MNG03218 - Management Information Systems: Uber CRM Solution Proposal

This project presents a comprehensive proposal for a Customer Relationship Management (CRM) system designed to address the customer service challenges faced by Uber. The assignment begins with an executive summary highlighting the need for an enhanced CRM solution, specifically focusing on the implementation of Nimble software to improve customer interactions and drive profitability. The introduction details the problem statement, emphasizing Uber's existing CRM limitations and the resulting impact on customer satisfaction. The proposal justifies the chosen system, outlining the innovative features of Nimble and its advantages over Uber's current Salesforce system, particularly in data security and customer information management. The proposal then outlines the System Development Life Cycle (SDLC) framework, detailing the planning, analysis, design, implementation, and maintenance phases. It covers system analysis and design, including the collection, organization, and interpretation of information, and the planning of a new business system. The project also includes project management, change management, and risk management strategies. The proposal emphasizes the need for a technology-based solution to speed up operations, guide customers, and generate business profits. The assignment is a student submission, developed to fulfill the requirements of a Management Information Systems course, and is available on Desklib, a platform offering AI-powered study tools for students.

Running head: MANAGEMENT INFORMATION SYSTEM
Management Information System
Name of the Student
Name of the University
Author Note

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Table of Content
1. Introduction............................................................................................................................2
3.1 Planning:..........................................................................................................................5
3.2 Analysis and Specification...............................................................................................6
3.3 System Design..................................................................................................................6
3.4 Implementation.................................................................................................................7
3.5 Maintenance or support:..................................................................................................7
4. System Analysis and System Design.....................................................................................8
4.1 System Analysis...............................................................................................................8
4.2 System Design..................................................................................................................9
5.0 Project Feasibility...............................................................................................................10
6. Development........................................................................................................................11
7. Post implementation activities.............................................................................................12
7.1 Post Implementation.......................................................................................................12
7.2 Maintenance system.......................................................................................................12
8. Project Management, Change Management and Risk management....................................12
8.1 Project Management.......................................................................................................13
8.2 Change Management......................................................................................................13
8.3 Risk Management...........................................................................................................13
9. Conclusion............................................................................................................................13
References................................................................................................................................15

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Executive Summary
This research proposal suggesting an enhanced CRM solution to the organization Uber. The
report fundamentally focuses on the issue of poor customer services provided by the
organisation Uber. It is noted that even though the shared vehicle provider Uber is proceeding
with enhanced CRM system but its customer service is failed to meet the growing customer
demands. Nonetheless, if the major business relationship with the customers if not in place or
if the cooperation lacks, such relation can take its toll on the business which is one of the
major issue in Uber now. In order to address the stated concern, the organisation has been
suggested with an enhanced solution of customer relationship management. The proposed
Nimble solution in the form of CRM would drive Uber’s profits by guiding the company
effectively in tracking the relationship with the existing and future consumers

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1. Introduction
This research report is proposal suggesting an enhanced CRM solution to the
organization Uber. It has been identified that Uber’s existing CRM systems is failed to
generate the desired customer service solution. Customer Relationship Management system is
kind of a strategy which insists on good ongoing relationship with the consumers. Such
relationship drives growth as well as profitability along with the contribution of two major
core elements. The two elements are such as presenting a unified face to consumers and
providing a seamless customer experience. However, it has been identified that even though
the shared vehicle provider Uber is proceeding with enhanced CRM system but its customer
service is failed to meet the growing customer demands. It is noted that Uber’s existing CRM
extract data from people by involving with the organisation on social media platforms like
Facebook and Twitter but this solution is reliant on external parties to collect the data which
often misleads the services due to lack of authentic data. Thus, the proposed solution would
be more proactive in relation to identifying customer information. Thereby, the customer
services related to payment and booking can be done faster and easily. The proposed CRM
solution includes the implementation of Nimble Software which is an innovative CRM
solution for enhancing the customer services.
2. Opportunity Statement
2.1 Problem Statement
It is observed that customers at Uber often have a bad transaction and still have a
sustaining relationship with the business. Nonetheless, if the fundamental business
relationship with the customers if not in place or if there is a lack of cooperation, such
relation can take its toll on the business which is one of the major issue in Uber now.
Customers who are taking the services may not continue further in the future due to delayed

