Enterprise Systems
Enterprise systems, as a broad term, includes each of the following systems: supply chain management (SCM), customer relationship management (CRM), knowledge management, and enterprise resource planning (ERP). Each system can offer particular strengths to an organization. In this assignment, you will look at the various types of systems.
Read and refer to Case Study 11-2 on page 241 of your textbook. Then write a 2-3 page paper in which you address the following:
Select one company that uses a CRM system and one that uses a knowledge management system.
Compare these systems and their uses at their respective companies.
Explain how each company might benefit from using an ERP system.
Assess how each company performs SCM and with what technologies.
CASE STUDY 11-2 CRM At Starbucks
With over 17,000 stores spread out over 50 countries, Starbucks uses a CRM system called My Starbucks Idea, which is powered by Salesforce.com.16 The system, which includes an interactive forum, gives the Starbucks community an online presence, allowing the company to collect feedback from its customers. It also integrates the company’s physical stores with social media sites such as Facebook and Twitter. On the system’s Web site (www.mystarbucksidea.com), customers offer ideas, make comments, and cast votes on issues arranged into 13 categories, from the actual drinks that are served to what the store’s atmosphere feels like. So far, the system has collected over 92,000 ideas, nearly 100 of which Starbucks has implemented.17
Answer the following questions:
1. What is My Starbucks Idea?
2. What has the Starbucks CRM achieved? How does it help the bottom line?
3. Which software platform is behind the Starbucks CRM system?
