10 Jun OUTLINE THE STEPS THAT BETTMAN MUST TAKE IN ORDER TO IMPLEMENT CRM AT MINITREX.
This case takes a “horizontal” slice through a number of coexistent issues . As a result, the challenge is “knowing where to start” – just as it is in real organizations – and this requires detective work. (Appendix B) is attached for you to sort out the the key actors and their relationship.
A great way to approach this is to brain storm the issues and challenges that are present in the case. Then present the “IT” versus the “business” perspective- sort the case issues into two groups. Sorting issues into these two groups is valuable as it helps see how different organizational groups can see the same problems differently. Differences are important because the solution set is a derivative of the problem set.
Exploring the IT Perspective
In order to understand why the Customer Contacts system holds inaccurate information, it is necessary to identify each of the four key systems at Minitrex. In particular, please identify the flow of information among these systems.
Explain each one.
The Customer Contacts System
The Management Business Center System
The Credit Administration System
The General Management System
Figure 1 is showing the flow of information among the key systems and lines of business. Please explain these information flows during the regular day-to-day conduct of business at Minitrex. That is, track a new Insurance sale and then track an online Financing customer order. This is done so that you understand how and where critical information originates, gets shared, and is acted upon by others.( This is something for you to do to enhance your understanding. This portion do not need to be submitted as an assignment.
Discussion Questions:
Explain how it is possible for someone at Minitrex to call a customer and not know (a) that this is a customer and (b) that this is the third time this week that they had been called?
Outline the steps that Bettman must take in order to implement CRM at Minitrex. In your plan, be sure to include people, processes, and technology
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