Business Information System (Chapter 7)

BIS Chapter 7

3. CRM enables an organisation to: -Identify types of customers -Design individual customer marketing campaigns -Treat each customer as an individual -Understand customer buying behaviours -Provide better customer service -Make call centers more efficient -Cross sell products more effectively -Help sales staff close deals faster -Simplify marketing and sales processes -Discover new customers -Increase customer revenues

4. Step 1 - Perform Value Chain Analysis Analyse the value chain with respect to competitive forces and value chain feedback to see where best to create business value in value chain.

5. - Use competitive forces to determine the value chain activity to improve. In this case the business should take an advantages action from its competitors by looking for the others opportunities and threats. Those would be some external factors that influence the business and make their business activity improve well. - Use customer value chain feedback data to determine value chain activity to improve. Customer value chain feedback could be an aspect that influences a business by its internal factor. So, the business would increase through their strong and weakness. Hopefully that for the future, this business would not do the same mistakes and also still improve about their advantages (strong/benefit).

6. The value chain activity that is most appropriate to the case study is: Use customers value chain feedback data. Because it is looking for high and low values on the customer value chain feedback data in order to improve the business.

7. - Make the product or service (40%). - Deliver the product or service (2%). - Market and sell the product or service (5%). - Service after the sale (1%). The general approach: customers issues such as lack of repeat customers, low service quality and issues with orders, so that we should concentrate on the value chain analysis.

8. Market and sell the product or service (5%). Because costs of food and drinks are more to attract new customers than to sell to existing customers, i.e. high advertising costs, so that the company should not spend a large amount of money on advertising.

9. Service after sale (1%). Because problems updating menu due to poor understanding of what customers actually like.

10. Deliver the product or service (2%). Because Big Aussie Steakhouse mistakes taking and filling orders so that the company have the lack of loyal customers. That problem makes customers get wrong orders.

11. Step 2 - Determine business strategy and processes. Business strategy: Determine the desired business strategy and business processes to create business value.

12. Track customer information (including ordering patterns and other information) over time and across all stores.

Implement a Customer Loyalty program

13. - Track more information about customers to provide historical data for their next visit. - Survey customers to acquire more feedback on their likes and dislikes. - Provide more information to staff about customers, to increase loyalty. - Provide more value after the customer has dined.

14. Step 3 - Determine Information Systems Needs Nowadays, information systems could be found everywhere and anytime in people daily activity. Especially when dealing with all of business environments, there might be certain and specific information systems needed. Those information systems could be accounting information system, payroll information systems, financial management information systems, etc. Those information systems are fundamental and could make each systems focus on certain aims and more systematic.

15. Marketing operational CRM information system, Sales operational CRM information system, and Customer service operational CRM information systems.

16. Step 4 – determine ICT infrastructure requirements. Determine the ICT infrastructure needed to run the proposed information system. (hardware and software)

18. CRM information systems very likely to build strong relationship among its customers especially loyalty customers as it can see from video above. For example: - Make the product or service: CRM information system records about customers taste or preferences. So that the waiters know well whatever that the customers like and dislike. - Deliver the product or service: CRM information system know the details of their customers such as type of table (round table) and they could deliver the product well. - Market and sell the product and service: It can be seen from the video that restaurant services for giving a few glass of wine. It could be defined as promotion and hopefully that their customer would purchase this product in the future. - Service after the sale: After visiting their restaurant business, they would prove their good customer services, for instance, service them when customers want to smoke (based on the video).

19. www.microsoft.com/dynamics/en/us/default.aspx www.saleslogix.com/ www.sap.com/asia/solutions/business-suite/crm/index.epx

20. - Low levels of customer loyalty Identify and retain high value customers with customers loyalty program. Increase loyalty with consistent, personalized customers experiences across all touch points. - Problems designing a new menu Focus sales resources on productive activity. The business should increase in research and development from customers feedback to create new menu that have great taste as current menu. - Mistakes taking and filling orders Improvement on the information stored by the business, it could use new devices that will help on the customers order stored and processed.

22. The information in this case as the data is processed into information systems. Communication network is a network (a series of points or nodes interconnected by communication paths) that connects one point to another point, so that it can transmit information to all parts of the information system. - Examples of computerised information within a restaurant : As in the ordering process, customers can use a tool or a computer to order food and drinks they like, and they also can see the details that need to be released price. In this way is only to spend a little time. This process needs to be computerised. - Examples of non-computerised information within a restaurant : Details of the customer surveys that given to the waiter, then stored the details in the box, and then the chef and restaurant manager take the details and learning it, so that they can produce a product or service according to customer desires. This process does not need to be computerized.

23. The aspects are: Cost of capital owned by restaurant is not large to use computer systems. - Ordering with paper and pencil is an easier and general way compared with the computer system, which not all customers know how to use.

24. The information systems would record certain data or information about customers preference and identity (such as customers name, address/city, and preference) on electronic stored devices. They would remember and recognize the details about customers when they process that electronic devices and make it into actions.

28. This workshop and worksheet provides learning activity about the value chain business especially in demand side.

29. The only thing that could to be improved on this worksheet and workshop are add some more practical issue dealing with a case study not only for big Aussie steakhouse.