COMP5 Functional Business System

7/25/2019 COMP5 Functional Business System

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Harris

Electronic Business Systems

OBrien Chapter Seven


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Objectives

Cross-functional e-business systems Provide significant business value to company, its

customers & partners Examples

Enterprise resource planning (ERP)

Customer relationship management (CRM)

Supply chain management (SCM)

Integrated Systems

nline transaction processing

Enterprise collaboration

!o" Internet # other technologies

support business processes


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Case 1: Hilton Hotels Corporation

Data-Driven Hospitality

OnQ the IT piee o! a "#sto$ers

really $atter% strate&y

'oal to B#il( #sto$er loyalty

)ore reven#e per visit

C#sto$er pro!iles


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Case St#(y Q#estions

1* +hat are the ,ene!its an( (ra,a.s o!the OnQ syste$ at Hilton/

2* +hat (oes Hilton have to (o to reate a

o$petitive a(vanta&e thro#&h OnQ/rovi(e so$e spei!i ea$ples*

* Is it possi,le to have too $#h

in!or$ation a,o#t a #sto$er/ 3plain*


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)a4or 3-B#siness 5ppliations

EnterpriseCommunication

Coordination #

Collaboration

EnterpriseCommunication

Coordination #

Collaboration

Electronic$usiness

%pplications

&elecommunications

'et"ors

Electronic

Commerce

Electronic

Commerce

Internal

$usiness

Systems

Internal$usiness

Systems

Intranets

Extranets&he Internet

6 other

netor.

s

Front End Back End


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Cross-!#ntional Syste$s

Cross the ,o#n(aries o! tra(itional ,#siness!#ntions

In or(er to reen&ineer an( i$prove vital ,#siness

proesses all aross the enterprise

New Product Development ProcessNew Product Development Process


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Suppliers

Customers

Employees

Partners

Supply Chain Management

Sourcing - Procurement

Enterprise Resource PlanningInternal $usiness Processes

Customer Relationship ManagementMareting Sales - Ser*ice

+no"ledgeManagemen

t

Collaboration),ecisionSu

pport

PartnerR

elationshipManagement

Selling),istribution

Enterprise Application ArchitectureEnterprise Application Architecture

3nterprise B#siness Syste$s


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C#sto$er 7elationship )ana&e$ent

C7)9

C7) #ses tehnolo&y to

Create a ross-!#ntional enterprise syste$

That inte&rates an( a#to$ates $any o! the

proesses in sales $ar.etin& 6 #sto$erservie that interat ith #sto$ers

Create a !ra$eor. o! e,-ena,le( so!tare

6 (ata,ases that inte&rate these proessesith the rest o! the o$panys proesses


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CRM Uses IT to Create a Cross-FunctionalCRM Uses IT to Create a Cross-FunctionalEnterprise SystemEnterprise System

C#sto$er 7elationship )ana&e$ent

Mareting andulfillment Customer

Ser*ice andSupport

Retention

and .oyaltyProgramsContact and

%ccountManagement

SalesCross-Sell/p-Sell

Prospect orEmployee

ax e-Mail

&elephone 0eb


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C7) appliations

Contrat an( 5o#nt )ana&e$ent

Helps sales $ar.etin& 6 servie pro!essionals

Capt#re 6 tra. (ata a,o#t past;planne(

ontats ith #sto$ers;prospets

Sales rovi(es sales reps ith so!tare tools 6 (ata

they nee( to s#pport 6 $ana&e sales ativities

Cross-sellin&is tryin& to sell a #sto$er o! one

pro(#t ith a relate( pro(#t


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C7) appliations

)ar.etin& an( F#l!ill$ent Help $ar.etin& pro!essionals ao$plish

(iret $ar.etin& a$pai&ns ,y tas.s s#h

as Q#ali!yin& lea(s !or tar&ete( $ar.etin&

6 she(#lin& 6 tra.in& (iret $ar.etin&

$ailin&s


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C7) appliations

C#sto$er Servie an( S#pport

rovi(es sales reps ith so!tare tools 6 (ata,ase

aess to #sto$er (ata,ase share( ,y sales 6

$ar.etin& pro!essions

Helps reate assi&n an( $ana&e re=#ests !or

servie

Call enterso!tare ro#tes alls to #sto$er

s#pport a&ents ,ase( #pon their s.ills an( type o!

