I read an article on a website named Logistics. This news source is based in Australia. The article I read was, “Costa Logistics is miles ahead with Manhattan Associates.” This article talked about a Company known as Costa Logistics, this company offers third party warehousing and distribution services. It specializes in temperature-controlled goods. Costa Logistics has recently seen many improvements to their business from the success of implementing a new Information System that has Business intelligence and customer service at the most important level. When making the changes to their Information infrastructure they made sure to keep customer service as their number one goal. Costa Logistics decided that the first thing they needed was to make sure that all their warehouse locations were linked and gave accurate real time information. The other challenge they faced was making a common interface for both customers and suppliers. Costa Logistics made the improvements and have seen the success it has brought them. The changes have aloud for more accurate information that in turn supports better customer relations, and fewer errors.
This article relates to chapter nine in two ways. It talks about using Business intelligence to support a business. This is one thing that is clear that Costa logistics does. The other is Customer relationship management. Costa Logistics main reason for making these changes was to be more customer friendly and compete in the ever growing market. Costa Logistics used Sales force automation this way they were able to track all products to ensure correct data to customers.
http://www.logisticsmagazine.com.au/Article/Costa-Logistics-is-Miles-Ahead-with-Manhattan-Associates/508559.aspx
Associated Press (2009)Globe Newspaper Company. Tougher Wireless Standards Urged,
http://www.boston.com/business/technology/articles/2009/12/11/tougher_wireless_standards_urged/
To Do More With Less, Governments Go Digital
The economic crisis is forcing the government to work more efficiently. Not only will they have to come up with new strategies to work better but they will also have to find new way to provide there services. I.B.M has sponsored a conference in New York called “Smarter Cities”. I.B.M argued that technology can help government tackle issues such as traffic management, energy use, public health, education and social services. Another issue that government has that I.B.M can help is by using the data they collect. Government agencies must collect data from hundred different topics. The collection of data is not the issue; the issue is how to use that data efficiently.
A technology that New York adopted and later was used in other cities was CompStat. CompStat system maps, predicts, and identifies crimes. In 2002 the city began using “311” a phone number used if you have a question about a government service or a complaint. They were receiving 50,000 calls a day and now they are also doing the 311 on line.
The most crucial is the linking of government databases. Firefighters will be able to call up building information on hand held wireless computers on their way to the fire. This will also help firefighters avoid some dangerous.
This technology of linking and making cities smarter is only in its infant stage and has a lot of room to grow. In Iowa the City’s can control the usage of water and traffic. This has great potential not only to save money but also to make cities safer.
http://www.nytimes.com/2009/10/11/business/11unboxed.html?_r=2&scp=3&sq=business%20intelligence&st=cse
Hertz announce layoffs of some 4,000 people on Jan. 16. As the economy into recession, many companies are facing the same brutal choices Hertz faced. While businesses may feel forced to trim costs, cutting too deeply can drive away customers. Hertz spokesman Richard Broome says the company has reduced “instant return” hours at some smaller airports but is making adjustments to restore that service in locations where it “might have gone too far.” The best performers are actually doing more to safeguard service in this recession. About half of the 90 large companies he recently surveyed are trying to avoid cuts to their customer service budgets. Many of the winners of our third annual ranking of Customer Service Champs. Top performers are treating their best customers better than ever, even if that means doing less to wow new ones. While cutting back-office expenses, they’re trying to preserve front-line jobs and investing in cheap technology to improve service. the tough economy has made starker the difference between companies that put customers first and those that sacrifice loyalty for short-term gain. In this year’s ranking, based on data from J.D. Power & Associates, which, like BusinessWeek, is owned by The McGraw-Hill Companies (hmp),more than half of the top 25 brands showed improved customer service scores over last year. Among the bottom 25 of the more than 200 brands surveyed, scores mostly fell. Customers want more attention, better quality, and greater value for their money. Those same customers are also acutely aware that their patronage is of growing importance to companies as others decrease their spending. anyone who is in the market with money to spend is going to get treated like a king.
http://www.businessweek.com/magazine/content/09_09/b4121026559235.htm
I used this article because it follows what chapter 9 covers on CRM Systems. According to the article from IT.TMCNET.COM Jobscience, Inc a provider of automated workforce management launched an application tracking system for natively incorporating Google Apps and Salesforce CRM. The application integrates a Google Apps account with any edition of Salesforce CRM.
