Customer information services - the way forward

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Dunne, Rebecca
Issue Date
BA (Hons) in Business Information Management
Portobello College
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Information technology services are becoming more that just a source of information. Information technology is not only about computers, it is about business information. It is changing the way business is conducted. Customer demands within the technology industry are growing. Customer adoption of services on the Internet is increasing, redrawing the boundaries between sectors and focussing on information cost reductions. As new communication and distribution systems open up, old commercial relationships are thrown into question. At another level, technology business has profound implications for the way companies are organised. Perhaps more fundamentally, the Internet revolution is beginning to force many companies to ask what they are in business for? Will structured organisations which combine many of the aspects of production and distribution still have a place in the world where the information flow makes it possible for rivals to challenge traditional value chains? So how far-reaching is the information technology revolution for business? The aim of this dissertation is to show new customer orientation processes that are necessary if businesses are to benefit from opportunities that information technology services can give them. It is important to remember that information services does not set out to redesign core competencies of an organisation but merely the processes that enable them. There is a lot of change involved if businesses are to break away from their traditional practices and design strategies that will take them into the business of the future. The old answers will not necessarily be the right ones for the future. Primary research was conducted by questionnaire and distributed by email among IT organisations to ascertain the level of commitment to customers and to examine approaches and attitudes to serving customers. Feedback and comments were requested from all respondents. The focus was to ascertain how technology based businesses sell services and the extent to which information services is reaching their customers. Secondary research discovered the necessity for organisations to move towards processes that add value to their services. Technology companies are now pushing services to develop a demand and a supply chain environment. Organisations need to push further back along the supply chain, and develop strategic partnerships with stakeholders in order to redesign the perception of their services.