CS507

Information Systems

Lesson # 12

CBIS from Functional View Point

CBIS from Functional View Point

• Introduction• Organizational Information Systems (OIS)• Marketing Information Systems (MKIS)• Benefits of Marketing IS• Management Levels in MKIS• New Dimensions in MKIS• Reasons for adopting CRM• Call Center

Introduction

• CBIS can be divided into subsystems based on how the users are grouped in the organization. This grouping of users is in terms of related tasks that are performed. These conceptual systems are mirror images of physical systems that are present. These systems are collectively called Organizational Information systems (OIS).

Organizational Information Systems (OIS)

• The term OIS views organization as a combination of process oriented groups whose information needs are related but independent. All functional systems should work together for problem solving since each system specialises in specific domain of information. 

Marketing Information Systems (MKIS)

• MKIS is a type of Information System that helps the firm to achieve following objectives:– Identification of customers for firm‘s products and

services.

– Development of those products and services to meet customers’ needs

– Promotion of the products and services, and

– Provision of after sale customer support 

Types of Marketing Information 

• Following types of information should be designed:– Marketing Intelligence – Internal Information – Marketing Communication

Benefits of Marketing IS

• Customer profiles need to be maintained focusing on their habits and spending patterns.

• Information on what competitors have been upto is also a critical marketing information.

• Forecasts of demand is also a critical part of marketing analysis.

• Customers can be quickly updated based on their information kept in MKIS.

• Dealers involved in sale of product can also be monitored to help enhance revenues

Management Levels in MKIS

• Strategic Level– Formulation of new sales products, and identifying

new sales opportunities. – Planning support for new products and services – Monitoring competitors

Management Levels in MKIS (Continued)

• Knowledge Level– Market analysis based on demographics and

customer behaviour

• Management level– Sales performance analysis is required to monitor

how to enhance sales and address related issues. – Sales staff analysis is important to see how much

of the sales portion has been contributed by each of the employees.

Management Levels in MKIS (Continued)

• Operational Level– Taking comments from customers for measuring

satisfaction is a responsibility of the managerial level.

– Tracking sales, processing orders and customer support

New Dimensions in MKIS

• Through extensive use of computers in marketing field, newer concepts are emerging in marketing field, which are revolutionising the way customers were dealt with.– Customer Relationship management (CRM)– Sales Force Automation (SFA)– Call Centres

Customer Relationship Management

• Businesses need to understand the extent to which consumers want to engage with their brands. CRM maintains and enhances customer base. It encourages customer loyalty. CRM help in establishing communication to encourage customers to share information

Reasons for adopting CRM

• Due to absence of physical contact, companies are curious to keep a soft touch in an efficient manner.

• CRM reduces cost of sales and distribution by targeting advertising

• CRM minimize customer support costs

Key CRM Tasks

• Customer Identification

• Marketing channels

• Transactions

• Interactions overtime

• Customization / Personalization

Sales Force Automation   

• It automates some of the company's critical sales and sales force management functions such as:– Customer account management– Forecasting sales – Sales administration – Keeping track of customer preferences – Sales staff performance

Call Center

• It refers to a department within a company or a third-party organization that handles telephone sales and/or service. Call centers use automatic call distributors (ACD’s) to route calls to the appropriate agent. In addition to a call centre, collective handling of letters, faxes, and e-mails at one location is known as a contact centre.