CHAPTER 6 : VALUING ORGANIZATIONAL INFORMATION
ORGANIZATIONAL INFORMATION
·
· Information is
everywhere in an organization
·
· Employees must be
able to obtain and analyze the many different levels, formats
and granularity of organizational information to make decisions
·
· Successfully
collecting, compiling, sorting and analyzing information can provide tremendous
insight into how an organization is performing
·
· Levels, formats
and granularity of organizational information
THE VALUE OF
TRANSNATIONAL AND ANALYTICALLY INFORMATION
·
· Transaction
information verses analytically information
THE VALUE OF TIMELY INFORMATION
· Timeliness is an
aspect of information that depends on the situation
§ Real-time
information – immediate, up-to-date information
§ Real-time system –
provides real-time information in response to query requests
THE VALUE OF QUALITY INFORMATION
· Business decisions
are only as good as the quality of the information used to make the decisions
· You never want to
find yourself using technology to help you make a bad decision faster
UNDERSTANDING THE COSTS OF POOR INFORMATION
· The four primary
sources of low quality information include;
§ Online customers
intentionally enter inaccurate information to protect their privacy
§ Information from
different systems have different entry standards and formats
§ Call center
operators enter abbreviated or erroneous information by accident or to save
time
§ Third party and
external information contains inconsistencies, inaccuracies and errors
· Potential business
effects resulting from low quality information include;
§ Inability to
accurately track customers
§ Difficulty
identifying valuable customers
§ Inability to
identify selling opportunities
§ Marketing to
nonexistent customers
§ Difficulty tracking
revenue due to inaccurate invoices
§ Inability to build
strong customer relationships
UNDERSTANDING THE BENEFITS OF GOOD INFORMATION
· High quality
information can significantly improve the chances of making a good decision.
· Good decisions can
directly impact an organization’s bottom line.
CHAPTER 7 : STORING ORGANIZATIONAL INFORMATION
CHAPTER 7 : STORING ORGANIZATIONAL
INFORMATION
What is INFORMATION
Information is stored
in databases.
Database – maintains
information about various types of objects (inventory), events (transactions),
people (employees), and places (warehouses)
Database models
include:
Hierarchical database
model – information is organized into a tree-like structure (using parent/child
relationships) in such a way that it cannot have too many relationships
Network database model
– a flexible way of representing objects and their relationships
Relational database
model – stores information in the form of logically related two-dimensional
tables
Entity – a person,
place, thing, transaction, or event about which information is stored
The rows in each table
contain the entities
Attributes (fields,
columns) – characteristics or properties of an entity class
The columns in each
table contain the attributes
Primary keys and
foreign keys identify the various entity classes (tables) in the database:
Primary key – a field
(or group of fields) that uniquely identifies a given entity in a table
Foreign key – a
primary key of one table that appears an attribute in another table and acts to
provide a logical relationship among the two tables
Database
advantages from a business perspective include:
Increased flexibility
Increased scalability
and performance
Reduced information redundancy
Increased information
integrity (quality)
Increased information
security
A well-designed
database should :
Handle changes quickly
and easily
Provide users with
different views
Have only one physical
view
--Physical view –
deals with the physical storage of information on a storage device
Have multiple logical
views
--Logical view –
focuses on how users logically access information
A database must scale
to meet increased demand, while maintaining acceptable performance levels
Scalability – refers
to how well a system can adapt to increased demands
Performance – measures
how quickly a system performs a certain process or transaction
Information integrity
– measures the quality of information
Integrity constraint –
rules that help ensure the quality of information
Relational integrity
constraint
Business-critical
integrity constraint
Databases offer
several security features including:
Password – provides
authentication of the user
Access level –
determines who has access to the different types of information
Access control –
determines types of user access, such as read-only access
Database management
systems (DBMS) – software through which users and application
programs interact with a database.
Data-driven Web sites
– an interactive Web site kept constantly updated and relevant to the needs of
its customers through the use of a database.
