Characteristics and Importance of Data Personalisation

This document provides an overview of data personalisation and its characteristics. It discusses the global importance of data personalisation and its impact on businesses. The document also explores the opportunities and challenges posed by data personalisation, using the case of Crown Media as an example. It further discusses various proposals to address the value exchange for Crown Media customers involved in personalisation of their data, and how to build positive customer trust while remaining compliant with privacy laws and regulations. The document concludes with an explanation of the theory used to justify the choices made for proposed business information solutions.

Business Information
System

Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
Describe the characteristics and global importance of data personalisation..........................2
Task 2...............................................................................................................................................3
Evaluate the organisational opportunities and challenges posed by data personalisation......3
Task 3...............................................................................................................................................5
Over view of Crown Media, the application, BIS solution and performance objective........5
Various proposal to address the value exchange for Crown Media customers involved in
personalisation of their data....................................................................................................5
Proposal to build positive customer trust in Crown Media....................................................6
Proposal to work within and remain compliant to current laws and regulations relevant to
individual privacy...................................................................................................................7
Brief of business strategy and analysis of how application of the proposal will contribute to
the business strategy in terms of improved social, economic and environmental impacts....8
Task 4...............................................................................................................................................9
Explain the theory used to justify choices made for proposed business information solutions
along with implication of theory............................................................................................9
CONCLUSION..............................................................................................................................10
References:.....................................................................................................................................11
Books and Journals...............................................................................................................11
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INTRODUCTION
Information system in a modern world plays crucial role in maintaining and operating
activities of a business in an effective and efficient manner. These systems can be regarded as the
integrated components which are uses to collect, store and process data with the objective of
providing information, skills, knowledge and digital products and services. Information system
and artificial intelligence helps the business in interact with the customer, suppliers and other
stakeholders, to manage their business operations and remain competitive in a business
environment (Waszkowski, 2019). Therefore, Business Information system is the one which
provides information and assist the business in managing their operation efficiently through
various components such as hardware, software, data procedure and people. Crown Media is a
British Entertainment and Media Company came into existence 15 months ago, allowing people
to watch documentaries, televisions series and featured films across wide variety of languages
and genres. Below mentioned report cover the detailed analysis of data personalisation along
with opportunities, challenges and issues emerged with regards to the application and Business
information system.
TASK 1
Describe the characteristics and global importance of data personalisation
Personalisation is regarded as the process of modifying a product or services as per the
specific needs, want, and desires of an individual or group of people with the help of data
analytics and audience to understand every detail such as intentions of customer at every
moment, when, where and how they have engaged with the brand, taste and preference of each
customer (Richter and Richter, 2020). Many organisations, here in the context of Crown Media,
company use personalisation or customisation with the aim of enhancing customer satisfaction,
marketing, branding, website metrics and even for digital sales conversion.
Characteristics of Data Personalisation
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 Customer engagement: Another significant characteristic of data personalisation that it
provides the opportunity to get interact with the customers on social media platform
which help in enhancing customer loyalty and better understanding of their needs.
 Develops a customer centric culture: Data personalisation helps Crown Media in
focusing more on the taste, preference and choices of the customer which in turn
develops a customer-centric work culture in an organisation making customer as their
utmost priority (Niemimaa and et. al., 2019). From top management to front line workers
everyone makes efforts to understand the needs of a customer and develop a plan through
which these needs can be met and fulfilled.
Significance of Data personalisation
 Enhance customer experience: Data personalisation is significant for Crown Media in
collecting and analysing the data related with the journey of customer. It reveals
information such as level of interest of customer in the company’s offerings, satisfaction
level of customers and possibilities for engagement, customer lifecycle stage and chances
of future purchase in company. With the help of the data company may appeal to the
customer with strong marketing tools.
 Customer expectations: Digital revolution has changed the attitude and expectation
level of customer at global scale. Buyers are likely to repeat purchase where they feel that
company recognise their needs, remember them and provide them with relevant offers
and recommendation. It is all about making feel customer important and valuable at each
level of their journey (Weking and et. al., 2018).
Task 2
Evaluate the organisational opportunities and challenges posed by data personalisation
Personalisation has increased the expectation level of customer and demand for a
customer-centric services personalised as per the needs wants of every individual. Customer
wants to feel valued, recognised by name and remembered at every point whenever there are new
products or services and offers with regards to these services. With the advancements in
technology, data collection and analysis marketers at Crown Media are focusing on delivering
more personalised and exceptional services to the customer with an expanded streaming content,
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increased user interface and extending streaming services to more internet connected devices
such as mobile, laptops, tablets etc.