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customer services. Bull (2003) mentioned that Uber may still have a lot of consumers in its
large customer base but their future prospects are carrying a blur vision because relationally
people are not happy with the services. It is particularly identified that delayed system
services and new market requirements are creating drawbacks in business relationship
development.
As the demands of Uber’s shared vehicle services is increasingly up to the mark, the
organization is in the need of developing its customer service management system. Nimble
consists of some core innovative functions such as Flexible Security & Access Permission,
Tracking Partners & Product Support, Billing & Invoicing Functionality, targeting the right
customer group, cultivating customer loyalty. It needs to have adequate detail about the
customers so that better products and services can be developed. More enriched customer
based approach can be developed. Thus, the major opportunity for Uber lies in the
implementation of technology based solution which would speed up the operation, guide
customers and generate business profits. The proposed Nimble solution in the form of CRM
would drive Uber’s profits by guiding the company effectively in tracking the relationship
with the existing and future consumers. The proposed solution provides will help the
company to include all customer-oriented processes in the organization like Sales, marketing
as well as technical assistance.
3. Justification of the Chosen System (Solution Option)
The chosen system Nimble as Customer Relationship Management consists of several
innovative features related to managing customer services. It has been identified that existing
Salesforce software of Uber only manages the existing crowd related to the service but there
has been a large percentage of consumers flocking towards shared vehicle service which the
system does not have any knowledge about. In spite of the fact that an enriched CRM

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approach would encompass a wide series of activities with the inclusion of customer-centric
services and product design and additionally, the proposed system would rely on working
software capable of automating, tracking and organising communication with the consumers.
Another significant opportunity associated with the proposed system is that existing
Salesforce system of Uber is not able to provide adequate security to consumers information
because there have been third parties collecting customers information. Thereby, the
technology-based organization like Uber needs to implement a system that helps to keep the
data secure but it allows appropriate user access to required information. The new system
have an obvious way of collecting particular user access without compromising the security.
In order to implement the proposed CRM system, the organization needs to follow 7 step
System Development Life Cycle (SDLC) framework and the process should involve the
following techniques.
As put forward by Thakur and Workman (2016), an effective system development life cycle
generally leads to a better quality system which should significantly meet customer
experience and accomplishes the final goals within time and cost evaluations through planned
infrastructure of Information Technology.

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Figure 1: System Development Life Cycle (SDLC)
(Source: Rahimi 2017)
3.1 Planning:
In this phase, the major problem needs to be identified to find out the scope.
Presently, the organisation is facing the issue of delayed responses being received by
consumers; this means existing system does not keep a track of the queries due to mass traffic
of inputs. Another significant issue is that the system does not provide details of new
customers booking the share vehicle services. The scope of new system lies in Nimble’s
additional features of targeting the new crowd.

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3.2 Analysis and Specification
In order to implement the system, the business first needs to gather and analyse the
information related to business needs. For example, in the case of Uber, the business needs to
identify the customer data in relation to their demography, geography and other information.
Therefore, the new system should be implemented in a way that it can generate the scope for
finding a new customer. This means whenever a new customer would use the mobile
application for example, to hire a cab, the system should gather the information about that
particular individual irrespective whichever service, the individual is using (Hassan, Nawaz,
Lashari and Zafar, 2015). In order to avoid the flaws in the system, the best choice to the
organization is to develop a suitable prototype of Nimble to monitor the flow of information.
The business needs to ensure that prototype of the proposed system holds the better control of
the customers and achieves the goals. According to Bhakane (2015), business analyst needs
to use a Software Requirements Specification (SRS) document and as this SRS specifies the
software, hardware and network requirements of the system which eventually needs to be
prepared at the end.
3.3 System Design
The business analyst needs to include the design application, network, user interface
and other system interface. Project management and business analysis needs to transform the
SRS document into the rational stricture which must contain a more detailed as well as
complete series of specifications can be presented in the programming language. It is not
entirely confirmed that the new system would provide a desired outcome and thus to deal
with this sort of uncertainty, the project management team needs to develop a contingency,
training, maintenance and other operational plan (Ojelabi et al., 2018). Thereby, any flaws
and drawbacks in the middle can be addressed quickly. For example, the organization needs
to review the design structure of the proposed system Nimble and so that it can be ensured

