Written Case Analysis

Name: Kissah A. Neri

Chapter/Topic: Chapter 1/ Business Information Systems: An Overview
Case Title: The Personal Touch
Date Submitted: May 4, 2019

Thinking about the Case:

1. CRM or the customer relationship management system which contains data and
information of customers. This system allows the processing of information which relates
to customers from the ordering, sales and after sales service – customer service. One
example of CRM is FreeAgent CRm which is a cloud-based sales, marketing and
customer service platform that helps small businesses nurture quality customer
relationships.

2. Through using CRM, companies can cut costs especially in the wages of human
resources. In CRM, sales, marketing and customer services are already being
automated. For example, every time a customer decides to use the company’s Web site
instead of telephoning, the company saves up to $1.87. Efforts to divert callers to the
site have been fruitful.

3. The best metric to use is the line graph. Through this, you can have a good picture about
the increase in productivity of its reps by looking at the rate of increase of number of
customers served over time versus the cost of operation.

4. As a customer, I would still prefer the help of a human representatives than machines.
Of course, it would still be better to have an interaction with human representatives
because mechanized service can often lead to errors or inaccuracies.

5. If I would be an executive of FedEx, I would move to the adoption of ERP system. In this
system, all the components of the business and its support activities are already
incorporated under one system.

Concept/s or Theory/ies Used in Analyzing the Case:

1. The theory used in analyzing the case is the theory on customer relationship
management or CRM. This system focuses more on the functions of sales, marketing
and customer services.