The paper “ The HYDRAUL UK Information System” is a convincing variant of a case study on information technology. The present state of the economic world is increasingly enhancing businesses to find new methods that can help strengthen their competitive advantage. In order to accomplish this goal are essentially focusing on strategic standards, as well as new tools and procedures. The development of information technology has created an entirely new business environment that is rapidly changing and more extensive. Consequently, this development of information technology has also enhanced better decision making within an organization, whereby in specific, it has led to the creation of Decision Support Systems (DSS), as well as the business intelligence (BI) systems (Raisinghani 2012, p.
234). Notably, the DSS is a computer-based system that is designed to assist decision-makers in using data, information, and knowledge so as to identify problems and make decisions in order to ultimately solve those problems. In addition, BI refers to extraction, analysis, as well as the distribution of data from the organization’ s databases in order to support more strategic decision making.
Remarkably, in today’ s increasingly competitive market environment, organization managers are significantly being faced with the challenge of making optimal strategic decisions so that they can remain substantially competitive in their target markets (Hess, & Wells 2002, p. 3016). In this regard, most organizations are paying high emphasis on making fact-based decisions through the use of the latest technology tools, including DSS and BI. Worth noting, the main goal of modern business intelligence, as I understand, is significantly to support more effective decision making. Most importantly, both BI and DSS are highly substantial in enhancing customer relationship management (CRM) through the use of factual information, effective customer data analysis.
This ultimately led to the development of strategic customer relationship decisions, which enhances the sustainability of CRM. In addition, the Small-Medium Enterprise (SME) management can benefit a lot in the use of DSS and BI computer applications, especially through enhancing the sustainability of their CRM (Ou, & Peng 2006, p. 782). Moreover, an SME can make use of the identified new opportunities and thereby implement effective strategies, which would ultimately enhance a competitive market advantage, as well as long term business stability.
Adding more to that, the use of DSS’ s BI application in an SME can enhance the effective management of employees. In this regard, employee turnover at the workplace would be enhanced due to increased job satisfaction derived from the use of an efficient employee management system. The DSS AppraisalEssentially, a Decision Support System is highly significant for organizations, more so to SMEs, as it is a major source of competitive advantage to a business. I confidently say this due to the verity that the market environment is increasingly getting competitive, which makes information to be a crucial component in businesses today.
More specifically, DSS can offer great support to customer relationship management (CRM) (Qingling, et al. 2003, p. 23). CRM assists in understanding, anticipating, and responding to the needs of customers in a consistent manner, right across the organization. It significantly helps a business enhance its sales in the long run as excellent customer service involves being aware of the needs of target customers and consequently reacting to them effectively. Notably, an effective CRM in an SME requires an integrated and efficient internal business system (Raisinghani 2012, p.
235). A CRM that is significantly enhanced by business intelligent that is DSS enabled can help an SME in developing better communication channels, collecting vital data such as order history and customer details, creating business profiles like customer preferences, and also identifying new selling opportunities (Wei et al. 2008, p. 1110).
Hess, T.J. & Wells, J.D, 2002, Understanding how metadata and explanations can better support data warehousing and related decision support systems: an exploratory case study. Proceedings of the 35th Annual Hawaii International Conference on System Sciences, 00(c), p.3008-3017.
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Ou, L.O & Peng, H.P, 2006, Knowledge and Process-Based Decision Support in Business Intelligence System, First International MultiSymposiums on Computer and Computational Sciences IMSCCS06, 2, p.780-786.
Qingling, L.Q, 2003, Analysis and design of CRM DSS based on GIS, Proceedings of the 2003 IEEE International Conference on Intelligent Transportation Systems, p.1-26.
Raisinghani, M. S, 2012, Business intelligence in the digital economy: opportunities, limitations and risks, Hershey (PA), Idea Group Pub.
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