Making IT work for your business

Kishore C.S (March 2000)

Computerization has long term benefits for anyone. Business organizations can derive immediate benefits by improving their customer relations. In layman's terms in computerization means a printout that is printed by computer. If you see STD Booth boasts of computerized billing then it means that you will get a printed bill after making a call.

Implementation of IT systems serves many more goals than simple printing of forms. All business organizations that have implemented computerization in last few years should start reaping benefits by turning data to information.

Long time back I read this story in a business magazine:

A typical hotel management system captures all customer related information. What food the guest prefers, what drinks he prefers etc.

Certain hotel has actually used the data recorded in the system to build a life long relationship with the customer. The hotel analyzed the frequently ordered drink by the customer which is obviously his favorite drink. Next time the customer came to the hotel he was invited with a complimentary drink that is his favorite. The customer is delighted and the hotel has won a 'customer for life'. You know what a delighted customer can do to your business. The same customer will be a 'walking advertisement' for the hotel for a long time to come.

The simplicity of the whole case impressed me. I really feel every one should get down to the business of making use of information.

I can site couple of examples below which I think can be implemented without much difficulty.

Major shops in cities have implemented computerized billing and also capture customer information when they pay by credit card. This information can be used to identify customers who shop regularly and the shop managers recognizing the regular customers and giving them special treatment can enlighten the customers.

We also see an increase of home delivery based businesses (especially food joints have adopted this practice). By just recording who has delivered for a particular customer during previous orders the shops can increase the efficiency of home delivery. If the shop has 3 delivery boys and Boy1 has delivered once to customer A who has again placed the order. By using the information from the system, Boy1 should be again sent for delivery to customer A. Since 'Boy1' already knows the customer address and also the customer once he can take the opportunity to deliver faster and build a cordial relationship with customer. This also changes the customer relations the shop will have.

Though the above may be some random example, the main point I would to drive is the time has come for business organizations to convert data into information and change the way they do business. Don't let computer become a dumb instrument that has just eaten into your investment. It can change many things once you start using it properly.