Salesforce’s capital management solutions provide a variety of Web-based products and services to businesses of all sizes and within different industries.
According to the article Jobscience custom recruiting app. was developed natively on the Salesforce.com platform. The magic of this application is that it enables small and medium sized companies to put out jobs publicly accept online applications, not mention it allows users to use Google Docs for managing resumes and other recruitment-related documents.
This new application comes at the best time, when according to company officials the cloud computing techniques from Google and Salesforce.com have been influenced by Jobscience for its distinctive delivery of on-demand, Software-as-a-Service cloud computing to Human Resources departments of small and large companies.
The company offers several automated application tracking and management solutions which in the long run integrate most hiring and employee management functions through a central Web interface. As a result of using this application, workflow between HR managers, recruiters and candidates is improved and for cost management it reduces the hiring costs.
Jobscience also offers other functions such as standardized job descriptions, job posting, application tracking, HR policy, background checking, and employee referral. The company’s services help businesses almost every step through the hiring process.
Janakiraman, Shamila. (May 18, 2009). IT.TMCNET.COM. Jobscience’s New Application Tracking System Incorporates Google Apps and Salesforce CRM. Retrieve on Nov. 13, 2009 from http://it.tmcnet.com/news/2009/05/18/4185407.htm
The article I chose to write about is different from just speaking about what CRM is. This article entails different ways about achieving a good customer relationship management and how to become successful at it.
The five principles to consider are: roots of loyalty, appealing to the heart, take your time, a two-way street, and it’s more than numbers. According to Mr. McKee roots of loyalty begings with natural loyalty. Natural loyalty in the way that we need to make the customer happy and meet every need. In meeting a customers expectations they will naturally “buy” more in a way of showing their loyalty. Appealing to the heart means having empathy. According to McKee, “The common thread is vulnerability, the willingness to expose themselves and take a risk. And that creates a heartfelt response which makes us want to attend the movie, buy the CD, or sit in sub-zero temperatures watching the game (at full price, mind you).” Take your time is used in the sense of dont rush into things. You need to take your time and do research, the customer will appreciate the real consideration you took into trying to make them happy. The fourth principal is the two-way street. McKee states that this principle is the most significant of all because of the damage that can occur by ignoring it. The two-way street principle states that you need to give a little to receive a little. “Relationships develop only so far as trust develops. And trust develops only by mutual disclosure and the circumspect protection of valuable information. The more data you collect on your customers, the greater the danger that the give-and-take balance will get out of whack.” The last principle is the It’s more than numbers principle. Loyalty cannot be fully measured however it’s what keeps customers coming back. McKee states that, “It’s not that behavior isn’t important (repeat transactions are ultimately the point), but efforts focused on the “why” of behavior rather than the “what” are more likely to be successful in the long term. Attitudes and beliefs can be difficult to grasp and impossible to track in a spreadsheet, but they lie at the root of true loyalty.”
Finally McKee also noted to be polite, be respectful, and be patient with your loyalty marketing efforts and you’ll find that they not only increase short-term transactions but drive long-term affection as well.
McKee, Steve. “How to Generate Real Customer Loyalty” 6, June. 2007 Retrieved from Business Week. Website: http://www.businessweek.com/smallbiz/content/jun2007/sb20070606_425478.htm. 13, Nov. 2009
Chapter 9 Customer Relationship Management and Business Intelligence focuses on the importance of customer satisfaction. Customer relationship management is the management of all aspects of customer relationships within an organization to increase customer loyalty and business profitability. The book addresses the issue by referring to CRM as, “not just a technology, but also a strategy, that an organization must embrace on an enterprise level”. The book uses an example of Harrah’s casino as an example. Harrah’ s uses a system that has a user log into a machine with a card. This card provides information that helps identify all aspects of the guest providing them with personal service. So when the person sits down at the machine and swipe the card they are greeted with there name and special offers directed specifically to them (thanks to the information of previous purchases.
