Achieving Operational Excellence and Customer Intimacy: Enterprise Applications

Amity School of Engineering & Technology
Achieving Operational
Excellence and
Customer Intimacy:
Enterprise
Applications
• Enterprise systems
• Based on suite of integrated software modules and common

central database
• Integrate information from across company’s divisions,

departments, key business processes in the four functional areas
• Updated information made available to all business processes
• Generate enterprise-wide data for management analyses

How Enterprise Systems Work
Enterprise systems feature a set of integrated software modules and a central database that enables data to be
shared by many different business processes and functional areas throughout the enterprise.
Figure 9-1
• Enterprise software
• Built around thousands of predefined business processes that

reflect best in industry practices
• Companies map business processes to enterprise system’s

processes for desired functions
• Configuration tables allow tailoring of system
• System software can be rewritten in part, but may degrade

performance and process integration
]
• Business processes supported by enterprise systems
• Financial and accounting: General ledger, accounts payable,

cost-center accounting, financial reporting, etc.
• Human resources: Personnel administration, benefits
accounting, time management, compensation, etc.
• Manufacturing and production: Procurement, inventory
management, purchasing, shipping, quality control, etc.
• Sales and marketing: Order processing, quotations, product
configuration, billing, credit checking, sales planning, etc.
• Business value of enterprise systems

• Increasing operational efficiency
• Helping respond to customer requests rapidly
• Producing, procuring, shipping right amounts
• Enforcing standard practices and data throughout company
• Providing firm-wide information to help managers make better
decisions
• Allowing senior management to easily find out at any moment
how a particular organizational unit is performing or to determine
which products are most or least profitable
Supply Chain Management Systems
• Supply chain:
• Network of organizations and business processes for:
• Procuring raw materials
• Transforming them into intermediate and finished products
• Distributing finished products to customers
• Includes secondary and tertiary suppliers
• Upstream portion: Suppliers
• Downstream portion: Distributors
Nike’s Supply Chain
This figure illustrates the major entities in Nike’s supply chain and the flow of information upstream and downstream to
coordinate the activities involved in buying, making, and moving a product. Shown here is a simplified supply chain,
with the upstream portion focusing only on the suppliers for sneakers and sneaker soles.
Figure 9-2
• Information and supply chain management

• Supply chain inefficiencies
• E.g. parts shortages, excessive inventory
• Waste up to 25% of operating costs
• Caused by inaccurate or untimely information
• Uncertain product demand
• Late shipments from suppliers
• Safety stock: Kept as buffer for lack of flexibility in supply chain adds to
costs
• Information and supply chain management

• Bullwhip effect
• Demand for product gets distorted as it is estimated by
successive members in supply chain, causing excess
stockpiling of inventory, warehousing, shipping costs
• Just-in-time strategy
• Perfect information about supply and demand so that
components arrive at moment they are needed and finished
goods are shipped as they leave assembly line
The Bullwhip Effect
Figure 9-3
Inaccurate information can
cause minor fluctuations in
demand for a product to be
amplified as one moves further
back in the supply chain. Minor
fluctuations in retail sales for a
product can create excess
inventory for distributors,
manufacturers, and suppliers.
• Supply chain management applications

• Two main categories
• Supply chain planning systems
• Supply chain execution systems
• Supply chain planning systems
• Demand planning
• Order planning
• Advanced scheduling and manufacturing planning
• Distribution planning
• Transportation planning
• Supply chain management applications

• Supply chain execution systems
Manage flow of products through distribution centers and warehouses
to ensure products delivered to right locations in most efficient
manner
• Order commitments
• Final production
• Replenishment
• Distribution management
• Reverse distribution
• Supply chain management and the Internet

• Before Internet, difficult to share supply chain information with
external partners or internally because of incompatible technology
platforms
• Internet enables:
• Intranets and extranets for sharing information
• Web-based tools and interfaces to suppliers’, partners’
systems
• Coordination of overseas suppliers, communications,
transport, compliance, etc.
• Push-based model (Build-to-stock)

