Structured Process Analysis
Structured Process: George Brown
A
structured business process is a fundamental procedure used by a company to
achieve their business goals. We will be focusing on the customer service
process which BMS uses to support their customers and improve their overall
processes. BMS’s customers include the consumer, healthcare providers, and
pharmacists. The scope of the customer service process is to enhance the
customer’s experience by utilizing motivated and knowledgeable employees, an
effective customer relationship management (CRM) platform, and innovative
solutions to issues that may arise. Effective customer service helps build
brand image and can also help with marketing their products effectively. Word
of mouth is an efficient way for companies to gain product awareness, however,
it is extremely important for companies to manage and maintain their current
customer base to ensure repeat purchases. BMS uses a CRM system through
Salesforce. This system allows BMS to interact with customers, help maintain
customer relationships by providing solutions, and can help gather data to
pinpoint future sales leads. Not only does the scope of the process include the
Salesforce platform, but also includes the individuals servicing and
maintaining the platform, data analytics, and marketing. First and foremost,
the platform needs to be user friendly with constant IT presence. Around the
clock monitoring and data tracking needs to be conducted to make sure customers
are able to access the platform at all times. The data also needs to be
captured to allow BMS to analyze and market their products to new clients as
they arise to gain a competitive advantage against their
competitors.
Customer Service Process: George Brown
Information System
(Salesforce):
Kiran Kaur
BMS places considerable
emphasis on providing excellent customer service, given the importance of
healthcare and patient well-being in the industry. This business process
performs exceptionally well and keeps clients coming back. For instance, BMS
has established patient support programs to assist individuals using their
medications. The company is also very responsive when handling inquiries,
feedback, and complaints related to their products. By utilizing CRM systems
such as Salesforce, BMS is able to effectively manage customer interactions.
Salesforce, a customer
relationship management (CRM) system, manages interactions with customers,
tracks sales leads, and helps Bristol-Myers Squibb build and maintain customer
relationships. In line with BMS's differentiation strategy, it assists in understanding
customer needs in the healthcare sector, tailoring services, and possibly even
identifying specific market segments that require specialized medications.
Salesforce provides customer information from tech support chats, recent
purchases, or website behavior, which helps the company to know exactly what
products to offer. By leveraging Salesforce, BMS can personalize its
interactions and differentiate itself through superior customer service.
Salesforce is a platform
that is widely used for customer service, but it is not without its challenges.
Some common problems with using Salesforce include its complexity, cost, and
data security and privacy concerns. Salesforce can be complex and challenging
for new users. Its extensive features may require training and investing a lot
of time for employees to become proficient in the system. Also, prices for
Salesforce can be generally high, especially for smaller businesses or
startups. Additional costs may accrue with the platform’s add-ons,
integrations, or increased usage. Lastly, Salesforce can pose a significant
data security threat and privacy concerns due to the sensitive customer data
being stored.
Sample Customer Report
The five components of an information system are hardware,
software, data, procedures, and people. In Salesforce, the hardware consists of
the platform’s servers, data centers, and computing devices. Salesforce is a
cloud-based system, meaning the hardware infrastructure is maintained and
managed by Salesforce itself, and users can access the platform via computers
or mobile devices. The software component of Salesforce consists of sales
automation, Service Cloud for customer service, Marketing Cloud for marketing
automation, and more. Data stored in Salesforce comprises customer records,
leads, contacts, accounts, opportunities, interactions and more. The procedures
in Salesforce involve setting up automation rules, creating workflows, or
designing approval processes. The platform offers many tools like Process
Builder, Workflow Rules, and Flow to design and automate these procedures based
on business requirements. Lastly, people are an important part of any
information system. This component comprises the users, administrators, and
developers who interact with the Salesforce platform. Users input and access
data, while administrators are able to configure the system.
Salesforce Service Cloud
Information Silos: Karla Rodriguez
Information silos refer to isolated or segregated groups of
data within an organization. These silos occur when departments or teams within
a company operate independently and do not readily share information with each
other. Many large organizations, including Bristol Myers Squibb, encounter
challenges related to information silos due to the complexity of their
operations and multiple departments. BMS has several departments including
R&D, sales, finance, HR, and supply chain. Each has their own databases,
systems, or processes that may not be effectively integrated or shared with
other departments. This can lead to isolated information, creating silos.
Salesforce, a CRM platform, is designed to centralize
customer-related data and facilitate collaboration across different departments
within a company. This information system provides a centralized database where
customer information, sales data, and marketing activities can be stored.
Salesforce also offers integration capabilities that allow it to connect with
other systems within the company. By integrating with other applications such
as ERP systems, Salesforce can facilitate data sharing and minimize silos.
Salesforce has numerous advantages, but it does come with potential issues.
Salesforce offers extensive customization capabilities, but improper
customization can lead to system performance issues or difficulties faced by
users. Also, if employees are not properly trained to use Salesforce the
platform may not be successful. The platform may also encounter scalability
issues with increasing data volumes and user load. To address these challenges,
BMS has strategies such as regular user training and ongoing maintenance.
CRM, ERP, and EAI: Caitlin Monaghan
CRM, ERP, and EAI are crucial software
solutions that empower businesses to streamline operations, enhance customer
engagement, and gain a competitive edge. CRM systems manage customer
interactions, ERP systems streamline internal operations, and EAI integrates
disparate applications. SAP, Oracle, and Microsoft are leading ERP vendors
offering comprehensive solutions tailored to diverse industries. Salesforce is
a CRM platform used by Bristol Myers Squibb to help nurture relationships with
its customers. While it is primarily a CRM platform, it offers some features of
ERP and EAI. Salesforce provides tools for managing customer relationships
(CRM) and integrating with other systems and applications (EAI). Salesforce
offers some ERP-like functions such as financial management, inventory
management, and integration.
Inter-enterprise IS facilitates data
exchange between businesses and their partners, enabling collaboration,
streamlined supply chain management, and enhanced customer service. Bristol
Myers Squibb leverages SAP Global Trade Services for efficient communication
and data exchange with partners. The decision to adopt an inter-enterprise IS
depends on a company's specific needs and goals. Implementing an
inter-enterprise IS can yield benefits such as improved efficiency, enhanced
customer service, and strengthened collaboration with partners. However, it
also presents challenges such as high initial costs and complexity of
integration.