Lesson #9, Assignment #2 - Read the 'Business...

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Read the 'Business Problem-Solving Case' on pages 404-406 of your text, entitled "Citizens National Bank Searches for a System Solution" and address the case questions in an essay of 500-600 total words: 1. What was the initial problem that Mark Singleton was trying to solve at Citizens National? How well did he apply the four steps of problem solving? A major part of Citizen National’s strategy for continuing growth was to implement customer relationship management (CRM) software. The CRM strategy targeted the bank’s two main contact points with customers: the bank’s call center and its sales force. The main goal for the implementation was to increase sales by raising the number of contacts relationship bankers were making and improving the tracking of these activities so the bank could learn more from them. The four steps of problem solving include: Define and understand the problem: it appears that Singleton defined and understood the problem of trying to get more information and use it more efficiently to expand sales Develop alternative solutions: it doesn’t appear as though Singleton or the outsourcer fulfilled this step very well. They only considered one CRM system and didn’t evaluate it well against organizational goals Choose the best solution: Obviously, if the previous step failed, so did this one. The union of old-fashioned business sensibility with powerful enterprise software was a mismatch almost immediately. The Siebel software was simply too rich in features. The bank spent an inordinate amount of time switching off features that hindered productivity. Implement the solution:
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This note was uploaded on 04/29/2011 for the course INFORMATIO MIS taught by Professor Daniel during the Spring '11 term at Antelope Valley College.

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Lesson #9, Assignment #2 - Read the 'Business...

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