Title: ?????F?????? S?S?????? ??????S?S ( M.I.S.)
1?????F?????? S?S?????? ??????S?S ( M.I.S.)
2??sa???? - ????????
- ? e??as?a p?? a??????e? ?a? ap?te?e? e??as?a t??
Sp??dast? ?aµas??t? ?as??e??? (A.M. 31932 )
e??a? t? ap?t??esµa µ?a? p??sp??e?a? a????s?? t??
?????a? t?? ?????f???a??? S?st?µ?t?? ??????s??
(?.S.?.), t?? s??s?? t?? ?.S.?. µe t??
?p??e???s?, t?? a????e? p?? ?a?e?ta? ?a ?a??????
?a? ? ???s?µ?t?t? t??. - ?????, ?a ???e? a?af??? st? E.R.P. ?a? t? C.R.M.
3Management Information Systems
- ? ???? ?????f???a?? S?st?µata ??????s??
(M.I.S.) p??sd?????e? µ?a s???e???µ??? ?at?????a
p????f???a??? s?st?µ?t?? p?? e??p??et???
?e?t?????e? se d?????t??? ep?ped?.
4?????F?????? S?S?????? ??????S?S
- ?a ?????f???a?? S?st?µata ??????s?? (M.I.S.)
?p?st??????? ?????? t?? ?e?t?????e? - p????aµµat?sµ??,
- e?????? ?a?
- ????? ap?f?se?? se d?????t??? ep?ped?.
5?????F?????? S?S?????? ??????S?S
- ? ?????a ?a? ? s??p?? e??? S?st?µat?? ?????f?????
??????s?? e??a? a?t???pt? µe t?? ?ata???s? t??
?at?t??? s?stat???? ???? - ??????S? ? ???? d?????s? pe???aµß??e? t??
d?ast????t?te? t?? ?p??e? a?a?aµß????? ta
d?e????t??? ste???? st?? ep??e???se??. ?e ???a
????a p????aµµat?????, ???a??????, ?ate???????,
s??t???????, e??????? t?? ?e?t?????e? t??
ep??e???s?? ?a? ?aµß????? ?at?????e? ap?f?se??. - ?????F???? ? p????f???a s???stata? ap? ded?µ??a
p?? ????? s???e?e?, epe?e??aste? ?a?
???s?µ?p????e? ?at? d?af????? t??p??? p???e?µ????
?a ??f???? ap?f?se??. - S?S???? ??a s?st?µa apa?t??eta? ap? s?????
st???e??? s??dedeµ???? µeta?? t??? ?ts? ?ste ?a
p?????? ??a s??p?. ??a ep??e???s? e??a? ??a
s?st?µa ? ?d?a p?? pe????e?e? sta ???? t??
tµ?µata, µ???de?, ?e?t?????e? pa?a?????,
µ???et???? ??p st?? ??s?a ? ?????a t?? s?st?µat??
a?af??eta? st? d?as??des? t?? ?p?s?st?µ?t?? a?t??
µ?s? t?? a?ta??a??? t?? p????f???a? ?ts? ?ste ?a
ep?t?????eta? ße?t?st?p???s? t??
ap?te?esµat???t?ta? t?? ep??e???s??.
6?????F?????? S?S?????? ??????S?S
- ???a? s??p?µ? ?a a?afe????? ?? pa?a??t? ???sµ??
p?? - ????? d??e? ?at? ?a?????
- ?? p????f???a?? s?st?µa e??a? ??a s?????
???a??µ???? d?ad??as??? p?? ?ta? efa?µ?ste?,
pa???e? p????f???e? ??a ?p?st????? t?? ?????
ap?f?se?? ?a? t?? e?????? t?? ???a??sµ??. - ???a? µ?a ???a??µ??? µ???d?? pa????? p????f?????
??a t? pa?e????, pa??? ?a? µ????? p?? s?et????ta?
µe t?? es?te????? ?e?t?????e? ?a? t? e??te????
pe??ß?????. ?p?st????e? t?? p????aµµat?sµ?, t??
??e??? ?a? t?? ?a??µe????? ?e?t?????e? e???
???a??sµ??, pa?????ta? e??a?a ?a? s??e??
p????f???s? se ?at?????a ??????? d?ast?µata ??a
?a ß????se? t?? ???? ap?f?se??.
7?????F?????? S?S?????? ??????S?S
- ???? t?? t?p?? ?? ?p??e???se?? ? ???a??sµ??
a???a?e? e??a? ?a? ????? st? s??????? ep??? µa?
