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Week 7: CRM, Business Intelligence and Knowledge Management . MIS5001: Management Information Systems David S. McGettigan Adapted from material by Arnold Kurtz, David Schuff , and Paul Weinberg. Agenda. Prior Lecture Recap Customer Relationship Management Business Intelligence

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week 7 crm business intelligence and knowledge management

Week 7: CRM, Business Intelligence and Knowledge Management

MIS5001: Management Information Systems

David S. McGettigan

Adapted from material by Arnold Kurtz, David Schuff, and Paul Weinberg

  • Prior Lecture Recap
  • Customer Relationship Management
  • Business Intelligence
  • Knowledge Management Discussion (time permitting)
  • Case: American Express
  • Next Week
prior lecture recap1
Prior Lecture Recap
  • ERP
    • From the “ground up” integration of business processes
    • Software solutions include: SAP and Oracle
    • A single application ties together multiple business functions
    • Benefits of Integration
    • Drawbacks: Cost, Complexity, Culture
customer relationship management

Customer Relationship Management

Your most unhappy customers are your greatest source of learning.

Bill Gates, Business @ The Speed of ThoughtUS computer software designer & industrialist (1955 - )

customer relationship mgmt
Customer Relationship Mgmt
  • Use of technology and human resources to gain insight into the behavior of customers and their value
  • Objective is to understand customer’s needs, ultimately enhancing service and profitability.
  • Brings together information regarding customers, sales, marketing, and products


customer relationship management1
Customer Relationship Management
  • Multiple Contact Points
    • The goal is to provide a single, integrated view of all customer activity, available to all employees who interact with the customer.
  • Feedback, Individual Needs, and Cross Selling
    • Having better information enables workers to provide better service, meet the individual needs of each customer.
crm supports three major functions
CRM Supports Three Major Functions
  • Sales:
    • Evolved from “Contact Management”
    • Usually includes live connection to “back-end” applications.
  • Marketing:
    • Business Intelligence
    • Data Mining
  • Customer Service:
    • Computer – Telephone Integration
    • Work flow
    • Data Sharing
crm demonstration
CRM Demonstration
  • SAP Customer Relationship Management
    • Compliant Handling for Logistics Service Providers
    • Improving Order Management
crm management issues
CRM: Management Issues
  • Data Sharing and Data Ownership:
    • Sales force may not want to share.
    • Some customer service data might not be suitable for sharing.
    • Privacy Issues
  • Technology Issues:
    • As with any ERP, CRM can be a high cost, high risk undertaking.
crm myths
CRM: Myths
  • CRM System Guarantees Marketing Success
  • CRM must be organized by Customer rather than Product
  • CRM Requires a Large Customer Database
  • CRM is a “turnkey product”

Source: Gray, Paul. Manager’s Guide to Making Decisions about Information Systems

why does crm fail
Why Does CRM Fail?

50% of implementations fail:

  • Clearly defined objectives
  • Data capture
  • Integration with other systems
  • Complexity of implementation
  • Clarity of ownership
  • Support (especially w/ sales force)
  • Budget
  • Emphasis on technology

Note: Siebel Systems are now part of Oracle

business intelligence

Business Intelligence

Many difficulties which nature throws in our way, may be smoothed away by the exercise of intelligence.

Titus LiviusRoman author & historian (59 BC - 17 AD)

goals of business intelligence
Goals of Business Intelligence
  • Knowledge about your customers, competitors, partners, competitive environment, and internal operations
  • Enables users to identify and understand the key trends and events driving their businesses
  • Allows employees to sift through and analyze large amounts of data that the company makes available for them
  • Also known as Data Mining and OLAP (Online Analytical Processing)
    • Finding non-obvious patterns in data
  • Data Mining generally implies using statistical techniques
    • correlation analysis
    • clustering to find patterns and relationships in large databases
what is bi used for
What is BI Used For?
  • To perform trend analyses on product, sales, event (i.e. promotions and advertising campaigns) and financial information.
    • Sales per office or region and then drill down to lower level details to uncover what is driving the trends.
  • It is also used for exception-reporting and for budgeting, planning, and forecasting.
challenge legacy systems
Challenge: Legacy Systems
  • Most organizations (and business units) historically developed their own custom information systems
  • These systems need to be connected when
    • Business buy other businesses
    • Business units merge
    • Organizational structure changes
  • What were the challenges faced by Wendy’s fast food chain in this CIO Article?
legacy systems issues
Legacy Systems Issues
  • Technical – How do we hook these things together?
    • Different systems may have conflicting data values and formats
  • Personnel – How do we find people skilled in older technologies?
  • Documentation may be out of date or non-existent
legacy systems issues integration
Legacy Systems Issues: Integration











Human Resources








legacy systems issues integration1
Legacy Systems Issues: Integration
  • Example: what information would we need to assess this gas station’s performance and understand if it requires additional investment or should be divested?

Source: freephoto.com

some leading bi vendors
Some Leading BI Vendors
  • Enterprise Query/Reporting:
    • Actuate
    • Crystal Reports
    • Information Builders / WebFocus
      • Information Builders OverviewOR
      • Information Builders Demo
  • OLAP (Data Mart and Cube Based):
    • MicroStrategy (shown right)
    • Hyperion
    • SAP Business Objects
    • Cognos


case american express
Case: American Express
  • Consider, as a whole, American Express’ social strategy. Name and describe the major components of their social strategy?
    • What were the goals of each component?
    • How does each component serve their overall corporate strategy?
    • How does it tie to their strengths as an organization?
    • What are some of the tangible benefits American Express hoped to garner from its social strategy? Be specific (i.e., don’t just say “increased revenue”).
case american express1
Case: American Express
  • Consider American Express’ use of external social media platforms.
    • How did their use of Facebook and Twitter differ from their use of Foursquare?
    • What kinds of data can the company gather by looking at activity in these social networks?
    • What insight could the company gain into its customers by analyzing this data?
    • If you were Berland, would you choose the “broad” option or the “deep” option, as outlined at the end of the case?
knowledge management

Knowledge Management

The only source of knowledge is experience.

Albert Einstein

knowledge management1
Knowledge Management
  • Knowledge is comprised of Insights and experiences comprise knowledge, either embodied in individuals or embedded in organizational processes or practice
  • Knowledge management comprises a range of strategies and practices used in an organization to identify, create, represent, distribute, and enable adoption of insights and experiences.
  • Tools include: company intranets, document management, search engines, e-learning, communities of practice, blogs and wikis.


communities of practice
Communities of Practice
  • Concept
    • Groups of people who share a concern or a passion for something they do and learn how to do it better as they interact regularly.
  • What types of problems do they address in the organization?
  • What are the implications of joining?
  • How does this differ from Communities of Interest?


next week

Next Week

Managing Project Priorities