• Production master schedules based on forecasts or best
guesses of product demand; products “pushed” to customers
• Pull-based model (Demand-driven, build-to-order)
• With IT, manufacturers can use only order demand information to
drive schedules and procurement of components or raw
materials
• Sequential supply chains
• Information, materials move sequentially
• Concurrent supply chains
• With IT, information moves in many directions simultaneously
• Business value of supply chain management systems
• Matching supply to demand and reducing inventory levels

• Improving delivery service and speeding product time to market
• Using assets more effectively
• Increasing sales by assuring availability of products
• Increased profitability
• Supply chain costs can approach 75% of total operating budgets
Customer Relationship Management Systems
• Customer relationship management (CRM) systems
• Capture, consolidate, analyze customer data and distribute

results to various systems and customer touch points (contact
points) across enterprise
• Provide single enterprise view of customers
• Provide customers single view of enterprise at touch points
• Provide analytical tools for determining value, loyalty, profitability
of customers
• Assist in acquiring new customers, providing better service and
support to customers, customize offerings to customer preferences,
provide ongoing value to retain profitable customers
• CRM software
• Ranges from niche tools to large-scale enterprise applications
• More comprehensive CRM packages have:
• Partner relationship management (PRM) modules
• Enhances collaboration between company and selling partners
• Employee relationship management (ERM) modules
• Deals with employee issues closely related to CRM, e.g. setting
objectives, employee performance management
• Typically include tools for sales, customer service, and marketing
• Two main categories of CRM

• Operational CRM
• Customer-facing applications, e.g. tools for sales force automation,
call center and customer service support, marketing automation
• Analytical CRM
• Applications that analyze (OLAP, data mining, etc.) customer data
• Based on data warehouses consolidating data from operational CRM
systems and customer touch points
• One important output: Customer lifetime value (CLTV)
• Value based on revenue produced by a customer, expenses
incurred in acquiring and servicing customer, and expected life of
relationship between customer and company
Enterprise Applications: New Opportunities and Challenges
• Enterprise application challenges

• Expensive to purchase and implement
• Total implementation cost may be four to five times of cost of software
• Deep-seated technological change
• Fundamental changes to organization, business processes
• New functions and responsibilities for employees
• SCM systems require business process change for multiple
organizations
• Introduce “switching costs”, dependency on enterprise software
vendor
• Require understanding firm’s data and cleansing data

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Amity School of Engineering & Technology

• Based on suite of integrated software modules and common

• Integrate information from across company’s divisions,

• Updated information made available to all business processes

• Generate enterprise-wide data for management analyses

How Enterprise Systems Work

• Built around thousands of predefined business processes that

• Companies map business processes to enterprise system’s

• Configuration tables allow tailoring of system

• System software can be rewritten in part, but may degrade

• Business processes supported by enterprise systems

• Financial and accounting: General ledger, accounts payable,

• Business value of enterprise systems

Supply Chain Management Systems

Supply Chain Management Systems

Nike’s Supply Chain

Supply Chain Management Systems

• Information and supply chain management

Supply Chain Management Systems

• Information and supply chain management

Supply Chain Management Systems

The Bullwhip Effect

Supply Chain Management Systems

• Supply chain management applications

Supply Chain Management Systems

• Supply chain management applications

Supply Chain Management Systems

• Supply chain management and the Internet

Supply Chain Management Systems

• Push-based model (Build-to-stock)

Supply Chain Management Systems

• Business value of supply chain management systems

• Matching supply to demand and reducing inventory levels

Customer Relationship Management Systems

• Customer relationship management (CRM) systems

• Capture, consolidate, analyze customer data and distribute

Customer Relationship Management Systems

Customer Relationship Management Systems

• Two main categories of CRM

Enterprise Applications: New Opportunities and Challenges

• Enterprise application challenges

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