µ?a µ??f? p????f???a??? s?st?µat?? d?????s??. - ?p??e? ?a d???eta? ? ?a d?a??t??? a?t? t? ?.S.?.
µe ? ????? ??e?t???????? ?p?????st??. - ???? ?a???a? ???a??sµ?? de? e??a? d??at?? ?a
?e?t?????se? ????? p????f???e?. - ?e t? p??asµa t?? ?????? a?apt?????a? ??
??????µ?e?, ?? ???a??sµ?? ?a? ?? ?p??e???se??
?a??? ?a? ta ?????f???a?? S?st?µata. - ? e?s?d?? t?? ??e?t??????? ?p?????st?? sta
s?st?µata p????f????? t?? ??????s?? ??a?e ef??t?
t?? ???p???s? a?t?µ?t?? s?st?µ?t?? epe?e??as?a?
µe????? ????? ded?µ???? pa?????ta? p????f???e?
st? ????? ??a ???e e?d??? p????? ?a? ??a ?p??a
d?e??as?a.
8?????F?????? S?S?????? ??????S?S
- ?? ???a??sµ?? ?a? ?? ?p??e???se?? ?e?t??????? µe
t?? a??? t?? ?ss???? ??s?a? ?a? µe ?????
??????µ?te??????? ????? p?? ep?ß?????ta? ap? t??
pa???sµ??p???µ??? p???? a????. - ? ??e??a t?? a????? ap?te?e? ??a µe???? ?a?
s?µa?t??? ??µµ?t? ???e ep??e???s??. - ?a ?????f???a?? S?st?µata ??????s?? e??a? p????
t? ?s????te?? e??a?e?? t?? µe????? ep??e???se??
??at? ß????e? p??? µe t?? a????s? t?? ded?µ????
st?? ?p?st????? ????? t?? p??sf???te??? ap?fas??
ap? t? ??????s? ?a? st?? p??ß?e?? µe????t????
????se?? µe t? µ????te?? ??s??.
9?? µp??e? ?a ???e? ?a ??t?se? µ?a ep??e???s?
10 e??t?se????a pe??te? ?a? p???se??
- ???e? promotions (??????se??) ?a? campaigns
(??st?ate?e?) ep?f????? ta µe?a??te?a ?s?da ?a?
p?? ep?d???? st? RoI (Return of Investment
?p?d?s? ?p??d?s??) - ???a p?????ta ?a p??pe? ?a p????s? ?a? se p?????
pe??te? - ?? ?a p??pe? ?a p????s? st??? pe??te? ?ta? e??a?
st? t???f??? ? st?? p???t? ? st? web site - ?? p?????ta ????? ?? pe??te?, µe t? configuration
(d?aµ??f?s?) ?a? p?? µp??? ?a p????s? ta ??a
p?????ta µ?? ? a?t? p?? a?t?? ?????? - ???e? e??a? ?? t?se?? ??a??p???s?? t?? pe?at??
µ?? - What-if revenue analysis (?????s? e?s?d?µat?? µe
t?-a?) ??a ??a t?µ?????a?? p???t??? - ???a p?????ta e??a? ta p???? ?e?d?f??a a?? ?a????
p?????s??, ?at?????a pe??t?, ?e???af?a ?a?
?a?a?t???st??? ?p?d?µ?? ?a? ?e?t?????a? µ?? - ??se? e?e???p???se?? ?p??es??? e??a a?? pe???d?,
e????st?, µ???st? ?a? µ?s? ??? ap????s?? ?a?
p?se? de? µp??esa? ?a e?e???p??????? - ??? ap?d?de? µ?a ?aµp???a
- ???a e??a? ? a??a t?? pe?at?? µ??
10M.I.S. ??e? ?????e? ?a? ????? a?t?????
?? e??a? MIS (ap? µ?a p??t? ?p???) A
collection of data designed to support management
decision making ??a s?????? ded?µ????
s?ed?asµ??? ?a ?p?st????e? t?? ??????s? ?a
pa???e? ?p?f?se??. ?e???aµß??e? p?????
ded?µ???? µe t?t??a s????? ?ste ?a ap?te???? t??
ep??e???s?a?? e????a se s??s? µe t?
?????. Ge????, a?af??eta? st?? s??d?asµ? p?????
d?af??et???? DBs p?? a?af????ta? st? s????? t??
ep??e???s??.
11?? a?a??se?? µp??e? ?a ???e? µ?a ep??e???s?
