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Customer Relationship Management Systems and Information Needs in Amazon.com
Answered

Learning Outcomes

After completing the module, you should be able to:

1) Demonstrate an understanding of information needs within different functional areas of organisations.

2) Compare and contrast information systems within different structural and functional areas of organisations.

3) Use information systems to produce management information at middle and senior management levels of organisations.

4) Communicate technical information in language appropriate for the target readership.

Scenario: 
Customer Relationship Management (CRM) systems are widely-implemented strategy for managing a company's interactions with customers, clients and sales prospects. They involve using technology to organize, automate, and synchronize business processes-principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client 
service. CRM systems describe a company-wide business strategy including customer interface departments as well as other departments.

They include a one-to-one relationship between a customer and a seller and also help keep profitable customers and maximize lifetime revenue from them. Using CRM systems, Amazon.com, Inc. can provide better customer service thus enhances the relationship between the customer and the organization. It also Increases customer revenues, discovers new customers and helps employees to gain an understanding to the customer and anticipate their purchases.

Select two different functional areas of Amazon.com, Inc. based on the above scenario and carry out research to answer the following: 

a) Explain and justify the information needs of the two selected functional areas. Ensure you include issues such as the inputs required, outputs generated and processing activities undertaken for each functional area.  (20 Marks)

b) Compare and contrast the information systems specified in the scenario that the two structural and functional areas could make use of to manage the information that they use.  (20 Marks)

a) Identify and explain how the information systems are used in one of the functional areas selected in Task 1 to produce management information at middle and senior management levels of the business.   (20 Marks)

b) List and comment on the key technical details of the information systems and the business considerations to middle and senior managements of the business.   (20 Marks)

Identify and explain the social and ethical issues are linked to the information systems of the business. Does the organisation have a mission, vision and value statement? If so, what is their Corporate Social Responsibility (CSR) strategy?  (20 Marks)

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