BCO1102 - Business Information Systems: Barry's Beans CRM Report

This report evaluates the implementation of a Customer Relationship Management (CRM) system for Barry's Beans, a small coffee company. Victoria University Information System Consulting (VUIS) proposes a CRM system to enhance customer experience. The report discusses the benefits of organized information, customer attraction and retention, improved communication, and strategic planning. It also addresses potential issues such as neglecting other business functions, employee displacement, implementation challenges, and costs. The report recommends Salesforce's Sales Cloud due to its cloud-based nature and customer-focused features, emphasizing the importance of people, procedures, and data during implementation. Desklib provides access to similar solved assignments and resources for students.

Running head: BUSINESS INFORMATION SYSTEMS
Business Information Systems
Name of the Student:
Name of the University:
Author note:

1BUSINESS INFORMATION SYSTEMS
Executive Summary:
This report discusses about how adapting appropriate business solution system can help in
resolving various business problems of a small coffee company called Barry's Beans.The report
briefly outline company business process. Then, it provides a description of the proposed system
solution for company’s business problem. Next, the report investigates about the issues and
benefits that are associated with the proposed system. Further, the report recommends why the
proposed system is suitable to company’s business issues. Finally, the report identifies specific
elements of the proposed system.

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Table of Contents
Introduction and industry background:............................................................................................3
Proposed system:.............................................................................................................................3
Issues and benefits of the proposed system:....................................................................................4
Recommendations:..........................................................................................................................8
Outline of implementation issues of the proposed system:...........................................................10
1) People:...................................................................................................................................10
2) Risk:.......................................................................................................................................11
3) Roll-out:.................................................................................................................................12
4) Gannt Chart:..........................................................................................................................13
5) Security:.................................................................................................................................13
References:....................................................................................................................................14

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Introduction and industry background:
Victoria university information system consulting (VUIS) is a consulting firm that
provides information system consulting services including development of Customer
Relationship Management (CRM) and electronic commerce (eCommerce) solutions for small
and medium sized companies. The firm prepares a scoping report for one its client called Barry’s
Beans, a small-sized coffee company. The company blends and imports its coffee from different
countries. The company wants to enhance its business by incorporating a system so that the total
customer experience (prezi.com 2018). The following section of the report discusses about the
proposed information system solution, including the working of the information system and the
different models of the information system. Then the report explains the key concepts of the
proposed information system solution and determines issues and benefits that is related to the
proposed system. Next the report recommend about how the understanding of the key concept is
related to the business scenario. Finally, the implementation section determines the specific
elements of the proposed information system solution such as people, risk, roll-out and security.
Proposed system:
Considering the existing business issue of Barry’s Beans company, VUIS consulting firm
proposes CRM information system for the company as this would be the best to resolve the
company’s issue. CRM is basically an information system that strategically manages company’s
relationship with the customers, service users, suppliers and colleagues (Khodakarami and Chan
2014). A quality CRM consists principles, strategies and technologies and the business studies
customer interactions by using these elements with the intention of boosting customer
relationships and attracting probable customers. The primary idea behind developing customer
relationships and CRM is that every customer must be asymmetrically or uniquely treated since

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their needs and individual values are also to be considered. However, besides attracting and
retaining customers CRM also provides new insights into the behaviours and requirements that
enable a business in tailoring products into the segmentations of targeted customer (Segoro
2013).
A CRM based information system functions with the help of applications and programs
that gathers and interprets customer data including personal and contact details, customer
preferences and taste and other big concerns. By using multiple touch points customer data are
gathered and analysed by CRM. It is notable that physical interactions, social media, direct
message or telephone are the touch points that the company uses to record and gather data
(Saarijärvi, Karjaluoto and Kuusela 2013).
The web 2.0 is very important for CRM business marketing due to development of the
social networking over the past years. With the evolution of Web 2.0, the negatively experience
customer quickly spread their messages through web platforms and thus the company business
can also spread a resolution or positive message if used correctly (Herring 2013).
Issues and benefits of the proposed system:
Benefits:
1) Organized and arranged information: If the company will have more information about the
customers then it will able to deliver or provide better service to them. Each interaction with the
customer has to be identified, documented and arranged properly and CRM helps in
accomplishing this. This enables company to help customers accordingly since the details of any
customer can be retrieved within seconds from a large amount of stored data (Laudon and
Laudon 2016).

