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CASE STUI 1: AW John Morris recently became a marketing manager of AW Guide, a tour guide company. Nine months earlier, the company had established a new service: sending a newsletter through emails to customers notifying them of tour updates and inviting them to download the latest tours and travel information. The same information is made available on their corporate website. Customers initially expressed delight with the service. But in the past month, many customers have complained that the travel information they received in the emails was out of date. Since then, the company has received many cancellation requests and had affected the company sales performance. John realizes that something is wrong with the content-updating and distribution process he uses for emails and website. But he is unsure how to address the problem. The lack of use of IT applications in current business processes has also contributed to

CASE STUI 1: AW John Morris recently became a marketing manager of AW Guide, a tour guide company. Nine months earlier, the company had established a new service: sending a newsletter through emails to customers notifying them of tour updates and inviting them to download the latest tours and travel information. The same information is made available on their corporate website. Customers initially expressed delight with the service. But in the past month, many customers have complained that the travel information they received in the emails was out of date. Since then, the company has received many cancellation requests and had affected the company sales performance. John realizes that something is wrong with the content-updating and distribution process he uses for emails and website. But he is unsure how to address the problem. The lack of use of IT applications in current business processes has also contributed to

Computer Networking: A Top-Down Approach (7th Edition)
Computer Networking: A Top-Down Approach (7th Edition)
7th Edition
ISBN:9780133594140
Author:James Kurose, Keith Ross
Publisher:James Kurose, Keith Ross
Chapter1: Computer Networks And The Internet
Section: Chapter Questions
Problem R1RQ: What is the difference between a host and an end system? List several different types of end...
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CASE STUDY 1: AW GUIDE John Morris recently became a marketing manager of AW Guide, a tour guide company. Nine months earlier, the company had established a new service: sending a newsletter through emails to customers notifying them of tour updates and inviting them to download the latest tours and travel information. The same information is made available on their corporate website. Customers initially expressed delight with the service. But in the past month, many customers have complained that the travel information they received in the emails was out of date. Since then, the company has received many cancellation requests and had affected the company sales performance. John realizes that something is wrong with the content-updating and distribution process he uses for emails and website. But he is unsure how to address the problem. The lack of use of IT applications in current business processes has also contributed to a loss of efficiency and customer focus. John has proposed to the management to look into this matter and to conduct a business process reengineering initiative. Based on this scenario, answer the following questions: Question 1 What do you think are lacking in the current process? Elaborate THREE (3) issues or gaps that you have identified in this scenario. Question 2 As the consultant for this company, suggest FOUR (4) recommendations on how John can improve the situation. Elaborate your answers.
Transcribed Image Text:CASE STUDY 1: AW GUIDE John Morris recently became a marketing manager of AW Guide, a tour guide company. Nine months earlier, the company had established a new service: sending a newsletter through emails to customers notifying them of tour updates and inviting them to download the latest tours and travel information. The same information is made available on their corporate website. Customers initially expressed delight with the service. But in the past month, many customers have complained that the travel information they received in the emails was out of date. Since then, the company has received many cancellation requests and had affected the company sales performance. John realizes that something is wrong with the content-updating and distribution process he uses for emails and website. But he is unsure how to address the problem. The lack of use of IT applications in current business processes has also contributed to a loss of efficiency and customer focus. John has proposed to the management to look into this matter and to conduct a business process reengineering initiative. Based on this scenario, answer the following questions: Question 1 What do you think are lacking in the current process? Elaborate THREE (3) issues or gaps that you have identified in this scenario. Question 2 As the consultant for this company, suggest FOUR (4) recommendations on how John can improve the situation. Elaborate your answers.
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