Informing an Organization

High-Tech Solutions for a Low-Tech Environment

Barbara MulvennaLIS 501Fall 2001

Survey of Information Science and Information ServicesDr. Corinne JörgensenSchool of Informatics

Fundamental Data Structure Needs to be structured in a manner

that is useful to the organization at every level

Needs uniformity to enable accuracy Need consensus and cooperation

from all levels of the organization

Goal and Objective

A uniform system of tracking discounts Accurate tracking of customers Eliminate confusion Meaningful system to evaluate efforts

Advertising, Coupons, In-store Promotions Better control over discounts

Situation Analysis

No uniform system for tracking coupons, discounts, or repeat customers

Main office is unable to evaluate effectiveness of advertising programs

Two main problems: Discount codes vary from store to store License plates in NYS are undergoing change

Background Analysis

POS system is somewhat intractable Minimal training at store level

regarding input of good data Low awareness of top level

management regarding information processes

Background Analysis

Communication to individual stores is limited and cumbersome

Communication between stores is limited.

“This is how we’ve always done it” corporate culture

Sample Data

Obvious Problems: Customer Lists-

(See Attached)

LastName PlateNo FirstName Address City LastService

ABATO X692UD JOE 293 MCNAIR RD BUFFALO 2/5/2001EDS760 JOE 293 MCNAIR RD BUFFALO 4/28/2001DB389R JOE 293 MCNAIR RD BUFFALO 8/18/2001

ABDALLAH FL164Z SHERMIN 264 HEMPSTEAD AVE BUFFALO 10/20/2000FL1642Z SHERMAN 264 HEMPSTEAD AVE BUFFALO 2/8/2001

BAUER APR2111 JOHN 51 LOWELL RD BUFFALO 8/10/2001V466XD ROBIN 6 FLORENCE AVE BUFFALO 1/12/200198643AE DANIEL 167 AURORA ST LANCASTER 6/12/2001AEY8382 MILDRED 189 BIGELOW PL DEPEW 5/3/20019XD135 MICHAEL 128 STRASMER RD DEPEW 3/20/2001H572SJ MANDY 76 PINEHURST AVE BUFFALO 3/1/2001LAN851 DENNIS 110 NANETTE DR ELMA 1/11/2001LE4105 THOMAS 374 INDIAN CHURCH RD BUFFALO 8/30/2000Z25OEX L.R 81 IDLEWOOD AVE HAMBURG 4/30/2001A676JR DEREK 33 GRANT BLVD BUFFALO 3/8/2001CX371V DENNIS 45 BURWELL AVE LANCASTER 7/23/2001T854NM ANNE 37 RAND AVE BUFFALO 8/31/2001AKS8213 DENNIS 110 NANETTE DR ELMA 8/6/2001EEJ135 RICHARD W. 144 HAWLEY ST BUFFALO 7/2/2001

Same person,different plate #

Plate # keyed as "O" instead of zero

Three different plate numbers

Error in entry of plate number and name spelling

Sample Data

Obvious Problems: Coupon Codes-

POS system limits codes to 15 One employee from Corporate Office must

travel to each store to enter new coupon codes

Mistakes “Reminders” “Reminder Card”

Available Options

Customer Lists: 70,000 records Sift through each record and make

corrections Who will perform task? How long will this take? How much will this cost?

Available Options

Coupon Codes: Too Late to Fix? Over 1 million telephone books

distributed 12 coupons in 2 books- all have different

codes Entertainment Books

5 coupons In Addition: Quarterly mailers, Discount

cards, Reminder notices, etc…

Recommendations

Customer Lists: Cost prohibitive to try and correct

database Solution:

Fix records individually as customers come in for service

Use contest to facilitate employee participation Result:

Since September more than 5,000 records have been corrected, merged, or updated*

*The employees are required to submit a print out of the service record with at least two other incidences of the same cutomer having had service in order to qualify for the contest. Therefore, there is a potential that up to 15,000 records have been updated.

