Matakuliah
Tahun
Versi
: H0472 / Konsep Sistem Informasi
: 2006
:1
Pertemuan 11
Product dan pelanggan
1
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• Menunjukkan hubungan pelanggan
dengan produk yang dihasilkan oleh
sistem
2
Outline Materi
• Pandangan pelanggan terhadap suatu
produk
• Kriteria pelanggan dalam mengevaluasi
produk
• Penggunaan sistem informasi untuk
meningkatkan keunggulan produk
terhadap pesaing
3
Outline
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•
•
•
•
•
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The Customer’s View of the Product
The Customer’s Cycle of Involvement with a Product
The Customer’s Criteria for Evaluating the Product
Using Information systems for Competitive Advantage
Electronic Commerce
Opportunities Across the Customer Involvement Cycle
Being Realistic About What Information Systems can do
4
Introductory case: Otis
Elevator
• What business is Otis Elevator in?
• Why is this information system important
to their business?
• How does this help them do a better job?
• It this information of strategic importance
to their business?
5
The Customer’s View of the
Product
• Combining Information Physical and
Service Content
– Information product
– Physical product
– Service Product
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7
Improving the product
(Resumix)
8
The Customer’s View of the
Product
• Controllability and Adaptability
– Preprogrammed products
– Interactive products
– Programmable products
• Examples of these?
9
The Customer’s Cycle of
Involvement with a Product
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Requirements
Acquisition
Usage
Maintenance
Retirement
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11
The Customer’s Criteria for
Evaluating the Product
COST
Typical measures:
•
Purchase price
•
Cost of ownership
•
Amount of time and attention required
Common information system roles:
•
Reduce internal cost of business process or increase productivity, making it easier to charge or
allocate lower prices to customers
•
Improve product performance in ways that reduce the customer’s internal costs
QUALITY
Typical measures:
•
Defect rate per time interval or per quantity of output
•
Rate of warranty returns
•
Perceived quality according to customer
Common roles:
•
Insure the product is produced more consistently
•
Make it easier to customize the product for the customer
•
Build information systems into the product to make it more usable or maintainable
12
The Customer’s Criteria for
Evaluating the Product
RESPONSIVENESS
Typical measures:
•Time to respond to customer request
•Helpfulness of response
Common roles:
•Improve the speed of response
•Systematize communication with customers
•Increase flexibility to make it easier to respond to what the customer wants
•RELIALBILITY
Typical measures:
•Average time to failure
•Failure rate per time interval
•Compliance to customer committment dates
Common roles:
•Make the business process more consistent
•Make the business process more secure
•Build features into the product that make it more reliable on its own right
•CONFORMANCE TO STANDARDS AND REGULATIONS
Typical measures:
•Existence of nonconformance
•Rate of complaints about nonconformance
Common roles:
•Clarify the standards and regulations
•Systematize work to make the output more consistent
13
Using Information Systems for
Competitive Advantage
• Strategic Information Systems
– What is the difference between a mission-critical
information system and strategic information system?
• Competing by Increasing Value and Decreasing
Cost
– How can IT do this?
• Make product features competitive; enhance
• More timely delivery/service
• Reduce cost
14
Improving the Product (Otis
Elevator)
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Is this a strategic information
system?
Why or why not?
16
Electronic Commerce
(eCommerce)
• Electronic Retailing
– Amazon.com
• Electronic Securities Trading
– Etrade.com
• Electronic Banking
– Most any large bank…
– Did ATM’s blaze the way?
• Electronic Publishing
– Free or fee-for-access (interactive.wsj.com)
• The nuts & bolts…
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eCommerce, continued…
• Electronic (digital) signatures are
increasingly important
– Public key cryptography (see Ch. 13, figure 8)
• SSL vs. SET
– Digital wallets
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Opportunities Across the
Customer Involvement Cycle
• Determining Requirements
– Product awareness…any IT opportunities here?
• From telemarketing to AOL CD’s!
– Sales support
– Requirements analysis & customization
• Acquiring the Product
– Online sales, click & mortar
– Adjusting the price
• Lands End “OTC”
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Opportunities Across the
Customer Involvement Cycle
• Using the Product
– GPS navigation in cars
– Express checkin/checkout
• Maintaining and Retiring the Product
– Information about maintenance & repair cycles
• Jiffylube “reminders”
• Information used by service technician
– Remote monitoring
• Computers phoning in their own service calls
• Security systems
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Being Realistic About What
Information Systems Can Do
• Not a panacea
– Can significantly enhance the product,
customer experience and/or competitive
advantage
– Must be well-planned and well-managed;
otherwise failure is likely!
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Closing
• Pandangan pelanggan terhadap suatu
produk
• Kriteria pelanggan dalam mengevaluasi
produk
• Penggunaan sistem informasi untuk
meningkatkan keunggulan produk
terhadap pesaing
22