Major challenges faced by Crown Media by data personalisation Data collection: One the major challenge in the way of personalisation faced by Crown
media is collection of relevant and quality of data that assist the management in decision
making (Agrawal and et. al., 2019). Data plays a crucial role in the key success of
personalisation as it is the only instrument to gain relevancy, convenience, speed and
time to enhance customer engagement, repeat purchase and visits. Date with regards to
the customer background, attitudes, wants, desires is spread across a host of different
channels and platforms have contributed towards vague and opaque information which
have become difficult for companies to get correct and relevant information about who
the customer really is. Complete customer profile: Another challenge faced by the Crown media is getting a
influx of information from distinct sources which have made difficult for company to get
a clear picture of a target customer. Crown media need to manage and structure collected
information to get a clear view of demographics, behavioural and personalised needs of a
customer. Regulations and restrictions: There are numerous rules and regulations with regards to
maintain transparency on how and why customer data is used and collected. There are
many customers who want business to understand their needs, wants, taste and preference
but that too in a safe and ethical way adhered to the policies and regulations.
Personalisation engines use cookies to track the behaviour of user.
Opportunities for Crown Media offered by Data Personalisation Customer Trust: Data personalisation helps Crown media in developing trust and
confidence among the customer. Greeting gestures such as Dear, Sir/Ma’am gives a sense
of personal touch and feel customer that they are important and valuable for the company
(Hadi Dmitry and Azamat, 2018). Each and every customer wants to get recognised and
remembered by the company which enhances the loyalty of a customer and encourage
them to make repeat purchase. Engagement with the customers: One of the significant opportunities for Crown Media
offered by hyper personalised campaign is it increases customer engagement with
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customized experience with the brands. As per the report it has been revealed that
customer are more likely to purchase with the brand which offer more personalised
services to the customer and increase their engagement with the company up to three
folds. Relevancy: Data Personalisation helps the Crown Media in getting information related
with the customer needs, wants, taste, preferences, behaviour and attitude which
contribute directly towards delivering the right message on right time to the right
customer so that experience of customers is enhanced and deliver a quality value through
products and services (Bhatia and Awasthi, 2018). Conversion: Conversion of prospect customer into a potential customer is another
opportunity which Data Personalisation offers to Crown Media. Designating a message
with the name of customer, warm and welcoming gesture can increase the chance of
opening a message amid influx of other generic e-mails. Personalised message with
integrated content related with customer’s choices, preferences, and tastes encourages
clients to take some action and make purchase with the company.
Task 3
Over view of Crown Media, the application, BIS solution and performance objective
Crown Media is British Company operating in a Media and Entertainment sector. The
company was formed as the trends in media and entertainment shifted due to the pandemic.
Company offers streaming and entertainment services through which users can view varieties of
television series, documentaries and films across a wide variety of genres and languages. Crown
Media have adopted the acquisition of Business information system for further growth and
development. Apart from this Crown Media is developing an app which will help in getting two
objectives: First, Crown media wants to expand its current offerings and secondly to integrate
Artificial intelligence with the application which will offer personalised content as per the taste
and preference of each user (McAvoy and Butler, 2018).
Various proposal to address the value exchange for Crown Media customers involved in
personalisation of their data
Crown media use the data personalisation with the aim of enhancing customer experience
and maximise profitability of a company. Customer wants to be recognised and valued as an
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important customer but growing concern related with the privacy of their data have posed a
serious challenge in front of Crown media. There is recommendation of few proposals which
would enhance the value for customers while balancing the privacy with personalisation:
 Reconstruct relationship: Crown Media must consider the requirement and purpose for
collecting, accessing and making use of customer information with the objective of
increase their engagement with the company and enhance their experience based on trust
(Chang, 2020). Crown Media must ensure that data accessed must be used for legal and
ethical purpose, respecting privacy of users.
 Educate shareholders: Communicating and maintain privacy with the other stakeholders
such as customers, employees, suppliers with regards to the privacy of customer data
helps in building trust, confidence and increase their experience level with the company.
 Be update and adhere to the data privacy laws: There are numerous laws and practices
which aim towards the protection of user data and information. Crown Media maintains a
right balance between the value of customer and personalisation their data by strictly
adhering to these laws and practices. One of the example of such regulations is CCPA
which is California Consumer Privacy Act intended to protect privacy rights and
consumer protection in United States.
 Collect possible data: Crown media must ensure that the relevant and necessary data is
collected from the user but try not to get too much information through series of many
question which may annoy and lead to the discomfort for user.
Proposal to build positive customer trust in Crown Media
There are numerous ways through which Crown Media can build positive trust among
existing and future potential customers and one of the significant one is the application of
customer relationship management which will focus majorly on customer retention and
generation.
