MIS-MODULE-5

ENTERPRISE INFORMATION
SYSTEM
Dr. Archana Sarkar
Assistant Professor
Faculty of Management Studies
Indukaka Ipcowala Institute of Management
Module Topics
• ERP- The Enterprise Solution

• ERP Market

• E-CRM Systems

• Sales Force Automation

• Enterprise Marketing Automation

Enterprise Information System
▪ An Enterprise Information System (EIS) is any kind of information system which improves
the functions of enterprise business processes by integration. This means typically
offering high quality of service, dealing with large volumes of data and capable of
supporting some large and possibly complex organization or enterprise.

▪ Traditionally, in-house developed and customized management information system (MIS)

were used to enhance business networking. Today packaged solutions such as enterprise
resource planning (ERP), supply chain management (SCM), and customer relationship
management (CRM) systems and e-business portals are being used to establish business
networking systems.
Enterprise Resource Planning (ERP):Meaning
& Importance
▪ ERP is a software system that helps you run your entire business, including

processes in finance, human resources, manufacturing, supply chain, services,

procurement, and more.

▪ ERP system provides the automation, integration, and intelligence that is

essential to efficiently run all day-to-day business operations.

▪ Finance requires an ERP to quickly close the books. Sales needs ERP to manage all
customer orders. Logistics relies on well-running ERP software to deliver the right
products and services to customers on time. Accounts payable needs ERP to pay
suppliers correctly and on time.

▪ Management needs instant visibility into the company’s performance to make

timely decisions. And banks and shareholders require accurate financial records,
so they count on reliable data and analysis made possible by the ERP system.
ERP History: The rapid evolution of ERP
• Computerized business applications were born in the accounting and finance world in the 1960’s using

mainframe computers. These pioneering applications were faster and more accurate than manual processes

– but were expensive, limited in functionality, and still slow. Before long, these applications spawned the

development of dedicated, standalone solutions such as sales order processing and manufacturing

requirements planning (MRP).

• In the mid 1980’s, competition in the manufacturing sector was exploding and new tools were required.

New MRP II software integrated accounting and finance, sales, purchasing, inventory, and manufacturing

planning and scheduling – providing the manufacturer with an integrated system.

• https://www.sap.com/india/insights/what-is-erp.html
• Near the end of the 1990’s, ERP was introduced. ERP transformed the technology sector by serving a

broader range of industries and by combining MRP II, human resources, project accounting, and end-user

reporting.

• In the short span of the 21st century, faster Internet speeds and new development tools have again

revolutionized ERP suites. The introduction of browser-based software paved the way for cloud ERP

software, a breakthrough that has expanded both the reach and the functionality of ERP solutions.

• Today – in the era of digital transformation – modern ERP systems are increasingly taking advantage of new

intelligent technologies such as AI, machine learning, robotic process automation (RPA), the IoT, natural

language processing (NLP), and in-memory databases. They provide businesses with the ability to run even

more efficient processes, leverage up-to-the-minute insights from both transactional and unstructured data,

and ultimately remain competitive in a time of unprecedented change.

Common ERP modules
• Finance: The finance and accounting module is the backbone of most ERP systems. In addition to
managing the general ledger and automating key financial tasks, it helps businesses track
accounts payable (AP) and receivable (AR), close the books efficiently, generate financial reports,
comply with revenue recognition standards, mitigate financial risk, and more.

• Human resources management: Most ERP systems include an HR module that provides core
capabilities such as time and attendance and payroll. Add-ons, or even entire human capital
management (HCM) suites, can connect to the ERP and deliver more robust HR functionality –
everything from workforce analytics to employee experience management.
• Sourcing and procurement: The sourcing and procurement module helps businesses
procure the materials and services they need to manufacture their goods – or the items
they want to resell. The module centralises and automates purchasing, including requests
for quotes, contract creation, and approvals. It can minimise underbuying and overbuying,
improve supplier negotiations with AI-powered analytics, and even seamlessly connect
with buyer networks.

• Sales: The sales module keeps track of communications with prospects and customers –
and helps reps use data-driven insights to increase sales and target leads with the right
promotions and upsell opportunities. It includes functionality for the order-to-cash
process, including order management, contracts, billing, sales performance management,
and sales force support.
• Manufacturing: The manufacturing module is a key planning and execution
component of ERP software. It helps companies simplify complex manufacturing
processes and ensure production is in line with demand. This module typically
includes functionality for material requirements planning (MRP), production
scheduling, manufacturing execution, quality management, and more.

• Logistics and supply chain management: Another key component of ERP systems,
the supply chain module tracks the movement of goods and supplies throughout
an organisation’s supply chain. The module provides tools for real-time inventory
management, warehousing operations, transportation, and logistics – and can
help increase supply chain visibility and resilience.
• Service: In an ERP, the service module helps companies deliver the reliable, personalised service customers have

come to expect. The module can include tools for in-house repairs, spare parts, field service management, and

service-based revenue streams. It also provides analytics to help service reps and technicians rapidly solve

customer issues and improve loyalty.

• R&D and engineering: Feature-rich ERP systems include an R&D and engineering module. This module provides

tools for product design and development, product lifecycle management (PLM), product compliance, and more –

so companies can quickly and cost-effectively create new innovations.

• Enterprise asset management: Robust ERP systems can include an EAM module – which helps asset-intensive

businesses minimise downtime and keep their machines and equipment running at peak efficiency. This module

includes functionality for predictive maintenance, scheduling, asset operations and planning, environment, health

and safety (EHS), and more.