- Product, customer sales analysis
- ?????s? ??????t?? ?a? ????se?? se pe??te?
- Orders and shipments analysis
- ?????s? ??ata??? ?a? Ap?st????
- Financial analysis
- ??????µ??? ?????s?
- Promotion planning analysis
- ??????s? ?????aµµat?sµ?? ?a? ?????s?
- Purchasing analysis
- ?????s? ??????
- Market segmentation analysis
- ?????s? ?at?tµ?s?? ??????
- Project analysis
- ?????s? ??????µµat??
12M.I.S. ??e? ?????e? ?a? ????? a?t?????
- ?? e??a? M.I.S. (ap? µ?a ???? ?p???)
- M.I.S. is a repository of integrated
information, available for queries and analysis.
- M.I.S. e??a? µ?a ap????? e?s?µat?µ????
p????f?????, d?a??s?µ? ??a e??t?se?? ?a?
a????s?.
13M.I.S. ??e? ?????e? ?a? ????? a?t?????
??astat??? ? p???d??stata st???e?a
??????
Te???s? ?e??f??e?a? ap? ???at?e?
Te???s? ??????t?? ap? ???at?e?
?O??S??S Data
?????S
??????µ??? ?e???s? ap? ???at?e?
Ad Hoc Te???s?
14M.I.S. ??e? ?????e? ?a? ????? a?t?????
?????s? ?a? ??af??? µe????? ep??e???µat????
??????µ???? p??t?ß??????.
????p?????sµ??
S??d?a
???ß???e??
?????
?????s?
- ?p?d?t??? ap????e?s? ?????? p????f????? se µ?a
?e?t???? ß?s? ded?µ???? - S???pe?a ???? ?e?t???? - ?a????sµ???? d?µ?? p??
d?a??µ??ta? se ????? t??? ???ste? - ?e????? a???µ?? ???st??
- ??a?µat??? ap?te??sµata ??af???? ??a?t? t??
p???p?????sµ?? ?/?a? p??ß???e?? µa?? µe t??
?at?????e? d?af???? - ???s?µ?p????ta? t??
t?p?p???µ??e? ??af???? ? µe t? d?µ??????a e?d????
(Ad hoc) - ??a?e???s? d?af??et???? se?a????.
15M.I.S. ??e? ?????e? ?a? ????? a?t?????
S?ed?asµ?? ?a? ???pt???
- S?s??t?s?
- ???e?a Flat
- ?fa?µ????
- E.R.P./C.R.M.
M.I.S. ???e?a ??a OLAP (On Line Analytical
Processing)
16??a?t??? efa?µ??? M.I.S. se ep??e???s? (de??µa
d?ast?se??)
S?stat??? ?????f???a?
??a ?p??? t?? p???d??stat?? ??ß?? p?? e??a? ?
??????µ??? ß?s? ded?µ???? s?s?e??? a????s?? t??
Oracle. ?????ta? µa?? µ?a a??a ??a ???e d??stas?
µa? d??e? ??a s???e???µ??? s?µe?? st?? ??ß? ?p??
µp????µe ?a d??µe µ?a e??a?a s??a??a??
??????ta
???a??asµ??
500 ??d? ??????t??
- 4500 e?d?
- 1500 PL (6 ep?peda)
- 2500 ?s?????sµ??
- 500 Stat?st???
??????
12 µ??e?/?t?? 4 ?t? (2000 2003)
??p??
???a????? ????de?
????s?, ?????? ?t??, ????p?????sµ??
700 µ???de?
???a??asµ?? ???. ????da ?????? ?????? ??p?? ??s?
73.00.00.0002 0413 0108 F??-03 ?????? ?t?? 15.550
?a?????e? ?s?da ????t?? Ge?. ?/?s? ??????µ???? ?p??es??? ?a?????e? ????t? ???ef???a
?a??de??µa
17?????F?????? S?S?????? ??????S?Sst?? ?.?.?.
- ? ???a??sµ?? ???ep?????????? t?? ????d??
???s?µ?p??e? t? E.R.P. (Enterprise Resource
Planning System) (S?st?µa p????aµµat?sµ?? t??
ep??e???µat???? p????) ?a? s??e???,
pa?a????????ta? t?? te???????a ?a? t?? e?e???e??
st?? ???? t?? t??ep?????????? st?? ????da ?a?
pa???sµ???, a?a?e??e? t? s?st?µa µe st??? t??