all

Help (es.so!tare provi(es relevant servie (ata 6

s#&&estions !or resolvin& pro,le$s !or #sto$er

servie reps helpin& #sto$ers ith pro,le$s


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C7) appliations

7etention an( >oyalty ro&ra$s Try to help a o$pany i(enti!y rear( 6

$ar.et to their $ost loyal an( pro!ita,le

#sto$ers Data $inin& tools 6 analytial so!tare

C#sto$er (ata areho#se


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Supports integrated & collaborative relationshipSupports integrated & collaborative relationship

beteen a business & it!s customersbeteen a business & it!s customers

C7): The B#siness Fo#s

Customer.ife Cycle

CRMunctionalSolutions

CRMIntegratedSolution

&he Internet

%c1uire Enhance Retain

,irect Mareting Cross-sell and /p-sell Proacti*e Ser*ice

Sales orce %utomation Customer Support

Collaborati*eSer*ice

SharedCustomer ,ata

Partner Company Customer


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Bene!its 6 Challen&es o! C7)

C7) Bene!its I(enti!y an( tar&et the ,est #sto$ersC#sto$i?ation 6 personali?ation o! pro(#ts 6

serviesTra. #sto$er ontatsrovi(e onsistent #sto$er eperiene 6

s#perior servie;s#pport

C7) !ail#res

@0A o! appliations !ail to $eet epetations 20A o! the ti$e C7) (a$a&e( #sto$er

relationships>a. o! #n(erstan(in& 6 preparation is ,la$e(


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3nterprise 7eso#re lannin& 379

Cross-!#ntional enterprise syste$ ith an inte&rate( s#ite o! so!tare

$o(#les

that s#pport the ,asi internal ,#siness

proesses o! a o$pany


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3nterprise 7eso#re lannin&

Sales,istribution2

rder

Management

%ccounting

and inance

Production

Planning

!uman

Resources

Integrated

.ogistics

Customer3Employee


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Q#ality an( 3!!iieny

Derease( CostsDeision S#pport

3nterprise 5&ility

Bene!its o! 37


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Costs o! i$ple$entin& a ne 37


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S5 5's So!tare Installation ro,le$so! 37 Inte&rate( S#ite into a 7etail3nviron$ent

o-5nn Stores an( ets$art Bla$e(So!tare !or oor Finanial er!or$ane

So,eys 'roer Ha( ro,le$s ith#$,er o! Transations

So,eys is 7eplain& Syste$

Fail#res in 37 Do 3ist


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S#pply Chain )ana&e$ent SC)9

5 ross-!#ntional interenterprise syste$

To help s#pport an( $ana&e the lin.s

,eteen a o$panys .ey ,#siness

proesses

5n( those o! its s#ppliers #sto$ers 6

,#siness partners


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Supply Chain Management

Schedule Ma

e

,eli*er

&ransportation

Planning

,emandPlanning,emandPlanning

rderCommitment

rderCommitment

%d*ance

Scheduling

%d*ance

Scheduling

ManufacturingPlanning

ManufacturingPlanning

,istribution

Planning

,istribution

Planning

Internet"ored Supply Chain ManagementInternet"ored Supply Chain Management

Supply

Chain

.ife Cycle

SCMunctional

Processes

SCMIntegrated

Solution

Commit


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S#pply Chain )ana&e$ent

SC) 5 top strate&i o,4etive !or$any !ir$s

The ri&ht pro(#tsThe ri&ht plae

The ri&ht ti$eIn the proper =#antity5t an aepta,le ost


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7ole o! SC)


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SCM So"tare #elps Firms Reengineer andSCM So"tare #elps Firms Reengineer andIntegrate The Functional SCM $rocessesIntegrate The Functional SCM $rocesses

Supply Chain.ife Cycle

SCMunctionalProcesses

SCMIntegratedSolution

Supplier Manufacturer Customer Retailer

&he Internet

Collaborati*eulfillment

SharedMaret ,ata

Commit Schedule Mae ,eli*er

Strategic Sourcing

and Procurement

orecast and ,emand Planning

Customer rder ulfillment Ser*ice

,istribution 'et"or and 0arehouse perations

&ransportation and Shipment

Management

Production

.ogistics


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SC) &oal

Fast e!!iient lo-ost netor. o!,#siness relationships or s#pply hainto

&et a o$panys pro(#ts !ro$ onept

to $ar.et

5 s#pply hain:

Interrelationships ith s#ppliers #sto$ers

(istri,#tors an( other ,#sinesses that are

nee(e( to (esi&n ,#il( an( sell a pro(#t


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Ca#ses o! pro,le$s in SC)

>a. o! proper (e$an(-plannin& .nole(&etools 6 i(elines

Ina#rate or overopti$isti (e$an( !oreasts

Ina#rate pro(#tion inventory 6 other (ata

>a. o! a(e=#ate olla,oration ithin the

o$pany 6 ,eteen partners

SC) so!tare onsi(ere( i$$at#re ino$plete

6 har( to i$ple$ent


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SC)


