Discussion 1 – CEM Systems Integration
Based on your reading of Chapters 13, 14, 15, & 16 of the text including the “Unit Four Closing Case Two” entitled Social Networking, discuss how social media sites can be used by a virtual enterprise to enable C-Commerce processes to “hear” the Voice of the Customer. Be sure to incorporate your personal experience and any learning regarding the Customer Experience Management lifecycle.
C-Commerces are able to gather tons of valuable data from Social Networking sites. C-Commerces understand that their best “sales man” are the people you know and network with. C-Commerces also are able to track and monitor social networking sites to gather data on their customers. Businesses are now creating accounts on the networking sites in order to instantly reach customers and let them know about promotions/sales and new items. This also allows business to get instant feedback and what the customer thinks about their products. The old way of getting a customer feedback was to offer them some type of coupon on the bottom of their receipt if they complete a survey. This can be expensive and can lead to customers rushing through, which will provide bad data. Social networking sites provide businesses with a better and faster way to hear the customers. Networking sites created a platform for users to have their voice hear and share information with people which can be seen with all their friends “following” them.
Closing Case Two provide great information on Social Working companies but was written but is a little outdated. From my personal experience I find Myspace to irrelevant in the social media world, im not sure I know any one that uses the site. Also 2 major companies are not listed Snapchat and Twitter. Both allow business connect directly to customers.
From personal experience I think Facebook does the best job with connecting customers to businesses. Many shopping site let shopper’s login using your Facebook account, which helps eliminate the need to try to remember tons of user names and passwords. Facebook also allows you to “check in” letting your network friends know where you are. A few times I have seen my Facebook friends “checking in” to a restaurant that I like but haven’t been to in a while. It made me crave it and I went to the restaurant within a week of seeing the post. In other cases I have avoided spending money on cretin businesses due to the negative reviews that my network friends have gave on a business.
Discussion 2 – CEM Performance Management
Based on your reading of Chapters 13, 14, 15, & 16 of the text including the “Unit Four Closing Case Two” entitled Social Networking, discuss how social media sites can deliver competitive value as measured in terms of a C-Commerce balanced scorecard including ROI. Be sure to incorporate your personal experience and any learning regarding the Customer Experience Management lifecycle.
Closing case two highlights on the amount of money social media sites are generating. The potential for growth is endless which is why it attracts so many users and businesses. If businesses want to stay competitive they need to apart of a social network. Social media sites are the new and improved “Yellow Pages”. If you need to know about a company you can check out their page or “follow” them. Part of a balance score card is finding the best way to appear to customers. Social media sites give businesses the platform to directly connect with users and make a user feel like they are a part of a business. With these platforms businesses are able to get closer to customers; it can help them find out areas of improvements a lot faster than traditional ways. From personal experience the closer I feel to a company the more loyalty I have to the brand, and the more I distrust a company the more likely I am to not be loyal. For example I do not trust department stores right now (sears, JC Penny’, Macys..). I never know if im getting a good deal. It seems like I buy an item because I think the sale is really good, and then 2 weeks later there is an even better sale. This is a major reason I have no loyalty to a single department stores.
Discussion 1 – Big Data-driven DSS for CEM
Based on your reading of Chapter 9 of the text including the “Unit Three Opening Case” entitled Second Life: Succeeding in Virtual Times, using DSS concepts explain how Wikipedia can deploy Cloud-based DSS to gain business intelligence. Be sure to incorporate your personal experience and any learning regarding the Customer Experience Management lifecycle.
