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CH9-Achieving Operational Excellence
CH9-Achieving Operational Excellence
Chapter 9
Achieving Operational
Excellence and Customer
Intimacy: Enterprise
Applications
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Learning Objectives
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Video Cases
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• Problem
– Rapid global growth
– Inadequate distribution model
– Outdated manual processes
• Solutions
– Revise business processes
– SAP BusinessByDesign
– Cloud computing platform
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Enterprise Systems
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Enterprise Software
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• Class discussion
– Identify the supply chain management problems LG
Electronics faced. What was the business impact of its
inability to manage its supply chain well?
– What management, organization, and technology factors
contributed to LG’s supply chain problems?
– How did implementing JDA Software solutions change the
way LG ran its business?
– How did LG’s new logistics and transportation
management system improve management decision
making? Describe two decisions that the new system
solution improved.
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• Operational CRM
– Customer-facing applications
– Sales force automation
Call center and customer service support
– Marketing automation
• Analytical CRM
– Based on data warehouses populated by operational
CRM systems and customer touch points
– Analyzes customer data (OLAP, data mining, etc.)
▪ Customer lifetime value (CLTV)
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• Enterprise solutions/suites
– Make applications more flexible, web-enabled,
integrated with other systems
• SOA standards
• Open-source applications
• On-demand solutions
• Cloud-based versions
• Functionality for mobile platform
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• Social CRM
– Incorporating social networking technologies
– Company social networks
– Monitor social media activity; social media analytics
– Manage social and web-based campaigns
• Business intelligence
– Inclusion of BI with enterprise applications
– Flexible reporting, ad hoc analysis, “what-if” scenarios,
digital dashboards, data visualization
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Copyright
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