Integration –
allows separate systems to communicate directly with each other :
Forward integration –
takes information entered into a given system and sends it automatically to all
downstream systems and processes
Backward integration –
takes information entered into a given system and sends it automatically to all
upstream systems and processes
Chapter 9
ENABLING THE ORGANIZATIONS - DECISION MAKING
Organizational information
ü Employees
must be able to obtain and analyze to many different levels, formats and granu
larities of organizational information to make decision
ü Successfully
collecting, compiling, sorting and analyzing information can provide tremendous
insight into how an organization is performing
The value of timely information
ü Timeliness
is an aspect of information that depends on the situation :
- Real-time
information – immediate up-to-date information
- Real-time
system – provides real-time information in response to query requests
The value of quality information
ü Business
decisions are only as good as the quality of the information used to make the
decisions
ü You
never want to find yourself using technology to help you make a bad decision
faster
ü Characteristic
of high-quality information include :
- Accuracy
- Completeness
- Consistency
- Uniqueness
- Timeliness
Understanding the cost of poor information
ü The
four primary sources of low quality information include :
I. Online
customers intentionally enter inaccurate information to protect their privacy
II. Information
from different systems have different entry standards and formats
III. Call centre operators
enter abbreviated or erroneous by accident or to save time
IV. Third
party and external information contains inconsistencies, inaccuracies and
errors
ü Potential
business effects resulting from low quality information include :
- Inability
to accurately track customers
- Difficulty
identifying valuable customers
- Inability
to identify selling opportunities
- Marketing
to nonexistent customers
- Difficulty
tracking revenue due to inaccurate invoices
- Inability
to build strong customer relationship
· Understanding
the benefits of good information
ü High
quality information can significantly improve the chances of making a good
decision
ü Good
decision can directly impact an organization’s bottom line
DECISION MAKING
Reasons for the growth of decision
making information systems
-people need to analyze large amounts of
information
-people must take decision quickly
-people must apply sophisticated analysis
techniques, such as modelling and foresting, to make good decisions
-people must protect the corporate asset of
organizational information
MODEL
A simplified representation or abstraction of
reality
IT SYSTEMS IN AN
ENTERPRISE
EXECUTIVES - EXECUTIVE
INFORMATION SYSTEM (EIS)
MANAGERS - DECISION SUPPORT SYSTEMS (DSS)
ANALYSIS – TRANSACTION PROCESSING SYSTEMS (TPS)
TRANSACTION PROCESSING
SYSTEMS
-Moving up through
the organizational pyramid users move from requiring transactional information
to analytical information
-Transaction processing system –
the basic business system that serves the operational level (analysts) in an
organization
-Online transaction processing (OLTP) –
the capturing of transaction and event information using technology to (1)
process the information according to defined business rules, (2) store the
information, (3) update existing information to reflect the new information
-Online analytical processing (OLAP) –
the manipulation of information to create business intelligence in support
of strategic decision making
DECISION SUPPORT SYSTEMS
-Decision support systems (DSS) –
models information to support managers and business
professionals during the decision-making process
-Three quantitative models used by DSSs include
:
1. Sensitively analysis – the
study of the impact that changes in one
(or
more) parts of the model have on other parts of the model
2. What-if analysis – checks
the impact of a change in an assumption on the proposed solution
3. Goal-seeking analysis –
finds the inputs necessary to achieve a goal such as a desired level of output
EXECUTIVE INFORMATION
SYSTEMS
-Executive information system (EIS) –
a specialized DSS that supports senior level executives within the organization
-most EISs offering the following capabilities
:
1.consolodation– involves the
aggregation of intelligent system that mimics the evolutionary,
survival-of-the-fittest process to generate increasingly better solutions to a
problem
2.drill-down – enables, users to
get details and details of details, of information
3.slice-and-dice – looks at
information from different perspectives
ARTIFICIAL INTELLIGENCE
-INTELLIGENT SYSTEM – various
commercial applications of artificial intelligence
-ARTIFICIAL INTELLIGENCE (AI) –
Simulates human intelligence such as the ability to reason and learn
-advantages: can check info on competitor
