33 essentials of business information systems chapter

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Unformatted text preview: nterprise applications – total cost may be 4 to 5 times the price of software • Technology changes • Business process changes • Organizational changes • Switching costs, dependence on software vendors • Data standardization, management, cleansing 8.33 Essentials of Business Information Systems Chapter 8 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications Customer Relationship Management Systems Interactive Session: People Alaska Airlines Soars with Customer Relationship Management • Read the Interactive Session and then discuss the following questions: • What was the problem at Alaska Airlines in this story? How did the problem affect business performance? • What was the solution chosen by the airline? How well did this solution help the airline compete with its rivals? • What are the ways in which a typical customer interacts with an airline? List and briefly describe the customer data elements generated during these interactions (making a reservation, using frequent flyer miles, completing a flight.) How does information from CRM improve these interactions? 8.34 Essentials of Business Information Systems Chapter 8 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications Enterprise Applications: New Opportunities and Challenges Extending Enterprise Software • To bring greater value from enterprise applications • Enterprise solutions / suites: Make applications more flexible, Web-enabled, integrated with other systems • Service platform: Integrates multiple applications to deliver a seamless experience for all parties • Order-to-cash process • Portal software 8.35 Essentials of Business Information Systems Chapter 8 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications Enterprise Applications: New Opportunities and Challenges Order-to-Cash Service Figure 8-12 Order-to-cash is a composite process that integrates data from individual enterprise systems and legacy financial applications. The process must be modeled and translated into a software system using application integration tools. 8.36 Essentials of Business Information Systems Chapter 8 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications Enterprise Systems Interactive Session: Organizations Invacare Struggles with Its Enterprise System Implementation • Read the Interactive Session and then discuss the following questions: • How did problems implementing the Oracle enterprise software affect Invacare’s business performance? • What people, organization and technology factors affected Invacare’s ERP implementation? • If you were Invacare’s management, what steps would you have taken to prevent these problems? 8.37...
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This document was uploaded on 02/11/2014.

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