ße?t?st?p???s? t?? d?e??as??? t?? ?a? t??
ep???µ?t?? ??????µ???? ap?te?esµ?t?? t??
???a??sµ??.
18E.R.P.
- E.R.P. - Enterprise Resource Planning System
- (S?st?µa p????aµµat?sµ?? t?? ep??e???µat????
p????)
19?? e??a? t? E.R.P.
- ????????µ???
- ?????f???a?? S?st?µa
- ??a?e???s?? ?p??e???µat???? ?????
- ??a µe???e? ep??e???se??.
20?? pe???aµß??e?
- Accounting
(Ge???? ????st???, ????a,
?s?????sµ??/Reporting, Consolidation, ??a??t???
????st???, ??st?t??-???µ??e?t??) - Financials
(????p?????sµ??-?p?????sµ??
(Budget), ??????afa, ?aµe?a??? ?????aµµat?sµ??
(Cash Flow), Profit Loss) - Sales/Distribution
(?e??te?, ?a?a??e???????a/??µ?????
s?, Retail Sales, Stat?st??? ????se??, ?p????e?,
??????-?a?a??e??e? p??? ???µ??e?t??, ??st?????s?
??sa????? (CI), Open Items)
21- Manufacturing
(?ed?µ??a ?a?a?????, ??e???? ?a?a?????,
?????aµµat?sµ?? ?a?a????? ?a? ?pa?t?se?? ??????,
??st?????s? ?a?a?????, Capacity Planning) - Business Strategy
(What-if scenarios, Map manager, Query
manager, Statistics manager, Report manager) - Add Ons
(HRM-Human Resources
Management, PAYROLL/??ST???S??, SCM-Supply Chain
Management, WHM-Warehouse Management,
CRM-Customer Relationship Management, BI-Business
Intelligence, BPM-Business Performance
Management) - Plus-??e?d??e?µ??e? ?fa?µ????
(?a?a?ata??te?, Service management,
Promotions-??st?t???, S??t???s? e??p??sµ??,
??st?????s? ?????, ?????? a???t???? p?????t??,
??at??f?d?t?s?, ?at????? ep?s??pte?, ?????µa
d?a????sµ??)
22???a ta ßas??? t?? a?ta????st???
p?e??e?t?µata/st???e?a d?af???p???s??
- ??asfa???e? t?? a?t?µat?p???s? ?a? t? s??t???sµ?
???? t?? ?e?t??????? t?? p????aµµat?sµ??, t??
e?µet???e?s?? ?a? t?? e?????? ???? t??
ep??e???s?a??? p????. - ?p?t?????e? t?? p??s?µ???s? ???e e??as?a? ??a ??a
ta st?d?a pa?a????? p??st???µe??? a??a? se ??a
e??a?? pe??ß????? ??????µ???? ?µp??????
??a?e???s??, ?????aµµat?sµ?? ?a?a????? ?a?
??a?e???s?? ?????p???? ?????.
23- ??asfa???e? t?? ep?pte?a t?? ep??e???s?? se ??a
ta ?p??atast?µat? t?? ?a? ??a ??e? t?? s??se?? µe
s??e???te?. - S?µß??e? st?? ?at????s? t?? ??afe????at?a? µe t??
e?sa???? ap?d?t???? ??e?t??????? d?ad??as???
epe?e??as?a? ???? t?? s??a??a??? ?a?
p?a?µat?p???s?? p???a????sµ???? e?????? ?a?
pa????? e????se?? (Workflow Management). - ??asfa???e? t?? p??t?p?p???s? ?a? s?st?µat?p???s?
t?? d?ad??as??? t?? ?e?t?????a? t?? ß??µ??a?????
pa?a????? µe t?? p????µ??e? d??at?t?te? t??
?p?s?st?µat?? M.R.P.II (Manufacturing Resources
Planning). - ?p?t?????e? t?? e???????µ?s? d??aµ???t?ta? µe t?
µe??s? t?? ?????? pa?a????? ????? se ??a ta
tµ?µata ?a? t?? ?a??te?? a???p???s? t??
a????p???? p???? (Human Resource Management).
24?a S?st?µata E.R.P.(Enterprise Resource
Planning) e??a?
- ?t??µa ?a? ????????µ??a p????f???a?? s?st?µata
- S????? ?p?s?st?µ?t?? (application modules) p??
e? ???sµ?? ep?????????? µeta?? t??? µe
??a??p???t??? ßa?µ? p??sa?µ???? - ??????p???µ??a, s?µßat? µe t? ???O, t?? ?.?.S.
