Assignment 1 - session 5

Think of the small database we used in our lab exercise - Products and Suppliers. Briefly describe how this database observes any two of the four design principles outlined above.

1. Divides your information into subject-based tables to reduce redundant data.

In our lab exercise, there are two database tables which is products and suppliers. It is not effective and easy to view and compare the information from two separate tables. However, we can join the information from two tables into one. For example, we need to compare the price of certain items that each supplier offers. We need to use the field of ‘product name’, ‘selling price’ etc in products table and the ‘company name’ etc in supplier table. By joining the information, it is easy for us to compare the information, make analysis and certain decision.

2. Accommodates your data processing and reporting needs.

We can use database management system for making a meaningful report by grouping and sorting data. For example, we can group the information by product name, to see which suppliers can offer a cheaper price, and then we can sort the data from cheapest price to the most expensive. Afterwards, the information we needed can be seen clearly. Database management system is useful for creating these reports to present a big-picture overview, highlighting main facts and trends.

A funny video to share with you all ~

From Bed to Job in 5 minutes

How to get up, eat breakfast and get ready for work in 5 minutes

So funny~~

Session 4 - Internet marketing

Find one example of Internet marketing that you think is particularly effective and one example that is ineffective.

Ineffective (Gome)

http://www.gome.com.hk/tc/

I think Gome is an ineffective example on internet marketing and there are a number of areas that can be improved. First of all, the web page can include product details with pictures. Most customers would like to check if the product they are looking for is being sold in the store. The prices and pictures could attract them to visit the local store.

Secondly, the web page should contain the store locations and their addresses. A “store locator” would be useful for customers to find the closest store in their area. The size or the services provided by each store can also be included.

In addition, they can put more pictures or videos on the web page to make it more colourful and interesting. This can attract more customers to visit their homepage.

A blog can also be added for customers to leave their comments and suggestions. It does not only provide a way for people to express their opinions, but also for them to read the reviews from others. It enhances the interaction between customers and the company, and reinforces the good relationship with the customers. It also helps the company to improve their services.

Effective (Ikea)

http://www.ikea.com.hk/chi/main.html (Ikea HK homepage)

Ikea is doing excellently in terms of internet marketing. The front page of their HK website contains a crazy sale section at the top and some other images relate to their products and services. This can attract customers as people always prefer to buy cheap products.

Besides, there are different tips and ideas for home design, such as how to make the room look bigger etc. These ideas are useful for those who are moving into a new flat and people would purchase the products if they like the ideas.

I appreciate that the homepage states clearly the prices for the products, assembly service charge and delivery charges. Customers can have a summary on all the prices before visiting the stores.

The location of all the stores can be found on their web page. They provide the full address of the stores as well as a map. Customers would be able to find the nearest store easily.

Regarding the contact methods, there are contact numbers and email address on the website. When you click on the email address, it will prompt up with outlook express window. This is convenient for customers to send their enquiries or comments.

http://theikeablog.com/ (Ikea Blog)

Other than the homepage, there is an Ikea blog. People can view the Ikea catalog and brochure online which include all new products.

The most impressive idea is customers can post articles and leave comments on the blog relating to any products and services. These valuable suggestions can help Ikea to make improvement and other people can get extra information via reading those comments.

There is a function for which people can subscribe the pages by email or RSS Feed (For example, My Yahoo). After doing this, customers do not have to visit the blog regularly but can still receive the new contents added in the blog.

http://add.my.yahoo.com/rss?url=http://feeds2.feedburner.com/TheIkeaBlog

Session 3 -CRM

List the customer data elements generated when a customer interacts with an airline by (a) making a reservation, (b) using frequent flyer miles, and (c) completing a flight. How does information from CRM improve these interactions?
What are the benefits of integrating the sales, marketing and customer support function using a single software package and a centralized database?

1. The data elements listed below will be generated when a customer interacts with an airline at different stages:

1a) Making a reservation

• Passenger details (include name, id card number, contact number, gender, date of birth, email, any dietary/meal requirement)
• Date of departure
• Date of return
• Destination
• Cabin class (economy, business/upper class)
• Ticket type (single or round trip)
• No. of passengers traveling (No. of adults, children and infants)
• Flight no. selected
• Purpose of travel
• Total fare
• Payment method
• Reservation no. (for checking, cancellation, online check-in etc)

1b) Using frequent flyer miles

• Frequent flyer program
• Frequent flyer number
• Miles gained from the booking

1c) Completing a flight

• Number and weight of luggages, and number of hand carries
• Feedback and suggestions by the customer

Using CRM, customers can simply type in their name and password to retrieve their own record. This helps them to reduce the time in typing their information every time. By checking the record of the customers, the airline company can understand the customers’ needs, and therefore, can achieve customer satisfaction. They can also offer additional services to customers, such as hotel packages and car rentals, by knowing their information. This is one of the marketing applications in CRM.

2.
By keeping a centralized database, all departments can share the same version of data. Firstly, it reduces the time on multi-typing in duplicated files. Secondly, the information in the database can be used by all departments. For examples, marketing department can check the sales to determine which marketing strategy they should implement. They can also use those data to issue sales, marketing and service planning.

Sales, marketing and customer support can make good use of the customer data for checking, analysis, and to issue sales, marketing and service planning.

In addition, by gathering all the information from sales, marketing and customer support, they can be able to make an integrated report for the company. They can measure the customer lifetime value and identify the most profitable and loyal customers.

It is easier to transfer data from one department to another by using a single software package. It improves communication between departments since they are just like using the ''same language''.