© 2006 the mcgraw-hill companies, inc. all rights reserved.mcgraw-hill/ irwin 2-1 introduction...

© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/ Irwin

2-1

INTRODUCTION

Important IT applications businesses are using today Supply chain management (SCM) Customer relationship management (CRM) Business intelligence (BI) Integrated collaboration environments (ICE)

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SUPPLY CHAIN MANAGEMENT

Distribution chain – the path followed from the originator of a product/service to the end consumer

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What are Supply Chain Management Systems?

Supply chain management (SCM) - tracks inventory and information among business processes and across companies

Supply chain management (SCM) system - an IT system that supports supply chain management activities by automating the tracking of inventory and information among business processes and across companies

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What are Supply Chain Management Systems?

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What are Supply Chain Management Systems?

Just-in-time - an approach that produces or delivers a product or service just at the time the customer wants it

Logistics - the set of processes that plans for and controls the efficient and effective transportation and storage of supplies from suppliers to customers

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Strategic and Competitive Opportunities with SCM

A well-designed supply chain management system helps by optimizing: Fulfillment Logistics Production Revenue and profit Spend

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Strategic and Competitive Opportunities with SCM

Collaborative planning, forecasting, and replenishment (CPFR) - a concept that encourages and facilitates collaborative processes between supply chain partners

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Challenges to Success with Supply Chain Management

Executives must recognize its importanceWork closely with customers and suppliers Your IT systems and the IT systems of your customers

and suppliers must be integratedYour SCM systems must continuously adapt to changing

conditions

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IT Support for Supply Chain Management

Specialized SCM software and ERP software suitesApplication service provider (ASP) - supplies software

applications (and often related services) over the Internet that would otherwise reside on its customers’ in-house computers.

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IT Support for Supply Chain Management

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CUSTOMER RELATIONSHIP MANAGEMENT

Two success stories with customer relationship management Wells Fargo Bank sells four additional banking products to

customers compared with an industry average of 2.2 The American Cancer Society is better able to target large

donors

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What are Customer Relationship Management Systems?

Customer relationship management (CRM) system - uses information about customers to gain insights into needs, wants, and behaviors in order to serve them better

Sales force automation (SFA) system - automatically tracks all the steps in the sales process

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What are Customer Relationship Management Systems?

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Strategic and Competitive Opportunities with CRM

More effective marketing campaigns based on customer needs and wants

Assuring the sales force is efficiently managedProviding superior after-sale service and support

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Strategic and Competitive Opportunities with CRM

Revenue Enhancers Increase sales effectiveness Improve customer retention Increase revenue per customer Offer new products/services

Cost Cutters Decrease cost of sales Decrease cost of service Cost per service interaction Transition to more self-service

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Challenges to Success with Customer Relationship Management

More than 50 percent of CRM installations are seen as failures

Why many CRM installations are less than successful The company’s goals are too broad The company’s strategies are too generic Implementations are often too software-centric

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IT Support for Customer Relationship Management

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IT Support for Customer Relationship Management

Front office systems – the primary interface to customers and sales channels

Back office systems - used to fulfill and support customer orders

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IT Support for Customer Relationship Management

CRM software providers (e.g. Clarify, Oracle, SAP, Siebel Systems)

SFA software providers (e.g. Clarify, Siebel, Salesforce.com, Vantive)

Salesforce.com was the first to use an ASP model and others have followed

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BUSINESS INTELLIGENCE

How FiberMark benefits from business intelligence (BI) They used to print 1,000 page reports for each salesperson Now salespeople get the information they want from

FiberMark’s intranet FiberMark’s BI system paid for itself in 9 months

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What are Business Intelligence Systems?

Business intelligence (BI) – knowledge about your customers, your competitors, your business partners, your competitive environment, and your own internal operations – that gives you the ability to make effective, important, and often strategic business decisions.

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What are Business Intelligence Systems?

Business intelligence (BI) systems – the IT applications and tools that support the business intelligence function within an organization

Competitive intelligence - business intelligence focused on the external competitive environment

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What are Business Intelligence Systems?

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What are Business Intelligence Systems?

The objective of BI is to help knowledge workers understand Capabilities available in the firm State of the art, trends, and future directions in the market Technological, demographic, economic, political, social, and

regulatory trends Actions of competitors

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What are Business Intelligence Systems?

Data warehouse – a logical collection of information - gathered from many different operational databases – used to create business intelligence that supports business analysis activities and decision-making tasks

Data mart - a subset of the data warehouse in which only a focused portion of the data warehouse information is kept

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What are Business Intelligence Systems?