(??d??a ??ß???? ?a? St???e???) ?a? t?? ????????
??µ??es?a - ?????t?? a???te?t??????, pe??ß????? web
(Intranet/Internet)
25??ad??as?e? p?? ?p??e????ta?
- ???µat???????µ???
- Ge???? ????st???
- ??a??t??? ????st???
- ???a??asµ?? ?????t???
- ???a??asµ?? ??sp?a?t???
- ??a?e???s? ?a????
- ??a?e???s? ??a?es?µ??
- ????p?????sµ??
26??ad??as?e? p?? ?p??e????ta?
- ?f?d?ast??? ???s?da
- ??a?e???s? ???µ??e??? ??????t?? ?p??es???
- ??a?e???s? ?p?????? ??????
- ??st?????s? ?????
- ??a?e???s? ???s?p???? ?a? ??pa?de?s??
- ?????t? ?e????s?a
27?p?peda t?? ?p??e???s?? p?? ep??e????ta? ?µesa
- ?e?t????? ?p??es?e?
- ???. ??sp?a?t???-?????t???
- ??a?. ????st???
- ??a??s?µa
- ????p?????sµ??
- ???µ??e?e?, ?????
- ???a
- ????a
28S?????S??S ???S????S?S ??S ???????G??S ??? E.R.P.
29??????S??S
- PCs
- ?????O??S
- ?????? I.S.D.N.
- ??????????PLORER (ver. 5 ?e?te??)
30???S??????
- ???e???d?a ???s?? e?pa?de?s?? a?? ?p?s?st?µa
- St???e??? µe??? ?µ?da? ????? E.R.P.
- St???e?a ?pe?????? ?µ?d?? ?p?st?????? a?? ?e?????
? ?p??at?st?µa - ??s? ?p????????a?
31???G??S ??????OS?
- ?????????? ???S?S ???????G??S ??????? S?S??????S
??? ?????? - ????F??? ???????O? ??? ??????? S?S??????S S??
?.R.P. - ?????????? ??????S ???????G??S ?.R.P.
- ??????????S ?????G??F?S ?????O??S??S
- ?????S ???????O??S?S ????S?O? S?? ??S????S????
- ?????? ???????O??S?S ?????????O? ?????????O?
???????S
32????????????OS? - S????G?S??
- ???????G? e-mail ??O ???S ????????????S
- F??????? ???S?S ??????S?S e-mail G?? ???S ??
??????S - ??????? ???????O???, ???????S??? S?? ??????
S????? G?? G??G??? ??????OS? ?????S? ?O?
?????????O? ??? T? ?????S???????? - ????G?????S? , ?G??G??S? ??? ???G?????S? ?O?
?????O? ??? ??????? ???????S????
33Pocket E.R.P.
- ??a "µ??? E.R.P."
- p??? se Pocket PC ?
- se laptop ?
- se ????t? t???f??? (WAP),
- p?? e??a? s??deµ??? online µe ta ?e?t????,
- µ?s? Internet
- ???e? online ?a?a??e???????a, F???t? ??µ?????s?,
??sp???e??, ?e??µat?sµ?, ?.?., - ? d??e? t?? p????f???e? ?a?t??a pe??t?, ????se??
ap?????? ?a? ???a. - G?a t?? ???a?????f?s?, ??a ta Software House
s??d?eta? e????a µe t?? ?p?????sa ?µp?????
efa?µ??? p?? ?p???e? st?? eta??e?a.
34??e??e?t?µata Pocket E.R.P.
- 1. St?? pe??pt?s? t?? ?a?a??e???????a?, ?p???e?
?µes? e??µ???s? ?a? ??e???? ap??eµ?t?? ap? t??
?e?t???? ap????? t?? eta??e?a? - 2. ?a ?e?t???? e??µe?????ta? aµ?s?? (on line) ??a
t?? pa?a??e??e? p?? ????? p??e? ?? p???t??. - 3. ?ata??e?ta? ? ?????ß??a d?ad??as?a f??t?µat??
t?? f???t?? µe ded?µ??a, p??? ?e????s??? ??
p???t?? ??a ta??d?, ?a? ? d?ad??as?a
?ateß?sµat??, ?ta? ep?st??????. - 4. ?e ß?s? t? p????, ? p???t?? µp??e? ?a
??µ?????se?, e?te??se? ??sp???e??, ?ata????se?
s?µe??se?? C.R.M. - 5. ?a?t?????a, sta ?e?t????, ? Administrator,
e????e? t? feedback ap? t? C.R.M., ?a??? ?a? t??
e?????? t?? p????? (??e???? pa?a??????t?ta?
p???t??).
