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Informing an Organization
High-Tech Solutions for a Low-Tech Environment
Barbara MulvennaLIS 501Fall 2001
Survey of Information Science and Information ServicesDr. Corinne JörgensenSchool of Informatics
Fundamental Data Structure Needs to be structured in a manner
that is useful to the organization at every level
Needs uniformity to enable accuracy Need consensus and cooperation
from all levels of the organization
Goal and Objective
A uniform system of tracking discounts Accurate tracking of customers Eliminate confusion Meaningful system to evaluate efforts
Advertising, Coupons, In-store Promotions Better control over discounts
Situation Analysis
No uniform system for tracking coupons, discounts, or repeat customers
Main office is unable to evaluate effectiveness of advertising programs
Two main problems: Discount codes vary from store to store License plates in NYS are undergoing change
Background Analysis
POS system is somewhat intractable Minimal training at store level
regarding input of good data Low awareness of top level
management regarding information processes
Background Analysis
Communication to individual stores is limited and cumbersome
Communication between stores is limited.
“This is how we’ve always done it” corporate culture
Sample Data
Obvious Problems: Customer Lists-
(See Attached)
LastName PlateNo FirstName Address City LastService
ABATO X692UD JOE 293 MCNAIR RD BUFFALO 2/5/2001EDS760 JOE 293 MCNAIR RD BUFFALO 4/28/2001DB389R JOE 293 MCNAIR RD BUFFALO 8/18/2001
ABDALLAH FL164Z SHERMIN 264 HEMPSTEAD AVE BUFFALO 10/20/2000FL1642Z SHERMAN 264 HEMPSTEAD AVE BUFFALO 2/8/2001
BAUER APR2111 JOHN 51 LOWELL RD BUFFALO 8/10/2001V466XD ROBIN 6 FLORENCE AVE BUFFALO 1/12/200198643AE DANIEL 167 AURORA ST LANCASTER 6/12/2001AEY8382 MILDRED 189 BIGELOW PL DEPEW 5/3/20019XD135 MICHAEL 128 STRASMER RD DEPEW 3/20/2001H572SJ MANDY 76 PINEHURST AVE BUFFALO 3/1/2001LAN851 DENNIS 110 NANETTE DR ELMA 1/11/2001LE4105 THOMAS 374 INDIAN CHURCH RD BUFFALO 8/30/2000Z25OEX L.R 81 IDLEWOOD AVE HAMBURG 4/30/2001A676JR DEREK 33 GRANT BLVD BUFFALO 3/8/2001CX371V DENNIS 45 BURWELL AVE LANCASTER 7/23/2001T854NM ANNE 37 RAND AVE BUFFALO 8/31/2001AKS8213 DENNIS 110 NANETTE DR ELMA 8/6/2001EEJ135 RICHARD W. 144 HAWLEY ST BUFFALO 7/2/2001
Same person,different plate #
Plate # keyed as "O" instead of zero
Three different plate numbers
Error in entry of plate number and name spelling
Sample Data
Obvious Problems: Coupon Codes-
POS system limits codes to 15 One employee from Corporate Office must
travel to each store to enter new coupon codes
Mistakes “Reminders” “Reminder Card”
Available Options
Customer Lists: 70,000 records Sift through each record and make
corrections Who will perform task? How long will this take? How much will this cost?
Available Options
Coupon Codes: Too Late to Fix? Over 1 million telephone books
distributed 12 coupons in 2 books- all have different
codes Entertainment Books
5 coupons In Addition: Quarterly mailers, Discount
cards, Reminder notices, etc…
Recommendations
Customer Lists: Cost prohibitive to try and correct
database Solution:
Fix records individually as customers come in for service
Use contest to facilitate employee participation Result:
Since September more than 5,000 records have been corrected, merged, or updated*
*The employees are required to submit a print out of the service record with at least two other incidences of the same cutomer having had service in order to qualify for the contest. Therefore, there is a potential that up to 15,000 records have been updated.