Other technical components of business intelligence include such tools as Data mining Automatic exception detection with proactive alerting and

automatic recipient determination Automatic learning

Data-mining tool - a software tool you use to query information in a data warehouse

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Strategic and Competitive Opportunities with BI

Strategic uses of business intelligence ranked in order of importance Corporate performance management Optimizing customer relations, monitoring business activity,

and traditional decision support Packaged stand-alone BI applications for specific operations

or strategies Management reporting of business intelligence

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Strategic and Competitive Opportunities with BI

BI systems provide managers with Actionable information and knowledge At the right time At the right location In the right form

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Strategic and Competitive Opportunities with BI

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Challenges to Success with Business Intelligence

Deal with an important business issueProvide customized BI informationBuild discipline and precision in processesKnowledge workers must understand how to use BI tools

effectivelyUnderstand that BI systems are complex and continually

change

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IT Support for Business Intelligence

There are many software companies in the BI field Digital dashboard - displays key information gathered

from several sources on a computer screen in a format tailored to the needs and wants of an individual knowledge worker

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IT Support for Business Intelligence

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INTEGRATED COLLABORATION ENVIRONMENTS

How Siemens benefits from an integrated collaboration environment Much of its work is done by virtual teams SiteScape’s Forum software lets teams share documents and

ideas Each team member can contribute freely from anywhere and

at any time

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What are Integrated Collaboration Environments?

Integrated collaboration environment (ICE) - the environment in which virtual teams do their work

Virtual team - a team whose members are located in varied geographic locations and whose work is supported by specialized ICE software or by more basic collaboration systems

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What are Integrated Collaboration Environments?

Collaboration system - software that is designed specifically to improve the performance of teams by supporting the sharing and flow of information

Alliance partner – a company your company does business with on a regular basis in a collaborative fashion, usually facilitated by IT systems

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What are Integrated Collaboration Environments?

Workflow - defines all of the steps or business rules, from beginning to end, required for a business process

Workflow system - facilitates the automation and management of business processes

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What are Integrated Collaboration Environments?

Document management system - manages a document through all the stages of its processing

Knowledge management (KM) system – an IT system that supports the capturing, organization, and dissemination of knowledge (i.e., know-how) throughout an organization

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What are Integrated Collaboration Environments?

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What are Integrated Collaboration Environments?

Social network system - an IT system that links you to people you know and, from there, to people your contacts know Build your network Find the people you need Make a trusted contact

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Strategic and Competitive Opportunities with ICEs

The payoffs can be hugeThe oil and gas exploration industry could save an

estimated $7 billion“If only HP knew what HP knows”

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Challenges to Success with ICEs

Acceptance of knowledge management systems has been particularly difficult People don’t submit their knowledge to the knowledge

repository People are reluctant to share what they know with others People say they don’t have the time to submit information. IT

can help with techniques to capture knowledge automatically

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IT Support for Integrated Collaboration Environments

Collaboration softwareWorkflow systemsDocument management systemsPeer-to-peer collaboration softwareKnowledge management (KM) systemsSocial network systems

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IT Support for Integrated Collaboration Environments

Presence awareness - a software function which determines whether a user is immediately reachable or is in a less-available status

Peer-to-peer collaboration software - permits users to communicate in real time and share files without going through a central server

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A VIEW OF THE INTEGRATED ENTERPRISE

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Airline Reservation Systems

SABRE and APOLLO were very profitable for American and United

American and United had access to BI on their own as well as on their competitors’ flights

Competitors had to wait to get BI and also had to pay for it

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Frequent Flyer Programs

Frequent flyer programs are a great example of CRMAir travelers concentrate their travel with a single airline

to get “perks” Finnair is using BI to increase loyaltyMost information needed for frequent flyer programs is

obtained from reservation systems

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Airline Maintenance Systems

Airlines use SCM systems to be sure maintenance parts are available when needed

Integrating SCM and BI helps airlines predict where and when spare parts will be needed

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Yield Management Systems

Yield management system - specialized kind of decision support system designed to maximize the amount of revenue an airline generates on each flight

Fares change over time for a specific flight based on number of seats sold

Objective: highest average cost per seat

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Yield Management Systems

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Integrated Collaboration Environments

Many airlines are global businesses with employees located all over the world

Airline employees often work in virtual teamsICEs let them avoid travel even though it’s freeICEs are an interesting competitive threat to airlines

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CAN YOU…

1. Describe SCM systems, their competitive advantages, challenges to their use, and IT support

2. Describe CRM systems, their competitive advantages, challenges to their use, and IT support

3. Describe BI systems, their competitive advantages, challenges to their use, and IT support

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CAN YOU…

4. Describe ICE systems, their competitive advantages, challenges to their use, and IT support

5. Describe how individual systems work together to give airline companies a competitive advantage

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Problems with E-tailing and Lessons Learned

Don’t ignore profitabilityManage new risk exposureWatch the cost of brandingDo not start with insufficient fundsThe Web site must be effectiveKeep it interesting

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Issues in E-Tailing

disintermediation

The removal of organizations or business process layers responsible for certain intermediary steps in a given supply chain

reintermediation

The process whereby intermediaries (either new ones or those that had been disintermediated) take on new intermediary roles

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Exhibit 3.12 Disintermediation and Reintermediation

in the B2C Supply Chain

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Issues in E-Tailing

cybermediation (electronic intermediation)

The use of software (intelligent) agents to facilitate intermediation

hypermediation

Extensive use of both human and electronic intermediation to provide assistance in all phases of an e-commerce venture