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2OPM6090 Final Project - Case For Change Template-1
summary of final project
Course
Operations management (MBA 706)
23 Documents
Students shared 23 documents in this course
University
Lagos State University
Academic year: 2023/2024
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OPM 6090: Technology and Operations Management
Case For Change Template
(Adapted from University of Berkley, Human Resources Change Management Toolkit)
Audience
The Board Members,Habib Bank PLC
The Board Members of Habib Bank need to Integrate data system in the marketing
department in order to optimize the process. This will help in the following;
1. Need for Enhanced Customer Experience: Use of Integrated data will allow for a
comprehensive view of customers, enable personalized marketing messages and offers that
resonate more effectively. Customers will receive consistent messaging and services
across all channels, leading to improved customer satisfaction and loyalty.
2. Improvement in Decision making: when there is a centralized data, customer interaction
can be viewed and this will empower management teams to make data driven decisions. A
streamlined access data will reduce time spent on putting together and reconciling
information from diverse sources, allowing for faster and more informed decision making.
3. Operational Efficiency will increase: An Integrated systems will reduce duplication of
efforts and data input errors. This will lead to cost savings and operational efficiency.
Teams will then focus on strategic initiatives rather than managing fragmented data
systems.
4. It will give the bank a competitive advantage: A unified data system enables faster
response to market trend and the needs of customer, thereby keeping the bank ahead of
other competitors. Integrated Data System supports the development of innovative
marketing strategies and campaigns thereby leveraging insights across channels.
5. Improved Regulatory Compliance: Integrated data systems is a risk management and it
ensure higher data accuracy and integrity, crucial for regulatory reporting and compliance.
A centralized data management system reduces the risk of breaches and non-compliance
and enhances data security.
Background
● What current problems need to be
solved?
● How did we get here?
The presence of data silos in the marketing department of the bank is a current problem
that needs to be solved. Data silos is a collection of data held by one group that is not
easily or fully accessible by other groups in the same organization. (Talend, 2024).
Accessing and utilizing customer data effectively is one of the major challenges the
marketing department is facing due to these silos. This fragmented data landscape hinders
the ability to gain a comprehensive understanding of customers and deliver personalized
experiences across channels.
Current State
● Where are we now?
The marketing department is currently operating with fragmented data across various
channels and platforms. This fragmented data across channels and platforms makes it
OPM 6090: Technology and Operations Management
Case For Change Template
(Adapted from University of Berkley, Human Resources Change Management Toolkit)
● Why is what we’re doing currently
not working?
● What opportunities are being
missed?
difficult to have a 360-degree view of customers and their interactions with the bank. And
this results to the marketing department struggling to deliver. Marketing and personalized
messaging opportunities are being missed. There is no consistent messaging experiences
by customers across different touchpoints due to the inability to leverage customer data
effectively (Contributor, 2022).
Risks of Not Taking Action
● What future problems are anticipated
if no action is taken?
● What is the impact to the
organization?
Some of the problems to anticipate if no action is taken to address the data silos and lack
of data integration includes; Continuous miss out on opportunities to engage customers
effectively and deliver personalized experiences. This will result to customers
dissatisfaction and decreased customer loyalty as customers increasingly expect seamless
experiences across channels (Rizzi & Taraporevala, 2019). Another problem that may
occur is that the marketing team may continue to struggle to identify trends, preferences,
and behaviors that can improve strategic decision-making. This lack of insights can hinder
the bank's ability to stay competitive in the market and adapt to changing customer needs.
Lastly, the bank may be faced with challenges in complying with data governance and
regulatory requirements, as data
silos can make it difficult to ensure data accuracy, security, and privacy (Data Silos,2020)
Benefits of Taking Action
● What are the benefits of making the
change?
● What is the impact to the
organization?
There are several benefits the implementation of data integration across the bank's channel
marketing process can bring to the bank. These includes; Marketing department will be
enabled to have a unified view of customer data, allowing for a comprehensive
understanding of customer behavior, preferences, and needs. This will enable the
marketing team to deliver personalized and targeted messaging across channels thus,
enhancing the customer experience and increased engagement and customer loyalty
(Contributor, 2022).Data integration will also facilitate better coordination and
collaboration across departments such as the project management, data management, and
data analyst teams. By eliminating data silos, information sharing and collaboration will
be improved, leading to more efficient and effective marketing strategies (Data Silos,
2020). Moreso, integrating data will provide the
marketing department with a single source of truth, enabling better alignment and decision
making within the department. Finally, leveraging integrated data, the bank will gain some
valuable insight into marketing performance, allocation of resources and utilization of
budget. By so doing the marketing department will be enabled to optimize marketing
initiatives and hence an improvement on return on investment and drive the growth of the
bank.
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2OPM6090 Final Project - Case For Change Template-1
Course: Operations management (MBA 706)
23 Documents
Students shared 23 documents in this course
University: Lagos State University
Was this document helpful?
OPM 6090: Technology and Operations Management
Case For Change Template
(Adapted from University of Berkley, Human Resources Change Management Toolkit)
Audience
The Board Members,Habib Bank PLC
The Board Members of Habib Bank need to Integrate data system in the marketing
department in order to optimize the process. This will help in the following;
1. Need for Enhanced Customer Experience: Use of Integrated data will allow for a
comprehensive view of customers, enable personalized marketing messages and offers that
resonate more effectively. Customers will receive consistent messaging and services
across all channels, leading to improved customer satisfaction and loyalty.
2. Improvement in Decision making: when there is a centralized data, customer interaction
can be viewed and this will empower management teams to make data driven decisions. A
streamlined access data will reduce time spent on putting together and reconciling
information from diverse sources, allowing for faster and more informed decision making.
3. Operational Efficiency will increase: An Integrated systems will reduce duplication of
efforts and data input errors. This will lead to cost savings and operational efficiency.
Teams will then focus on strategic initiatives rather than managing fragmented data
systems.
4. It will give the bank a competitive advantage: A unified data system enables faster
response to market trend and the needs of customer, thereby keeping the bank ahead of
other competitors. Integrated Data System supports the development of innovative
marketing strategies and campaigns thereby leveraging insights across channels.
5. Improved Regulatory Compliance: Integrated data systems is a risk management and it
ensure higher data accuracy and integrity, crucial for regulatory reporting and compliance.
A centralized data management system reduces the risk of breaches and non-compliance
and enhances data security.
Background
● What current problems need to be
solved?
● How did we get here?
The presence of data silos in the marketing department of the bank is a current problem
that needs to be solved. Data silos is a collection of data held by one group that is not
easily or fully accessible by other groups in the same organization. (Talend, 2024).
Accessing and utilizing customer data effectively is one of the major challenges the
marketing department is facing due to these silos. This fragmented data landscape hinders
the ability to gain a comprehensive understanding of customers and deliver personalized
experiences across channels.
Current State
● Where are we now?
The marketing department is currently operating with fragmented data across various
channels and platforms. This fragmented data across channels and platforms makes it
