Information Technology Reference
In-Depth Information
Information Systems in the Global Economy
Maporama Gains Ground Through New Enterprise System
Based in Paris, France, Maporama is a world leader in developing location-based services
for businesses. Maporama develops GPS-based systems that allow businesses to track
mobile work forces, sales outlets, and competition. Maporama's Web site states that its
custom-designed products “empower existing mission-critical applications or processes
within an organization and display results enterprise-wide, as needed, via connected
devices (computers, mobile phones, PDAs, etc.)” The company claims 500 customers sup-
porting 26 languages on five continents, and boasts the most complete pan-European map
coverage.
Recently Maporama had a pressing need to gain tighter control over its global mobile
workforce and associated customer information. The company's rapid growth to 500
customers—with 10,000 contacts to track—left its European and North American sales
force with more information than it could manage. The company decided to invest in a
customer relationship management system that could help manage its customer relations
and synchronize sales information across the entire enterprise.
When the company was smaller, Maporama used Microsoft Outlook and Exchange to
manage customer information. Over time, Maporama outgrew that system and could no
longer easily manage customer accounts. It became difficult to synchronize the informa-
tion between departments, which resulted in disconnected islands of information. The
company needed a system that would collect all information into a central database, which
could be leveraged to improve sales and customer service.
Initially, Maporama investigated systems that they could implement themselves
through an internal server. The company decided that such a system would be too costly
and a burden to maintain. When Maporama discovered a hosted system accessed over the
Internet, the company knew that it was the perfect solution. Software as a Service (SaaS)
allowed Maporama to use a full-service CRM system for a monthly fee delivered to any
Internet-connected device around the world.
Maporama's new CRM system was set up and ready to go in 15 days. (It would have
taken over a year for Maporama to set up such a system in-house.) Maporama's sales, mar-
keting, and support teams use the system at headquarters and worldwide offices. Accord-
ing to Dominique Grillet, CEO of Maporama, the new system allows staff and management
to find answers to questions such as: “Who should a salesperson call on today?”, “Which
products have customers bought in the past, and when?”, “What was the last contact with
a customer and by whom?”, “Has a sister company bought our products in another coun-
try?”, “How effective are our telesales and marketing campaign?”, “What are our sales
forecasts?”, “In what industry sectors are we winning the most business?”
With the new enterprise system, Maporama can quickly respond to customers' needs
and boost revenue opportunities. The company can also maximize the productivity of its
sales force as individuals and a team, and implement more effective marketing campaigns
for less money by improving customer targeting.
As you read this chapter, consider the following:
•
How can an effective enterprise system affect the overall performance of a business?
•
What types of information systems are critical to the success of a business and how are
the systems related to one another?
