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.