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that the final design can satisfy the requirements which are stated in the SRS documents
previously. This phase should be finished with a proper design document which can be used
further in the following phase.
3.4 Implementation
The organization needs to implement the above stated design with the help of
sourcing codes and combine all elements together into training environment that identifies the
flaws and defects. In this context, business analyst in the team needs to be aware of the fact
that the test report must contain flaws that are prepared through the test plan. With the help of
test plan all tasks such as case generation, testing criteria and the resource allocation through
the testing can be done (Kerzner 2017). As the proposed system is about generating better
CRM solution to enhance customer experience with Uber. The business needs to integrate the
Information system into its business environment and implement the new system.
3.5 Maintenance or support:
The project manager of the team needs to involve all activities like phone support,
email chat option, and all sort of physical on-site support for users and all these activities
should be installed. In this phase, the organisation needs to execute the changes that new
system should undergo over a particular period of time and implement all sort of
requirements. The organisation needs to have additional support which may be required for
the large proposed system.

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Figure 2: Project implementation Graph
(Source: Rashid and Tahir 2013)
4. System Analysis and System Design
System development is kind of a system approach which involves phases like
planning, analysis, design, deployment and maintenance and it has two major fundamental
elements like system analysis and system design. The key to success in business lies in the
ability of collecting, organising as well as interpreting information. As put forward by
Malthouse et al., (2013), system analysis and design is more of a proven methodology which
could help both large and small business gain rewards of using information to possible
capacity. System Analysis and Design within the organization should be an exciting and
active context in which persistently requires new techniques and approaches to enhance
system more effectively and efficiently.
4.1 System Analysis
This technique of collecting and interpreting facts, identifying the issues and
decompositions of system into the core elements. According to Nykamp (2019) business with

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the conventional technique of understanding and identifying transaction issue and thereby,
identifying the business issue through system analysis can be faster and feasible. In this
context, Soltani and Navimipour (2016) mentioned that System Analysis should be carried
out for the purpose of studying a system its elements to identify its objectives. System
analysis can be used to resolve the techniques which enhances the overall system and ensures
that all elements associated with the system can work effectively to meet the purpose of
meeting customer needs – such as better and faster response to customers’ queries and
payment.
4.2 System Design
It is a kind of technique of planning a new business system or replacing or an existing
system by identifying its components to meet the specific needs. For example, in the case of
Uber, the proposed solution is not about adopting a new one but replacing some features of
existing customer relationship management system. Existing system in the organization does
not generate news ways to approach or reach new customers but thereby, the new system
would help to track new customers and map out the entire servicing approach and derive
respective solution for each problem. As put forward by Chang, Wong and Fang (2014),
when it comes to system design, the organization needs to understand the old system as well
as analyse how system can best used to run effectively.
The organization through the new and enhanced system identify the business request
and thereby, when implementing the system, the business must ensure that it is implemented
accurately. During the request generation, there can be several structural changes. System
might not work properly if it is not implemented properly. Generally, this should be done by
a respective project team in Uber which would consists of specialists, business analysts,
project manager who would monitor and guide the whole implementation work. In addition,
technique should follow a ‘check and do’ process in every step.

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Project Flowchart:
Before implementing the system of gathering business requirements, the entire
process needs to be done through a particular project flowchart. The flowchart will help to
design how the entire system needs to work and what else should be surrounded by the
environment. The flowchart will give an idea about how the entire flowchart should acquire,
manipulate and disseminate the data (Hassan et al. 2015). In addition it can be mentioned that
in order to reduce the complexity in business gather system, the organisation needs to take
help off leverage Data Flow Diagram the system analysts can track the involvement of all
external parties and data storage display and other associated elements.
Establishment of IT infrastructure
In order to implement the proposed CRM solution, the organisation Uber needs to
rewire and design its IT infrastructure in order to support the IT system. IT department of the
organization needs to frequently monitor track of data being shared and other accessibility.
The team needs to ensure that no third party can access the data. So, to resolve this issue,
more enhanced and better security should be installed in IT.
Figure 3: IT infrastructure