CRM can also be used to track sales of certain items, allowing managers to track the profitability of a product, even predict sales. This information is seen in the company I work for. Target collects data about sales and uses it to promote certain items to general markets. On their website they collect data from previous purchases so they can offer similar items, to the guest. This is known as cross-selling. Another technique that can be used with this information is up-selling. An example of up-selling is when a customer is buying a product such as a Macbook and the seller recommends an up grade such as a faster modem.
According to the article posted on Businessweekly.com, NBC has taken the meaning of “green screen” to another level. NBC has planned to spread a pro-environmental message next week using its five prime-time entertainment shows. NBC’s television series 30 Rock leads the way, which will show Al Gore (former vice-president) takes on a cameo role. The other television series that will be adding to the environmental theme are The Biggest Loser, The Office, Heroes, and Community. NBC’s “green” campaign has been operating for three years already and has focused largely on off-camera topics such as making company workplaces more eco-friendly. Also, information programs, as well as the news have been also enlisted to do stories about environmental issues. According to the article, the show 30 Rock will air a show that will help people relate and better understand the process of helping the environment. Behind the scenes though, the show has done its part by using chemical-free cleaning products and by removing water bottles in favor of water filters. Also the crew members rent hybrid vehicles. The other television shows mentioned will soon follow the same example as 30 Rock. During next week the shows will air their own version of spreading the word about environment issues. NBC new shows have already been leading the pro-environment movement. Such shows as The Today Show and Meet the Press have already done shows bringing up the topic. The weather channel has also been advising their viewers to lower their thermostats because it is more environments friendly. “Green screens, by the way, are blank screens on news sets upon which video or maps are projected”.
Reference: Bauder, David. (2009). The Associated Press. NBC enlists prime-time programs in green message. Businessweek. Retrieved from: http://www.businessweek.com/ap/financialnews/D9BTD4500.htm
According to the article businesses world wide are investing a lot of money and resources into what they believe are the necessary tools to help them make better decisions. One of the tools that are helping businesses around the world is data mining. Data mining is the process of collecting data and offering information that raw data doesn’t. Data mining can also be a summary of data. The article focuses mainly on how Europeans use data mining to help make better decisions. Italian car manufacturer Fiat has been using data mining since 2005 and also has helped improve business interactions with their customers. “Giovanni Lux, customer intelligence manager for Fiat (FIA.MI), told silicon.com the company has been able to retain more customers and reduce churn, and said customer retention has improved by six or seven per cent since the company started to use the technology, with 54 per cent of Fiat owners replacing their cars now buying another Fiat Group car”. The data that Fiat collects allows the company to use the data, and to see how customers react to a certain brand as well as dealers and online services. According to the article, the information is collected using survey questionnaires that are completed by current customers. The company also buys data from other public sources as well. Once the information is collected, Fiat and other companies use the data mining tools to figure out which customers are best to target as well as improving how dealers provide their services.
Reference: Ferguson, Tim. (2009). Technology. How Europeans Are Using Data Mining. Businessweek. Retrieved from: http://www.businessweek.com/globalbiz/content/may2009/gb20090517_529807.htm
“Caswell residents get new phone service for heath, human service”
This article is about a new telephone service that is being offered to residents from the Caswell County to use when they have questions in regards to health and human services. The county was having problems due to having multiple phone providers and citizens running into situations where they didn’t know what to do or which one to call for. This organization is providing this service with trained personnel that will immediately assist a caller and direct them to the correct source for help using a database search. What they are also offering is a service through cell phones and a website that is specially designated for those who need help.
