What problems did the Rank Group find with the Hard Rock’s three main internal information systems (restaurant operations, merchandising, and financial)? Why was this a problem? [Table]
What’s the solution? [List]
Putting a data warehouse system
To store restaurant point-of-sales customer data, merchandise sales, customer demographic, preference o
To link data via the Web
Installing chain-wide merchandise system
Putting Radius inventory management system
Adopting Lawson software financial module, lotus notes
To update on a daily basis
To create a common ledger for all stores allowing the system to automatically reconcile numbers for every cafes o
To reduce workload for finance staff
The new systems and data warehouse are accessible through companywide intranet, allowing employee to look up customer detail and other information with just one click.
What’s the role of CRM? [List]
How does the data in a CRM differ from that of a POS? (Table) -
To build and strengthen relationship between company and its customer ex. Hard Rock building an online community. -
To capture information about customers and give them customized details in order to drive customer revisit. -
To gain personal information about customer and use it to offer personalized service. o
Hard Rock gift certificate which can be redeemed on the website by using identification number in return of personal information and survey. -
To track customers both on the Web and in the restaurants, which allows company to offer promotion based on user behavior. -
To trace online visitors and track how they respond to certain promotions. -
To have a better understanding of each customer.
To take in account customers’ needs and question.
To deliver services or product that satisfies customers.
To interact with customers and analyze these interactions to maximize revenue/ profits and customer satisfaction
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