Intranets and
Customer Asset
Management
Sistem e-Business
(MG-652)
Jurusan Manajemen
Agenda
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Why Customer Asset Management?
Online Sales Force Automation
Online Customer Service and Support
Technology and Marketing Strategy
Data Mining and Decision Support
Intranet-based Decision Support Architecture
Marketing Decision Support Applications
Summary
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Data Mining and
Decision Support
Intranet-based Decision
Support Architecture
Marketing Decision
Support Systems
Technology and
Marketing Strategy
Order planning,
forecasting, fulfillment
Customer relationship
management
Introduction
Marketing Decision
Support Applications
Trend Analysis
Channel Management
The Web and Customer Service
Online Sales
Force Automation
Customer feedback
Cross-selling and Upselling
Business Requirements
Field Service Management
CAM and
Supply Chains
Customer
Asset
Management
The Role of Technology in Customer Service
From Reactive to
Proactive Service
Challenges in
Implementing CAM
Online Customer
Service Support
Functions of Sales
Force Automation
Elements of Online
Sales Automation
Intranets and
Sales Automation
Help Desk Management
Informational Needs
for Effective Service
Accessing Service Information
Enabling
Intranet Technology
Routing and Workflow Management
Recording Customer Feedback
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Why Customer
Asset Management?
• CSA is being employed by companies seeking to
increase revenue and competitive advantage.
• CSA is the integration of the front-line activities
in a supply chain (sales, marketing intelligence, and
customer service).
• CSA is based on the premise that customers are
the most valuable asset of any business.
• The benefits of managing customers as strategic
assets include creating more loyal customers.
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Four conditions for managing customers as strategic
assets:
1. Current customers are a predictable source of
future sales.
2. Customers can be segmented in terms of future
sales potential (asset value) based on the
history.
3. Customers, like every other asset, are subject
to depreciation (now standard accounting
practice in the U.S).
4. Customers can be bought and sold (merger and
acquisition decisions).
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Challenges in
Implementing CSA
Two major challenges for implementing CSA
systems:
1. The information needed to describe, track, and
capture the customer as part of an asset base
can be difficult or expensive to gather. (Solved
by using the Web and Intranets, the cost
economics for data acquisition and
management).
2. Related to coordination of the company’s
information systems and its marketing
programs. (Can be overcome by increasing crossfunctional interaction in companies).
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CSA and Supply Chains
• Why CSA is important in the context
of supply-chain management?
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Online Sales Force
Automation
• The sales function is critical for the
success of any business, by streamlining
the information flow between customers
and companies, business are seeking to
eliminate sales order mistakes and the
resulting rework, increasing productivity.
• The result is reduced order fulfillment
costs and dramatically shortened delivery
cycles.
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What is Sales Force
Automation?
SFA satisfies two basic functions:
1. To support the person in the field.
2. To integrate sales activity into a
corporate information structure to
improve overall corporate efficiency
and coordination with other
business-critical functions.
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Elements of Online
Sales Automation
• Sales person productivity tools.
• Online telemarketing.
• Direct mail and fulfillment.
• Sales and marketing management.
• Sales force compensation management.
• Sales process management.
Online sales automation systems can automate the
work of a single sales person, a single marketing
activity like direct mail.
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Intranets and Sales
Automation
The Intranet-enables sales automation framework has multiple benefits:
• It helps bridge “the islands of information” that can exist within a
company, especially within sales and marketing.
• The availability of interactive Web monitoring software and intelligent
agents makes it possible to built a “smart” solution that delivers vital and
specific sales intelligence directly to each sales representative.
• Intranets can also be used for electronic publishing, to educate and
inform sales representatives and make the selling process more
proactive by providing all the information and tools necessary to close
the sale on-site at a customer location.
• Once the Intranet-based solution is in place, companies find it possible
to extend information sharing beyond the boundaries of the enterprise,
to outside parties critical to the sales effort.
• Shorten the sales cycle through pre-qualification of prospects.
• Increase revenue through targeted marketing.
• Automate the management and qualification of Web leads.
• Capture all customer information directly into sales database.
• Enhance order management with access to data on pricing, promotions,
availability, production schedules, export regulations, carriers, and
transportation schedules.
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Summarizing the
Implementation Challenges
Business Problem
Timely and low-cost distribution of information.
Need to reduce cycle time for filling orders.
Solution
Use the WWW to publish and solicit content.
Automate processes using Intranets and enable electronic sales via the Web.
Requirements
Interface internal order management systems with the Web.
