Case 4. 1 Customer relationship management heads to the cloud

1. G S T 5 0 8 3
INFORMATION SYSTEMS & ELECTRONIC COMMERCE
Group Members
CUSTOMER RELATIONSHIP
MANAGEMENT HEADS TO THE CLOUD

2. Question 1 :
What type of companies are most likely to adopt cloud-based CRM software
services? Why? What companies might not be well suited for this type of
software?
• The types of companies that adopt cloud-base CRM software service is small
businesses that find the on demand model especially appealing because there are
no large up-front hardware and software investments or lengthy implementation
on corporate computer system.
• A task feature automatically generate specific task based on the type of lead and
the stage in the sales process. The system automates customer service functions
including order confirmation, follow up customer satisfaction surveys and shipping
notification. Cloud base software service also appeals to large companies. The
system with automated reports and dashboards monitoring key performance
indicators, sales calls, and sales volume.
• CRM software service also help to create more successful marketing campaign. Not
all companies experience gains of that magnitude and cloud computing does have
drawback. Companies that manage their CRM apps with a cloud infrastructure
have no guarantees that their data will be available at all time, or even that the
provider will still exist in the future.

3. Question 2 :
What are the advantages and disadvantages of using cloud-based enterprise
applications?

4. Question 3 :
Why did the companies described in this case need to maintain and analyse ?
What business benefits did they obtain?
The British Library
The British Library needed to maintain and analyze big data because traditional data
management methods proved inadequate to archive billions of Web pages and legacy
analytics tools couldn’t extract useful knowledge from such quantities of data.
New York Police Department (NYPD)
NYPD need to maintain and analyze big data because:
Allow the NYPD quickly respond on the criminals occurred.
Help NYPD to obtain sources of the suspects, such as suspect’s photo, past offences
or addresses with maps, can be visualized in seconds on a video wall.

5. Vestas
Vestas need to maintain and analyze big data because :
• Vestas is the world’s largest wind energy company.
• Location data are important to Vestas so that can accurately place its turbines.
• Areas without enough wind will not generate the necessary power.
• Area with too much wind may damage the turbines.
• Therefore, Vesta relies on location-based data to determine the best spots to
install their turbines.
• Vesta’s Wind Library currently stores 2.8 petabytes od data.
CONT’S

6. Hertz
Car rental giant Hertz need to maintain and analyze big data because :
• Reducing time spent processing data.
• Improving company response time to customer feedback.
• Hertz was able to determine that delays were occurring for returns in
Philadelphia during specific time of the day.
• Enhanced Hertz’s performance and increased customer satisfaction.
CONT’S

7. What business benefits did they obtain?
The business benefits for maintaining and analyzing big data are as follows:
1.Competitive advantages
2.Performance Enhancement
3.Increase customer satisfaction
4.Attract more customers and generate more revenue
5.Improved decision making (faster & accurate)
6.Excellence operational
7.Reduced cost and time spent
CONT’S

8. Question 4 :
Identify three decisions that were improved by using big data.
1. Optimal uses of resources and operational time
By using the big data, the companies can optimal uses of their resources to enhance
performance. Vestas can forecast optimal turbine placement in 15 minutes instead
of three weeks, saving a months of development time for turbine site.
2. Quick and effective decision making
Decision making improves and can be quickly and effective by using big data.
Visitor of The British Library and NYPD can quickly and effective searches data from
the British Library Web sites. NYPD can make a faster decision to gather the
suspect’s detail by using The Real Time Crime Center.
3. Reduce operational cost and other related cost
Company quickly makes the right decision and hence will eliminate wrong decision.
Example, Hertz was able quickly adjust staffing levels at its Philadelphia office during
those peak times; ensuring a manager was present to resolve any issues.

9. Question 5:
What kinds of organizations are most likely to need big data management
and analytical tools? Why?
• Organizations which responsible to store the huge information such as national
library, registration department, income tax and so on because these
organizations typically be a sources for government and the public.
• Authorities Organization such a police department, custom, immigration
because they need to store a big data about criminals and also public to use for
safety of the society.
• Organization to go green need the big data about the weather and location
because the weather and location data are very useful for the companies to
accurately make a decision.
• In this case, Vestas needed the data about location and wind to locate their
turbines

10. THANK YOU