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- MBA -
Semester: 4 - Assignment
Vinay K. Singh
Page 1 of 8
- MBA -
Semester: 4 - Assignment
Vinay K. Singh
Page 2 of 8
- MBA -
Semester: 4 - Assignment
The functionality of a CRM system can be studied under three sub modules. They are
Marketing, Service and Sales. All these modules are Operational, Collaborative and
Analytical.
Marketing Module
The functionalities of marketing module of CRM comprises short term execution of
marketing related activities and long term planning within a company. It also helps in
activities like campaign management, lead management, and planning. Marketing module
enables your company to run marketing campaigns using different communication channels.
This targets potential buyers using a product or a group of products as a message. It
generates sales related opportunities which then can be converted into sales.
Service Module
The service module of CRM focuses on managing planned and unplanned customer service.
This module helps in activities such as Service Order Management, Service Contract
Management, Planned Services management, Warranty Management, Installed Base
(Equipment) Management, Service-Level Agreement Management, Resource Planning and
Scheduling and Knowledge Management
Sales Module
The sales module of CRM focuses on managing and executing the pre-sales process of the
company by making it more organised. The sales teams in most companies are responsible
for capturing opportunities and customer interaction. The CRM helps the sales team in
processing this data and following-up it in the future. The CRM also helps in organising all
relevant data received and captured for a deal, into one place. Some of the captured data
can include expected budget, total spending, prospective customers, key players, products
interested in, important dates and expected closing dates of a deal.
Each of these modules can be stand alone applications depending on organisational need. It
is important that the right software is selected and implemented correctly. Then only any
CRM can be effective.
Benefits of CRM
An excellent CRM is the heart of every business success. With CRM, you can easily
understand customer requirements, meet those needs effectively, predict market trends and
enhance your business bottom line.
A properly implemented CRM system can bring significant benefits to your organisations.
System means, the complete consortium of 3 Ps, People (employees, culture), Procedures
(way of doing business), and Programs (supporting applications and not just an application
running on a computer). The advantages that a CRM can bring are:
Shared or distributed data: Customer relationships are happening at many levels and
not just through customer service or a web presence. They start to understand the need for
sharing all available data throughout the organisation. A CRM system is an enabler for
making decisions and follow-up at levels.
Better customer service: All data concerning interactions with customers is centralised.
The customer service department can greatly benefit from this because they have all the
Vinay K. Singh
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- MBA -
Semester: 4 - Assignment
information they need. And through the use of push-technology, customer service
representatives can lead the customer towards the information they need. The customer
experience is greatly enhanced.
Increased customer satisfaction: The customer feels that he is more "part of the team"
instead of just a subject for sales and marketing. Customer service is better and the needs
of the customer are anticipated and addressed. Many companies believe that more satisfied
customers means a good predictor for repeat business.
Better customer retention: If a CRM system can help to fascinate customers, it
increases customer loyalty. Customers keep coming back to buy again and again. Hence,
higher customer retention is assured
More business: If you are delivering the ultimate customer experience, this seeds the
word-of-mouth buzz, which brings in more new business.
More profit: More business at lower cost equals more profit.
Q3:Illustrate the role of ERP systems in Human Resources. List out the benefits of
Human Resource management systems.
Human Resource maintains huge volumes of information of employees and becomes
complicated and difficult for management. Therefore, Enterprise Resource Planning (ERP)
that maintains a centralised database is a powerful tool that can be deployed to maintain an
efficient processing.
ERP maintains a database which includes employee details such as contact information,
salary details, attendance, promotion details, and performance details of all employees.
Deploying ERP in Human Resources department reduces processing time and cost issues.
ERP system also helps in decision making and controlling reports. Communication within the
departments of an organisation is very necessary. ERP systems also maintain policies and
standards, suggestion box, opinion surveys, business calendar, recruitment letters, news,
forum and other related features of the organisation
Human Resource (HR) technology bridges the gap between Human Resource Management
(HRM) and information technology. The activities of human resources are generally specific
to companys norms and policies and vary from one organisation to the other. The function
of HR can vary from keeping track of employees skills, achievements and salary. To reduce
the burden of manually managing activities of the organisation, electronic automated
process has become necessary.
The HRM systems mainly have two objectives. They are:
To make the workflow cost effective and less time consuming.
To provide self service benefits to the employees of an organisation. To provide flexibility
to the employees to change their policies taken, update their contact information anytime,
etc.
The HRM system has many benefits. This system has many portals that help the HR
department to work faster and efficiently. Some of them include:
Vinay K. Singh
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- MBA -
Semester: 4 - Assignment
HR employee portal: This portal maintains information such as attendance, leave records
and other employee related activities.
Employee self service portal: This portal helps employees to avail or claim for travel
expenses and other benefits of an organisation.
Security portal: This portal maintains security of an organisation by keeping track of the
visitors visiting the organisation.
Candidate portal: This portal maintains information of candidates applying for jobs
advertised by the HR department.
