Tyler and Becky have met and made significant prog- ress on the design of the customer...

 

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Tyler and Becky have met and made significant prog- ress on the design of the customer loyalty system. They have explored many of the options associated with the hardware, data requirements, and any system integration that may be needed with the current point- of-sale system. They are confident that they have docu- mented the requirements well in order to move forward. Tyler believes strongly that the new system is crucial to the success of the Lakeside location to incentivize cur- rent customers to continue their loyalty as well as build a "buzz" for new customers. The new menu and expanded hours, as well as the picturesque location, are a solid foun- dation. Now Tyler believes the "word of mouth" approach needs to be expanded with a solid marketing promotion campaign coupled with a new logo for the Lakeside. Being More Mobile Becky and Tyler discussed how to proceed. Then, she thought of a related initiative. "Tyler, have you thought of how a mobile app would add to your new location?" He thought, "How could I have missed that?!" Then, he sighed. "Is this too much to accomplish too soon?" They took a piece of paper and started to plan out how these technology initiatives would work together with their existing plans for marketing, operations, and tech- nology infrastructure. After an hour, they had an initial diagram to show the various components of the plan. From this, they discussed the relationships between the components and how they would align with an overall strategy. They were unsure of how the various components should be sequenced for implementation. Tyler decided to apply a concept he had learned in school, about "hard logic" tasks that must be completed in a specific order, He and Becky continued to analyze and apply that principle to the initiatives. She then thought and added, "Tyler, have you devel- oped a mobile app before?" He said "No, but I use them a lot!" She replied, "Then if you really want the restaurant to have a mobile app, we have to look at the options." The initial advertising and promotional campaigns have been developed for the grand opening as well as a tentative schedule for implementation. However, Tyler was unsure how he should approach the development and implementation of the customer loyalty and mobile application technology projects. Becky discussed the various development approaches as well as potential suppliers of these applications. Tyler considered that each approach would include a different set of costs, time, benefits, and risks. How should he approach this important decision? What Is Your Advice? Tyler and Becky developed a detailed set of infor- mation and functional requirements for the cus- tomer loyaity system. They believe that they have prioritized their early needs as well as some "nice to haves" for the new system. List some of the advantages of each acquisition approach for this new system as well as the risks. What advice would you give to Tyler on how to continue? 2. Tyler and Becky also discussed the need for a mobile application for the Lakeside. Is the acquisi- tion approach for this application different than the customer loyalty system? Compile a list of advan- tages and disadvantages of the various approaches, along with your recommendation. New Perspectives 1. List some mobile application functions that would be helpful to a new restaurant. Establish a priority of the various functions to implement in various versions of the mobile application. 2. If you were Tyler, considering the customer loyalty system and mobile app along with limited resources, which initiative would you decide to implement first? Consider both the strategic and operational importance of each initiative along with the estimated complexity (time to implement, recommendations. cost. etc.) and discuss your Tyler and Becky have met and made significant prog- ress on the design of the customer loyalty system. They have explored many of the options associated with the hardware, data requirements, and any system integration that may be needed with the current point- of-sale system. They are confident that they have docu- mented the requirements well in order to move forward. Tyler believes strongly that the new system is crucial to the success of the Lakeside location to incentivize cur- rent customers to continue their loyalty as well as build a "buzz" for new customers. The new menu and expanded hours, as well as the picturesque location, are a solid foun- dation. Now Tyler believes the "word of mouth" approach needs to be expanded with a solid marketing promotion campaign coupled with a new logo for the Lakeside. Being More Mobile Becky and Tyler discussed how to proceed. Then, she thought of a related initiative. "Tyler, have you thought of how a mobile app would add to your new location?" He thought, "How could I have missed that?!" Then, he sighed. "Is this too much to accomplish too soon?" They took a piece of paper and started to plan out how these technology initiatives would work together with their existing plans for marketing, operations, and tech- nology infrastructure. After an hour, they had an initial diagram to show the various components of the plan. From this, they discussed the relationships between the components and how they would align with an overall strategy. They were unsure of how the various components should be sequenced for implementation. Tyler decided to apply a concept he had learned in school, about "hard logic" tasks that must be completed in a specific order, He and Becky continued to analyze and apply that principle to the initiatives. She then thought and added, "Tyler, have you devel- oped a mobile app before?" He said "No, but I use them a lot!" She replied, "Then if you really want the restaurant to have a mobile app, we have to look at the options." The initial advertising and promotional campaigns have been developed for the grand opening as well as a tentative schedule for implementation. However, Tyler was unsure how he should approach the development and implementation of the customer loyalty and mobile application technology projects. Becky discussed the various development approaches as well as potential suppliers of these applications. Tyler considered that each approach would include a different set of costs, time, benefits, and risks. How should he approach this important decision? What Is Your Advice? Tyler and Becky developed a detailed set of infor- mation and functional requirements for the cus- tomer loyaity system. They believe that they have prioritized their early needs as well as some "nice to haves" for the new system. List some of the advantages of each acquisition approach for this new system as well as the risks. What advice would you give to Tyler on how to continue? 2. Tyler and Becky also discussed the need for a mobile application for the Lakeside. Is the acquisi- tion approach for this application different than the customer loyalty system? Compile a list of advan- tages and disadvantages of the various approaches, along with your recommendation. New Perspectives 1. List some mobile application functions that would be helpful to a new restaurant. Establish a priority of the various functions to implement in various versions of the mobile application. 2. If you were Tyler, considering the customer loyalty system and mobile app along with limited resources, which initiative would you decide to implement first? Consider both the strategic and operational importance of each initiative along with the estimated complexity (time to implement, recommendations. cost. etc.) and discuss your

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