Using Information Technology to create

Strategic Customer Relationships

Page 54
Group Members:

 Nguyen Dang Khoa

 Pham Thi Thao Ly
 Pham Thi Huyen Trang
 Nguyen Thanh Huyen
 Nguyen Thuy Giao
 Nguyen Thi Hong Mi
 Nguyen Thi Cam Van
Case Introduction

 The Internet rapidly advanced capabilities for

large- scale storage and data analysis.

 GE Energy Invested heavily in IT for remote

monitoring and diagnostics.

Deploy a technician ahead of a failure as

opposed to on a planned schedule, based on
assumptions about the maintenance
Case Introduction

 Charge $500 to $600 per hour for technical

support
(while most manufacturers can not charge
>$100 per hour for the same technician)

GE Energy: Turbine
Case Introduction

 GE healthcare: its typical customer is Medical

radiology clinic for a MRI machine

 GE has tended to lease their machines

Questions:
Questions:
What strategic uses of IT discussed in this chapter and
summarized in Figures 2.3 and 2.5 do you see
implemented in this case?

How could other companies benefit from the use

of IT to build strategic customer relationships?
Provide or propose several examples of such uses
Answers:
--1st Question--
 The Internet rapidly advanced large scale
storage and data analysis:

+ Products could be networked and accessed at

customer sites.

+ Connectivity was cheap.

 Answers:
--1 Question--
st

Using IT for remote monitoring and diagnostic

Deploy a Technician Take on Increase the

ahead of a failure additional tasks Profitability

Managing a customer Providing complete access to

‘s spare parts inventory data& knowledge about the
status of equipments
Answers:
--1 Question--
st

 Using IT for network monitoring, diagnostic and

data analysis of the customer’s service data
( Demographic data)
 To estimate the number of “images” that will be required
over the life of the contract
Answers:
--1 Question--
st

 Using IT to analyze the Demographic

To estimate the amount that they will

charge their customer

Full Payment = Leasing fee + Using fee ( number of images)

Answers:
--1 Question– Benefits for Customers
st

 Save time and costs( for announcing damage

to suppliers)

 Customers are provided with info, instruction

about the products,
High-quality maintenance services
Answers:
--2 Question--Strategic uses of IT
nd

 Differentiate( consistent the high-quality power)

 Innovate( improve quality, network efficiency)

 Promote Growth( manage regional, global

business expansion)
Answers:
--2 Question--Strategic uses of IT
nd

 Invest in advance IT applications that build

barriers to entry against competitors.

 Investin IS people, support personnel, hardware,

software( upgrade, update) and networks
Answers:
--3 Question--Other companies
rd

[ www.hp.com ] Hewlett Packard

 Checking serial number for registration and

checking warranty duration online .

 Finding the spare accessories

 Device drivers is easy to find online

 Answers:
--3 Question--Other companies
rd

[ www.hp.com ] Hewlett Packard

 Leasing & Financing:

+ Help customers transition from existing equipment to the
latest technology.

Reduce risk for customers

Customers will get more returns from IT investment
Conclusions:
 Using IT of remote monitoring and diagnostic
for those products sold for customers

 Using IT of analyzing the Demographics for

charging the full payment to customers.

 Save times and costs for both

 Many companies in the world are follow by this

way
Thanks for your
listening!!!!