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2) CRM helps company to attract new customers while retaining existing customers: It is
imperative that in case a customer facing problem requires solution and if the problem has not
been taken care immediately then it will make the customer unhappy and dissatisfied. As a result
the company has the chances of losing the customer. However, when a customer contact the
company then the company records all information that is related to customer such as previous
purchase history, preferences and tastes with the help of CRM. This can result providing better
customer service since quick solutions can be found out as soon as any problem arises (Stair and
Reynolds 2013). Alternatively, if the company has not able to generate a solution then it can
generate solution by means of crowdsourcing through customer portals or the company can
brought in various representatives. Now exceeding customer service will result in greater
customer satisfaction and satisfied customers are likely to be returning customers (Mullins et al.
2014).
3) CRM helps in ensuring appropriate communication of data and information with the
customers and within the company: If the company has got a single point of contact then it is
likely that contact may not available all the time. This will lead the customer to work with
someone who does not know or understand their preferences and choices which will ultimately
make the customer unhappy. However, CRM makes it possible to have customer information
available to anyone who require it. Likewise, communication among various departments of the
company will also get improved since same customer data will be accessible by every
department within the company (Peltier, Zahay and Lehmann 2013).
4) CRM makes it easy to plan strategies of future business: CRM allows to store large
volume of information and data within a single database. This makes it easier for the company in
interpret exclusively the customer data and make proper predictions about product and marketing

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development. In a similar way, the company will have the knowledge of the customer’s purchase
history, preferences and tastes. The various available CRM applications integrates word
processors and spreadsheet makers thus makes it easy for the company to create improved
reports and correct estimates. As a result good decision are taken easily and more feasible target
can be selected (Hajdul and Kawa 2015).
Issues:
1) Through building and maintain good relationship is very important for company’s business,
yet CRM cannot able to recognize other important functions of business such as human resource
management, employee motivation and project management. The CRM system could not deliver
all functions of the company’s business requirements.
2) As computers are relatively more advance in capabilities and intelligence which implies that
there are chances that company may need to lay off those employees who become inessential
after CRM software and applications have taken their job.
3) Implementation of CRM system by the company can add pressure to its employees as they
will be concerned about inclusion of specific changes, result of the impact of changes and how
the changes will impact them and the way they will react to changes.
4) The management of the company has not been trained in managing system. In addition, the
management does not sufficient knowledge of the CRM system.
5) The company may lose its purpose of primary business objective or the there can be switching
of objectives or goals during CRM implementation.
6) Implementation as well as required updates of the CRM applications may incurr additional
cost to the company. For instance, the company will have to pay additional charge for the CRM

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software’s updated version. Also, the company will have to pay salaries to its CRM accompanied
staff. Thus, CRM implementation can be quite expensive.
Current trends:
The smartphones are one of the most preferred mobile devices in recent days due to its
increased usage. With the increasing use of the applications and loyalty cards smartphone has
been a big part of CRM. It is the most preferred media channel in assisting businesses to gather
data and complete tasks efficiently (Lendel and Kubina 2013). Cloud computing has been a
natural evolution for various types of information systems though in past years it has not been
used to its fullest potential and CRM applications and programs has been set and developed to
enhance cloud computing usage and the shift from in-house solutions to cloud computing has
been increased in recent years (Gupta, Seetharaman and Raj 2013). Exceedingly supporting of
digital customer journeys by the companies, influencing petty vertical solutions for agility by the
companies, prescribed advice on intelligent powers and processes of customer success are the
major CRM trends of today. This implies that the customer will easily be able to connect a well
as interact with the company by means of social networking and utilising applications and online
solution on cloud computing. A company can stay ahead of the trends by minimising the time
between customer satisfaction and customer business (Laudon and Traver 2013).
Recommendations:
Front office business processes such as retail outlets of small coffee house are supported
by the operational CRM systems as the outlets interact directly with the customers through sales
and service along with marketing. They allow a company in taking care of their customers.
Customer facing applications and customer touching application are major componenets
of the operational CRM systems

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 Customer facing applications: It refers to field service, company sales and representatives
of the customer, customer service representatives that directly interact and communicate with
the customer. These applications consist of customer support and service, automation of sales
force, marketing and campaign management (Trainor et al. 2014).
 Customer touching applications: It refers to those applications that directly interact with
the customer. These applications consists of search and contrasting abilities, frequently asked
questions (FAQs), automated response, emails, embodied web pages, loyalty programs,
custom-built products and services technical and other information system (Molnár et al.
2014).
Sales force’s sales cloud is the recommended CRM software for Barry’s Bean company.
Since the software is cloud-based so there is no need of IT team to manage or set it. Moreover,
the setup and maintenance costs will not be expensive and employees will be able to work from
any internet connected device such as laptop, smartphone or tablet. Salesforce allows to connect
customers in a distinguished way. Salesforce helps in creating more useful and lasting
relationships through understanding customer requirements, determining helping opportunities,
addressing problem and setting up customer focussed applications (Boillat and Legner 2013).
Salesforce’s service cloud keeps flowing the conversation through the support of the service
platform to the customers anywhere and everywhere. With more intuitive, flexible and
responsive support that expect customer requirements salesforce can remarkably improve the
customer services (Abdelmaboud et al. 2015).
Features:
 Salesforce resolves cases faster through using automation and artificial intelligence (AI). It
helps in soling customer problems through provision of right tools at fingertips of customers