This relates to Chapter 9 by the contact center section. Organizations use call centers with customer service representatives that help people when they have questions in regards to any particular thing. However, in this case, the organization is providing customers/clients with a phone line that will assist them in any health or human services inquiry. Although this organization is providing these free services, they are maintaining customer retention by offering this exclusive service that seems like everyone was waiting for.
In my personal perspective, I like this idea because it means that many people can get their questions answered with just calling one number instead of ten. Having multiple phone providers can be an issue, like in emergencies for example. One provider might have a faster connection with a nearby ambulance than another which can determine how fast someone can get emergency services in case of an emergency.
John Crane. (24 July). Caswell residents get new phone service for heath, human service. McClatchy – Tribune Business News. Retrieved November 9, 2009, from ProQuest Newsstand.http://proquest.umi.com.hmlproxy.lib.csufresno.edu/pqdweb?index=4&did=1801525851&SrchMode=1&sid=1&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1257831747&clientId=17845
This week’s reading on chapter nine talks about customer relationship management and business intelligence. As technology is developing more and more each day, as a business student or business owner, we must also learn to move along with the change and utilize it as an asset to the company. One of the focuses in the reading dealt with contact centers or call centers. Whenever there is a technical issue at my work place that is in concern with our computers or videocameras, we always call it in to technical support. It is always easier to get things fixed in person so you know what exactly is going on and what is being fixed. However, when companies are not located in Fresno, locally, we have to call for tech support. Our biggest issues that we have deal with Dell. Most of the calls are directed overseas with the people speaking in thick accents that make it hard for US customers to understand. The “tech support” people are basically reading off of a script and following a standard procedure of steps (if not A then ask Question B). I understand that it is cheaper for companies to take their “simple tasks” overseas to save money, but at the same time, they should be considering their customers. Because it is so hard for my work place and other organizations to have access to a good communication base when we have any tech issue or just any problem, we would rather not make any other purchases with that company. We have also used web-based self-service systems through Dell, allowing us to track the progress of our computers. Companies should really consider the amount of time and struggle the customers go through to get questions answered.
Similar to businesses, local governments are struggling with data surplus. Diverse information such as building permits, Medicaid cases and foster-care placement are gathered by different government agencies. This can be extremely difficult to determine which data can be used for improvements. Technology can be very useful tool to sort through the information and decipher a good use of the data. This process of data mining can help solve some issues for local government. Collecting data does not help if that is all that is done. It must be taken one step further by data mining the information.
The city of New York is a pioneer when it comes to data mining to improve services. Starting in the 1990’s, the city of New York began using a data mining system called CompStat for mapping, identifying, and predicting crime. CompStat was designed by IBM. It helped reduce crime in New York City. It was so successful that other cities such as Philadelphia and Los Angeles adopted it. In 2002, the city implemented a “311” telephone number that answered questions about governmental services. It addressed complaints, reduced response time, and resolved problems. In 2006, New York City implemented an online service NYC Business Express. This service cut the time to obtain a business license from 40 days to 7 days. This way of operate is much more efficient and saves time. The city’s fire department is also working with IBM to map out floor plans, inspections and code violations of building. This allows firefighters to view this information on a hand-held device on the way to a fire. In Alameda County where there are millions of residents, the social services agency information to a single database where business intelligence knits together information on an individual. Different agencies are able to view an individual’s information on a single web page. Today I.B.M. and other technology companies see opportunities for business in helping local government build “smarter cities”.
I thought it is very unique how technology can aid in building a better city. It can help government services be more efficient and effective. It can help cities fight crime just as it is stated in the I.B.M. commercial. It really does help build smarter cities. I like this article because it shows how technology uses business intelligence and data mining improve cities. Also, local governments are understanding how to achieve good Customer Relationship Management with the residents.
