Cloud Computing And CRM Systems: An Overview

On demand service

Cloud computing is a technology that allows universal, user friendly and on demand network entrée to a common source of configurable resources which can be quickly managed and set free with less management push or service provider synergy The significant attributes of cloud computing are:

On demand service: a user can independently equip computing proficiency like server time, network repository as required naturally without needing human intervention with service provider. (Bhardwaj, et al., 2010) 

Broad network access:  potentiality is attainable over networks and permeated with standard systems that improve usage with heterogeneous thin or thick client platform like mobiles, laptops etc  

Resource Pooling: the providers computing collaterals are pooled to provide service to more than one user applying multi tenant archetypal with distinct physical and implicit collaterals actively authorized and reauthorized as per interest. So there is a feel of location self reliance where user commonly has no control or awareness of particular place of the given collaterals. But they might be capable to determine place at high level of remoteness. Instance of collaterals involve storage, processing, memory and network bandwidth (Bhardwaj, et al., 2010)

Rapid elasticity: potentialities can be elastically administered and set off in few instances naturally to reach to quick external and internal requests fitting to interest. For user potentialities usable for administering majorly seems to be endless and can be allotted in any amount anytime.

Measured service: cloud systems naturally govern and improve collateral usage by allowing metering ability at certain level of consideration suitable to service nature such as storage, bandwidth, active user account etc. Collateral use may be examined, restrained and disclosed offering clarity for both provider and user of service (Bhardwaj, et al., 2010)   

1. Downtime:as cloud system providers serve multiple users they sometime get affected and face technical outage which can temporarily hang up the business process. Further in case there is internet connectivity failure then user is unable to permeate to applications or servers functioning on cloud (Jadeja and Modi,  2012).

Susceptibility to attacks: as cloud system is public service which is open to all and as its elements are apparent online so these are susceptible to attacks and security hacks.

Vendor lock in: though cloud system providers assure flexibility of usage and integration to cloud but switching these services are still difficult as users may encounter hard time to switch their services from one provider to other. Hosting and combing existing cloud applications on other platform may become difficult due to support issues and incompatibility. Example, application developed on Microsoft development framework (.net) may not function appropriately on Linux (Jadeja and Modi, 2012)

Limited control: as the cloud system is completely owned, administered and overseen by service provider so it allows basic control to users and the users can only administer and regulate applications, data and services operated on cloud and not the infrastructure. So prime administrative activities like server shell access, updating and firmware control is not allowed from user end.     

Broad network access

A sandwich shop has three major business processes which are primary, supportive and managerial. The primary business processes are essential processes which depict the operations and routine tasks that are performed in the shop to meet its mission and goals. These have direct correlation with customers as they are most suitable for them and include product assembly process, quality assurance, corrective or preventive maintenance, customer prospecting and production process. The other business process is supportive which aids primary activities and adds value to final product but these processes are internal and not visible to customer directly. Like HR process that includes hiring, training, paying employees as well as exit process and information technology process. The third business process is management process that supports coordination and control of activities inside the sandwich shop which means they support both primary and support process (Zott, et al., 2011).Such as finance process that includes invoicing, billing and paying suppliers, generating financial statements, payment of taxes and cash management process. It also includes strategic planning process.

Yes, several of these business processes can be made effective and more coordinated with support of information systems. For instance a local sandwich shop can be turned more effective with better management of recorded data like finance process with integration of IS to better manage cash system, payments to suppliers, invoicing and billing and effective risk management process by payment of taxes and maintaining of safety audit and legal check process to ensure compliance. 

1. The three primary elements of comprehensive CRM system are:

Sales Force automation: this is vital components of customer relationship management and exists in all business systems. This component involves predicting, recording sales processing and maintaining trail of vital interactions. This component helps to interpret revenue creation possibilities which make it very essential for business. Moreover sales force automation component of CRM evaluates sales predictions and performance of employees so as to attain overall betterment in the growth and enhancement of industry (Soltani and Navimipour, 2016). 

Lead management: this is another component of CRM system that is essentially used to maintain trail of sales lead and their distribution. These are mostly common in sales and marketing enterprises and customer service centers. The lead management component includes proficient administration of campaigns, developing personalized forms, finalizing mail list etc. Further a wide study of buying patterns of customers and prospective sales lead allows seizing more amount of sales lead to enhance the sales.  

