Getting and using Data:

Scorecarding, RFID, and CRM.

Humans:
Multiple ways
to make
decisions.

Tools:
Computers and
IT. VB, VBA,
Excel, .NET,
Etc.

DSS

Data:
Facts pertinent
to the decision
at hand.

Algorithms:
Math/Flow Chart
stuff that helps the
tools help the humans
make decisions.

Balanced Scorecard
The concept originated with 12
companies in a study group lead by
Robert Kaplan of Harvard University

Used by a majority fortune 500,

Government, non-profit enterprises

Focuses on outcomes/results -not activities

Looks at five performance areas rather than a

single, traditional bottom line

Source: Professor William Qualls, University of Illinois

5 primary areas of performance focus ...

Customer Management Perspective - To achieve our

vision, how must we look to our customers &
constituents?

Internal Operations Perspective - To satisfy our customers,

what management processes must we excel at?

Organizational Learning and Innovation Perspective - To

achieve our vision, how must our university learn and
improve?

Financial Management Perspective - If we succeed, how

will we look to our constituents?

Employee Empowerment & Management - How will we

reward performance and provide for learning?
Source: Professor William Qualls, University of Illinois

Benefits of A BALANCED SCORECARD

Clarifies a firms Vision

Provides balanced assessment &
accountability at all levels
Creates alignment of strategic operating
priorities with results
Supplies strategic feedback & key learnings
Links rewards to performance outcomes
Accelerates organizational change

Source: Professor William Qualls, University of Illinois

RFID

Short for radio frequency identification, a

technology similar in theory to bar code
identification. With RFID, the electromagnetic
or electrostatic coupling in the RF portion of
the electromagnetic spectrum is used to
transmit signals. An RFID system consists of an
antenna and a transceiver, which read the
radio frequency and transfer the information to
a processing device, and a transponder, or tag,
which is an integrated circuit containing the RF
circuitry and information to be transmitted.

RFID

RFID systems can be used just about anywhere,

from clothing tags to missiles to pet tags to food
-- anywhere that a unique identification system is
needed. The tag can carry information as simple
as a pet owners name and address or the
cleaning instruction on a sweater to as complex
as instructions on how to assemble a car. Some
auto manufacturers use RFID systems to move
cars through an assembly line. At each
successive stage of production, the RFID tag tells
the computers what the next step of automated
assembly is.

RFID

One of the key differences between RFID and bar code

technology is RFID eliminates the need for line-ofsight reading that bar coding depends on. Also, RFID
scanning can be done at greater distances than bar
code scanning. High frequency RFID systems (850
MHz to 950 MHz and 2.4 GHz to 2.5 GHz) offer
transmission ranges of more than 90 feet, although
wavelengths in the 2.4 GHz range are absorbed by
water (the human body) and therefore has limitations.
RFID is also called dedicated short range
communication (DSRC).

Source (this slide and previous 2): Webopedia.com

RFID

CRM

Short for customer relationship management. CRM

entails all aspects of interaction a company has with its
customer, whether it be sales or service related.
Computerization has changed the way companies are
approaching their CRM strategies because it has also
changed consumer buying behavior. With each new
advance in technology, especially the proliferation of selfservice channels like the Web and WAP phones, more of
the relationship is being managed electronically.
Organizations are therefore looking for ways to
personalize online experiences (a process also referred to
as mass customization) through tools such as help-desk
software, e-mail organizers and Web development apps.

Source: Webopedia.com

EVOLUTION OF CRM
DATABASE
MARKETING

1980S
Focus on Data Mining and
Direct Marketing was the
outcome

RELATIONSHIP
MARKETING

CUSTOMER
RELATIONSHIP
MARKETING

1990S
Focus on loyalty programs

2000S+
Source: Professor William Qualls, University of Illinois

GOALS OF CRM

Provide better customer service

Cross sell products more effectively
Helps sales staff
Simplify marketing and sales processes
Discover new customers and new customer
needs
Increase customer revenue

Increasingly, companies are moving from the

customer is always rights to which customers
generate the most revenue.