35?? e??a? t? C.R.M.
- Customer Relationship Management (CRM)
?? C.R.M. (Customer Relationship Management)
e??a? ??a? s??d?asµ?? ep??e???µat???? p?a?t????,
s?st?µ?t?? ?a? te????????? p????f?????? p??
est?????ta? st?? a?t?µat?p???s? ?a? ße?t??s? t??
ep??e???µat???? d?ad??as??? p?? s?et????ta? µe t?
d?a?e???s? t?? s??se?? t?? ep??e???s?? µe t???
pe??te?. T? C.R.M. de? e??a? ap?? ??a pa??t?
efa?µ???? ? ??a ????sµ??? a??? ? f???s?f?a, ?
t??p?? p?? ?e?t????e? µ?a ep??e???s? ?ste ?a
?t??e? µa????????e? s??se?? µe t??? pe??te? µ?sa
ap? ???e e??a???a epaf?? ?a? ep????????a? µa??
t???. ? ep??e???s? p??pe? ?a p??sa?µ??e? ?a? ?a
ße?t???e? ??p??e? ?e?t?????e? t??, p???e?µ???? ?a
a???p???se? ?at? t? ?a??te?? d??at? t??p? t??
te????????? ??s?.
36C.R.M. - ????? ?a? p?a?µat???t?te?
- ? ???? C.R.M. eµfa???eta? ??? ?a? p?? s???? st??
e??????? p?a?µat???t?ta. ?? e??a? ?µ?? ? ??a a?t?
p??s????s? st? s??s? t?? eta??e??? µe t???
pe??te? t???, ?a? t? µp??e? ?a p??sf??e? ?a? st??
d?? p?e???? - ???a? t? C.R.M. µ?a a??µa p??? es?d?? ??a t??
eta??e?e? pa????? ????sµ???? ? ??a p?a?µat???
e??a?e?? t? ?p??? µp??e? ?a p??sf??e?
ß?a??p???esµa ?a??? ?a? µa???p???esµa ?f??? se
?se? eta??e?e? epe?d?s??? st?? ap??t?s? ?a?
efa?µ??? t??
37Customer Relationship Management
- ?????ta? ??a C.R.M. e??a? ???s?µ? ?a
p??sd????s??µe t? de? e??a? - ?e? e??a? ap?? ??a ????sµ??? ? ??a p????aµµa p??
µ?a eta??e?a e??a??st? µe st??? t? ße?t??s? t??
p???se?? t??. - ?? C.R.M. p???p???te? t?? a??a?? f???s?f?a? µ?sa
st?? eta??e?a ?a? t?? ??a??p???s? t?? a?a???? t??
pe??t? ?? a???????a?? ???? t?? ?pa???? t??.
38Customer Relationship Management
- ?a p?????ta a?t????f??ta? p???? e????a ap? t???
a?ta????st?? ?a? ep?µ???? e?e??? p?? apa?te?ta?
e??a? ? est?as? se customer relationships. - ?? C.R.M. de? e??a? ??a p????? ? ?p??es?a a???
µ?a st?at????? p?? st????eta? st?? a??pt???
s??se?? µe t??? pe??te?. ?a te?e?ta?a ?????a t?
C.R.M. ??e? ?????se? ????s? ?a? p???? µp??e? ?a
?e????e? apa?a?t?t? ??a ???e ep??e???s? p?? ???e?
?a pet??e? st? e-future. ?? C.R.M. ep??e?t???eta?
st? d?at???s? pe?at?? s???e?t?????ta? st???e?a
ap? ???e epaf? µe a?t??? µ?s? t??ef????, mail,
web. ? ep??e???s? µp??e? ?a ???s?µ?p???se? a?t?
ta st???e?a ??a s???e???µ????? s??p??? ?p??
marketing, p???se?? ? after sale service. ?as???
p???p??es? e??a? ?t? ???? st?? eta??e?a ?a p??pe?
?a est?????ta? st?? pe??t?.
39Customer Relationship Management
- G?a ?a ?ata???se? ??p???? ap???ta t? s?µa??e?
C.R.M. de? ??e? pa?? ?a de? p?? e??????ta? ed?