ERP Market
• Links to read:
• World Market-ERP Software Market to Reach USD 93.34 Billion by
2028;
• India
Market-https://www.wesuggestsoftware.com/top-10-erp-software-i
ndia-small-large-business/
E-CRM Systems
• Customer Relationship Management (CRM) is a way to identify, acquire, and
retain customers – a business’ greatest asset. By providing the means to manage
and coordinate customer interactions, CRM helps companies maximise the value
of every customer interaction and in turn improve corporate performance.
• E-CRM, or Electronic Customer Relationship Management, is an integrated online
sales, marketing and service strategy that is used to identify, attract and retain an
organisation’s customers.
• The difference between CRM and ECRM lies in the communication
channels. CRM interacts with customers via phone, distribution channels, or fax.
On the other hand, E-CRM contacts customers through the Internet, e-mail, and
the latest technologies.
Features:
• Customer Management: Provides access to all customer information including
enquiry status and Correspondence
• Knowledge Management: A centralised knowledge base that handles and shares
customer Information
• Account Management: Access to customer information and history, allowing
sales teams and customer service teams to function efficiently
• Case Management: Captures enquiries, escalates priority cases and notifies
management of unresolved issues
• Back-end integration: Blends with other systems such as billing, inventory and
logistics through relevant customer contact points such as websites and call
centres
Benefits of an E-CRM system
• Service level improvements: Using an integrated database to deliver consistent and improved customer responses

• Revenue growth: Decreasing costs by focusing on retaining customers and using interactive service tools to sell additional
products

• Productivity: Consistent sales and service procedures to create efficient work processes

• Customer satisfaction: Automatic customer tracking and detection will ensure enquiries are met and issues are managed.
This will improve the customer’s overall experience in dealing with the organisation.

• Automation: E-CRM software helps automate campaigns including

• Telemarketing

• Telesales

• Direct mail

• Lead tracking and response

• Opportunity management

• Quotes and order configuration

Basic Functional Components of E-CRM
Solution
• Sales Force Automation:
• Sales automation helps an organization to automate sales process.
• Main purpose of sales automation is to set standard within
organization to acquire new customers and deal with existing
customers.
• It organizes information in such a way that the business can meet
customers’ needs and increase sales more efficiently and effectively.
• It includes various CRM sales modules like lead management, contact
management, Quote-to-Order management, sales forecasting.
Types of E-CRM
1. Collaborative CRM systems
• Collaborative CRM is an alignment of resources and strategies between separate businesses for
identifying, acquiring, developing, retaining, and maintaining valuable customers.
• Collaborative CRMs ensure all teams have access to the same up-to-date customer data, no matter
which department or channel they work in.
• Not only does customer support have all the information marketing and sales teams collected when
working with a prospective customer, but agents in a call center have updated data on customer
interactions that happened over email or messaging channels.
• Collaborative CRM treats each interaction as part of a larger, integrated conversation between the
brand and the customer. That integration between departments and channels saves customers
from the dreaded experience of repeating themselves each time they talk to a new contact.
• Each employee they interact with can quickly and easily pull up a record of all past interactions with
the consumer to consult and learn all relevant details.
2. Operational CRM systems
• Operational CRMs help streamline a company’s processes for customer relationships.
• They provide tools to better visualize and more efficiently handle the full customer journey.
• Operational CRM systems typically provide automation features. Marketing automation, sales
automation, and service automation offload some of the work that employees would otherwise
have to handle.
• SFA (salesforce automation) is the application of technology to manage selling activities. It
standardizes a sales cycle and common terminology for sales issues among all the sales
employees of a business.
• Marketing automation involves market segmentation, campaigns management, event-based
marketing, and promotions.
• Service automation involves service level management, resolving issues or cases, and addressing
inbound communication. It involves diagnosing and solving the issues about product.
• With the help of Interactive Voice Response (IVR) system, a customer can interact with business
computers by entering appropriate menu options.
3. Analytical CRM systems
• Analytical CRM is based on capturing, interpreting, segregating, storing,
modifying, processing, and reporting customer-related data.
• It also contains internal business-wide data such as Sales Data (products, volume,
purchasing history), Finance Data (purchase history, credit score) and Marketing
Data (response to campaign figures, customer loyalty schemes data).
• An analytical CRM provides features that help you use the data you have to see
trends in how your customers behave.
• With that information, you can better understand what steps lead most
successfully to sales, which increase customer retention, and what the most
common customer problems are.
How to choose the best CRM for your
business
• How collaborative CRMs work
• For collaborative CRMs, the main functionality is two-fold:
• Getting up-to-date information to everyone through the same platform, across
departments and locations
• Making sure it’s easy for people to find the right information they need when they need it
• Collaborative CRMs are good for:
• Businesses with many departments that currently struggle to keep everyone on the same
page. That particularly includes companies that have multiple locations and that provide
Omni-channel support. If your customers have ever grumbled about having to repeat
themselves after being transferred from one department to another, a conversational,
collaborative CRM is worth considering.
• How operational CRMs work
• Operational CRMs usually include the features common in
collaborative CRMs but add features that are more about tracking,
managing, and improving the full customer lifecycle.
• Operational CRMs are good for:
• Businesses that want to get more out of the customer information
they have, while making processes more efficient for employees. And
businesses that want to gain a high-level view of the entire customer
lifecycle and find ways to make your processes across
customer-facing departments better.
• How analytical CRMs work
• Where the other two CRM types are likely to be used regularly by
employees who interact with leads and customers day by day,
analytical CRMs work best for high-level strategizing. Data analysis is
how you take all the customer information you’ve collected over time
and start answering questions with it.
• Analytical CRMs are good for:
• Companies that have a lot of customer data and don’t know how to
effectively use it.