Customer service: this component of CRM system helps to gather customer inputs and data, information on their purchase and patterns. After the information is gathered these are distributed to appropriate departments and hence customer service is a vital component of CRM. The information offered by this component is used by all core departments such as sales and marketing, management teams to generate awareness and interpretation of customer needs and their grievances (Eichorn, 2018).Thus this component supports firms to respond to customers with suitable solutions and support promptly and effectively as well as meeting their needs. Thus it aids in enhancing reliability and confidence of customers and people on the business.  

1. Organizations should execute certain e-policies to protect their information content as privacy; confidence and security are closely connected as are laws and ethics. Hence protection of information contents privacy and security provision preserves trust as violation comprises a risk and threat to information contents security and disturbs confidence. Also it runs the risk of diluting security and exhibits disrespect to morality, ethics and principles of law. In fact implementation of e-policies is urgent and essential need to protect privacy of content and prevent misuse in the universally driven information intensive environment. The leverage of e-policies implementation is that it makes information content security more transparent so that people at workplace are better informed and policy practices are fairer (Hwang, et al., 2016).The implementation of e-policies at workplace is also essential to protect from possible risks that emerges with technology and human users like information warfare, cyber terrorism etc. So, e-policies need to be vitally propelled for information content protection at corporate management level.

Resource Pooling

Also e-policies to protect information content are essential for need to protect data privacy because of multi-directional demand. This has emerged as significant function that supports development and implementation of approaches vital for information security to insure privacy policies and potential mitigation measures. Further these guidelines and practices enhance standards to make employees comply with them with effective communication  (Fitzgerald, 2016).These e-policies should be technically effective, financially sound, legally justifiable, ethically consistent and socially acceptable so that implementation does not find problems and information contents security decisions become more regulated.     

1. The authentication technologies that can be utilized to prevent hackers from gaining access to organizational systems are combination of biometric with digital signatures or digital certificate plus password.

Biometric plus digital signature: this is a considerably strong authentication method as biometric is ideal physical or biological characteristics and accurate biometric is possibly the strongest way to identify user. However as biometric is susceptible to capture and replay type attacks via network so it needs additional security through combination of digital signatures. The digital signature is combination of data hashing with public key based encryption (Chang, et al., 2016). So biometric plus digital signature are modified encryption technologies that operate by capturing block of data at one time and frequently use scrabble algorithms to improve the bits.   So it is impossible for hackers to modify original data insuring same output from has function as these hash based signatures utilize cryptographically secure has functions like MD-5 or SHA.    

Digital certificate: digital certificates comprise data that are applied for authentication and security of communication particularly unsecured networks like internet.  These certificates issue a public key to user who has subsequent private key. These certificates are digital ID issued by certification agencies that are trusted bodies which look for identity of user. These digital certificates are valid for specified time and are digitally signed using private keys.  Digital certificates are files that have various identification information of users like name, contact, email, public key and digital sign of certificate authority.  Moreover in digital certificate it is essential to authenticate machine or device used by user for interaction so it is advanced authentication technology (Chang, et al., 2016). These are credible as they are issued by recognized bodies i.e. Certification authority after verification of validity of user who applies for it.  

 There are three types of information system that serves organizational level which are operational level system, management level system and strategic level system. The Payroll payment system is kind of operational level system that backs operational managers to maintain record of elementary activities and transactions within the organization (Hu and Kapucu, 2016). At operational level in organization Payroll payment system corresponds to transaction processing information systems (TPS) which are basic business systems that meets operational requirement of enterprises and is commonly a computerized system that administers and records regular exchanges vital to perform business.  Payroll Payment system is used for operational level where activities, collaterals and objectives are predefined and structured.  

Rapid elasticity

The above figure represents the payroll TPS which is a basic accounting transaction processing system that maintains trail of salary credited to staff. The master file consists of various forms of information such as name, address, employee number which are called data elements. The data are fed into the system refreshing the data elements (Hu and Kapucu, 2016). The components of master file are united in distinct manner to form report of requisite to management and organizations as well as are used to circulate salary slips to staffs. These TPS can also create various form of reports with combination of current data elements. 