?a? a??et? ?a??? ?? s??????e? eta??e?e? Mail
Order. - O? s?ßa??? eta??e?e? Mail Order ???p??,
efa?µ????? p?a?µat??? ?a? ??s?ast??? Customer
Relationship Management, ????????ta? ???µast???
t??? pe??te? t???, t? ?st????? a?????, epaf??,
a?tap????s?? ?a? d?a?e?????µe??? d?a??????? t?
s??s? µa?? t???. ??? p?sa st??µ? ????????? t?
d?a??????? a??a t?? pe?at?? t??? ?a? pa??????a
????? ??a a?t?µat?p???µ??? pe?at??e?t???? s?st?µa
ap?st????, t?µ?????s?? , ap????e?s?? ,
e??p???t?s??, e??µ???s?? ?a? ??st?????s??. - ?e t?? ?d?a pe?at??e?t???? ?pt??? p??pe? ?a
p??se???s??? t? Customer Relationship Management
??e? ?? eta??e?e? p?? ?????? ?a ap??t?s??? ??a
s?µa?t??? a?ta????st??? p?e????t?µa , e?d??? ??
eta??e?e? st?? ???µat???????µ??? ???d?, t??
p????f????? , t?? ep????????e? ?a? t?? µetaf????
p?? s?µe?a efa?µ??eta? µe????? ? ?a????? t?
C.R.M.
40?a p?e??e?t?µata t?? C.R.M.
- S?µf??a µe µ?a ??e??a t?? Harvard Business
Review µe????? eta??e?e? µp????? ?a a???s??? t?
t???? t?? eta??e?a? ?at? 100 µe t? ?a d?at???se?
??a 5 ep?p???? t?? pe?ate?a? t??. - ??a ???? p??? a?af??e? ?t? e??a? ept? f???? p??
a???ß? ?a ap??t?se?? ??a ??? pe??t? ap? t? ?a
d?at???se?? ??a? ?d? ?p?????ta. ?ts?, ?a?a?t? t??
t??p? t? C.R.M. µp??e? ?a a???se? t?? ?e?d?f???a
t?? ep??e???s?? µ?s? t?? a?a?????s??, p??s????s??
?a? d?at???s?? t?? ?a??te??? pe?at??.
??apt?ss??ta? ste??te?e? s??se?? µe t??? pe??te?
µ?a eta??e?a µp??e? ?a ße?t??se? t?? ep?d?se??
t?? st?? de??t? t??, ??a??p???s? pe??t?
(customer satisfaction) ?a? e??a? ???st? ?t? ??a?
??a??p???µ???? pe??t?? µp??e? ?a ???e? ??a?
p?st?? pe??t??.
41? st?at?????? ????? t?? C.R.M.
- ? ?ata???s? t?? s?µpe??f???? a??? ?a? t??
????t??? t?? a?tap????s?? ?a? t?? a??a? t??
pe?at??. - ? ???s? t?? ???s?? ??a t? d?µ??????a d?a????? µe
t??? pe??te? est?asµ???? se p?s?t???? ?a?
p???t???? e??a???e?, s?et???? µe ta e?d?af????ta
t???. - ? ep????? e?a??a?t???? st?at?????? ep????????a?
?a? ? a???????s? t?? ap?te?esµ?t?? p???e?µ???? ?a
ep?te???e? t? ß??t?st? ap?t??esµa ?a? ? µ???st?
ap?d?t???t?ta t?? ep??d?s?? ?a? ?????? - ?? ?t?s?µ? ?a? ? d?at???s? ep??e?d?? s??se?? µe
t??? pe??te?.
42? ?p?s?es? t?? C.R.M.
- ? µe???? ?p?s?es? t?? C.R.M. e??a? ? ??a??t?ta
a?tap????s?? st?? e?at?µ??e?µ??e? a????e? t??
pe?at?? / ?ata?a??t?? µe a?t?µat? ?a?
s?st?µat?p???µ??? t??p?. ? ??a te???????a ?a? ?
e?????? st? ????sµ??? t?? ??e?t???????
?p?????st?? µa? ep?t??p??? ?a p????aµµat????µe
?a? ?a e?e???p????µe epaf?? µe d???t????? pe??te?
ßas?sµ???? st? p??f?? ?a? t?? a???ast???
s?µpe??f??? t???. ??a s?st? p???? C.R.M. s?ed??
p??ta d?ape??? s?µßat???? ep??e???µat???? µ???de?
?a? ?a????a ??t? p?? apa?te? ??e? d?ad??as?e?,
d?µ?? ?a? ???t???a ep?t???a? ?a?
ap?te?esµat???t?ta?.