Having a decision support systems (DSS) provides a business with the ability to evaluate data from internal and external sources and allows managers to choose a course of action. What-if analysis, sensitivity analysis, goal seeking analysis, and optimization analysis are different technics of DSS analysis. (Baltzan, 2015). In the past a business was on its own in the cloud world to find, track and monitor data in order to turn it into useable analytics. Companies that had the resources gather and use the data created a competitive advantage for themselves. “Unit Three Opening Case” shows how companies like Actionly have leveled the playing field by providing a service to collect data for you. Actionly tracks all social media sites and websites to collect data and sorts the data. Once the data is sorted it allows customers to view it via a dashboard. Actionly provide real time data that business can use to gain BI. The ability for the information to be on the cloud allows for managers to metrics to people with in the company to fast. For example if a manager see that a certain geographic area is lacking in projected sales for the month, the manager can send the local sales person the metrics and a list of promotions they can offer for that area to get the sales needed. Overtime the Actionly system can uses data analytics to help a manager find the promotion that generates the most value for that specific location. Companies that are looking to stay competitive and grow their brand need systems like the one offered by Actionly to help provided valuable data to make better decisions.
Baltzan, P. (2015). Business Driven Technology. New York, NY: McGraw-Hill Education
Discussion 2 – Cloud-enabled CEM Architecture
Actionly provides a service that can change a company’s business strategy allowing them to be more customer driven. The information gathered by Actionly can help a company run more efficiently, by making faster and data driven decisions. A business can use Actionly to help create a customer experience management strategy that fits a specific industry and customer base. SCM system using a cloud based system can focus on demand planning. I have learned from personal experience if demand is not loaded correctly the bad data will flow down the supply chain. As a buyer I have had bad information enter, resulting in me ordering the wrong part, and production not having parts to build. This can cause delays in customer deliverables which can lead loss in revenue.
Discussion 1 – Business Case Analysis for CEM
Based on your reading of Chapters 6, 7, & 8 of the text including the “Unit Two Opening Case” entitled It Takes a Village to write an Encyclopedia, using Business Case Analysis concepts explain how Wikipedia can deploy Cloud-based CEM systems to gain business intelligence of its customer ecosystem. Be sure to incorporate your personal experience and any learning regarding the Customer Experience Management lifecycle.
The unit two opening case “Informing Information” highlights how visual images can be used to create a competitive advantage. In order to create the perfect image for the perfect spot a business must use all the tools available to them. A business using a cloud based customer experience management system can leverage the information it collects help make better decisions. Analytical information can be used to examine trends or view statistical information (Baltzan 2015). The information collected can then be used in real time by managers or even computers. I see analytical information being used in real time decision making by computers every time I shop. Every time I view an item, the website will provide me with additional images of items that pair up with what I’m viewing. I always get sucked in to viewing more items that I originally attended to view. Companies using this technology are using historical data that they have collected along with the real-time data that is being gathered as you search then outputting information to enhance the customer shopping experience.
Baltzan, P. (2015). Business driven technology. New York, NY: McGraw-Hill Education.
Discussion 2 – Predictive Analytics Data Integration
Based on your reading of Chapters 6, 7, & 8 of the text including the “Unit Two Opening Case” entitled It Takes a Village to write an Encyclopedia, using Big Data concepts explain how Wikipedia can use data warehousing to facilitate data integration for Predictive Analytics initiatives.
The idea of big date is constantly evolving and as new technology is introduced. Companies that implement the new technology fast can gain a competitive advantage. In order for big data to be used to the full potential the data must be able to be stored and have good database management system to pull information from. Once a business has a good DBMS it can then start to use past and current data to start making Predictive Analytics (Baltzan 2014). In the case of Wikipedia has done a good job of linking similar content together making it easier for the user to move from one subject to the next by just clicking links. At my current job we use Oracle to process all our information. Oracle has created a separate module called OBIEE. OBIEE is an analytic platform with interactive dashboards that pulls data from oracle. The users can run all types of reports and customize them to their need. I use this almost every day to ensure I have the newest data available to me to help make better decisions. Below is a link to get a better idea of what OBIEE is.
Baltzan, P. (2015). Business driven technology. New York, NY: McGraw-Hill Education.
Discussion 1 – Cloud Value Chain Analysis
Based on your reading of Chapters 2 & 3 of the text including the “Unit One Opening Case” entitled Apple – Merging Technology, Business, and Entertainment, using Porter’s Five Forces Model explain how Apple can deploy Cloud-based CRM to gain business intelligence in the context of their buyer-supplier value chain. Be sure to incorporate your personal experience and any learning regarding the Customer Experience Management lifecycle.