This report is summarized annual sales report generated by MIS system of an organization. Management information system produces these types of sales reports by utilizing information system technology to gather and communicate all information within an organization to ensure its routine operations. Every department and function in an organization generates their own operational and financial data and hence has their individual information systems to keep trace of all information. These MIS reports help managers by giving them information on previous and existing information which supports planning, controlling and decision making functions at management level (Singh, 2017). The above illustration is a Sales and Marketing MIS system report that helps in administration and tracking of proficiency of organizations sales and marketing operations by depicting actual and forecasting sales based on region wise and product wise. The report also helps to illustrate comparison between actual and planned sales to estimate performance.  

 UPS made major transformation by embracing technologies like real time data, mobile, connectivity, robotics, blockchain and sustainable technologies to combine their digital and physical networks to regenerate efficiency, fleet and their improved management. Example UPS created Advanced Technology Group (ATG) to make their logistics more technologically smart and active (Singla, et al., 2017).These smart logistic networks delivers continual futuristic development by conjoining shippers with receivers with data directed abilities. These help in smart distribution, sorting, transport and delivery thus benefitting UPS to make their operations faster and more lucid with customers. The ATG has improved visibility and effectiveness of UPS through usage of data and analytics to develop decision making.  UPS has also embraced On Road Integrated Optimization and Navigation (ORION) system which is advanced technology systems that has improved and reduced miles by optimizing routes. ORION makes alterations to delivery track depending on real time information on traffic clogging, road conditions and request for new package pickups to enhance efficiency. Also UPS is improving mobile technology solutions by applying AI and advanced analytics to boost network with Network Planning tools.   

Measured service

UPS with help of cloud technology can make their logistics networks more smart with digitally and physically conjoined efficiencies, fleet and information systems. Cloud technology will enable them to use real time data, AI, machine learning etc to optimize tracking and processing of packages and freights. Moreover these also will help synchronize their transportation fleet to enable operational and sustainable improvements with better exactness and promptness for users from pickup to end destination.  Example, UPS uses EDGE (Enhanced Dynamic Global Execution) which is cloud based technology for facility optimization. These improve their real time decision making of facilities (Satyanarayanan, 2017).EDGE program describes where and how packages could be arranged and locates operational assets immediately.

UPS trucks have tracking technology whose outcomes are always not ethical as truckers get de-motivated with constant monitoring through delivery information acquisition devices and sensors on delivery truck. This tracking creates devastation in lives of truckers and generates workload stress as they track each detail including too much time spend on delivery stop, keeping back of truck open for long etc which creates unethical pressure on truckers as they potentially live threat of review or disciplinary actions. Also these tracking systems trace fuel consumption and truckers are generally paid on miles covered, so sometimes these technology systems create adverse ethical effects by creating burden for unpredictable delays on road that could not be measured (Nebeker, et al., 2017).So truckers face a lot of risks and ethical dilemmas. So the downside of these tracking systems is along with optimizing labor and making process effective they create real havoc and wreck lives of truckers by establishing unpredictable and unlivable schedules. 

With use of tracking technology placed in trucks of UPS several security issues can be encountered like potential malicious attacks on these which can prevent normal functioning of vehicle and its tracking systems.  Other security issues are theft, hijack and crash of data due to intentional tampering with device that can interfere with normal functioning. The other issue is tampering with functioning of device by insiders as UPS trucks are fitted with tracking systems to monitor drivers and their usage (Delmonteil and Rancourt, 2017).Example positioning of GPS antenna can be tampered by truckers that can disconnect signals received and as suck position of trucks cannot be located.   

Bargaining power of customer (low):customer base of UPS is huge and presence of companies that can offer same services like UPS are less. Also UPS is well established globally and delivers in almost all possible locations so more customers depend on UPS (Delmonteil and Rancourt, 2017). 

Susceptibility to attacks

Threat of substitute (low): UPS service is used by several companies and people on regular basis and they have not many substitutes for shipping products across country, so substitute threat is low.  

Threat of entrants (low): due to high investment cost barrier and large economies of scale of UPS, they have low threat from new entry as with small volume of packages and large capital required to run business they cannot compete with UPS.

Competitive rivalry (medium): though UPS is leader of industry and has vast experience as they can manage large volume of packages but they still face moderate competition from DHL, FedEx and USPS (Delmonteil and Rancourt, 2017). 

