PRODUK DAN PELANGGANPertemuan-11

Mata Kuliah : CSS-113 , Konsep Sistem InformasiTahun Akademik : 2012/2013

Sasaran Pembelajaran

Pada akhir pertemuan ini, diharapkan mahasiswa akan mampu :Menunjukkan hubungan pelanggan dengan produk yang dihasilkan oleh sistem

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Materi Pokok

• Pandangan pelanggan terhadap suatu produk• Kriteria pelanggan dalam mengevaluasi produk• Penggunaan sistem informasi untuk meningkatkan

keunggulan produk terhadap pesaing

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• The Customer’s View of the Product• The Customer’s Cycle of Involvement with a Product• The Customer’s Criteria for Evaluating the Product• Using Information systems for Competitive Advantage• Electronic Commerce• Opportunities Across the Customer Involvement Cycle• Being Realistic About What Information Systems can do

Outline

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Introductory case: Otis Elevator

• What business is Otis Elevator in?• Why is this information system important to their

business?• How does this help them do a better job?• It this information of strategic importance to their

business?

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The Customer’s View of the Product

• Combining Information Physical and Service Content– Information product– Physical product– Service Product

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Improving the product (Resumix)

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The Customer’s View of the Product

• Controllability and Adaptability– Preprogrammed products– Interactive products– Programmable products

• Examples of these?

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The Customer’s Cycle of Involvement with a Product

• Requirements• Acquisition• Usage• Maintenance• Retirement

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The Customer’s Criteria for Evaluating the Product

COSTTypical measures: • Purchase price• Cost of ownership• Amount of time and attention required

Common information system roles: • Reduce internal cost of business process or increase productivity, making it

easier to charge or allocate lower prices to customers• Improve product performance in ways that reduce the customer’s internal

costsQUALITYTypical measures:• Defect rate per time interval or per quantity of output• Rate of warranty returns• Perceived quality according to customer

Common roles:• Insure the product is produced more consistently• Make it easier to customize the product for the customer• Build information systems into the product to make it more usable or maintainable

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The Customer’s Criteria for Evaluating the ProductRESPONSIVENESS

Typical measures:•Time to respond to customer request•Helpfulness of responseCommon roles:•Improve the speed of response•Systematize communication with customers•Increase flexibility to make it easier to respond to what the customer wants•RELIALBILITYTypical measures:•Average time to failure•Failure rate per time interval•Compliance to customer committment datesCommon roles:•Make the business process more consistent•Make the business process more secure•Build features into the product that make it more reliable on its own right•CONFORMANCE TO STANDARDS AND REGULATIONSTypical measures:•Existence of nonconformance•Rate of complaints about nonconformance

Common roles:•Clarify the standards and regulations •Systematize work to make the output more consistent

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Using Information Systems for Competitive Advantage

• Strategic Information Systems– What is the difference between a mission-critical

information system and strategic information system?

• Competing by Increasing Value and Decreasing Cost– How can IT do this?

• Make product features competitive; enhance• More timely delivery/service• Reduce cost

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Improving the Product (Otis Elevator)

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Is this a strategic information system ?

• Why or why not?

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Electronic Commerce (eCommerce)

• Electronic Retailing– Amazon.com

• Electronic Securities Trading– Etrade.com

• Electronic Banking– Most any large bank…– Did ATM’s blaze the way?

• Electronic Publishing– Free or fee-for-access (interactive.wsj.com)

• The nuts & bolts…

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eCommerce, continued…

• Electronic (digital) signatures are increasingly important– Public key cryptography (see Ch. 13, figure 8)

• SSL vs. SET– Digital wallets

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Opportunities Across the Customer Involvement Cycle

• Determining Requirements– Product awareness…any IT opportunities here?

• From telemarketing to AOL CD’s!

– Sales support– Requirements analysis & customization

• Acquiring the Product– Online sales, click & mortar– Adjusting the price

• Lands End “OTC”

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Opportunities Across the Customer Involvement Cycle

• Using the Product– GPS navigation in cars– Express checkin/checkout

• Maintaining and Retiring the Product– Information about maintenance & repair cycles

• Jiffylube “reminders”• Information used by service technician

– Remote monitoring• Computers phoning in their own service calls• Security systems

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Being Realistic About What Information Systems Can Do

• Not a panacea– Can significantly enhance the product, customer

experience and/or competitive advantage– Must be well-planned and well-managed;

otherwise failure is likely!

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Closing

• Pandangan pelanggan terhadap suatu produk• Kriteria pelanggan dalam mengevaluasi produk• Penggunaan sistem informasi untuk meningkatkan

keunggulan produk terhadap pesaing

========== thanks 4 your attention ==========

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