Chapter 9: Achieving Operational Excellence and Customer Intimacy: Enterprise Applications

Qustion? 

WHAT IS Enterprise systems, or enterprise resource planning (ERP) systems?    

ES OR ERP integrate the key internal business processes of a firm into a single software system so that information flows seamlessly throughout the organization, improving coordination, efficiency, and decision making.

Enterprise systems aim to correct the problem of firms not having integrated information. Also known as enterprise resource planning (ERP) systems, their main goal is to bridge the communication gap among all departments and all information users within a company. If production enters information about its processes, the data are available to accounting, sales, and human resources. If sales and marketing is planning a new advertising campaign, anyone anywhere within the organization will have access to that information. Enterprise systems truly allow a company to use information as a vital resource and enhance the bottom line.

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. While many companies may balk at having to change, the software is designed around the best practices for that particular function. The company can benefit from using the most successful solutions in a particular industry to help achieve its objectives.

BACK TO ENTERPRISE SYSTEM OR ERP..

Q? HOW DO YOU RELATE ERP TO CRM & SCM?

Pengurusan rantaian bekalan (SCM) adalah pengawasan bahan, maklumat, dan kewangan kerana mereka bergerak dalam proses dari pembekal kepada pengilang kepada pemborong kepada peruncit kepada pengguna. Pengurusan rantaian bekalan melibatkan menyelaras dan mengintegrasikan aliran ini di dalam dan di antara syarikat-syarikat. Dikatakan bahawa matlamat utama mana-mana berkesan sistem pengurusan rantaian bekalan adalah untuk mengurangkan inventori (dengan andaian bahawa produk boleh didapati apabila diperlukan)

 

CRM adalah singkatan untuk pengurusan perhubungan pelanggan dan merupakan frasa yang digunakan untuk menggambarkan semua aspek interaksi yang syarikat mempunyai dengan pelanggan, sama ada jualan atau perkhidmatan yang berkaitan. Ia adalah satu strategi perniagaan yang membantu perniagaan anda untuk lebih memahami pelanggan anda, mengekalkan pelanggan, menyediakan perkhidmatan pelanggan yang cemerlang, memenangi pelanggan baru dan meningkatkan menguntungkan. Banyak aspek CRM banyak bergantung kepada teknologi. Perisian CRM akan mengumpul, mengurus dan pautan maklumat mengenai pelanggan. Anda boleh menggunakan perisian CRM untuk membuat kempen pemasaran, melihat keseluruhan pelanggan sejarah interaksi dengan perniagaan anda dan menggunakannya untuk menyelaraskan perniagaan dan jualan tugas harian.

BINCANG INTERACTIVE SESSION: TECHNOLOGY PAGES  370-371

Q1? HOW DOES KNOWLEDGE  ON CUSTOMERS IMPACT IHOP PERFORMANCE

Q2?  WHY DID IHOP HAVE TROUBLE GETTING TO KNOW THEIR CUSTOMERS?

IHOP focus on coordinating the business process surrounding a firm’s interactions with its customers in sales and marketing .This is by using the IHOP’s Oracle Customer Data Hub whereby data flows from one department to the other without any paper being generated.Oracle Teleservice also assisting IHOP to increase customer satisfaction while reducing service costs

Q? WHAT IS Supply chain management?

Refers to the coordination of activities and involved in making and moving a product. The supply chain is the network of businesses and business processes involved the creation and selling of a product, from suppliers that procure raw materials through retail outlets and customers.

The upstream portion of the supply chain includes the organization's suppliers and the processes for managing relationships with them.

The downstream portion consists of the organizations and processes for distributing and delivering products to the final customers. The manufacturer also has internal supply chain processes for transforming the materials and services furnished by suppliers into finished goods and for managing materials and inventory.