| BI - Business Intelligence is not only a smart support | | | | Moreover, based on survey and data of sales, BI can |
| system, this solution can help enterprise reach the | | | | reveal how these activities work after each campaign. |
| highest target of business: profit optimization. | | | | Improve capacity of sales representatives |
| Managers in an organization have to make hundreds | | | | In enterprises which have multiple distribution channels |
| of different decisions everyday. To make reasonable | | | | and branches, sales rep are organized in multiple levels. |
| and timely decisions, they have to not only have an | | | | That's why it is hard and time-consuming to measure |
| overview of internal situation, but also customers' and | | | | and evaluate efficiency of each one exactly. To have |
| competitors' in various aspects. Nevertheless, | | | | a good evaluation, the following factors must be |
| information collecting is quite a challenge to managers | | | | considered: sales, number of new customers, and |
| because the information is scattered in multiple | | | | some typical factor to each channel. With help from BI |
| systems. There have been many management | | | | system, managers can measure multiple factors to |
| solutions such as ERP (Enterprise Resource Planning), | | | | make exact decisions of punishing or awarding. |
| CRM (Customer Relationship Management) which can | | | | Enhance and improve satisfaction as well as loyalty of |
| almost meet all these demands. In terms of managers' | | | | customers. |
| exploitation view these solutions, however, have not | | | | Collecting customer information in many aspects might |
| been able to meet the demands of information | | | | help enterprise serve their customers better. BI system |
| analysis and decision-making support. Therefore, BI is a | | | | provides enterprise with overview on customers by |
| real following optimal solution to helps enterprise reach | | | | categorizing them by various criteria: age, gender, |
| the target of profit optimization because of the | | | | address, income etc. in order that enterprise can |
| following utilities: | | | | provide products which are suitable to customers' |
| Save costs | | | | needs or design typical, specific promotion campaigns |
| Normally, in order to know the reason why the | | | | to places where this customer type concentrates. |
| business results of this month is worse than the | | | | Assess competitors, expand market share |
| previous, manager has to learn from various | | | | In such a fierce competition in the marketplace, |
| information channels which costs a lot of time and | | | | managers not only have to achieve an insight of their |
| resources. With BI solution, by taking the advantage of | | | | own companies but also have to exactly assess |
| being able to deeply analyze in multiple aspects, | | | | competitors' capacity as well as compile a list of |
| managers themselves can immediately find out the | | | | potential customers to expand market share, find more |
| reason of income reduction, what area in the | | | | new customers. Through collecting information outside |
| organization is not working properly. Currently, helping | | | | the enterprise, BI can output benchmark of sales |
| enterprises quickly extract information is considered a | | | | percentage, number of customers etc. of the |
| solution of saving costs and improving efficiency. | | | | enterprise compared to other competitors. If the |
| Eliminate low-quality products | | | | competitor launches a certain promotion campaign, |
| By measuring KPIs (Key Performance Indicator) of | | | | enterprise can use BI to measure sales and number of |
| number of warranties, products with lowest sales, or | | | | its customers, then compare to the attraction level of |
| the number of customers and sales from those | | | | the campaign; If the number of customers considerably |
| products, BI helps managers know about inefficient | | | | declines but sales is not very much decreased, it |
| products which maybe costly for support and | | | | means that the competitor's campaign only attracts |
| warehousing activities, hence make the decision of | | | | low-valuable customers and vice versa. Accordingly, |
| eliminating or improving to be a new product. | | | | the enterprise can learn from competitors and make a |
| Analyze the efficiency of promotion programs | | | | plan to attract valuable customers. |
| Through collecting information of sales, turnover, | | | | In conclusion, BI solution has been bringing about |
| expense, number of new customers, sold products | | | | considerable benefits to enterprises by the ability to |
| etc. from promotion campaign, BI system will release | | | | analyze indicators smartly and quickly. Prospectively, |
| an analysis report on efficiency of those campaigns | | | | together with appearance of ERP, CRM solutions, BI |
| from which manager knows what program type is the | | | | will be the next choice of many enterprises in the |
| most efficient one to apply into the following programs. | | | | realm of management. |