandsharingtoimproveforecastingcustomerdemandandinventoryneedsDemonstrates:UseofenterprisesoftwaretospeedandforecastingandreduceforecastingerrorsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsTechnologyHelpsNvidiaAnticipatetheFutureEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsTechnologyHelpsNvidiaAnticipatetheFutureEnterpriseSystemsAlsocalled“enterpriseresourceplanning(ERP)systems”SuiteofintegratedsoftwaremodulesandacommoncentraldatabaseCollectsdatafrommanydivisionsoffirmforuseinnearlyalloffirm’sinternalbusinessactivitiesInformationcreatedbyoneprocessisimmediatelyavailableforotherprocessesEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsEnterpriseSystemsEnterpriseSystemsBuiltaroundthousandsofpredefinedbusinessprocessesthatreflectbestpracticesFinance/accounting:generalledger,accountspayable,andsoonHumanresources:personneladministration,payroll,andsoonManufacturing/production:purchasing,shipping,andsoonSales/marketing:orderprocessing,billing,salesplanning,andsoonEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsEnterpriseSoftwareEnterpriseSystemsToimplemententerprisesoftware,firms:Selectfunctionsofsystemtheywishtouse.Mapbusinessprocessestosoftwareprocesses.Usesoftwaresconfigurationtablesforcustomizing.Ifsoftwaredoesn’tsupportbusinessprocessesBusinessescanrewritesomeportions,butthiscancompromiseinformationandprocessintegrationChangingbusinessprocessestomatchsoftware’sprocessesisbetteralternativeEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsEnterpriseSystemsFigure9-1EnterprisesystemsfeatureasetofintegratedsoftwaremodulesandacentraldatabasethatenablesdatatobesharedbymanydifferentbusinessprocessesandfunctionalareasthroughouttheenterpriseHowEnterpriseSystemsWorkEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsEnterpriseSystemsBusinessvalueofenterprisesystemsIncreaseoperationalefficiency.StandardizeandcoordinatebusinessprocessesProvidefirmwideinformationtosupportdecisionmaking.Enablerapidresponsestocustomerrequestsforinformationorproducts.Includeanalyticaltoolstoevaluateoverallorganizationalperformance.EssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsTheSupplyChainNetworkoforganizationsandprocessesfor:ProcuringrawmaterialsTransformingthemintoproductsDistributingtheproductsUpstreamsupplychain:Firm’ssuppliers,suppliers’suppliers,processesformanagingrelationshipswiththemDownstreamsupplychain:OrganizationsandprocessesresponsiblefordeliveringproductstocustomersInternalsupplychainSupplyChainManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsNike’sSupplyChainSupplyChainManagementSystemsFigure9-2ThisfigureillustratesthemajorentitiesinNike’ssupplychainandtheflowofinformationupstreamanddownstreamtocoordinatetheactivitiesinvolvedinbuying,making,andmovingaproduct.Shownhereisasimplifiedsupplychain,withtheupstreamportionfocusingonlyonthesuppliersforsneakersandsneakersoles.EssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsInformationSystemsandSupplyChainManagementInefficienciescutintoacompany’soperatingcostsCanwasteupto25percentofoperatingexpensesJust-in-timestrategy:ComponentsarriveastheyareneededFinishedgoodsshippedafterleavingassemblylineSafetystockBufferforlackofflexibilityinsupplychainBullwhipeffectInformationaboutproductdemandgetsdistortedasitpassesfromoneentitytonextacrosssupplychainSupplyChainManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsTheBullwhipEffectSupplyChainManagementSystemsFigure9-3Inaccurateinformationcancauseminorfluctuationsindemandforaproducttobeamplifiedasonemovesfurtherbackinthesupplychain.Minorfluctuationsinretailsalesforaproductcancreateexcessinventoryfordistributors,manufacturers,andsuppliers.EssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsFigure9-3SupplyChainManagementSoftwareSupplychainplanningsystemsModelexistingsupplychain.Demandplanning.Optimizesourcing,manufacturingplans.Establishinventorylevels.Identifytransportationmodes.SupplychainexecutionsystemsManageflowofproductsthroughdistributioncentersandwarehouses.SupplyChainManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsGlobalSupplyChainsandtheInternetGlobalsupplychainissues:GreatergeographicaldistancesGreatertimedifferencesParticipantsfromdifferentcountriesDifferentperformancestandardsDifferentlegalrequirementsInternethelpscompaniesmanageglobalcomplexitiesWarehousemanagementTransportationmanagementLogisticsOutsourcingSupplyChainManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsInteractiveSession:TechnologyLandO’LakesButterBecomesFresherwithDemandPlanningReadtheInteractiveSessionandthendiscussthefollowingquestions:WhyareinventorymanagementanddemandplanningsoimportantforLandO’Lakes?Whatisthebusinessimpactofnotbeingabletomanageinventoryorpredictdemandforthiscompany?WhyareinventorymanagementanddemandplanningsoimportantforLandO’Lakes?Whatisthebusinessimpactofnotbeingabletomanageinventoryorpredictdemandforthiscompany?HowdidimplementingDemantrachangemanagementdecisionmakingandthewaythatLandO’Lakesranitsbusiness?DescribetwodecisionsthatwereimprovedbyimplementingDemantra.EssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsSupplyChainManagementSystemsDemand-DrivenSupplyChainsSupplychainmanagementsystemsPush-basedmodel(build-to-stock)SchedulesbasedonbestguessesofdemandPull-basedmodel(demand-driven)CustomerorderstriggereventsinsupplychainHelpbusinessesmovefromsequentialsupplychainstoconcurrentsupplychainsSupplyChainManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsPush-versusPull-BasedSupplyChainModelsFigure9-4Thedifferencebetweenpush-andpull-basedmodelsissummarizedbytheslogan“Makewhatwesell,notsellwhatwemake.”SupplyChainManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsTheEmergingInternet-DrivenSupplyChainFigure9-5TheemergingInternet-drivensupplychainoperateslikeadigitallogisticsnervoussystem.Itprovidesmultidirectionalcommunicationamongfirms,networksoffirms,ande-marketplacessothatentirenetworksofsupplychainpartnerscanimmediatelyadjustinventories,orders,andcapacities.SupplyChainManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsMatchsupplytodemand.Reduceinventorylevels.Improvedeliveryservice.Speedproducttimetomarket.Useassetsmoreeffectively.Reducedsupplychaincostsleadtoincreasedprofitability.Totalsupplychaincostscanbe75percentofoperatingbudget.Increasesales.BusinessValueofSupplyChainManagementSystemsSupplyChainManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsCustomerRelationshipManagementKnowingthecustomerInlargebusinesses,toomanycustomersandtoomanywayscustomersinteractwithfirmCustomerrelationshipmanagement(CRM)systemsCaptureandintegratecustomerdatafromallovertheorganization.Consolidateandanalyzecustomerdata.Distributecustomerinformationtovarioussystemsandcustomertouchpointsacrossenterprise.Providesingleenterpriseviewofcustomers.CustomerRelationshipManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsCustomerRelationshipManagement(CRM)Figure9-6CRMsystemsexaminecustomersfromamultifacetedperspective.Thesesystemsuseasetofintegratedapplicationstoaddressallaspectsofthecustomerrelationship,includingcustomerservice,sales,andmarketing.CustomerRelationshipManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsCRMSoftwareCRMpackagesrangefromnichetoolstolarge-scaleenterpriseapplications.Morecomprehensivehavemodulesfor:Partnerrelationshipmanagement(PRM)Integratingleadgeneration,pricing,promotions,orderconfigurations,andavailabilityToolstoassesspartners’performancesEmployeerelationshipmanagement(ERM)Settingobjectives,employeeperformancemanagement,performance-basedcompensation,employeetrainingCustomerRelationshipManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsCRMSoftwareCRMpackagestypicallyincludetoolsfor:Salesforceautomation(SFA)Salesprospectandcontactinformation,salesquotegenerationcapabilitiesCustomerserviceAssigningandmanagingcustomerservicerequests,Web-basedself-servicecapabilitiesMarketingCapturingprospectandcustomerdata,schedulingandtrackingdirect-marketingmailingsore-mail,cross-sellingCustomerRelationshipManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsHowCRMSystemsSupportMarketingFigure9-7Customerrelationshipmanagementsoftwareprovidesasinglepointforuserstomanageandevaluatemarketingcampaignsacrossmultiplechannels,includinge-mail,directmail,telephone,theWeb,andwirelessmessages.CustomerRelationshipManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsCRMSoftwareCapabilitiesFigure9-8ThemajorCRMsoftwareproductssupportbusinessprocessesinsales,service,andmarketing,integratingcustomerinformationfrommanydifferentsources.IncludedaresupportforboththeoperationalandanalyticalaspectsofCRM.CustomerRelationshipManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsCustomerLoyaltyManagementProcessMapThisprocessmapshowshowabestpracticeforpromotingcustomerloyaltythroughcustomerservicewouldbemodeledbycustomerrelationshipmanagementsoftware.TheCRMsoftwarehelpsfirmsidentifyhigh-valuecustomersforpreferentialtreatment.CustomerRelationshipManagementSystemsFigure9-9EssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsOperationalCRM:Customer-facingapplicationssuchassalesforceautomation,callcenterandcustomerservicesupport,andmarketingautomationAnalyticalCRM:BasedondatawarehousespopulatedbyoperationalCRMsystemsandcustomertouchpointsAnalyzescustomerdata(OLAP,datamining,etc.)Customerlifetimevalue(CLTV)CustomerRelationshipManagementSystemsOperationalandAnalyticalCRMEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsAnalyticalCRMDataWarehouseFigure9-10AnalyticalCRMusesacustomerdatawarehouseandtoolstoanalyzecustomerdatacollectedfromthefirm’scustomertouchpointsandfromothersources.CustomerRelationshipManagementSystemsEssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsInteractiveSession:OrganizationsGraybarGoesforCustomerAnalyticsReadtheInteractiveSessionandthendiscussthefollowingquestions:WhatwastheproblematGraybardescribedinthiscase?HowdidthisproblemaffectGraybar’sbusinessperformance?Whatpeople,organization,andtechnologyissueshadtobeaddressedbyGraybartodevelopacustomeranalyticssolution?HowdidanalyticalCRMchangethewayGraybarranitbusiness?ComparethewayGraybarhandleditscustomerrelationshipsbeforeandafteritimplementedanalyticalCRM?GiveexamplesofthreedecisionsthatwereimprovedbyGraybar’snewcustomeranalyticssystem.EssentialsofManagementInformationSystemsChapter9AchievingOperationalExcellenceandCustomer

Intimacy:EnterpriseApplicationsEnterpriseApplications:NewOpportunitiesandChallengesBusinessValueofCustomerRelationshipManagementBusinessbenefits:IncreasedcustomersatisfactionReduceddirect-marketingcostsMoreeffectivemarketingLowercostsforcustomeracquisition/retentionIncreasedsalesrevenueChurnrate:NumberofcustomerswhostopusingorpurchasingproductsorservicesfromacompanyIndicatorofgrowthordeclineoffirm’scustomerbaseCu