 Provide exceptional customer service: Crown Media is aiming towards building trust
and confidence through their exceptional quality of streaming entertainment services
which are accessible for the people anywhere, anytime and on any internet connected
screen (Poels and et. al., 2020). The aim of Crown media is to deliver highest value to the
customer through innovative way to consume media and entertainment.
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 Opt for an Omni-channel customer service system: One of the best ways to enhance
customer engagement is to develop a multi-channel customer service system which aid
customer on a real time basis whenever they need. Crown media have built a talented and
highly skilled workforce who are passionate about world of media and entertainment that
are experience in addressing the issue with regular interactions with users. Having toll
free number, live chat box and calls for feedback help in deliver quality of personalised
services (Pye Holt and Salzman 2018).
 Publish customer reviews and testimonials: Success of every business and gaining a
more customers completely depends on the past experience of the customer with
company. Being a new enterprise it is essential for Crown Media to maintain and publish
all the positive and negative reviews of the customer on websites and other online
platforms to retain and attract more customers.
 Seek Feedback and suggestions: One of the best ways to gain a trust and enhance
customer loyalty is to seek regular feedback of overall experience with the company, its
offering, staff and suggestion for further improvements in the services. Crown Media can
gain trust and confidence of customer by seeking for feedback, as it make them feel that
their opinion, value and needs are valuable for company.
Proposal to work within and remain compliant to current laws and regulations relevant to
individual privacy
With the rapid change in a technology it is becoming imperative for each business to
conduct the activities as per the desired set of regulations and policies. Crown Media comply
with current laws and regulations formulate with the intention of protecting the information and
maintaining privacy with regards to the people (Alghoul and et. al., 2018). Here are numerous
laws which have compelled tech-savvy business to conduct ethical and legal means of business
operations: General Data Protection Regulation (GDPR): The act was enacted in the year 2016 by
the European Union and came into effect in the year 2018. GDPR is intended to replace
the traditional one which 1995 Data Protection Directive 95/46C. The act came into
force with objective of setting standards and regulations for privacy and protection on
an individual with regards to the data and information shared to foster healthy
international business practices. GDPR empowers the customer and force business to
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make business activities more transparent letting customer know how their personal data
and information is used in a business. California Consumer Privacy Act (CCPA): CCPA act was signed by Jerry Brown, on
June by 2018 by then governor of California. The act came into force on 1st January,
2020. The prime purpose of the act is to empower and extend the data privacy act of an
individual which allow them to know what type of information is collected by business
firm, how the information is used and even authorise the citizen to guide and direct the
use of information for ethical and legal purpose. The act gives citizens of California and
others in the world to have a control over the use and misuse of an information (Bork,
and et. al., 2018). Crown Media strictly abide by the law and make customer aware
about the type of information collected and being used which develops a sense of trust
and confidence over brand.
Brief of business strategy and analysis of how application of the proposal will contribute to the
business strategy in terms of improved social, economic and environmental impacts
Crown Media believes that with the current position company have few chances to grow
so the company have decided to opt for an information system in their business along with
development of a personalised application to have a competitive edge over others. Crown Media
wants to become a leading provider of digital media and global entertainment distribution
services with the mission of providence their user with exceptional quality of media content,
good impact over employees, valuable partner to the suppliers and profits to the shareholders.
For this Crown Media of adopting a Differentiation leadership strategy by offering unique
products and services with maximised value as compared to the competitors. This strategy will
help Crown media in expansion of market outside UK, make application compatible with IOS
devices, Android devices and other internet connected equipment, offering different services like
educational channels, online library, search engine like Google and Bing, voice recognition like
Alexa or Bixby that together have positive social, economic and environmental impact (Sousa
and Rocha, 2019).
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Task 4
Explain the theory used to justify choices made for proposed business information solutions
along with implication of theory
There are numerous solutions for Crown Media through which business information
system is adopted which would enhance customer experience and enable company to have
differentiation in a market. There are several proposed solutions which are mentioned below:
 Customer Relationship management: CRM is a perfect and ideal information solution
for the business problems which a business organisation firm face over a period of time.
CRM helps Crown media in strengthening the relationship with customers, suppliers,
partners, colleagues etc. Crown media with the help of customer relationship
management can keep the track of activities with the customers such as their previous
orders, interactions with the company over a period of time, issue faced by customer
along with the solution recommended by the company and any pending requests and
orders that need to be filled (Tuan, Thanh and Le Tuan, 2019). Customer relationship
management is regarded as a significant tool which help Crown Media having a better
and positive interaction with the customer which motivate customers to make a repeat
sales with the company.