-the ultimate goal of AI is the ability to
build a system that can mimic human intelligence
-Four most common categories of AI include :
1. expert system –
computerized advisory programs that imitate the reasoning processes of expert
in solving difficult problems
2. neural network – attempts
to emulate the way the human brain works
-fuzzy logic – a mathematical
method of handling imprecise or subjective
information
3. genetic algorithm – an AI
system that mimics the evolutionary, survival-if-the-fittest process to
generate increasingly better solutions to a problem
4. intelligent agent –
special-purposed-knowledge-based information system that accomplishes specific
tasks on behalf of its users
DATA-MINING
-data-mining software includes many forms of AI
such as neural networks and expert system
-common forms of data-mining analysis capabilities
include:
1. cluster analysis
2. association detection
3. statistical analysis
CLUSTER ANALYSIS
-CLUSTER ANALYSIS –
To divide an information set into mutually exclusive groups such that the
members of each group are as possible to one another and the different groups
are as far apart as possible
-CRM systems depend
on cluster analysis to segment customer information and identify behavioral traits
ASSOCIATION DETECTION
-Association detection reveals
the degree to which variables are related and the nature and frequency of these
relationships in the information
-Market basket analysis such
items as Web sites and checkout scanner information to detect customers’ buying
behavior and predict future behaviour by identifying affinities among
customers’ choices of products and services
STATISTICAL ANALYSIS
STATISTICAL ANALYSIS performs
such functions as information correlations, distributions, calculations and
variance analysis
- forecast– predictions made
on the basis of time-series information
- time-series information –
time-stamped information collected at a particular frequency
Chapter 10
SUPPLY CHAIN
MANAGEMENT
WHAT is Supply Chain
Management?
- Companies that
excel in supply chain operations perform
better in almost every financial measure of success, according to a report from
Boston-based MR Research Inc.
- These
companies understand that value chain performance translates to productivity
and market-share leadership.
|
how the supply chain is related.
|
What is the Basics of Supply Chain
A supply chain consists
of all parties involved, directly or indirectly, in the procedurement of a
product or raw material.
- Organization must embrace technologies that can
effectively manage and oversee their supply chain.
supply chain management involves the management
of information flow between and among stages in a supply chain to maximize
total supply chain effectiveness and profitability.
Information Technology's Role in the Supply
Chain
·
The notion of virtually seamless information links within and
between organizations is an essential element of integrated supply chain.
·
Information technology's primary role in SCM is creating the integration or tight
process and information linkages between functions within a firm.
·
Considerable evidence shows that this type of supply chain
integration results in superior supply chain capabilities and profits.
VISIBILITY
Supply chain visibility is
the ability to view all areas up and down the supply chain.
Bullwhip effect occurs
when distorted products demand information passes from one entity to the next
through the supply chain.
*Information technology allows additional visibility
in the supply chain.
CONSUMER BEHAVIOR
Demand planning software generates
demand forecasts using statistical tools and forecasting techniques.
Ones an organization understand customer
demand and
its effect on the supply chain it can begging to estimate the impact that its
supply chain will have on its customers and ultimately the organization's
performance.
COMPETITION
Supply chain management can
be broken down in"
Supply chain planning software: uses
advanced mathematical algorithms to improve the flow and efficiency of the
supply chain while reducing inventory. SCP depends entirely on information for
its accuracy.
Supply chain executive (SCE) software automates
the different stems and stages of the supply chain.
SPEED
During the past decade, competition has focused on
speed. New forms of severs, telecommunications enabling companies to perform
activities that were once never thought possible.
Another aspect of speed is the company's ability to
satisfy continually changing customer requirements efficiently, accurately, and
quickly.
What is the Supply Chain Management Success
Factors
To succeed in today's competitive markets, companies
must align their supply chains with the demands of the markets key serve.
To achieve success such as reducing operation costs,
improving asset productivity, and compressing order cycle time, and
organization should follow the seven principles of SCM outlines.