Benefits
Low-cost medium with fast turnaround.
Enables world wide electronic sales.
Automates internal business processes.
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Online Customer
Service and Support
Reasons why online customer service is “HOT”
• Lower support costs by empowering customers to solve
issues independently.
• Provide global access to critical customer service
information and forums any time.
• Improve service by focusing internal customer support
resources on complex issues
• Empower business partners with hot links to related online
resolution information.
• Create proactive service and marketing programs.
• Seamless Web/telephony integration for priority
responsiveness.
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The Web and
Customer Service
• Many companies have begun to use Web sites and e-mail
systems to provide answers to frequently asked questions
or to allow customers to access procedures for repairing an
item or initiating a service call.
Æ More information quickly, interactively, and eventually in realtime.
Æ A Web site can be like an ATM of customer service.
• Companies will able to use Web sites not just to provide
information about products and services, but to show
customers new products, gather ideas, and set up a dialog.
Æ Use the web’s multimedia capabilities.
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Information
Systems Challenges
Customer
Support
Business Problem
Training support personnel in a fast-changing area like technology is
expensive.
Need to provide customers better access to customer support information.
Solution
Internet access to product sheets, frequently asked questions, and other
support information.
Requirements
Interface internal support systems with the WWW.
Benefits
Expected competitive advantage via up-to-date,
information, reduced support overhead.
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globally
available
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Help Desk Management
Help desks are receiving a growing number off calls.
Developing or purchasing Intranet software tools
that automate their help desk support functions:
• Easy access to customer data.
• Asset and inventory tracking.
• Problem hand-off and escalation capabilities.
• A support knowledge base.
• Reporting capabilities.
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The enabling
Intranet technology
Customer Service Representatives (CSRs) need
access to timely, relevant, and accurate
information that portrays all aspects of the
customer-company relationship.
The Intranet technology can enhance the CSRs for:
• Informational needs for effective service.
• Accessing service information.
• Routing and workflow management.
• Recording customer feedback.
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Technology and
Marketing Strategy
There are new applications of technology in
developing marketing strategy:
1. Marketing Decision Support Systems
2. Data Mining and Decision Support
3. Intranet-based Decision Support
Architecture
4. Marketing Decision Support Applications
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Intranet architecture for
marketing decision support
Legacy
Front End
W eb
Browser
Mobile /
Portable Client
Presentation and User Interaction
Modelling, Clustering, Statistics, profiling, 3-D Visualization
M arket Data Transform ation
Directories, Data Analysis Techniques, Business Intelligence
Data m anagem ent Functions
Data Extraction, Validation, Security, Integration, Replication and Sanitation
Operational
Data and
Documents
Market Data
and
Documents
Sales Data
Consumer
Account
Data
Remote Servers Providing Operational and Historical Information
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Marketing Decision
Support Systems
• Sharper competition and/or Agile competition,
means that there is a business imperative for
organizations to make decisions quickly.
• Product innovations and marketing strategies are
rapidly copied, so the ability to respond quickly to
a changing market becomes the crucial
determinant of both profitability and survival. Æ
needs information that is timely, accurate, and
relevant, and that contains the right level of
detail.
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Data Mining and
Decision Support
• The most successful data mining
solutions are tuned to deliver
optimum performance for knowledge
workers: easy data access and
manipulation, enabling them to use
data creatively. Æ used the relational
databases and online transaction
processing (OLTP) systems.
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Intranet-based Decision
Support Architecture
The use of e-commerce technology to improve the
gathering, analysis, and distribution of
information among the sales, customer, and
marketing functions. Æ linking the sales force
with regional and corporate offices.
Companies need to collect market intelligence
quickly and analyze it.
The architecture consists of three key components:
1. Storage and loading.
2. Transformation and integration of data.
3. Visualization and presentation of data.
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Marketing Decision
Support Applications
Decision support applications can be
divided into the following categories:
• Order Planning, Forecasting, and
Fulfillment.
• Customer Relationship Management.
• Trend Analysis.
• Channel Management.
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Summary
• This chapter discussed the Customer Asset Management
functions: marketing, sales, and customer service
operations, which form the front lines in the supply chain.
• Online sales automation systems will result in the changing
sales from a science into a thoroughly engineered business
process. Æbroken into logical steps and can be reflected in
its automation systems.
• The role of customer service operations has changed
greatly, so the customer service function has grown more
competitive and complex, and so has the information
technology needed to support it.
• Electronic commerce technology, in particular data mining,
can have a significant role in marketing strategy.
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