The various advantages that the Human Resources derive from deploying ERP system are
listed below:
Automates the processes which requires minimum customisation
Allows the user to access computing support for different departments of an organisation
Provides security of information as database is made centralised
Facilitates users to authorise accommodating processes between various departments of
an organisation and external agents
Allows instant updates of information in the database
Provides access to every employee to browse information such as personnel development,
and personal costs
Q4:Describe how you would go about the different phases of the ERP
implementation lifecycle, if it were being done in your company
One important factor that must be realised is that the post-implementation phase is very
critical. Once the implementation is over, the vendors and the hired consultants will go. To
reap the full benefits of the ERP system, it is very important that the system must get
enterprise-wide acceptance. There must be enough employees who are trained to handle
the problems that might crop-up. There must be people, within the company, who have the
technical prowess to make the necessary enhancements to the system as and when
required. The system must be upgraded as and when new versions or new technologies are
introduced. Here the organisation must think in terms of the incremental benefits of the new
enhancements. Since with any up gradation or enhancements, there will be a lot of other
aspects like user training that have to be considered. So instead of going in for up gradation
when vendor announces a new version, the organisation must first analyse the costs and
benefits of he new version.
After finishing the entire phases of the ERP implementation the organisation will need a
different set of roles and skills than those with less integrated kinds of systems. It must be
made sure that every individual who uses these systems needs to be trained on how they
work, how they relate to the business process and how a transaction ripples through the
entire company whenever they press a key. The training will never end. It is an ongoing
process. New people will always be coming in, and new functionality will always be entering
the organisation.
Vinay K. Singh
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- MBA -
Semester: 4 - Assignment
We need to know that, the conditions and measures that have to be adopted during the
implementation process are unique. The same cannot be applied by the management of the
company after the implementation. Different set of guidelines and measures have to be
adopted for successful functioning of the system after the implementation. Projects on the
ERP system implementation get a lot of resources and attention. However, an organisation
can only get the maximum value of these inputs if it successfully adopts and effectively uses
the system.
Q5:Discuss briefly about JD Edwards and PeopleSofts applications and their
various modules
Vinay K. Singh
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- MBA -
Semester: 4 - Assignment
and reliable performance level. PeopleSoft continues to support its traditional two layered
architecture as well.
OnLine Analytical Processing (OLAP): Companies must be able to quickly extract and
analyse the information they require for effective decision-making. OLAP, or online analytical
processing, is a powerful method for interactively analysing data online. PeopleSoft
integrates popular OLAP tools including Cognos PowerPlay and Arbor Essbase that enable
users to easily share multidimensional data stored in various locations. With the Cube
Manager application, users can define the data they want to extract into an OLAP cube. It
enables them to quickly view information from all different angles to test conclusions,
conduct what-if scenarios and compare alternative strategies. With multidimensional
information presented in quick-read formats, managers can make better decisions, react
faster to competitive threats and identify inefficiencies.
Workflow: An essential part of the solution, PeopleSoft workflow capabilities help
communications companies achieve enterprise-wide integration of information, applications,
and people. Workflow enables a company to automate many time-consuming clerical tasks,
while putting useful data into the hands of users. With workflow, the companys PeopleSoft
applications do more of the work. For example, if managerial approval is needed for a work
order, the system automatically forwards the request. Workflow can also help the company
track projects, by initiating a workflow message to the appropriate person when a project
exceeds a predetermined cost. The company can even bring non-PeopleSoft users into the
workflow process, using e-mail systems and the Internet for collecting, and distributing
data.
The different product modules available from JD Edwards are:
Foundation Suite: Consists of Back Office, CASE Foundation, Environment/ Toolkit,
Financial Analysis Spreadsheet Tool and Report Writer, WorldVision GUI, Electronic Burst &
Bind.
Financial Suite: Consists of General Accounting, Accounts Payable, Accounts Receivable,
Fixed Assets, Financial Modelling and Budgeting, Multi-Currency Processing, Cash Basis
Accounting, Time Accounting)
Logistics/Distribution Suite: Consists of Forecasting, Requirements Planning, Enterprise
Facilities Planning, Sales Order Management, Advanced Pricing, Procurement, Work Order
Management, Inventory Management, Bulk Stock Management, Quality Management, and
Advanced Warehouse.
Management: Consists of Equipment Management, Transportation Management, Job Cost
and Service Billing
Services Suite: Contract Billing, Subcontract Management, Change Management, and
Property Management.
Manufacturing Suite: Consists of Configuration Management, Cost Management, Product
Data Management, Capacity Planning, Shop Floor Management, and Advanced Maintenance
Management)
Architecture, Engineering, Construction, Mining and Real Estate Suite: Consists of
Procurement, Inventory Management, Equipment Management, Job Cost, Work Order
Vinay K. Singh
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- MBA -
Semester: 4 - Assignment
Vinay K. Singh
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