One of the benefits is to know immediately what is
being transacted at the customer and of the supply chain instead of waiting
days or weeks for the information to flow.
Organizations
should study industry best practices to improve their
chances of successful implementation of SCM systems. The following are keys to
SCM success.
MAKE THE SALE TO SUPPLIERS
The hardest part of any SCM system is its complexity
because a large part of the system extends beyond the company's walls.
WEAN EMPLOYEES OF TRADITIONAL BUSINESS
PRACTICES
Operations people typically deal with phone calls,
faxes, and orders scrawled on paper and will most likely want to keep it that
way.
ENSURE THE SCM SYSTEM SUPPORTS THE
ORGANIZATIONAL GOALS
It is important to select SCM software that give
organizations and advantage in the areas most crucial to their business
success.
DEPLOY IN INCREMENTAL PHASES AND MEASURE
AND COMMUNICATE SUCCESS
Design the deployment of the SCM system in incremental
phases.
BE FUTURE ORIENTED
The
supply chain design must anticipate the future state of the business.
Chapter 11
BUILDING A CUSTOMER -
CENTRIC ORGANIZATION - Customer Relationship Management
Customer Relationship Management (CRM)
CRM is a business philosophy based on the premise that those
organizations that understand the needs of individual customers are best
positioned to achieve sustainable competitive advantage in the future.
- A customer strategy
starts with understanding who the company's customers are and how the company
can meet strategic goals.
- As the business
world increasingly shifts from product focus to customer focus, most
organizations recognize the treating existing customers well is the best source
of profitable and sustainable revenue growth in the age of e-business, however,
an organization is challenged more than ever before to truly satisfy its
customers.
Recently, Frequency, and Monetary Value
An organization can
find its most valuable customers by using a formula that industry insiders call
RFM-recency, frequency, and monetary value. In other words, an organization
must track:
- How recently a
customer purchased items (recently)
- How frequently a
customer purchases an item (frequently
- How much a customer spends on each
purchase (monetary value)
The evolution of CRM
Knowing the customer,
especially knowing the profitability of individual customers, is highly
lucrative in the financial service industry.
There are three phases
in the evolution of CRM:
1. CRM Reporting technology help organizations identify
their customers across other applicants
2. CRM analysis technology helps organizations segment
their customers into categories such as best and worst customers.
3. CRM predicts technological help organizations make
predictions regarding customer behavior such as which customers are at risk of
leaving.
The Ugly Side of CRM: Why CRM Matters
More Now than Ever Before
Now companies have no
choice as the power of the customer grows exponentially as the internet grows.
In every case, customers have become an integral part of the action as a member
of the aggregated, interactive, self-organizing, auto-entertaining audience on
businesses. However, this should no be a surprise, since it was the customers
crazy passion and hobbies and obsessions-that build up the web in the first
place.
Customer Relationship Management's
Explosive Growth
When customers buy on
Internet, they see, and they steer, entire value chains.
- Customer web
interaction become conversations, interactive dialogs with shared knowledge,
not just business transaction. Web- based customer care can actually become the
focal point of customer relationship management and provide breakthrough
benefits for both the enterprise and its customers, substantially reducing
costs while improving service.
- Current users allow
allocating 20 percent of their IT budget to CRM solutions.
Using Analytical CRM to Enhance Decisions
The two components of
a CRM strategy are:
- Operational
CRM supports traditional transactional processing for
day-to-day front-office operations or systems that deal directly with the
customers.
- Analytical
CRM supports back-office operations and strategic analysis and
includes all systems that do not deal directly with the customers.
The primary difference
between operational CRM and analytical CRM in the direct interaction between
the organization and its customers.
-Personalization occurs when a website can know enough
about a person's likes and dislikes that it can fashion offers that are more likely
to appeal to that person. Many organizations are now utilizing CRM to create
customer rules and templates that marketers can use to personalize customer
messages.
Customer Relationship Management Success
Factor
CRM solutions make
organizational business processes more intelligent. This is achieved by
understanding customer behavior and preferences, then realigning product and
service offering and related communications to make sure they are synchronized
with customer needs and preferences. If an organization is implementing a CRM
system, it should study the industry best practices to help ensure a successful
implementation.
