His Case Is Located In The Book On Page 235 In The Textbook

His Case Is Located In The Book On Page 235 In The Textbookthis Case

His case is located in the book on page 235 in the textbook. This case takes a “horizontal” slice through a number of coexistent issues. As a result, the challenge is “knowing where to start” – just as it is in real organizations – and this requires detective work. (Appendix B) is attached for you to sort out the key actors and their relationships. A great way to approach this is to brainstorm the issues and challenges present in the case. Then, present the "IT" versus the "business" perspective—sort the case issues into two groups.

Sorting issues into these two groups is valuable because it helps reveal how different organizational groups perceive the same problems differently. These differences are important because the solution set is derived from understanding the problem set.

Exploring the IT Perspective

To understand why the Customer Contacts system holds inaccurate information, it is necessary to identify each of the four key systems at Minitrex and examine the flow of information among them. The four systems are:

- The Customer Contacts System

- The Management Business Center System

- The Credit Administration System

- The General Management System

Figure 1 illustrates the flow of information among these systems and lines of business. During the regular day-to-day operations at Minitrex, it is important to understand how information travels. For example, when a new insurance sale occurs, information originates from customer data entry and flows through the Customer Contacts System, impacting the Credit Administration System and eventually updating the General Management System. Similarly, a customer order from online financing will involve initial data capture in the Customer Contacts System, followed by updates to relevant systems to ensure all parties have current information. Tracking these flows helps understand where inaccuracies may arise and how data integrates across the organization.

Discussion Questions

One critical issue is understanding how someone at Minitrex can call a customer and not know (a) that this is an existing customer and (b) that the customer has been contacted multiple times within the same week. This problem often stems from gaps in data integration and poor communication across systems. For example, if the Customer Contacts System is not properly synchronized with the CRM or other relevant systems, customer interactions may not be accurately logged or accessible, leading to redundant or misinformed outreach.

The steps Bettman must take to implement an effective Customer Relationship Management (CRM) system are multifaceted. First, it is essential to identify and involve key stakeholders across the organization, including sales, customer service, IT, and management. Next, processes must be redesigned to ensure data consistency and real-time updates—this involves establishing clear workflows for data entry and access. Technology-wise, implementing an integrated CRM platform capable of consolidating customer information from various sources is vital. Training staff to use the system effectively and developing data governance policies will further ensure data quality and usability.

In this plan, people play the central role; processes must be streamlined to avoid data silos, and technology must support seamless data sharing, accuracy, and accessibility. The integration of these elements facilitates a unified view of customer interactions, reducing redundancies and improving service quality.

Conclusion

Addressing the challenges faced by Minitrex requires a holistic approach that considers both technical and organizational factors. By understanding the flow of information across key systems, recognizing existing gaps, and developing a strategic plan for CRM implementation, Minitrex can improve data accuracy, customer interactions, and operational efficiency. Effective CRM deployment not only enhances customer satisfaction but also provides strategic insights that can drive business growth.

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