Source:
http://www.nytimes.com/2009/10/11/business/11unboxed.html?_r=1&scp=3&sq=business%20intelligence&st=cse
HP Sees a Gold Mine in Data Mining
Hewlett-Packard Co. began promoting Neoview, a Data-mining technology aimed at big corporations, that is key to HPs growth plan. Depending on the size of the setup, the system cost anywhere from $600,000 to $15 million. The system consists of a combination of HP servers, storage machines, and software that helps companies retrieve and organize huge chunks of data. Neoview is an almost instantaneous number crunching data-warehousing tool. This lets everyday decisions be made faster, easier, and more accurately. Consolidating data onto a single system can lead to multiple advantages. Companies can determine which products are selling and when, this helps to determine buying decisions and inventory levels. In the airline industry, an airline representative can access your flight history and personal information to determine whether to upgrade your flight or make sure you get on a flight that is over booked, this lead to customer satisfaction and loyalty.
HPs goal is to increase revenue growth from 4% to 6%. Last year’s sales of $92 billion surpassed IBM as the worlds largest high-tech company. To achieve their sales goal, HP needs to gain $3.7 billion in additional sales. HPs CEO, Mark V. Hurd, has created a separate research group to solve issues and problems that Chief Information Officers face, he has also added a sales force to concentrate specifically on data mining. He is confident that HP will reach sales goals and that Neoview will meet all of his and other corporation’s expectations.
HP Sees A Gold Mine in Data Mining, April 30, 2007, http://www.businessweek.com/magazine/content/07_18/b4032077.htm
Do you have so many logins that you forget your user name and passwords constantly? It seems as if now every website you enter, whether its for school, work, or entertainment, you seem to have a combonation of different usernames and passwords lurking in your brain. It takes me a while to log in to sites that I dont frequently visit. This is especiallt true when i shop online. I seem to forget the log in and then have to send it to my email. Dont you wish stores were more conciderate with thier customers and would have one huge data base for all thier shopping in one spot, with one log in? Well now you can, not for shopping but for the gamers there is.
The article i chose. “”Changes coming for World of Warcraft,” is now getting together with other game industries and setting up a one log in step website called battle. net. This website offers a centralized account system that lets layers manage all thier blizzard entertainment games in one place, with out havving to remember multiple log ins.
This will connect all players, and make it easier for them to communicate accross realms. This will make thier playing expereince more enjoyable. The account will also provide more security, keeping out hackers and phishing, with a uique one time code that users must use with thier passwords.
This article related to ch. 9 due to the Customer Relationship manangement. With a new website that makes login easier, and more secure, customers will be loyal to the new website and bring in new people.
Frum L. (2009) “Changes coming from the “world of Warcraft”.” retreived Nov. 2 ,2009 from the CNN website: http://scitech.blogs.cnn.com/2009/11/03/changes-coming-for-world-of-warcraft-players/
This chapter discusses business intelligence which is the technology used in order to gather information and make decisions based on that information. It also discusses analytical customer relationship management. Analytical cutomer management figures out important information like what the customers want more of, show customers they matter to your business, and how to beat competitors. The information gathered can then be broken down to do a number of things that will help the business in one way or another. Microsoft is starting a remodelling of their popular MSN website. They are hoping to make the page much less complex, since now within the top two inches of the page there are already forty five links. Videos will be able to be played from the homepage, as well as a much faster loading page. Microsoft feels it is time that they also allow people to update Facebook and other socail networking sites from their own. Many of the changes are due to a noticeable change in Yahoo, and having to compete with the new search engine Bing.com. The change will hopefully make things easier for the one hundred million visitors the sites recieves each month. The new designed web page will be available to a small chunk of the population this month. Unfortunately the web page will not be available to all of the United States until sometime next year. MSN is even making a mobile version of their webpage as another things they see customers will value. Just one more step to making the entire workforce completely mobile.
Helft, Miguel. (11-4-09). Microsoft Simplifies a Cluttered MSN. NYTimes.com Retrieved at: http://bits.blogs.nytimes.com/2009/11/04/microsoft-simplifies-a-cluttered-msn/?ref=technology.