Recommendations

Coupon codes: A uniform system that can be tracked and

updated easily Solution:

Update all coupon codes Enter new codes into computers at all stores Introduce new system to managers during

one meeting at corporate office Provide stores with binder where copy of

coupon can be seen alongside its new code

Coupon Revision – August 2001

Indications: Need a uniform system of coupon codes that can be tracked and updated easily.  Strategy:Update all coupon codes.Enter new codes into computers at all stores. (MOC staff)Introduce new system to managers during one meeting at corporate office.Provide stores with binder where copy of coupon can be seen alongside its new code. Rationale:Eliminate confusion.Better control of discounts.Better result tracking. Materials and cost:15 - ½” ring binders (these are small enough to fit under the counter)protective sleeves for page inserts (keeps pages clean and resist tearing)tabs or dividers (speeds up look-up time)2 reams of paper (let me know if you need this item purchased) The binders, sleeves, and tabs will be purchased. The pages will be printed at MOC office, using paper already at hand. Copies of coupons will also be made in-house. Total estimated cost:$85.00 or less

A copy of the proposal.

The New System

Codes Never Change Insert updated coupon instead

Visual Reference Lower incidence of error Eliminates confusion Better control over discounts

The New Look

Coupon Index (See Attached)

Coupon Tracking (See Attached)

COUPON CODES INDEX

DESCRIPTION NEW CODE

SUPER COUPS COUPON CURRENT SUPER COUPS

VERIZON PHONE BOOK OIL CHANGE VERIZON OC

VERIZON PHONE BOOK EXTRA SERVICE VERIZON ES

TALKING PHONE BOOK OIL CHANGE WD OC

TALKING PHONE BOOK EXTRA SERVICE WD ES

OIL CHANGE OR EXTRA SERVICE REMINDER CARD

ENTERTAINMENT BOOK

OIL CHANGE OR EXTRA SERVICE CASTROL WEB OR ATLAS

SCHOOL OR CHARITY

COMPETITOR COUPON

FOR CUSTOMER SERVICE ONLY MANAGER’S ADJUSTMENT

ANY COUPON AFTER EXPIRATION EXPIRED COUPON

OIL CHANGE VIP SINGLE PUNCH

OIL CHANGE AND EXTRA SERVICE VIP DOUBLE PUNCH

DISCOUNT OR FREE VIP 3, 4, OR FREE

Please check expiration dates on each coupon.

This is the index page of each binder. Pages are updated and sent to the stores to be inserted in place of the old coupon. If a customer brings in a coupon that is past the expiration date it is keyed under “expired coupon.”

COUPON COUNT

CURRENT SUPER COUPS

VERIZON OC

VERIZON ES

WD OC

WD ES

REMINDER CARD

ENTERTAINMENT BOOK

CASTROL WEB OR ATLAS

SCHOOL OR CHARITY

COMPETITOR COUPON

MANAGER’S ADJUSTMENT

EXPIRED COUPON

VIP SINGLE PUNCH

VIP DOUBLE PUNCH

VIP 3, 4, OR FREE

Managers submit this, attached to the physical coupons that were redeemed during the week.

Result

Individual store coupon codes are uniform No longer have to travel to each store to

update computer when a new coupon is released

Stores are mailed new inserts with instructions for placement

Tracking at Corporate Office is accurate Evaluation of discount programs is precise

Setbacks

Politics!

Consensus is difficult to achieve Negative attitudes

Going Forward

As the Communications Consultant Get More Answers, Sooner Ask Specific Questions Repeatedly Watch for Developing Problems Build Consensus in Advance

Conclusion

Quality of Information is dependent on many variables: Accuracy/ Reliability

All users and contributors must be considered

Relevance/ Pertinance All participants must have an interest

Conclusion

Value Added Processes: Value is in usage and usefulness

Know your user/ contributor Learn the problems of the organization and

previous attempts at solving them Keep it simple