|dc.description.abstract||Fast moving technology, severe price competition and continuous customer recognition, all such pushes the brand IT product enterprises focus more on their R/D, marketing and CRM (Customer Relational Management) in order to sustain their brand IT product competitive capability.
The main purpose of this study tries to find out the expected performance of data warehouse, data mining in brand IT product HQ (Headquarter) CSD (Customer Service Division) through implementing AFR (Annual Failure Rate) project. The case company is a well-known brand IT product enterprise which comprises 5 independent operation ROs (Regional Office) global-wise. The major IT products are outsourced to OEM / ODM by HQ, as marketing and customer services are managed by ROs.
The case finds that owing to successfully implement AFR project, HQ CSD integrates the products maintenance data through 5 ROs, so HQ CSD can achieve below advantages,
1) Enhance customers satisfaction for brand IT products
2) Promote product qualities and fast reaction for product issues
3) Lower spare parts inventory preparation and spare parts cost down
4) Efficient OEM / ODM management and spare part suppliers management
In managerial meaning, case company focuses on brand operation and outsource IT products manufactured to efficient OEM /ODM. HQ and ROs play independent roles but hold tight cooperation, all the objectives are to enhance brand IT product competition. Through data warehouse and data mining, branded company intensifies customer relationship. Besides that, there are important factors for AFR project success – top management support, precise and concrete objectives, focus on over-all advantages not only specific regional office and global members participation.
The case study can’t encompass all related topics but it can be a preliminary study of data warehouse and data mining for brand IT product HQ CSD application. From the study, hopes to set up the model of a reference guideline of data warehouse and data mining for HQ CSD, which may become a useful reference for both the enterprises and academic organization.||en_US|