Customer relationship management can be used to increase a company’s visibility of a customer’s habits and capitalize on that knowledge by creating customer loyalty and generate more spending. Apple can use a cloud-based CRM system to gain BI using Porter’s Five Force Model. For example
Buying power- Apple has made it hard for customers to switch which from an Apple product to a non-Apple product. All of Apples products rely on buying items on the App Store/itunes “the cloud” then putting them on your device. Once they are bought on the cloud it is difficult to get them on a non-Apple device. Many customers find it is easier to just upgrade an apple device rather than starting from the beginning and getting a new brand.
Another example is Threat of new Entrants. Apple is customer focused and has been able to stay dynamic to customer needs and be proactive on making changes to keep customers satisfied. This makes it hard for new companies to enter the same market as Apple. By the time a new company launches its product Apple is already six months to a year ahead.
The creation of the cloud, itunes and App Store allowed Apple to take CRM to the new level. These items not only give uses a one place to shop but they provide Apple the valuable information on customers by tracking everything they do. By doing this Apple is able to let the customer know when a new app comes out similar to ones they already downloaded or even when new music is released similar to what was previously downloaded. The personal example I had is when ordering an Ipad for a gift online. I was able to see if the item was in stock and when the item could ship. By having access into this information I was able to feel more comfortable with my purchase.
Discussion 2 – Social-Mobile Collaboration 4C’s
Based on your reading of Chapters 4 & 5 of the text including the “Unit One Opening Case” entitled Apple – Merging Technology, Business, and Entertainment, using the balanced scorecard framework describe how Apple can employ Social-Mobile technologies to enable collaboration best practices in terms of the complete C4 Spectrum (i.e., Communication, Coordination, Cooperation, & Collaboration) to drive iPhone product development via partner-developed apps.
Apple can use a balance scorecard to employ Social- Mobile technology to clarify their vision and strategies and take action on them to drive iPhone product development via partner-developed apps. In order to drive iPhone product development Apple has been able to become efficient in Communication, Coordination, Cooperation, and Collaboration which will allow Apple to get the most out of their partner-delayed apps. The information that Apple is gathering from the App users is priceless so it is important that apple work closely with them. Apple can use the information to change and improve their processes. It is obvious to see the effectiveness Apple has had in this process by the money the iPhone generates and the customer satisfaction.
Social Business Value of IT
Based on your reading of Chapter 1 of the text including the “Unit One Opening Case” entitled Apple – Merging Technology, Business, and Entertainment, explain how Apple achieved business success through the use of information and people in the context of the social business value of IT. Be sure to incorporate your personal experience and any learning regarding virtual team success for both internal members and external partners as they engage the customer throughout the Customer Experience Management lifecycle.
Apple success came from the competitive advantages they created. Apple was able to make good decision based off of the BI they were using. One major key to success was that they listened to the customers. Customers not only want the best and newest technology they want to be able to customize it and make the product their own. So not only does Apple keep increasing their sales on electronic devices, they created a whole new business area with the accessories line. With the launch of any new product Apple has a new accessory line to fit that product.
As the case stated the produce sells itself, customers sell other customers on the products. The way Apple was able to do this was though branding. Kids are exposed to Apple at a young age. I recall when I was in element school we had “cool” see thorough apple computers. Apple works hard on inducing their products to young kids by providing discounted and even free devises to school. See link below on Apple’s big donation from last year. By doing this they create brand loyalty.
Apple has been able to maintain their success by getting all division in the company on the same page, which allows for better and faster decision making. Being cross-functional has allowed Apple to maximize profits, which are reinvest in the company to fund next big idea. The case also provided a good example on how external users are contributing to the growth of Apple. App creators are finding Apple to be the most profitable for them and in some cases don’t see a need to create an Android version. I believe the more apps a person uses the more important the device becomes to an individual.
Apple stays in school, donating 54,500 iPads to students and teachers
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