Bargaining power of supplier (medium): suppliers of UPS exert medium power on few operations of UPS. Example, trailers and packages delivery trucks are not owned but rented by UPS from suppliers such as Swift Transportation. Also their airplane delivery supplier is Boeing but they have medium power due to signed contract between parties which can’t be violated (Delmonteil and Rancourt, 2017).    

UPS is globally recognized brand that uses technology integration to improve their operational process and enable better customer delivery with futuristic data analytics and intelligence (Bell, et al., 2017). Their competitive strength has been their differentiation strategy that is focused on low cost management through differentiation in quality of customer services powered with machine learning, network planning tools and EDGE that facilitates route and facility optimization for better customer experiences.   

References 

Bell, G.G., Dyck, B. and Neubert, M.J., 2017. ETHICAL LEADERSHIP, VIRTUE THEORY, AND GENERIC STRATEGIES. Charlotte, NC: Information Age Publishing. 

Bhardwaj, S., Jain, L. and Jain, S., 2010. Cloud computing: A study of infrastructure as a service (IAAS). International Journal of engineering and information Technology, 2(1), pp.60-63. 

Chang, V., Kuo, Y.H. and Ramachandran, M., 2016. Cloud computing adoption framework: A security framework for business clouds. Future Generation Computer Systems[Online] Vol 57. Available from: https://doi.org/10.1016/j.future.2015.09.031 [Accessed on 19 September 2018]

Delmonteil, F.X. and Rancourt, M.È., 2017. The role of satellite technologies in relief logistics. Journal of Humanitarian Logistics and Supply Chain Management, 7(1), pp.57-78.

Eichorn, F.L., 2018. Internal customer relationship management (IntCRM) a framework for achieving customer relationship management from the inside out. Problems and Perspectives in Management, 2, p.1. LLC Consulting Publishing

Fitzgerald, T., 2016. Information security governance simplified: from the boardroom to the keyboard. 1^st ed. Boca Raton: CRC Press.

Forrest, J.Y.L. and Nightingale, J., 2017. SUCCESSFULLY TRANSITION INTO THE ERA OF TRANSIENT COMPETITIVE ADVANTAGES. Northeastern Association of Business, Economics and Technology. October, p.73.

Hu, Q. and Kapucu, N., 2016. Information communication technology utilization for effective emergency management networks. Public Management Review [Online] Vol 18. Available from: https://doi.org/10.1080/14719037.2014.969762 [Accessed on 19 September 2018]

Hwang, E., Kim, S., Yoo, T.K., Kim, J.S., Hwang, S. and Choi, Y.R., 2016. Resource allocation policies for loosely coupled applications in heterogeneous computing systems. IEEE Transactions on Parallel and Distributed Systems [Online] Vol 27. Available from: https://doi.org/10.1109/TPDS.2015.2461154 [Accessed on 19 September 2018] 

Jadeja, Y. and Modi, K., 2012, March. Cloud computing-concepts, architecture and challenges. International Conference on Computing, Electronics and Electrical Technologies (ICCEET) [Online] Available from: https://doi.org/10.1109/ICCEET.2012.6203873 [Accessed on 19 September 2018]

Nebeker, C., Harlow, J., Espinoza Giacinto, R., Orozco-Linares, R., Bloss, C.S. and Weibel, N., 2017. Ethical and regulatory challenges of research using pervasive sensing and other emerging technologies: IRB perspectives. AJOB empirical bioethics [Online] Available from: https://doi.org/10.1080/23294515.2017.1403980 [Accessed on 19 September 2018] 

Satyanarayanan, M., 2017. The emergence of edge computing. Computer, 50(1), pp.30-39.

Singh, J., 2017. Management Information Systems (MIS) in Cloud Computing: A Review. International Journal of Business Analytics (IJBAN), 4(3), pp.54-70. 

Singla, A., Ahuja, I.P.S. and Sethi, A.P.S., 2017. The effects of demand pull strategies on sustainable development in manufacturing industries. International Journal of Innovations in Engineering and Technology, 8(2), pp.27-34. 

Soltani, Z. and Navimipour, N.J., 2016. Customer relationship management mechanisms: A systematic review of the state of the art literature and recommendations for future research. Computers in Human Behavior [Online] Available from: https://doi.org/10.1016/j.chb.2016.03.008 [Accessed on 19 September 2018]n

Zott, C., Amit, R. and Massa, L., 2011. The business model: recent developments and future research. Journal of management, 37(4), pp.1019-1042.

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