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Citizens National: Building Information Systems Report

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Updated: Apr 25th, 2022

Mark Singleton initially wanted by means of CRM package to make an additional increase of sales by using contacts of bankers and by improving relationships with them. The solution for this was Siebel CRM software now owned by Oracle (Laudon & Laudon, 2009). Also the urge for tracking relationship bankers was a core intention of CEO to provide the CRM competitive software. The problem also touched upon the need for making quick approval of credits and loans electronically.

In case with Citizens National it was necessary to improve the situation which was dictated by time. It concerned the need to make business electronically instead of “old paper system” (Laudon & Laudon, 2009, p. 517). Moreover, in this respect there were several reasons which constituted tangible and intangible benefits for the company. The major one is considered with the records about customers in the electronic format, so that not to lose current customers. Siebel CRM software was a good helper in this approach. Mark Singleton “placed even greater value on the person-to-person interactions between his relationship bankers and their customers” (Laudon & Laudon, 2009, p. 517).

The CRM Siebel software had some difficulties in the implementation and proper use. All in al, the Siebel software had one advantage which then was transformed in a disadvantage, namely: “it was too rich in features” (Laudon & Laudon, 2009, p. 517). In this case, the personnel spent much time to make commands within the software, because of many icons appearing every now and then. It had a complex structure of commands for call center which were uneasy to handle and which did not point out the complaints from customers in time. What is more, the paradox of Siebel was incorporated in the words by Jim Davis, an expert from Deloitte, namely: “The problem with Siebel is that it has everything” (Laudon & Laudon, 2009, p. 517). For management the software was too difficult to comprehend due to some commands to be completed manually. Bankers were not aware of the current torrents of relationships between banks and customers. Sales of bank products were badly implemented through the Siebel.

Quickbase was a great solution for Citizens National due to its easiness in use and maintenance. This software also was a solution due to its price per annum and per a user. In comparison with Siebel which cost $150,000 Quickbase suggested to spend $249 for the first ten users and increased by $3 per month for the additional users (Laudon & Laudon, 2009, p. 518). Also the ability of this system to integrate with others played a significant role in relationships with bankers.

The Siebel software would benefit in the organization straightforwardly related to the sphere of programming, auditing, or IT services. As for me, the implementation of the information system could be great in one of the big four companies. Due to their many-faceted activities and special departments in information systems consulting this software would be helpful to encompass the whole scope of commands and features which are necessary or appropriate for a definite company.

Citizens National began thinking about the innovative approach in their CRM policy at the very beginning of the twenty-first century. This is why in the year 2001 due to Mark Singleton the use of Siebel was one of the most popular, competitive and innovative at that time. Unfortunately for Citizens National, it was so only in theory. Though, the company did not even pay its attention on the innovative inventions of IBM and Microsoft at that period of time, which were rather usable for CRM.

Reference

Laudon, K. C., and Laudon J. P. (2009) Management Information Systems: Managing the Digital Firm. Ed. 11 New Jersey: Pearson Prentice-Hall, Upper Saddle River.

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