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 Salesforce provide more intelligent and faster self service. Through building self service
communities it enables customer in solving their problems on customers; own timeline and
terms.
 Salesforce allows to personalize customer base and forecast requirements. Thus salesforce
helps in getting insight of the customer requirements and enable the company in
personalizing services and forecasting future requirements. Also, by means of live messaging
facility it can provides conversational services (Nassif and Capretz 2013).
 Salesforce drives the productivity service. It enhances the operations of mobile service
allows to deliver more custom-built from phone to field on one platform.
System specifications:
People, procedures and data are the primary components that distinguishes computing and
information systems. The following things has to be considered during implementation of the
salesforce’s service cloud.
1) People: The people that gets involved in implementing system should study and be informed
about the working of the system.
2)Procedure: Business processes consisting of customer interaction would happen automatically
and hence this will simplify business procedures.
3) Data: Collection of right customer data and information must be done quickly and up to date
customer information should be kept. In addition the date should be improved and clean.
Outline of implementation issues of the proposed system:
1) People: While incorporated CRM, the company must prepare an appropriate schedule for its
staff training to ensure efficient implementation of the process. The company staff will have to

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understand the working process of CRM system and the customer requirements. CRM training
will have to review following types of knowledge.
 Relational knowledge that involves managing existing customers’ information and arranging
leads for new business generation. The staffs will have to understand the functionality and
values of the company and the way it influences customer relations. Hence, the staff will be
required to understand about the operation of the process (Kozioł et al. 2014).
 Technological knowledge that implies the staff need to have training class instruction to
demonstrate about the way of operating and implementing the CRM system effectively into
the company’s business. However, the instruction will not meet the staff’s particular needs,
so implementation of different learning styles will be perfect for meeting the requirements of
variety of staffs (Becerra-Fernandez and Sabherwal 2014).
After adoption and implementation of the CRM system, the company will be required to
properly train its staff about the usage of CRM system. The company will have to provide
sufficient funding towards training its staffs about the CRM system. Normally, the training will
be given by an outside third party company. The third party company will teach and guide the
staff about activities such as record searching, dealing with data and information workflows,
creation of marketing campaigns, way of converting leads, creating and managing service calls.
It is notable that as switching from existing system to the new CRM system can take
considerable amount of time during which sales data may be lost. Obviously, it is not necessary
to conduct training all at once and it must be conducted through multiple phases. By doing so,
the company will encounter little disruption in its daily operational activities while staffs attend
training classes and the switching of department can be done one at a time. Preliminary user
training will be conducted on the first day with one computer for every two trainees. User

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training for admin will take same time, however each administrator requires a single computer.
This is done so that the administrator have sufficient practical knowledge and experience about
dealing with different relationship roles and templates (Rathmel et al. 2015).
It is also notable that the vendor that sells CRM system to the company does not have to
performed this training. Numerous small companies are available that gives CRM training and
offer full certification programs for staffs. Alternatively, the company can conduct CRM training
by deploying and in-house information technology (IT) person. For this those person will have to
read up documentation to know about managing CRM system properly. However, the main issue
or problem with this is that they may not entirely familiar with the CRM software and part of its
advanced features. This process of in-house training will be quite inexpensive compared to hiring
a third party company as the in-house trainer will be on company payroll.
2) Risk: The following table depicts the identified risks and suggested strategies of risk
mitigation (Drissi and Medromi 2013).
Risk type Likelihood Possible mitigation strategies
Security of CRM system –
Security measures have not been
put in place. Moreover, data
backup and disaster recovery has
not been considered.
High Security guidelines needs to be
followed in all areas, data needs
to be fully backed up and disaster
recovery system must be put in
place.
CRM technology- introduction of
new technologies to the
environment.
High Proven technology that
incorporates well must be used.
Change control management –
there is no change in the used
control process.
High Formal change control process
must be effectively followed and
put in place.
Project team – training plan is
established but project staff is not
available at all place.
Medium Experienced and stable project
staff must be available at all
place.