I choose an article titled “6 Steps from Customer Service,” by Susan and Derek Nash to review for Chapter 9. This article is relevant to chapter 9 because it deals with Customer Relationships and Customer Satisfaction. The Nash’s have a simple stratigy for customer relationships and they base it on the importance of a clear customer experience strategy. This is beneficial to a lot of new businesses and by following the Nash’s plan a lot of companies can achieve success. Another common strategy used in this article is developing, motivating and managing your people. This process is crucial in forming good customer relationships.
There are several methods that can be used in developing a clear customer experince strategy. These methods include Understanding the overall organizational mission and vision. This is very important, an organization needs to have a good understanding the mission and the vision for future success in CRM.
I took quite a bit out of this article, mostly in the category of selecting the correct people. I learned it’s crucial you describe the job requirements in great detail allowing your employees to get the full understanding of their future responsibilities. It is also a good idea to involve multiple members in the hiring process like Dr. Nash says in his article.
The article I chose for chapter nine is called “Best Buy, Other Retailers Tap Tech to Boost Sales.” This article goes in to some detail about Best Buy’s decision to spend money on software from analytics company Omniture in order to survive the economic downturn. Best Buy used this analytic software to realize customers were willing to purchase more items with free financing. They were able to use this software to figure out their customers were willing to purchase items in this economic downturn as long as they received an incentive, like free financing. They decided to meet their customer needs by providing this free financing for a specified period of time.
The article also mentions a cereal company that installed smart shelves in a store by the name of Infosys in order to keep track of consumer behavior associated with their cereal. The cereal company was able to figure out when to restock and who its competitors were. The company was able to work with the store to fix its problems and ensure their product was available to the customers. The cereal company was able to figure out what it was doing wrong and address the problems to ensure the future of the business.
2009. < http://www.businessweek.com/bwdaily/dnflash/content/feb2009/db2009028_
712098.htm>
I recently found an article on PC magazine that related to customer relationship management. The article wasn’t about a single company and what they are doing to enhance it, but what needs to be done by several types of business’s to further customer relations. The article broke down what both types of companies need to do; online companies and non online companies. The two types of companies have different ways of furthering customer relations. The first type of company is one that is not an online based organization. For companies like this it is important to identify the most important customers for the company. The reason this is important is for financial reasons. Companies who do not conduct their business online require to make more money driven ways of contacting customers. That is why it is is important to identify the most important customers and focus on them. The other typ of companies are online based. For online companies it is easier to improve customer relations simply because it is easier to reach out to them. It cost little to no money to send out emails to customers no matter their importance to make them feel appreciated. Also, online companies have better capabilities for customer service since they can give help from anywhere as long as there is a computer present. The other type of company the article explains is called both.com companies. These are companies who are both online and not. With companies like these it is important to incorporate both aspects of customer relationship building to keep customers satisfied.
Mele, Sean. Time to Think Both.com. PC Magazine. December 18. 2001. www.pcmag.com/article2/0,2817,34291,00.asp
Imagine being observed and you didn’t even know it! According to this new field study know as digital enthrograpgy, this is a near future. A professor at Kansas University is proof there is a demand for this study. It basically is the studying of people’s behavioral activities is key to designing new technologies.
I think digital ethnography is an exciting new study. It can help to create better gadgets and such for everyone in every culture; not just America can gain from this. This topic relates to the text because it is a type of CRM. It seems like a tough task to design new things that haven’t been done before, but training people to observe people would make a lot of product designs much easier. As a student, I think that this career field may be short lived thinking about it, but as a temporary job, it might be very lucrative. I mean ten years ago no one ever thought of an iphone. And now almost every student to parent has one it seems. People don’t necessarily buy the newest technologies right away, but eventually everyone will have access to them in North America. It would be a very good career for people living in up and coming tech countries like India, and some South American countries because their market is different than what we have in America. Also in Japan and Korea it would be really exciting because they are very tech savvy and it would lead to many more innovations. Soon we may see this digital ethnography as a class at Fresno State even.
Steve Mollman (2009), Human behavior: the key to future tech developments, Retrieved November 2, 2009 from CNN Tech, Website: http://www.cnn.com/2009/TECH/10/24/tech.digitalbiz.ethnography/index.html