Using he analytical
capabilities of CRM can help a company Anticipate customer need and proactively
serve customers in way that build relationship, create loyalty, and enhance
bottom lines.
Chapter 12
INTEGRATING THE
ORGANIZATION FROM END TO END- ENTERPRISE RESOURCE PLANNING
Enterprise
Resource Planning (ERP)
·
It serves as the organization’s backbone in providing fundamental decision
making support.
·
It enables people in different business areas to communicate.
·
ERP system helps an organization to obtain operational efficiencies, lower
costs, improve supplier and customer relations, and increase revenues and
market share.
·
The heart of an ERP system is a central database that collects information from
and feeds information into all the ERP system’s individual application
components (called modules), supporting diverse business function such as
accounting, manufacturing, marketing, and human resources.
·
ERP automates business processes such as order fulfillment- taking an order from a
customer, shipping the purchase, and then billing for it.
ERP Integration Data Flow
ERP Process Flow
Bringing the
Organization Together
· ERP enables
employees across the organization to share information across a single,
centralized database.
· With extended
portal capabilities, an organization can also involve its suppliers and
customers to participate in the workflow process, allowing ERP to
penetrate the entire value chain, and help the organization achieve greater
operational efficiency.
Organization before ERP
ERP- Bringing the Organization Together
The Evolution of ERP
· Although ERP solutions
were developed to deliver automation across multiple units of an organization,
to help facilitate the manufacturing process and address issues such as raw
materials, inventory, order entry, and distribution, ERP was unable to extend to
other functional areas of the company such as sales, marketing, and shipping.
It could not tie to any CRM capabilities that would allow organizations to
capture customer-specific information, nor did it work with websites or portals
used for customer service or order fulfillment.
Integrating SCM, CRM, and ERP
· Integration of SCM, CRM,
and ERP is the key to success for many companies. Integration allows the
unlocking of information to make it available to any user, anywhere, anytime.
2 main competitors
in ERP
market:
1. Oracle
2. Sap
Primary Users and
Business Benefits of Strategic Initiatives.
Integration Tools
· An integrated enterprise
infuses support areas, such as finance and human resources, with a strong
customer orientation.
·
Integration are achieved using:
Middleware-
several different types of software that sit in the middle of and provide
connectivity between two or more software applications. It translates
information between disparate systems
· Enterprise
application integration (EAI) middleware- represents a new
approach to middleware by packaging together commonly used functionality,
such as providing prebuilt links
to popular enterprise applications, which reduces the time necessary to develop
solutions that integrate applications from multiple vendors.
Integration between SCM, CRM, and ERP
Applications.
·
Companies run on independent applications, such as SCM, CRM, and ERP. If one
application performs poorly, the entire customer value delivery system is
affected.
Enterprise Resource
Planning’s Explosive Growth:
Reasons of ERP being proven to be such a
powerful force:
·
ERP is a logical solution to the mess of incompatible applications that had
sprung up in most businesses.
·
ERP addresses the need for global information sharing and reporting.
·
ERP is used to avoid the pain and expense of fixing legacy systems
To qualify as a true ERP solution, the
system not only must integrate various organization processes, but also must
be:
· Flexible-
an ERP system should be flexible in order to respond to the changing needs of
an enterprise.
· Modular
and open- an ERP system has to have open system architecture, meaning
that any module can be interfaced with or detached whenever required without
affecting the other modules. The system should support multiple hardware
platforms for organizations that have a heterogeneous collection of systems. It
must also support third- party add-on components.
· Comprehensive-
an ERP system should be able to support a variety of organizational functions
and must be suitable for a wide range of business organizations.
· Beyond
the company- an ERP system must not be confined to organizational
boundaries but rather support online connectivity to business partners or
customers.
Everyone involved in sourcing, producing,
delivering the company’s product works with the same information, which
eliminates redundancies, cuts wasted time, and removes misinformation.