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Cross-F#ntional Inte&rate( Syste$s

ront ffice

%pplicationsCRM %pplicationCustomer Ser*iceield Ser*iceSales rderProduct Config

$ac ffice

%pplicationsERP %pplication,istributionManufacturing

Schedulinginance

Enterprise

%pplicationIntegration

Enterprise %pplication

Cluster

Enterprise %pplication

Cluster

Customer

s

Suppliers

$u

sine

ss

Pa r

tner

s

E%I So"tare Connects Maor e-'usiness %pplicationsE%I So"tare Connects Maor e-'usiness %pplications

(i)e CRM and ER$(i)e CRM and ER$


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S#rvey o! E@ relate( o$panies reveale( 18(i!!erent so!tare pa.a&es

>a. o! inte&ration re(#es ost an( spee(savin&s that $i&ht ,e reali?e(


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Ho 35I or.s


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3nterprise 5ppliation Inte&ration 35I9

35I onnets ross-!#ntional syste$s

Serves as $i((leareto rovi(e (ata onversion

Co$$#niation ,eteen syste$s

5ess to syste$ inter!aes


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3nterprise Colla,oration Syste$s

3CS9

3CS

Cross-!#ntional IS that enhane

o$$#niation oor(ination an(olla,oration a$on& the $e$,ers o!

,#siness tea$s an( or.&ro#ps


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3CS 'oals

Co$$#niate: share in!or$ation itheah other

Coor(inate: oor(inate in(ivi(#al

or. e!!orts an( #se o! reso#res itheah other

Colla,orate: or. to&ether

ooperatively on 4oint pro4ets an(

assi&n$ents


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3CS Tools


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+hy Colla,orate/

Workgroups & project teams orktogethere!!iciently & e!!ectively regardless o! location

Share in!ormation"

Coordinate ork e!!orts and resourcesWork together cooperatively#


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3eneral Electric Co+3eneral Electric Co+Committed to Enterprise CollaborationCommitted to Enterprise Collaboration

page ,4 /,052page ,4 /,052

Co$$itte( to >ot#s tools Q#i.plae

Q#i.plae-e,-,ase( or. spaesSa$eti$e real-ti$e online $eetin&s9Tools strea$line o$$#niation18000 Q#i.plaes !or 2@0000 #sers


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F#ntional B#siness Syste$s

5 variety o! in!or$ation syste$stransation proessin& $ana&e$ent

in!or$ation syste$s (eision s#pport et*9

That s#pport the ,#siness !#ntions o! 5o#ntin& !inane $ar.etin&

operations $ana&e$ent 6 h#$an

reso#re $ana&e$ent

F i l B i S


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F#ntional B#siness Syste$sE6amples o"E6amples o"FunctionalFunctional

'usiness'usinessIn"ormationIn"ormationSystemsSystems

Mareting

Productionperations

!uman ResourceManagement

%ccounting inance

Customerrelationshipmanagement

Interacti*emareting

Sales forceautomation

Cash managementCredit management In*estment

managementCapital budgetinginancial forecasting

rder processingIn*entory control%ccounts recei*able%ccounts payablePayroll4eneral ledger

Compensationanalysis

Employee sillsin*entory

Personnelre1uirementsforecasting

Manufacturingresource planning

Manufacturingexecution systems

Process control unctional

$usiness

Systems


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)ar.etin& In!or$ation Syste$s

MaretInformation

Systems

Interacti*eMareting

Sales orce%utomation

CustomerRelationshipManagement

SalesManagement

MaretResearch andorecasting

%d*ertisingand Promotion

ProductManagement


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Interative $ar.etin&

Interative $ar.etin&:

5 #sto$er-!o#se( $ar.etin& proess


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Tar&ete( )ar.etin&

5n a(vertisin& 6 pro$otion $ana&e$ent oneptthat inl#(es !ive tar&etin& o$ponents


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Tar&ete( )ar.etin& Co$ponents

Co$$#nity #sto$i?e a(vertisin& to appeal topeople o! spei!i virt#al o$$#nities

Content a(vertisin& plae( on a variety o!selete( e,sites ai$e( at a spei!i a#(iene

Contet a(vertisin& plae( on e, pa&es that arerelevant to the ontent o! a pro(#t or servie

De$o&raphi;syho&raphi e, $ar.etin&e!!orts ai$e( at spei!i types or lasses or people

Online Behavior pro$otion e!!orts tailore( toeah visit to a site ,y an in(ivi(#al e*&* #sin&oo.ies !iles


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Internet )ar.etin&

E-Mail

WebPublishing


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Sales Fore 5#to$ation

O#t!it sales !ore ith note,oo. o$p#ters e,,rosers 6 sales ontrat $ana&e$ent so!tare

Connet the$ to $ar.etin& e,sites 6 o$pany

intranet

'oal: Inrease personal pro(#tivity

Spee(s #p apt#re 6 analysis o! sales (ata !ro$ the

!iel( to $ar.etin& $ana&ers

'ain strate&i a(vanta&e


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COMP5 Functional Business System

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