 Data Base Management system : Another solution with regards to the business
information system for Crown Media is DBMS which is an acronym for Database
management system which helps in creating and maintain the database for the distinct
user as per their different needs, wants and preferences. The automatic database
management system helps the management of Crown Media to easily read, create,
update, manage and deleted data as per their needs with prime objective of keeping the
data organised, updated and easily accessible whenever required. Having a proper and
well maintained data will help the Crown Media in offering the media and entertainment
content as per the customised or personalised needs of user which in turn contribute
towards enhancing the customer experience with world class quality of products and
services (Waszkowski, 2019).
 Search Engine optimisation: Having Search Engine Optimisation will help the Crown
media in moving towards its mission that is to build a strong search engines for the user
to beat Google, Bing or Yahoo. SEO is the tool used to enhance the visibility of
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company’s website which is relevant for the users. Better the visibility of website link on
the search results more likely are the chances to attract and retain potential existing and
future customer.
On the basis of above proposed solutions, Customer Relationship management is an ideal
business information solution for Crown Media. As the company is novice in the media and
entertainment sector emerged due to the problem and challenges faced by people due to
Pandemic (Richter and Richter, 2020). Having and building strong CRM strategy will enable
the company to better connect with the people and understand their needs, wants, desires,
taste and preferences in a difficult situation like this. Having a concentrated department
dealing with the customers will empower the company to build a strong network of positive
relations with customer and other stake holders as well. Getting a dedicated customer
services team, technical staff, relation management team, and sales management team will
together contribute towards building effective Customer Relationship Management System.
Apart from this Crown Media can maintain and have access to the information such as their
needs, wants, choices, preferences, past interaction with the company, past and future sales
with the company’ offerings etc. Crown Media can have bird’s eye view of all the
information related with the customer which will act as foundation to attracting and retaining
customer supported by trust and confidence (Niemimaa and et. al., 2019).
CONCLUSION
From the above stated report it is conclude that Personalisation contribute directly
towards enhancing the experience of customer to a greater extent. With the rapid change in
technology and market environment business firms are making perpetual efforts in delivering
customised services as per the needs, wants, taste and preference of a customer. Customer
expectation has increase with regards of getting customised services which are wholly designed
as per their needs and wants. Customers want to feel special, valued and significant for the
company due to which companies are gathering relevant data and information to know exactly
who their customers are and what value they are expecting.
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References:
Books and Journals
Agrawal, V., and et. al., 2019. Exploring e-service quality and its relation with customer
satisfaction in the banking sector: an Indian experience. International Journal of
Business Information Systems. 32(4). pp.489-506.
Alghoul, A., and et. al., 2018. Email classification using artificial neural network.
Bhatia, M.S. and Awasthi, A., 2018. Assessing relationship between quality management
systems and business performance and its mediators: SEM approach. International
Journal of Quality & Reliability Management.
Bork, D., and et. al., 2018. Simulation of multi-stage industrial business processes using
metamodelling building blocks with adoxx. Enterprise Modelling and Information
Systems Architectures (EMISAJ), 13, pp.333-344.
Chang, V., 2020. Presenting cloud business performance for manufacturing
organizations. Information Systems Frontiers. 22(1). pp.59-75.
Hadi, S., Dmitry, A. and Azamat, D., 2018, October. Uberisation business model based on
blockchain for implementation decentralized application for lease/rent lodging.
In International Conference Europe Middle East & North Africa Information Systems
and Technologies to Support Learning (pp. 225-232). Springer, Cham.
McAvoy, J. and Butler, T., 2018. A critical realist method for applied business research. Journal
of Critical Realism. 17(2). pp.160-175.
Niemimaa, M., and et. al., 2019. Business continuity of business models: Evaluating the
resilience of business models for contingencies. International Journal of Information
Management. 49. pp.208-216.
Poels, G., and et. al., 2020. Architecting business process maps. Computer Science and
Information Systems. 17(1). pp.117-139.
Pye, G., Holt, D. and Salzman, S., 2018. Investigating different patterns of student engagement
with blended learning environments in Australian business education: Implications for
design and practice. Australasian journal of information systems, 22.’
Richter, S. and Richter, A., 2020. Digital nomads. Business & Information Systems
Engineering. 62(1). pp.77-81.
Sousa, M.J. and Rocha, Á., 2019. Skills for disruptive digital business. Journal of Business
Research. 94. pp.257-263.
Tuan, M.N.D., Thanh, N.N. and Le Tuan, L., 2019. Applying a mindfulness-based reliability
strategy to the Internet of Things in healthcare–A business model in the Vietnamese
market. Technological Forecasting and Social Change. 140. pp.54-68.
Waszkowski, R., 2019. Low-code platform for automating business processes in
manufacturing. IFAC-PapersOnLine. 52(10). pp.376-381.
Weking, J., and et. al., 2018. Business model innovation strategies for product service systems–
an explorative study in the manufacturing industry.
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