03-Nov-20
Achieving Operational Excellence
and Customer Intimacy: Enterprise
Applications
SI-101 Pengantar Sistem Informasi
How do enterprise systems help
businesses achieve operational
excellence?
❑ What are Enterprise Systems?
❑ Enterprise systems feature a set of
integrated software modules and a
central database by which business
processes and functional areas
throughout the enterprise can
share data.
❑ Enterprise Software
❑ Business Value of Enterprise
Systems
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BUSINESS PROCESSES SUPPORTED BY ENTERPRISE
SYSTEMS
How do supply chain management systems
coordinate planning, production, and logistics with
suppliers?
❑ The Supply Chain
❑ Information Systems and Supply
Chain Management
❑ Supply Chain Management
Software
❑ Global Supply Chains and the
Internet
❑ Global Supply Chain Issues
❑ Demand-Driven Supply Chains:
From Push to Pull Manufacturing
and Efficient Customer Response
❑ Business Value of Supply Chain [Link]
Management Systems functions/operations/our-insights/supply-chain-40--the-
next-generation-digital-supply-chain
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NIKE’S SUPPLY CHAIN
This figure illustrates the major entities in Nike’s supply chain and the flow of information upstream
and Downstream to coordinate the activities involved in buying, making, and moving a product.
Shown here is a Simplified supply chain, with the upstream portion focusing only on the suppliers
for sneakers and sneaker soles.
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Inaccurate information
THE BULLWHIP EFFECT
Inaccurate information can cause minor fluctuations in demand for a product to be
amplified as one moves further back in the supply chain. Minor fluctuations in retail sales
for a product can create excess inventory for distributors, manufacturers, and suppliers.
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Demand-Driven Supply Chains: From Push to Pull
Manufacturing and Efficient Customer Response
❑ The difference between push- and pull-based models is summarized by the slogan “Make
what we sell, not sell what we make.”
❑ In a push-based model, production master schedules are based on forecasts or best guesses of
demand for products, and products are pushed to customers.
❑ In a pull-based model, also known as a demand-driven or build-to-order model, actual
customer orders or purchases trigger events in the supply chain.
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THE EMERGING INTERNET-DRIVEN SUPPLY
CHAIN
❑ The emerging Internet-driven supply chain operates like a digital logistics nervous system.
❑ It provides multidirectional communication among firms, networks of firms, and e-
marketplaces so that entire networks of supply chain partners can immediately adjust
inventories, orders, and capacities.
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How do customer relationship management
systems help firms achieve customer intimacy?
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
❑ What Is Customer
Relationship
Management?
❑ Customer Relationship
Management Software
❑ Sales Force Automation
❑ Customer Service
❑ Marketing
❑ Operational and
Analytical CRM
❑ Business Value of CRM systems examine customers from a
Customer Relationship multifaceted perspective.
Management Systems These systems use a set of integrated applications to
address all aspects of the customer relationship,
including customer service, sales, and marketing.
HOW CRM SYSTEMS SUPPORT
MARKETING?
• Customer relationship
management software
provides a single point for
users to manage and
evaluate marketing
campaigns across multiple
channels, including email,
direct mail, telephone, the
web, and social media.
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CRM SOFTWARE CAPABILITIES
• The major CRM software products support business processes in sales, service,
and marketing, integrating customer information from many sources. Included
is support for both the operational and analytical aspects of CRM.
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CUSTOMER LOYALTY MANAGEMENT
PROCESS MAP
❑This process map shows how a best practice for promoting customer
loyalty through customer service would be modeled by customer
relationship management software.
❑The CRM software helps firms identify high-value customers for
preferential treatment.
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ANALYTICAL CRM
• Analytical CRM uses a customer data warehouse or analytic platform and
tools to Analyze customer data collected from the firm’s customer touch
points and from other sources.
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What are the challenges that enterprise
applications pose, and how are enterprise
applications taking advantage of new technologies?
❑ Enterprise Application ❑ Enterprise applications require not only deep-
Challenges seated technological changes but also
fundamental changes in the way the business
❑ Next-Generation Enterprise operates.
Applications ❑ Companies must make sweeping changes to
❑ Social CRM their business processes to work with the
❑ Business Intelligence in Enterprise software. Employees must accept new job
Applications functions and responsibilities.
❑ They must learn how to perform a new set of
work activities and understand how the
information they enter into the system can
affect other parts of the company.
❑ This requires new organizational learning and
should also be factored into ERP
implementation costs.
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Business Intelligence in Enterprise Applications
❑ Enterprise application vendors have added business intelligence features to help managers obtain more meaningful
information from the massive amounts of data these systems generate, including data from the Internet of Things (IoT).
❑ SAP now makes it possible for its enterprise applications to use HANA in-memory computing technology so that they are
capable of much more rapid and complex data analysis. Included are tools for flexible reporting; ad hoc analysis; interactive
dashboards; what-if scenario analysis; data visualization; and machine learning to analyze very large bodies of data, make
connections, make predictions, and provide recommendations for operations optimization.
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Question?
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