43? e??????? p?a?µat???t?ta
- St?? ????da, t? Customer Relationship Management
e??a? a??µ? st? ?e????µa t?? ?a? p????? p?ste????
?t? t? µ??? p?? ??e???eta? e??a? ?a µ????? t??
?ata?a??t???? s????e?e? t?? pe?at?? t???, ?a t??
?ata??????? se ??p??a ß?s? ded?µ????, ?a
s?ed??s??? µ?a st?at????? epaf?? µe t??? pe??te?
?a? ?a t?? ???p???s??? ???s?µ?p????ta? ??p???
?t??µ? pa??t? C.R.M. ?a? a?t?µata ?a a???????
?? p???se?? t???. - ?a p???µata ?µ?? de? e??a? t?s? ep?fa?e?a??. ??
Customer Relationship Marketing e??a? ??s?ast???
? efa?µ??? t?? f???s?f?a? Direct Marketing p??
?e????se t? de?aet?a t???70 µe t?? eta??e?e? Mail
Order, t? ?p??? e?e??????e se Data Base Marketing
? One to One Marketing ?a? st? s????e?a se
Customer Relationship Marketing. - ????e?ta? te???? ??a µ?a d?af??et??? f???s?f?a,
p??s????s? ?a? d?ad??as?a ep??easµ?? t?? s??s??
µe t??? pe??te? se ??? t? f?sµa t?? Relationship
Cycle.
44?et? ap? 30 ?????a
- ?e???st??e? ???a????af???? S?st?µat??
pa?a???????? t?p???? e?d?µas?e? µe Laptop
45S??t?µ???af?e? p?? ???s?µ?p??????a? st??
pa???s?as?
- Ad Hoc ?at????? F??s? p?? e?µ??e?eta? ??a a?t?
t? s??p?. - ?????e? ?e???? µ?a ??s? p?? ??e? s?ed?aste? ??a
??a s???e???µ??? p??ß??µa, e??a? µ?-?e???e?s?µ?
?a? de? µp??e? ?a p??sa?µ?ste? se ?????? s??p???.
- Cash Flow ?aµe?a??? ?????aµµat?sµ??
- Data ?ed?µ??a
- DBs Data Bases (??se?? ?ed?µ????)
- Drill Down F??s? p?? s?µa??e? ? ?/? ?a pe??se?
ap? ?e?a???a t?? fa????? ??a ?a ß?e? ??a
s???e???µ??? a??e?? ? ??a ?a ?t?p?se? ?ate??e?a?
e?e??ss?µe?e? ep??????. - E.R.P. Enterprise Resource System (S?st?µa
p????aµµat?sµ?? t?? ep??e???µat???? p????) - Feedback ??at??f?d?t?s? - ?pa???e????
- ISDN T? a?????µ?? ISDN p?????eta? ap? ta a?????
Integrated Services Digital Network - ?a? sta e??????? µetaf???eta? ?? ??f?a?? ???t??
???p???µ???? ?p??es???. ?p?te?e? t?? e?????? t??
??µ?s??? ???ef?????? ???t??? (PSTN - Public
Switched Telephone Network) ?a? pa???e? t?
d??at?t?ta ?p?st??????, µe t? ???s? µ?a? µ???
t??ef?????? s??des??, - tess???? µ??f?? ep????????a? f????, e????a?,
ded?µ????, ?e?µ????. - M.I.S. Management Information System
- OLAP On Line Analytical Processing
- OFA Oracle Financial Analyzer (??????µ????
??a??t?? t?? ?RACLE) - OLTP On Line Transaction Processing
(S??dedeµ??? epe?e??as?a s??a??a???) - P L Profit and Loss (???d? ?a? ??µ?e?)
- ?.S. ?????f???a?? S?st?µa
- ?.S.?. ?????f???a?? S?st?µa ??????s??
- ?.?.?. ???ep????????a?? ?µp????? ?at?st?µa
46??ß?????af?a - ????e?a
- ????a ap? t? ??te???t (µe t?? µ??a??? a?a??t?s??
Google ?a? Copernic). - www.prenhall.com/laudon
- ?????f???e? ap? t?? ?.?.?. (?/?)
- www.wikipedia.org
?aµas??t?? ?as??e??? ??31932
47?????F?????? S?S?????? ??????S?S
????? ???as?a?
There is no point in having the worlds best
performing system if it goes down every hour or
two. There is no point in having the worlds
best performing system if it cannot be managed
Kimball (guru of DataWarehousing)