Recommendations
Coupon codes: A uniform system that can be tracked and
updated easily Solution:
Update all coupon codes Enter new codes into computers at all stores Introduce new system to managers during
one meeting at corporate office Provide stores with binder where copy of
coupon can be seen alongside its new code
Coupon Revision – August 2001
Indications: Need a uniform system of coupon codes that can be tracked and updated easily. Strategy:Update all coupon codes.Enter new codes into computers at all stores. (MOC staff)Introduce new system to managers during one meeting at corporate office.Provide stores with binder where copy of coupon can be seen alongside its new code. Rationale:Eliminate confusion.Better control of discounts.Better result tracking. Materials and cost:15 - ½” ring binders (these are small enough to fit under the counter)protective sleeves for page inserts (keeps pages clean and resist tearing)tabs or dividers (speeds up look-up time)2 reams of paper (let me know if you need this item purchased) The binders, sleeves, and tabs will be purchased. The pages will be printed at MOC office, using paper already at hand. Copies of coupons will also be made in-house. Total estimated cost:$85.00 or less
A copy of the proposal.
The New System
Codes Never Change Insert updated coupon instead
Visual Reference Lower incidence of error Eliminates confusion Better control over discounts
The New Look
Coupon Index (See Attached)
Coupon Tracking (See Attached)
COUPON CODES INDEX
DESCRIPTION NEW CODE
SUPER COUPS COUPON CURRENT SUPER COUPS
VERIZON PHONE BOOK OIL CHANGE VERIZON OC
VERIZON PHONE BOOK EXTRA SERVICE VERIZON ES
TALKING PHONE BOOK OIL CHANGE WD OC
TALKING PHONE BOOK EXTRA SERVICE WD ES
OIL CHANGE OR EXTRA SERVICE REMINDER CARD
ENTERTAINMENT BOOK
OIL CHANGE OR EXTRA SERVICE CASTROL WEB OR ATLAS
SCHOOL OR CHARITY
COMPETITOR COUPON
FOR CUSTOMER SERVICE ONLY MANAGER’S ADJUSTMENT
ANY COUPON AFTER EXPIRATION EXPIRED COUPON
OIL CHANGE VIP SINGLE PUNCH
OIL CHANGE AND EXTRA SERVICE VIP DOUBLE PUNCH
DISCOUNT OR FREE VIP 3, 4, OR FREE
Please check expiration dates on each coupon.
This is the index page of each binder. Pages are updated and sent to the stores to be inserted in place of the old coupon. If a customer brings in a coupon that is past the expiration date it is keyed under “expired coupon.”
COUPON COUNT
CURRENT SUPER COUPS
VERIZON OC
VERIZON ES
WD OC
WD ES
REMINDER CARD
ENTERTAINMENT BOOK
CASTROL WEB OR ATLAS
SCHOOL OR CHARITY
COMPETITOR COUPON
MANAGER’S ADJUSTMENT
EXPIRED COUPON
VIP SINGLE PUNCH
VIP DOUBLE PUNCH
VIP 3, 4, OR FREE
Managers submit this, attached to the physical coupons that were redeemed during the week.
Result
Individual store coupon codes are uniform No longer have to travel to each store to
update computer when a new coupon is released
Stores are mailed new inserts with instructions for placement
Tracking at Corporate Office is accurate Evaluation of discount programs is precise
Setbacks
Politics!
Consensus is difficult to achieve Negative attitudes
Going Forward
As the Communications Consultant Get More Answers, Sooner Ask Specific Questions Repeatedly Watch for Developing Problems Build Consensus in Advance
Conclusion
Quality of Information is dependent on many variables: Accuracy/ Reliability
All users and contributors must be considered
Relevance/ Pertinance All participants must have an interest
Conclusion
Value Added Processes: Value is in usage and usefulness
Know your user/ contributor Learn the problems of the organization and
previous attempts at solving them Keep it simple